Seven Ways to Spice Up Creative

2) Compelling photography. Direct-mail recipients don’t spend a lot of time reading appeals. So filling a four-page insert with a bunch of text is counter-productive. Compelling photography, accompanying the informative copy, can get and hold the reader’s attention. Also, donors want to see where the nonprofit uses their money, and photography quickly allows them to do this. Finally, photography helps develop a scan-line that leads the reader through the copy to the call to action.