Selling in the Nonprofit Sector: A Win–Win Adventure Story Starring Custom Dust Jackets

August 2008
by Francine Poppo Rich

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Selling in the Nonprofit Sector: A Win–Win Adventure Story Starring Custom Dust Jackets

by Francine Poppo Rich

Small publishers of children’s books are often told we cannot rely on mainstream book sales to keep us afloat. Regularly, we hear and read, “You won’t survive unless you fill a void in a niche market.” But how do you do that, and just how many niche markets might one book have?

We’ve been successful in niche markets partly by targeting the nonprofit sector. Our most recent release, Hanni and Beth: Safe and Sound, is a picture book written by Beth Finke, who happens to be blind. This is a true story about the relationship between a Seeing Eye dog, Hanni, and her partner, Beth. The last four pages of the book contain notes about Hanni’s training at The Seeing Eye and about Beth’s process of adapting to her blindness. Early on, during production, I knew I needed to find target markets for this book that were well off the traditional bookseller’s path. I found two: one was The Seeing Eye, but the first was Easter Seals.

Inspired at a Store

Three months before pub date, when I was shopping in Kohl’s, I came across a display of Kohl’s Cares for Kids® books, which are sold in all the chain’s stores. These are well-known bo…IBPA Members – Click here to view the full article (login required).

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