Design for social impact can be nuanced and complicated. Here are 6 common myths to keep in mind:
The issue is too complicated to be presented simply
The problems you’re tackling are multifaceted and complicated, but if you can’t drill down to the essence of what you’re trying to accomplish, you overwhelm your audience and they will turn away. You’re the expert on the issue, but they don’t have to be. In fact, they shouldn’t have to know everything in order to support your work. Be succinct, don’t talk above them or below them, and let them know how it benefits them.
Nonprofits don’t have competitors
I don’t think people believe this anymore, but I’m including it here just in case. I know there are other organizations that share a similar mission with you. I generally believe that people are generous, but they will not give to every organization that they see. Figure out what makes you different and what makes your audience different. Use that to guide everything you do.
Printed materials can’t look expensive
I’ve heard this before from nonprofits. I get that the average person doesn’t know how much printing costs, so if they see something big and super glossy they say it looks expensive. But that is not necessarily the case anymore. Digital printing has changed the game and sometimes it can actually be more expensive to print something in 2 colors on craft paper, then full color on glossy paper.
Innovation is for companies like Apple, not nonprofits
Innovation comes in many forms and shapes. More and more nonprofits and social enterprises are starting up every day, and I’m sure you’ve come across organizations with similar missions in your research. It’s safe to say the market is getting crowded, which is good, right? More people are trying to make a difference. Bringing new ideas to social impact through resources, inventions, approaches, partnerships, etc., can be your differentiator. Many foundations are looking for these very types of things to fund and support, so don’t let “It’s never been done before,” stop you.
Making it pretty is enough
Yes, sometimes a killer logo is what you need for a campaign, but sometimes it’s not. The right designer can help you get to the heart of your objectives and needs, and help you develop a unique solution. Don’t forget metrics. A nice looking website doesn’t necessarily mean that more people are clicking that donate button.
Good design is expensive
The cost of good design is relative, like everything else in life. It really depends on who’s doing the designing. Large creative agencies are going to be more expensive than an independent designer, but then again bigger agencies might have more resources to do pro-bono work. There are also organizations like Taproot that provide grants for creative work, and sites like Catchafire to help you find the perfect volunteer designer. Also, free tools like Canva help you DIY something that can look pretty good. Don’t be afraid to approach a designer you’d like to work with, you never know what you can negotiate.
Do you know of any others? I’d love to hear them.
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