The Impact of Design on a Fundraising Campaign
When creating impactful designs that will compel donors to give, it’s vital to know your audience. The first step Amperage Fundraising Advisers undertakes with a new client is a creative clarity exercise, which establishes the appropriate tone, personality and beliefs of an organization—and most importantly, who is the audience?
Amperage recently created a case statement for Bur Oak Land Trust of Iowa City, Iowa that reflects this organization’s unique mission to protect and conserve the natural areas of Johnson and surrounding counties for future generations. The Trust’s staff, board of directors and campaign leadership enthusiastically embraced the look of the campaign materials in support of the “Conserve. Protect. Grow.” campaign, which went public with an April 20, 2016 campaign kickoff. A case statement exemplifies one of the many key tools Amperage creates during a fundraising campaign.
Coming up with a compelling design that speaks to your target audience is only half the battle. The other half is employing that design in a consistent, effective manner that produces results. Consistency is the operative word here. From case statements, websites and newsletters to direct mail, video, pledge forms and social media, all of your materials should be recognizable at a glance. This includes not just your logo, but fonts, layout and color. According to a study conducted by the University of Winnipeg, 62 to 90 percent of an assessment is based on color alone. Pick a color palate and stick to it!
Want a quick and easy consistency check? Pull a random sample of your marketing and fundraising materials and spread them across a table. Do they have a similar look and feel? Because we often work on individual pieces, the differences don’t become apparent until everything is looked at collectively. Consistent design always wins in the eyes of a donor.
This post was a collaboration between Justin Tolan, Chief Fundraising Adviser, and Tyler Timko, Regional Fundraising Adviser.