Apr 12, 2010

Making the Most of the Written Word

Print materials are the staple of marketing and communication initiatives. Non-profits need effectively packaged information to promote their message and communicate with their clients, volunteers, and donors. Effective collateral material can be the most cost-effective and successful way of marketing your cause.

A wide variety of materials can be used to get your message across, including brochures, business cards, letterhead, product packaging, press and media kits, direct mail pieces, advertising, newsletters, announcements, and letters.

Any marketing piece requires three components for success:
  • Good design- it has to capture the reader's attention, use color appropriately, and balance appropriate amounts of white space, and text.
  • Good writing- not only grammatically correct, but easy to understand and persuasive without being overbearing.    
  • Solid strategy.  The best constructed marketing piece has no value if it collects dust on a shelf.  Collateral should be integrated with the rest of your sales and marketing efforts, including web design, trade shows, special events, and promotions.
Effective use of non-profit promotions can turn your marketing efforts into an exciting and rewarding experience. The key to successful promotions is often as simple as creativity, simplicity, and strategy.

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