Clear and Concise
One problem we often find when a new charity comes to Adept is that the text they have been using in their printed and digital material does not clearly describe the aims of the charity. This week’s Charity Design Tip explores reasons to be clear and concise when writing text for your promotional material.
Take for example a direct marketing leaflet: the recipient wants to know precisely what your aims are as a charity, how you are acting to achieve those aims and how they can get involved.
To do this your aim is to make your charity's marketing copy as concise and readable as you can to help you reach a wide audience. Make sure the content for your charity's leaflet is concise and does not include any unnecessary words – these can get in the way of what you are really trying to say.
The mission statement or strapline should clearly sum up what the charity is all about. This is especially important if the charity’s name has nothing to do with the aims of the charity. For example, Oxfam unwraps its aims by saying ‘leading charity working to end global poverty’. The charity Guide Dogs for the Blind doesn’t need to unwrap its name with a strapline as it is self-explanatory.
Sending out a piece of promotional material that does not clearly define you as a charity by telling the recipient your name, your aims, what you are doing and how they can get involved, is not doing its job. The design of your promotional tools is always important but if they’re not saying the right things they are failing to do their job.
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