Don't Rob Peter to Pay Paul

If your special-campaign materials are written and designed just like your regular appeals, they might get lost in the shuffle. That’s where my school went wrong: All the materials for the campaign looked just like its everyday donor communications.

… but make it the same
Before you get excited about using that wacky new typeface or color, there also are risks when you brand that campaign too distinctively. If you go too far, donors won’t recognize that it’s you, and new prospects to your organization won’t be building their recognition and familiarity with your core brand.