It takes a lot of creativity to stay creative, but, creatively speaking, creativity can create a lot of opportunities.
It is up to creative to create opportunities that produce fundraising results. As always, however, the mission is what it’s all about, and being creative includes keeping that in mind.
During the 2015 Bridge to Integrated Marketing and Fundraising Conference, Pru Bovee of the Harrington Agency, independent copywriter Fred Vallejo, Steven Fleshman of DR2 and John Thompson of Russ Reid offered more than 120 years of creative experience in design and copywriting. They offered several takeaways about creative fundraising that will help put creativity to work in fundraising to create a first impression that makes prospective donors look more closely and then follow up with support.
Their tips include:
Invest in excellence. (Remember what Dolly Parton said, “It costs a lot to look this cheap.”)
Juxtaposition is powerful. Compelling copy can aid in getting support for a worthy cause.
Good selling is mandatory and cannot be lost to clever creative.
Say thanks and engage. Brand across channels.
Do not conflate technology with message. New media is a tool. Message is king.