Welcome to the Donor Doctor with your host James Newberry. On today’s show, James and Stuart discuss Package Design and How to Avoid “Crashes” in Fundraising. Tune in, learn about package design, and come up with the best possible solution for your fundraising!
Importance of Design
One package can be many times better than another. However, the most attractive package may not always be the best. The power of graphics varies.
Consider the package from Smile Train. It had a picture of a girl with a harelip, and may not be as powerful if they take off that picture. It conveys the idea that even a small amount can make a lifelong difference to the child’s life.
Another example is the gold foil carrier. James used it for both prospect and house letters—one looked plain while the other had a gold foil on. Apparently, the one with the foil did more than the other.
Sending the Right Message
The need to send a message is more important than having it appear professional. A donor can receive a package similar to a Christmas gift, and end up disappointed.
Stuart recalls the campaign they did for George Washington. The organizers initially told them to place beautiful graphics on the package just like their membership program. However, it did not work on their end.
Real Purpose of Graphics
Format also matters in packages. One time Stuart spent more on a package to frame certificates. The frame was beautiful enough to be hung on a wall or to be placed on a shelf.
They tested it with two or three different clients. Much value was placed on the frame. It enhanced the message that they tried to convey.
To hear about Package Design and How to Avoid “Crashes” in Fundraising, download and listen to the entire episode.
If you’re short on time, here are the highlights of Package Design and How to Avoid “Crashes” in Fundraising:
Importance of design (1:03)
Sending the right message (4:43)
Real purpose of graphics (6:15)
Learning from successes and failures (11:07)
Dealing with changes (16:54)
Misapplication of techniques (21:14)
Stuart’s most terrifying experience (29:25)
Resistance from clients (34:52)