Spring Cleaning: Brochure

Time to talk about your brochure. A brochure is easy to forget. You design it once, create lots of copies and then hand them out at events or send them to prospects. But right now I want you to pick up that brochure and really look at it.

Here are some questions to answer:

1.How old is it?
2. Is the information still relevant?
3. Is the information still fresh?
4. Should anything be changed?

If your brochure is older than a year, I would definitely recommend changing it. Why? Because even with a brochure you want to keep the content fresh.

Here's an example: Let's say you are at an event. Prospect #1 visits your booth and takes a brochure. Maybe he looks at your display and chats you up for a bit and then leaves. He takes the brochure with him, reads it but puts it aside and ends up not donating.

Year two of the event rolls around and Prospect #1 visits again, only to be handed the exact same information. With different information, perhaps he would have turned into a donor. With the same information, he will likely get bored and move on.

You can still keep your old brochures. They make excellent supplement materials. But change it up every once in a while.

Tips For Improving Your Brochure

  • Keep everything as timeless as possible. Don't make your brochure go out of date in a month.
  • Be clear and concise. Don't try to cram all your info onto that tiny brochure. Instead, pick the one or two main points you are trying to make and focus on those.
  • Use bullet points to break up the formatting.
  • Use quotes from clients, board members, staff and donors.
  • Include a call to action on the donation form. There isn't usually alot of room, but try to make it work.

What about you? How often do you update your brochure? Answer the poll here: http://twtpoll.com/7vfxl4 or below.


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