The Pentera Blog
Graphic Elements: A Key to Your Success!
A well-crafted phrase communicates volumes and stands the test of time: "To be, or not to be" or "It was the best of times, it was the worst of times." But with planned-giving materials, words are not the only way to communicate. In fact, if your materials are not just as engaging visually, a potential donor may never read the written text.
As marketers, you are competing with television, busy lives, radio, magazines, and flyers. Enticing graphics are necessary because otherwise your material can get lost in the shuffle. The use of vivid photographs and appealing visual elements will draw your reader in. They act as a "teaser" for what is to come.
Remember, graphics convey vital information–almost instantaneously. If your organization recently built a new wing, for instance, a photograph of a building under construction or of a newly finished building will communicate that information, even if the text is never read. A photograph also elicits emotion. An upbeat photograph can spark memories and good feelings about your organization, encouraging donors to keep your organization in mind as they contemplate their planned-giving goals. The use of photographs, logos, pull-out quotes, graphs, and bright colors will keep the material engaging. Most donors do not want only mass amounts of written text.
In merely a brief glance, a photograph contains a story. It may tell of growth, innovation, progress, and commitment to the future. It may tell a story of how your organization successfully meets the needs of others. It may tell a story of your organization's values and purpose. When planning your marketing materials, remember: Graphics are an essential component to your success in reaching your readers. As they say, "A picture is worth 1,000 words." So cut 1,000 words . . . and keep the graphics!
For additional planned-giving marketing best practices, please visit our Web site at www.pentera.com, e-mail info@pentera.com, or call us at 317-875-0910 x251.
