Asking for Change

Promotional materials for nonprofits often specifically state or imply the need for change. Sometimes this change is asking for a difference in behaviors, and sometimes it’s asking for donations to help those less fortunate. The usage of a “you attitude” acts more favorable to requests for actions to the viewer as it prompts the viewer to make a choice. Below is an example of a promotional material trying to influence the behavior of the viewer.

Providing statistics and other information can inform the viewer of the impact of their choices and prompt a change. Likewise, asking for an action directly or subtly assuming the cooperation of the individual giver the viewer a sense of responsibility. By using the words “you” “your” and “you’re” the viewer is addressed and promotes self-reflection. Telling us that our donation helps a cause and thanking us without us even doing the desired action either causes a sense a guilt or commitment and we often feel obliged to do the action.

As stated in previous posts, the design of promotional material is important in getting attention, and either persuading or educating the audience. Having statistics on the material, the font and if there are variations of the font, the colors of the words, the color of the negative space, whether an image or photograph is used, and etc. With all these variables the perfect combination involves a lot of experimenting. Keep in mind what your design provokes in your audience, and strive to empower them to make a difference in your nonprofit organization.

Happy Designing.