Design is more than pretty
Misconceptions about design for advancement communications abound.
The pointers below demonstrate that design is about much more than making something look nice; it’s the strategic use of the tools you have available—language, brand, photography, layout, color, texture, etc.—to win hearts and minds. So please, don’t make it an afterthought. And remember that it’s worthy of investment if you’re entering a high-visibility phase of a fundraising effort.
Word + Image + Design
The best fully designed development communications are a rare alchemy of persuasive language, powerful photography, and clever design (inclusive of layout, deployment of graphic elements, etc.) that brings the written word to life and compels readers to keep going, page by page.
If any of these elements is missing, the final document will suffer in one way or another. The most frequent deficit tends to be photography transcends what passes muster in a newsletter, especially for smaller organizations, so it’s important to remember to invest here if you want a designed piece that really sings.
Brand Expand
Development communications must work within the brand universe of a nonprofit, but they also need to stand out to grab attention and appear as something more than an everyday memo.
If your organization has the resources, you may want to consider developing a distinct identity or sub-brand for your development communications to elevate them from your everyday comms.
If a sub-brand is beyond your reach and your brand elements are limited, you may simply want to introduce additional elements so your designer has a larger palette of options at their disposal.
Design Can Get in the Way
We frequently create fundraising communications for high-priority donors during the planning and leadership phases of a campaign before public launch. In scenarios like this, full design–rather than attractive formatting–can be a hindrance to fundraising rather than an asset.
Your most consequential donors need to be able to visualize the impact they can make through their giving, with a fundraising document as a catalytic spark that inspires deeper conversation. The veneer of mature design can be an impediment to this process, but a “draft” watermark can invite the reader to collaborative thinking and the co-creation of a new future.
