What are Non-Exclusive rights worth?

[chukdivad]

Hello All, I received an email from one of Canada's larger retail photography stores with the following request, about an image I submitted for a contest they had, and am wondering what it should be worth:

" We are currently undergoing a redesign of our gift cards. In our search for a quality image to use on the front of our gift card, we came across your photo. We would like to purchase the non-exclusive rights to this image. Our intent is to use it on the gift cards, but we will also need to use the image online and in store print in marketing support to the gift cards. These cards will be given away as donations, prizing for events and sold in each of our 6 retails stores. Should we decide to extend the license on your image or purchase exclusive rights, we will contact you directly and negotiate an additional rate."

I am pleased (and flattered) with the request but have very little experience with commercial work/usage. Any advice is appreciated.

[Dennis_Hammer]

Non exclusive means simply they have the right to use it and you retain all your original rights. You set up with them, like they expressed the uses and the price, and if they want to expand on the uses they contact you and set new uses with new compensation. Your rights don't change you may sell it again ( there may be restrictions like they don't want you to sell it to another department for use the same way they are) as often as you want. Exclusive rights would mean you could no longer profit from the photo they own the rights to use it commercially and you don't.