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Before designing your charity leaflet there are two fundamental questions you need to investigate and answer. Do you understand your supporter? What is your message to them?
Understanding your charity’s supporters is paramount if you want to communicate with them successfully. Your supporters will have different ‘triggers’ depending upon whether they are directly affected by the charity you represent or whether it is an altruistic interest. Knowing how many supporters are actively involved in the charity, whether it is through fundraising, attending events or promoting petitions will help you to determine which type of leaflet is likely to be most successful.
Once you have categorised your supporters it is time to concentrate on your message – the most important aspect of your leaflet. Dependent upon your audience the message will change accordingly. Supporter retention mailings should focus upon your appreciation of them and the success and progress of the charity, whilst fundraising campaigns should identify what the fundraising is for and what the results will be. Always consider the voice, tone and type of approach; it is not just what you say but how you say it! There is also the careful consideration of the images within your charity leaflet; pictures are very emotive and more likely to be the trigger than your actual message. Support your image with key information, such as the amount that needs to be raised, how it will be used and what the results will be.
Constructing your charity leaflet
So now you have the crucial components for your charity leaflet how should you pull it all together? The front page of your leaflet must make the recipient want to pick it up and read it. The use of a strong and emotive image in conjunction with a short, punchy heading will really grab attention. Your heading should be concise and clear, explaining what the charity is about and aiming to achieve. Keep your logo clearly visible for authority, trust and brand awareness.
The back page needs to include relevant contact information, social media icons and the means to fulfil the ‘call-to-action’ purpose of the leaflet, be it making a donation, volunteering or requesting more information. If you are opting for a folded leaflet you will have the luxury of more pages to work with and can include information regarding the charity, the successes, mission statements and more supporting images. Keep all of your headings consistent and clear to hold the reader’s attention and ensure your images are relevant to the topic or appeal. Once your leaflet has been designed and printed and is out in circulation you could also add it as a PDF to download on your website to enable your supporters to do their own awareness campaigns.
At A Local Printer we have worked with local and national charities on generating successful charity leaflet campaigns since 1978. We have an on-site design studio to create a unique leaflet just for you, and state of the art presses for a professional finished product. Contact us for more information – we are always happy to contribute.
