“We are paying for 4 colours why aren’t we using them?”
“Why can’t you cram more photographs in?”
“Can you add more fonts?”
“This looks pretty plain…”

I’ve wrote before about being appropriate. Did you know that the more design elements we use in a piece detracts from the overall message? Did you know that one of the most boring and esthetically displeasing fonts in the world (no offense Courier) is one of the best for overall comprehension? Readability?

I know… I know… You want it to look interesting so people will read it… People don’t look at boring stuff do they?

Let me tell you something; a good designer can make your ‘thing’ pretty, but a great designer will make sure your ‘thing’ communicates and is understood. You need to realize the more you force a designer to add colours, swooshes, photos, fonts, bars and embellishments, the more you strip the ability of someone to comprehend what you are asking them to do or what you want them to know.

Do not mess with the focus and concentration of your donors. Ask for one thing. Get the point across as quickly and and as simply as possible. Every single design element should be there to help support the message.

Often the things that seem the most boring are the most effective.

PLEASE NOTE: if you are getting this in your email box, first off, thanks for still being a subscriber but i ask that you resubscribe over at http://blog.agentsofgood.org/ where we are publishing new posts. thanks a lot!

Direct mail letter tip: Tell a real story & weave it throughout your entire letter.

Direct mail tip: Mixing typeset w/handwritten teasers on outer envelope can boost response.

Direct mail tip: For your next No.10 envelope mailing, test using No.11 or No.12 against it.

Direct mail tip: Place the name of the person signing letter above the corner card on carrier envelope in courier typeface.

Direct mail tip: When using No.11 or 12 carrier envelopes, make sure you also use larger carrier window.

Direct mail letter tip: “You” & “Your” most important. And type “I” instead of “we” most of the time. Keeps it a 1-to-1 communication.

Direct mail letter tip: Occasionally use 1-sentence paragraphs for emphasis. Even 1-word paragraphs are great.

Direct mail letter tip: Hook your paragraphs together with “connective” words – ex: And But Then Why – to build & keep reader moving.

Direct mail letter tip: Try using “handwritten” marginal notes in blue or red ink.

Copywriting tip: Read your draft copy ALOUD & anywhere u stumble, revise & smooth it out.

Direct Mail letter Tip: Write about a real live person — NOT just your mission statement or programs.

Direct Mail Tip: When using hand-written copy — be sure to keep it short (hard to read otherwise).

Direct Mail TIP: Giving a deadline date for reply can boost response, but give a believable reason for it.

Thanks John for these great tips. I look forward to doing a part 2!

Having your handwriting turned into a font allows me to create art that looks like it has really come from the hand of the ED or whoever you want.

I’m sure you are starting to get a sense of the possibilities.
And Chank has been gracious enough to make a special deal (only $149 US) for my readers and followers right here: https://www.chank.com/gofontyourself/
Thanks a ton Chank! And keep up the amazing work.
Hopefully once you have your font in hand, you’ll come to me to show you how to use it most effectively!
(And by the way, check out the rest of his font design too!)

Aside from “thanks”, “you” is likely one of the most important words in your direct mail letter. And that’s “you” as in ‘you the donor’. Get out your highlighter folks.

For those of you who might care, here is a quick tutorial on how I produced these video’s this week.

and lastly- Seth Godin speaks very appropriately for this post on why no one cares about – you – they only care about them.

I was flipping through an old issue of Advancing Philanthropy (I’m a little behind on my reading!) when I came across a great side bar article called “Your Campaign’s Visual Messages” by Edward Fierro.

He reminded me that the visual language/message is the design. You have the words and you have the design. The design can be determined and driven by a graphical or visual identity – commonly and incorrectly referred to (by some) as your “brand”.

I strongly suggest that having even a simple graphic identity helps define who you are as an organization. The guide could/should contain your logo, colour scheme and typography (fonts). It may also contain types of images that are appropriate for your charity, different versions and formats of your logo, design templates for certain materials like letterhead and brochures and anything else that will help anyone creating a message on behalf of your organization stay consistent in your design.

Fierro writes, “The visual language is particularly useful in developing campaign communications because it offers opportunities to define both an institution and a cause and is ideal for making the many parts of a fundraising program easily understood as practical and emotional messages. In concert with written and spoken campaign material, graphic identity provides the structure, familiarity and navigation needed by the target audience.”

He goes on to point out that your graphic identity creates recognition and is memorable in ways that the written word is not. It also helps build confidence and loyalty.

Your well thought out graphical identity will help you with that.

You should expect, no matter how large or small your charity is, that your designer or agency provide you with some bare bones identity guide as part of your new logo design.

And with that guide in hand, it will help you define your visual language for all of your marketing materials.