When Brand Guidelines Trump Donor-centricity You Have a Recipe For Disaster

“Make the font smaller!” That’s what the brand police told me to do.
I reminded them that the supporters we were targeting for the CGA lead generation effort were over 70. But they just didn’t care.
“Make it smaller!” they commanded.
I tried again. I sent them information to support my claim that our audience won’t be able to read the promotion. I implored them to change their minds. I sent them data from the American Optometric Association about how people over 60 are much more likely to experience the following (in addition to basic vision deterioration):

• Age-related macular degeneration
• Diabetic retinopathy
• Retinal detachment
• Cataracts
• Glaucoma
• Dry eye

They didn’t care.
In the end, our campaign failed. I knew the decision to make the font smaller was a recipe for disaster. And, I was right.
Bottom line: Stop trumping your donors’ needs with silly brand guidelines that were probably written by a Generation X’er or a Millennial who doesn’t wear glasses.
If you would like to read more about donor-centricity, click here.

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