My Two Cents: Death of Direct Mail

I just realized this is the second time in as many posts that I've used the word "death". Hm. Mental note: Next post think of something more original.

It seems to be that a lot of people are talking about the impending death of direct mail.

Direct mail donors are old and dying.
The rest - don't respond to it and are tired of the "wasteful" packaging.

If people had been blogging around the time of the invention of the TV - my post would have been called "Death of Radio".

It gets a little tiring, especially as I talk with the new generation of fundraisers who are being told "it's all about online fundraising" and direct mail is increasingly becoming a waste of time and money.

I've said it before - Direct mail is NOT going the way of the dinosaur - but it is changing. If you insist on mailing out the same packages, using the same formats, same ideas that someone came up with 5, 10 years ago - yes... your direct mail program will likely die.

It's like donors - they also are not becoming extinct - but they are changing. You need to rethink what you do and how you say it to reach out to them. Give them a relevant message they can get emotional about and involved with. Give them hope and appreciate them.

It will be like a whole new life...

Death by PMS 576

I know my lot in life. I am a designer. I am a graphics communicator.
But, I have a beef. A branding beef to be clear.
At the risk of offending, well, pretty much every charity I work with, please stop killing me with your "brand".

Too many charities have been told by too many brand experts that if their logo is not reproduced in PMS 123 and placed in a hallowed ground of concentric circles, set on top of a three rounded corner box (with the square edge behind on the bottom right).... well - the consumer or donor WILL NOT GIVE! The sky will fall and the brand manager will be out of a job.

Please...

I like how it is worded in the style guide for Canadian Breast Cancer Foundation. "A brand is a combination of tangible and intangible attributes... Brands provide donors, customers, volunteers and the public with a means to choose which organization, which service, or which product to support..."

I've read it a few times now, it doesn't say anything about PMS 123... hmmm...

What if, as a designer and communicator, I wanted to raise money for your charity.
What if I focused on:
- a provocative message
- stated why you needed money
- clearly showed how the donor can make his or her donation
- designed it so the message was clean and readable and engaging

What if I didn't use Fruitger Bold Condensed for the headline and Adobe Garamond Regular for the body copy?

PMS colours, font selections, types of pictures are great supports for your brand - but first and foremost, focus on what matters...

The message.

What if I raised money for you if you like it or not?

Taking it to a new level

Last week I posed a question to some of those who I view as some of the top creative minds in the fundraising sector. I will share all of those thoughts with you in the future.

Part of the question was: What is GREAT creative fundraising and what do I have to demand of my clients to ensure we can reach the goal of creating a great fundraising piece.

Derek Humphries of Think Consulting reminded me it comes down to the basics.

Seek out great clients, demand clear and inspiring briefs, work for those who inspire you and make sure the message is creative and impactful.

Sounds easy doesn't?