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creative presentation with videos

Designed
by

Jeff Brooks

on 27 April 2016

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Transcript of creative presentation with videos

Know Your Donor
Somewhat more likely to be female
Considerably more likely to be religious
Very much more likely to be elderly
jeff.brooks@truesense.com

Blog:
www.futurefundraisingnow.com

Podcast:
www.fundraisingisbeautiful.com

Twitter:
twitter.com/jeffbrooks
"Do no harm."
Improve relationships
Fix broken things
They still read
They can't see as well as they used to
Direct mail works
Throw away your brand guidelines
Find your icon
Avoid the big-numbers trap
Get out of your own brain
Branding kills fundraising
Old-fashioned design
Connected
Right-brained
Less materialistic
Value conscious
Change your logo
Change graphic standards
Change name
Change cause ID
Why?
Brand is about consistency
Fundraising thrives on variety
Brand is about what we create
Fundraising is based on authenticfity
Brand is about marketing
Fundraising is about relationships
Brand is about US
Fundraising is about donors
Create your call to action
A blogger says:
One person
Shows need
Eye contact
Photograph
Don't be stupid
Specific
Believable
Amount
Bite-sized
Flexible
Leverage
Defensible
Specific
Believable
Amount
Bite-sized
Flexible
Leverage
Defensible
Specific
Believable
Amount
Bite-sized
Flexible
Leverage
Defensible
Specific
Believable
Amount
Bite-sized
Flexible
Leverage
Defensible
Problem
Solution
Cost
Urgency
Benefits
Emotion
Problem
Solution
Cost
Urgency
Benefits
Emotion
Problem
Solution
Cost
Urgency
Benefits
Emotion
Problem
Solution
Cost
Urgency
Benefits
Emotion
£117,000
24 days
504,000
1 > 21,000,000
1 > 21,000,001
1 > 2
A relatable protagonist
A problem
Details
A call to action
The secret weapon
Donor as hero
Common problems caused by self-centric fundraising
Short copy
Too factual, not emotional
Too modern
Jargon
Too much variety
Not bumpy
Complexity
Features, not benefits
Professional
&
impersonal
Self-focus
Ban these phrases from your discussions about fundraising...
I like it.
I hate it.
My spouse hates it.
I'd respond to that.
I'd be ashamed to show it to my friends!
It seems a bit odd.
Everyone is stupid!
Headline below image
Drop cap
Type in narrow columns
Coupon in lower right
White space -- but not too much of it
Boasting
Education
Art
Clever
Connecting
Action
Communication
Straightforward
...bad fundraising!
Good fundraising
Very bright colors
Starkly lit photos
Reverse type
Unconventional image placement
Sans-serif fonts
Wide columns
Text over color
Subheads
Image illustrative
Copy heavy
Avoid using the word "care" as a verb ... it is hackneyed.
Specific
Believable
Amount
Bite-sized
Flexible
Leverage
Defensible
Problem
Solution
Cost
Urgency
Benefits
Emotion
Full transcript