Avoiding Potholes
Decisions in fundraising that can lead to flat results.
Don’t over-design your message into oblivion
I love a good design — be it on a website, in a direct-mail appeal, or in an e-appeal or e-newsletter. What I hate is when the design trumps the messaging.
Go back to basics — who is your audience? If your target donor is over 40, design for someone over 40. Skip the reverse type, the photos that are “artsy” instead of emotive, complicated packaging and graphics that leave the viewer wondering where to focus. Your job is to drive home an incredibly clear message: There is need. We have a solution. Your donation will make that solution possible.
Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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