93%
The percentage of nonprofit leaders facing financial concerns who are pursuing funding from new donors – a built-in opportunity to use promo
From social services and education to healthcare and the arts, nonprofit organizations power many of the nation’s essential services. The U.S. is home to approximately 1.8 million registered 501(c)(3) organizations, and the sector accounts for nearly 10% of private-sector employment – making it both a social force and a significant economic engine. According to the Counselor State of the Industry Report, nonprofits account for $1.65 billion in North American promo sales.
Philanthropy continues to evolve alongside economic, political and technological shifts, and digital giving in particular has reshaped donor engagement. Mobile-friendly platforms, peer-to-peer fundraising and recurring gift options make it easier for supporters to contribute across age groups and geographies. “Giving Tuesday” 2025 generated an estimated $4 billion in a single day, up 13% year over year, according to the Philanthropy Roundtable.
At the same time, nonprofit leaders face a challenging operating climate: Inflationary pressures are stretching donor budgets, policy changes are affecting funding and staffing is a persistent concern, with nearly two-thirds of nonprofit leaders reporting difficulty filling open roles in 2025, according to The Center for Effective Philanthropy. Even so, donor participation and volunteering remain strong, and organizations that rely heavily on events, fundraising campaigns and volunteer engagement are ripe with opportunity for collaboration when it comes to nonprofit promo products.
Product Pick
Target nonprofit supporters of all ages with this sweatshirt blanket (SHSSTD) from Towel Specialties (asi/91605). Decorated varieties come tied in a knotted rope.
Product Pick
This 5-ounce cotton canvas grocery tote (SM-7236) from PCNA (asi/66887) can feature a different design every year to become a classic collector’s item for organizations that host annual events.
3 Distributor Tips
Jessie Cox, senior sales executive at TK Promotions (asi/341067) in Glen Allen, VA, generates roughly $1 million in annual sales with a large nonprofit client that hosts events, operates pop-up retail shops and recruits volunteers for disaster relief and service initiatives.
1 Lead with relationships. Many nonprofit employees are mission-driven, and they respond positively to reps who treat their work with respect. This may look like taking longer meetings, wishing them luck before a big fundraiser or checking in when there’s a humanitarian event in the news that you know they’re responding to. “It’s often the small acts of care and attention that make a difference for nonprofit clients,” Cox says.
2 Create collectible moments. Many people who support nonprofits give annually and participate in multiple events throughout the year. Design new artwork for each event to create high-quality souvenirs for volunteers, supporters and donors. “There’s an emotional connection to being a part of nonprofit work,” says Cox. “Branded items give people a way to both capture a memory and to publicly support a mission they believe in.”
3 Engage beyond the sale. Demonstrating authentic support can strengthen long-term partnerships with charitable organizations. TK Promotions has a philanthropic arm of its business, and employees carve out days to volunteer with their nonprofit clients. “We genuinely believe in the work they’re doing,” says Cox. “We want them to know they’re not just numbers to us.”