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Branding and Marketing Resources Key Elements of Communications Planning Marketing Communications Fitness Check List Branding the Campaign: 8 Tips for Effective Design Partnerships with Communications Agencies: 10 Tips for Success Cheney & Company Staff Picks: Helpful links from around the web |
Branding the Campaign: 8 Tips for Effective Design1. Your printed materials play two major roles: one is to bring your prospective donors back to campus on the wings of your visual and editorial messages; the other—just as important—is to provide your solicitors and other volunteers with the confidence they need to assure success at every turn. 2. Campaign goals often include intangibles, such as growing endowment. The campaign i.d. and publications help bring concrete definition to your list of needs through examples, analogies and metaphor (and great photos!). 3. Individuals respond to graphic design subjectively and even the steering committee may disagree about how things should look. Test the proposed campaign names and visual interpretations with a small approval committee that is involved in the process from start to finish. Plan lots of lead time and be prepared for some train derailments over what constitutes the Right Look. 4. Watch out for the glitz quotient in establishing your campaign i.d. and publications. You stand the risk of negative backlash from key volunteers and donors if your materials look too expensive or flashy. An overly elaborate production gives the signal that donated funds are going to campaign frills. 5. The capital campaign is layered in on top of other institutional advancement efforts, and care must be taken not to overload the calendar with mailings and overlapping solicitations. Think hard about the relationship of annual giving and the capital campaign and make sure the graphics support your decisions. 6. Ask your support staff for help in determining the best way to set up campaign letterhead, forms and envelopes keeping in mind your computer and printer capabilities, mailing equipment and how you file documents. You may want some items laser printed or on NCR stock. 7. Because of the long shelf life of campaign materials on one hand and the emphasis on personal solicitations on the other, there is a temptation to over- or under-order. Remember you have to store all this stuff! A carefully thought-out communications plan will help you estimate quantities accurately from year to year and plan content that won't go out of date. 8. If a design firm or freelancer works on your campaign i.d., try to reach an agreement that allows you to use the graphics for in-house implementation of simple pieces, such as pledge reminder forms, invitations and other items not requiring outside services. This will save time and money as well as assuring continuity.
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