These tools also are integrating a variety of products in one space, thus creating a better user experience. Rau pointed out that a forms printer would just have a forms builder, but navINK allows users to build all print items needed instead of submitting materials to each company separately. "Product breadth is key and being able to make the purchasing experience and buying experience seamless is very important to retaining customers and having that loyalty-that you're the site they go to for anything," Rau said. "What we're trying to do is we're trying to map our product roadmap strategy around technology to that online experience."
Amanda L. Cole is the editor-in-chief of NonProfit PRO. She was formerly editor-in-chief of special projects for NonProfit PRO's sister publication, Promo Marketing. Contact her at acole@napco.com.