F, G, H, I and J — 'Vitamins' for Building Strong Fundraising
An alphabet's worth of things every fundraiser should care about (Part 2).
H is for hot spots
In catalog publishing, there are certain "hot spots" — the pages or positions on the page that get the most attention simply because of position. For example, the front and back covers are hot spots, as is the center spread.
In your fundraising, think about what is going to capture the donor's attention first and most frequently. For example, in a brochure, where is your eye naturally drawn? In your e-appeal, what's going to be visible on the screen without scrolling? On a mobile device, what will stand out?
Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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