Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.
Make the fonts at least 12 pt…. 14 point is even better for older eyes. Even though you might feel that it looks chunky, remember, the printed items are for the donors, not you.
Use mostly serif fonts, not sans serif like this. Serif fonts are much easier to read on paper. Sans serif fonts are easier to read online or on a smartphone/tablet.
Make sure there is space between lines in the copy.
Avoid putting copy blocks with long sentences and paragraphs in reverse text or various colors. Treating them this way might work in your headlines (and maybe subheads… sometimes). But in large copy blocks, they’ll just drive readers to move past the content.
White space is ok. Don’t try to fill up all the space in the brochure. Let the information breathe.
Remember that we’re trying to communicate, not win design awards. No one will hang a brochure on their wall. They want to READ IT and be able to UNDERSTAND the information, not admire it.
Don’t ever put photos or faded images and artwork behind copy. Doing so makes the copy almost impossible to read.
Feeling like your job is getting harder because donor expectations have changed and competition for the charitable dollar is growing?
Finding that the old orthodoxies and conventions espoused by so-called experts in online echo-chambers and at conferences don’t work anymore?
Want to help more people make impact by facilitating their acts of philanthropy but feel like too many obstacles keep getting in your way?
Then this book is for you.
Engagement Fundraising was developed from the perspective of a donor who discovered firsthand that the impersonal, spray-and-pray approaches of his beloved charity were not only offensive but also wasteful and ineffective. So he took action. And now, you can too.