One of the big killers of direct-response fundraising is disconnected, irrelevant creative produced by writers or designers who don't grasp the job at hand.
Direct Creative Group Blog has some suggestions for beating this problem at To Catch the Best Creative, Fish Upstream:
- Tie your creative specialists' success ... to their continuing professional education as direct marketers, not simply creative specialists.
- Pull creative specialists into the strategic conversation early on, and make them participants in the initial conversations.
Fundraising is not fine art, and it's not poetry. The professionals know that.
Many fundraising professionals are also adept at the high-art versions of their craft -- but they know not to confuse that with fundraising.
Want to see what happens when creative is completely disconnected from fundraising knowledge? Check outStupid Nonprofit Ads.