Focus On: Merchandising: Show 'Em Your Wares
Nonprofit organizations that rely on catalogs and other retail vehicles to boose donations and further their missions can take some lessons from the for-profit world.
Bill McCarthy, executive director of the Southwest Indian Foundation, has mastered the development of high-quality Indian jewelry, pottery, kachina dolls and other Native American-related gifts, books, music, clothing and videos. The catalog entity has created jobs for Indian artisans of the Navajo tribe and the pueblo tribes of the Zuni, Laguna, Acoma and Hopi. Since 1990, McCarthy has increased SWIF’s proprietary items from 10 products pictured on one page, which was folded and inserted into a No. 10 envelope, to the 375 products in the 120-page catalog for Spring 2004, which will have a circulation of 14 million.
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- F Curtis Barry
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