The Care and Feeding of the Creative Mind
6. Give constructive criticism
You should never be afraid to tell your creative team when they’re off base. You’re the customer, and you should get what you want. However, be careful so as to not let your own personal biases affect the actual idea of “what our donors like.”
“What your donors like” should be based on the numbers. Past results should guide the creative team in the right direction. And when speaking about “your donors,” remember that your donor file is not homogenized. It contains subgroups within it -- with many different types of people -- and different segments respond to different creative approaches.
- Companies:
- DaVinci Direct
Steve Maggio is an industry leader who has provided innovative strategy and creative for more than 200 nonprofits in his 30-year career. Since co-founding DaVinci Direct Inc. in 2005, Steve has served national accounts Disabled American Veterans, Lupus Foundation of America, Muscular Dystrophy Association, American Diabetes Association, American Cancer Society, Paralyzed Veterans of America, Memorial Sloan-Kettering, National Jewish Health and several faith-based charities, as well as regional healthcare, humane society, social service and international nonprofits. His teams have won more than 250 awards, including DMA ECHO, DMAW MAXI, DMFA Package of the Year, and NEDMA Awards for Creative Excellence, including Best of Show.
