Recently, a large non-profit client needed a new fundraiser brochure to promote a program that raises tens of thousands of dollars annually. The existing brochure was very bland and exceptionally text-oriented. But three other problems were immediately apparent:
1) It didn’t speak directly to the target audience
2) It didn’t effectively communicate the benefits of the program
3) It created unintentional perceptions and stereotypes that hurt the program’s success.
