6 Tips to Maximize Your Marketing Collateral

6 Tips to Maximize Your Marketing Collateral


Successful marketing materials are purposeful, targeted and clear.┬áIf your materials aren”t helping your organization increase donations, recruit more volunteers or serve more people, they may be missing one of the following components of an effective piece.

1. Understand your audience.

And no, “everyone” is not a target audience. You likely have multiple target audiences: donors, volunteers and the people you serve. Think about what type of person is most likely to fit into each of those categories. What defines that person? Consider their age, gender, ethnicity, occupation, etc. What do they care about? Where would you find them?

2. Know your goals.

Once you’ve identified your target audience, define what you want them to do. Having specific goals for each marketing piece will ensure you are getting a return on your investment of time and money.

3. One piece can”t do it all.

If you try to accomplish everything with one brochure or email blast, you will likely accomplish nothing. Avoid the urge to include too much content and reach too many audiences, and really focus your piece on the one or two goals you identified above.

4. Get their attention.

Talk directly to your target audience. Powerful headlines that grab your audience’s attention utilize benefit statements that directly address the reader’s needs, concerns and interests.

5. Be their guide.

Nobody wants to read a piece that feels like work, so make it easy on them. Organize your content into bite-size pieces, use ample white space and incorporate eye catching design elements to guide your readers through the piece. Good design will create hierarchy and guide the readers through the content to the action you want them to take.

6. Drive them to action.

Tell them what you want them to do! Even though this seems simple, it’s worth mentioning. It’s important to give your readers a clear call to action to ensure they are taking the action you want them to take.

See how we incorporate these principals into our client’s collateral to help them be more successful: See Our Work


Jami Fassett

Jami Fassett

I am a brand strategist passionate about using my time, talent and 12 years of experience to help people and communities. That is why I started Up and Up Creative, to help nonprofits use the power of branding to reach more people, raise more money and do more good.

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