A guide to selecting a brochure for your next sale
After considering several fundraising options, let’s say that you've decided to do a brochure sale. But with so many types of brochures out there how can you know that you’re selecting the best one for your group?
For example, you can sell candles, cookie dough, frozen food or even a large shopper that has a little bit of everything that isn’t frozen. How do you know what people in your area prefer to buy? After all, showing the right brochure to potential customers will probably end up making you more money.
Well, as you probably already know, only you can determine what will sell in your community. Here are 7 things you should look for when picking a fundraiser brochure:
1. Large Brochure Selection
If your brochure offers a limited selection of items, some people may choose not to buy. However, more variety usually means more buyers. Make sure it offers enough selection in the areas that you think your buyers will be most interested in. Your goal is to appeal to as diverse a customer base as possible.
2. Good Brochure Presentation
Even if your brochure offers a lot of variety, if it's poorly laid out people will have a hard time finding what they want. Some brochures are so cluttered with items that people become confused and end up ordering incorrect items. To avoid ordering mistakes, it should be clear to the buyer which item number and price is associated with a respective item. This is done by placing this information as close to each item as possible.
3. Readable Item Information
Some people may want to read about the item they are purchasing. For example, how large is it or how much does it weigh? If the wording is clear and well laid out they should be able to see it clearly. Item information should also be in Spanish.
4. Appealing Brochure Theme
This one is more subjective, but the brochure theme used for the cover and its inside pages can be important. Make sure you pick a relatively neutral theme that will draw in more people. Some people may not like Santa Claus or a Christmas tree on the cover. The theme should easily convey what the brochure is about as well as draw people in.
5. Offer Some Lower-Priced Items
Price is important for many buyers. People should be able to find a good variety of lower priced items in the brochure. Some will be more apt to buy additional items if they're affordable. This helps the school make more money and students get to the higher prize levels. People also look for lower priced items so they can make a contribution without having to spend a lot of money.
6. Value Beats Price
A lot of sponsors make the mistake of choosing brochures based solely on price. While cost is important, it shouldn't be the only consideration. Your profit comes off the retail price. If the customer spends a little more to get a better quality item, not only will they be more satisfied, you'll make more money from that item.
7. Test Before Your Fundraiser
Test market your brochure options by have people vote for the one that they would be more apt to buy from. You may want to have already narrowed you brochure selection down to a couple of choices first though.
Whatever methods you use to pick your fundraiser brochure, it's important that your choice appeals to as wide a customer base as possible. Ultimately though, your decision will probably come down to intuition over reason.