Don’t walk (too far) into the light!
It’s obvious when a group goes too far into the darkness and simply turns the reader off (I’m thinking of animal cruelty mailings I’ve received that made me so uncomfortable that I threw the package away, even though I’m supportive of the cause). But it isn’t as obvious when a group goes too far into the realm of light/happy/hope and eliminates the motivation to give.
I think the United Way of Greater Toronto is going too far into the light in their recent re-branding, as graphic designer John Lepp notes in a posting on his blog the Naked Idea.
Compare the old campaign to the new. Which one gives you a real reason to donate? I have to think that they have a well-considered reason for this change in direction, but I don’t think it will help their fundraising. (Not that they really need help with fundraising — the United Way of Toronto raised $106.8 million last year putting them in second place among UWs in all of North America. Seattle came first.)
Related Posts:
- Light to Unite
- Recommended reading: The Zen of Fundraising
- Lovely little ad from Community Living BC
- Summer break
- Help your board succeed in friend-raising
