Making People Care

How to Craft effective Design for Nonprofits

John Kudos
Mar 30, 2016 · 7 min read

How does a non-profit successfully engage with a creative graphic design firm…?

Originally published by Branding Magazine on September 1, 2016.

  1. How can you make it easy for them to become engaged and mobilized?
  2. How to keep it simple and accessible?

“Successful projects are created collaboratively without stepping on anyone’s toes.”

There are a few key factors that guarantee the success and effectiveness of your design project. Clear communications and a willingness to collaborate should top your list. A few key steps to keep in mind as you’re planning your design project:

Planning

  • Define objectives and stakeholders
  • Get organized
  • Have realistic expectations
  • Write a solid creative brief

Production

  • Engage a design firm
  • Manage the review and approval process
  • Launch the project

Define Objectives and Stakeholders

Everyone has a different definition of what “success” means. It’s important to include all stakeholders early in the creative process, allowing everyone the opportunity to influence the outcome of your project. Many organizations we have worked with have a board of trustees, making it non-elective to include everyone’s thoughts as you define the overall objectives. Informing your designer of potential challenges with specific stakeholders can often help them avoid problems getting buy-ins further down the road.

Get Organized

Most graphic designers are not content creators. At minimum your project will require copy and images, though recently we have found video/motion graphic content to be very effective in connecting with audiences, especially when amplified by social media campaigns. Regardless of the form of your content, make sure your designers understand what types of content they should expect to receive from you early in the planning process. This will help them plan their production process accordingly.

Responsive website for Brighter Bites, collaboration w Principle

Have Realistic Expectations

Get your design/production budget and deadline cleared up front. You don’t want to design an oversized poster if all you can afford to print is a mini postcard. Nothing in this world is free, not even that tiny Facebook ad you have occasionally looked away from after a split second. Someone spent the time to craft this tiny ad, regardless of its “success” rate.

Benefit Auction Invitation for Design Trust for Public Space

“A concise creative brief aligns everyone’s expectations from the outset…”

Write a Solid Creative Brief

A well-written creative brief helps everyone plan effectively. Depending on the project’s scale, you may be working with copywriters, researchers, designers, programmers, printers, marketers, and others. A concise creative brief aligns everyone’s expectations from the outset, so follow these rules:

  1. Detail production specifications (i.e. size, format, page count, colors). If it’s a digital product, detail the technical requirements (i.e. responsive, CMS, SEO, target browsers).
  2. Explain the kind of content that will be provided (i.e. copy, images, videos) and how they will be supplied.
  3. Clarify the roles of everyone involved, including the stakeholders, creatives, and third party vendors.
  4. Draft a realistic schedule from project kickoff to final delivery.
  5. Clearly explain budget constraints and expectations.

” … referrals still prove to be the best way to connect with potential collaborators because it is based on trust.”

Engage a Design Firm

With a creative brief and content plan in hand, you are ready for a kickoff meeting with a design firm. Seasoned design firms can digest and provide recommendations based on your initial conversation and help fill in any gaps in your project plan from creative and production standpoints.

“The most rewarding projects are those where the client allowed a good deal of creative freedom and went along with it…”

Manage the Review and Approval Process

It’s important to make sure your designer can maintain a singular channel of communication with your organization. Usually this task is handled by the Communications Director, who can ensure that the following are achieved:

  1. Collaborate with the designer to allow for a certain degree of creative interpretation by being not too prescriptive when providing feedbacks. Graphic designers are excellent problem solvers and should be given a chance to solve problems instead of being told how to.
  2. Proofread and fact check the content. Some photos, illustrations, and video content may need licensing clearance as well.
  3. Stick to the agreed upon schedule (but if you find you are falling behind, adjust it diligently).
  4. If your project is a digital product, make sure to do extensive user testing prior to the public launch.
  5. If your project is printed and tangible, make sure there’s ample time for printing/production and delivery/installation in space.

“Graphic designers are excellent problem solvers, thus should be given a chance to solve problems instead of being told how to.”

Vilcek Foundation 2015 Holiday Card produced as metal ornament.

Last Words

Nothing is more rewarding than seeing your project come to fruition, especially when it’s well-designed and well-received. But at the end of the day, a streamlined creative process means you can spend more time to focus on achieving your organization’s mission.

Kudos Lab

Musings on design, technology, interactive storytellings by…

Kudos Lab

Musings on design, technology, interactive storytellings by KUDOS Design Collaboratory™

John Kudos

Written by

Designer, technologist, strategist, educator, and collaborator based in New York.

Kudos Lab

Musings on design, technology, interactive storytellings by KUDOS Design Collaboratory™