ACBO needed us to rewrite and redesign a brochure that they pass out to anyone interested in the organization. When we took a closer look we realized that beyond creating a new brochure that coordinated with their new brand, they needed the writing to be more accessible and targeted. While the information was valuable, it was written with no breaks or headings.
Also, the brochure failed to acknowledge the two different audiences: the potential member and the potential donor. In response, I wrote two different versions that specifically addressed each. The major difference is the panel with the call to action. For the donor, this panel explains how each dollar amount helps the organization provide their services. For the member, this panel has a very clear calendar of events that lists the activities for each month for an easier way to show how to get involved.
The placement of the information was also huge. We discussed the order people read brochures and placed the information in these corresponding spots. First off, it was important to explain that the organization is connected to the larger, national organization. Next, the reader needed to know exactly why the organization exists, on a general level, and who it helps. After they had a solid understanding of this, it moved onto another panel that explained in more detail how they help. It was only after all of this information that is was appropriate to ask for a contribution (for the version targeting donors) or to suggest a membership (for the version targeting those who need their services).
ACBO is thrilled with their new brochures and can’t wait to see if the new design and writing helps bring in more members and donations. Stay tuned for us to get the numbers and find out the results.