Choosing Right Typeface Means Cash for Your Cause
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FUNDRAISING forum Choosing the Right Type Translates into Cash for Your Cause Don’t leave it to chance. Your choice of typeface will affect your bottom line. BY THOMAS K. KELLER “I’ve got bigger fish to fry,” thinks a Few charities have a universe large Bodoni—have become classics. They charity administrator when asked if the enough to do such extensive testing. So work. In the world of typography, they’re typeface used in a fundraising piece is they may want to look at what the DAV the survivors of the evolutionary process. okay. “Besides, this is basic stuff. Surely has learned. (This article, by the way, is set in the graphics people know what works Century.) best.” To Serif or Not to Serif: Those faces are also very expressive. That’s the Big Question They have personality. Their forms, Does It Really shapes, and letter heights can support a Make a Difference? With the DAV’s enthusiasm for mar- message in clear, understandable ways. ket research, it’s no surprise that this Century Schoolbook has an elegant sim- If the final printed piece looks good, large charity ignored graphics profession- plicity that has seldom been matched, an how much difference can the choice of als’ pontification concerning serif vs. elegance that Goudy takes a step further. one typeface over another really make? sanserif type. Instead, the organization What about the dignified presence of The difference was half a million dollars subjected the controversy to market test- Bookman, or the fundamental work-a-day in a recent nationwide test mailing done ing. utility of Times Roman? by the Disabled American Veterans Oh yes, some may be wondering Adjectives like those simply don’t (DAV).1 As that single fact shows, typog- what serif and sanserif typefaces are. apply to many of the crisp modern faces. raphy can be bottom-line stuff. Serifs are the little lines extending from The most important of those faces, Choosing a typeface may be basic, the angles of letters in most type styles Helvetica, is based on an aesthetic that but some art directors may unintentional- (as in the words in this article, for has little if anything to do with personali- ly be robbing charities of needed dollars instance). Sanserif typefaces don’t have ty. As we consider the longevity and by following their personal tastes. those little lines. (For example, the title durable popularity of those old stan- According to the DAV’s experience, good of this article is sanserif.) The last half dards, though, let’s not forget that type selection matters. It’s vital for man- century has seen a proliferation of Helvetica has itself become a classic agers to pay attention to the typefaces sanserif faces, which many graphics pro- since its introduction during the 1950s; so used in fundraising letters, brochures, fessionals see as more aesthetically has another oft-chosen sanserif, case statements, and other communica- pleasing. Universe.2 Further, remember that we tions with donors. So, what did DAV’s testing show? said sanserif faces rarely win in DAV With an active contributor file Contrary to what many graphics profes- market testing; we didn’t say they never exceeding eight million names, the DAV sionals claim, the results are clear: win. has a donor universe large enough to jus- Sanserif faces rarely win out in market Also, while DAV’s testing reveals tify extensive market research. The orga- tests. The strong winners, consistently, what is working, it remains silent on the nization tracks how contributors react to are serif faces—and that includes the question of why it’s working. Others many factors in direct-mail fundraising. recent DAV mailing in which typeface who’ve considered the serif-vs.-sanserif Market testing includes graphics, colors, alone boosted bottom-line results by question over the past half century, how- copy approaches, copy length, package nearly $500,000. That the use of serifs ever, have taken up that question. One components, stamping methods, and just could make so much difference is a study concludes that “the neurological about anything else a fundraising pack- sobering thought at the end of a century structure of the human visual system age designer could imagine. The results that has frequently defined its spirit in the benefits from serifs in the preservation of of all that testing tell the DAV exactly clean lines of sanserif type. the main features of letters.”3 In citing how many dollars and cents each pack- There’s a reason why those old ser- this research, Rolfe F. Rehe notes, “Since age component adds to or subtracts from ifed standards—the great families of words are perceived by their outline Nonprofit World, Vol. 15, No. 6 response rates and average gift size. Caslon, Garamond, Century and shape, single letters with serifs, having a 18 CREATIVE FUNDRAISING IDEAS Have a Theme Play on Words Look for the Hook Even when dealing with complex or If your event is an auction, use plays Help donors visualize how their con- global issues, you will raise more money on words to create a mental image of tributions will be used. Never hold a and create more interest if your fundrais- how participants’ funds will be used. fundraising event simply to “raise funds” er has a specific focus. Don’t just hold a Examples: for your organization. Make your request run or walk. Have a theme. Examples: Bid for the Cure (focus—on a partic- as specific as possible. For example, sup- Run So Youngsters Can Play (theme—to ular disease needing funds for research); pose your singing troupe needs new uni- purchase new playground equipment), Bid for the Babies (focus—on the need to forms. If you simply appeal for funds for Walk So Fish Can Swim (theme—to pur- enlarge a nursery wing at the local hospi- uniforms, you may get some donations. chase a new aquarium for the sea life cen- tal); Arts for Smarts (focus—on funds to But if the singing troupe were performing ter). You now have your theme from build an education wing at a university). at a local hospital in a particular wing which to launch your event, and one that For details on these and other creative during the hospital season, you now have will greatly appeal to potential donors. fundraising ideas, see The Fundraising your “hook.” Manual. To order, see page 26 of this issue. more distinctive outline shape over sans- another donor audience, perhaps one 2See Typographic Design: Form and serif letters, may also be more easily per- very different from the DAV’s donors. Communication by Rob Carter, Ben Day, and 4 Philip Meges, Van Nostrand Reinhold Company, ceptible than sans-serif letters.” New York, N.Y., 1985. p. 173. Such explanations have a plausibili- So What 3“Why Serifs Are Important: The Perception of ty. In the end, though, the question Should You Do? Small Print,” by D.O. Robinson and M. Abbamonte, designers must answer as they place the in Visible Language, 4, Autumn 1971, pp. 353-359. In the absence of research similar to 4Typography: How to Make It Most Legible, by morning’s first cup of coffee next to their the DAV’s, you might want to depend on Rolfe F. Rehe, Design Research International, computer screen is this: “What typo- conventional wisdom in approaching an Carmel, Ind., 1984, p. 32. graphic approach will work best for the audience with unknown visual biases. Selected References donors we’re approaching today?” The Then again, you might want to follow the answer to that question will always Clark, Constance, “25 Steps to Better Direct Mail legion of designers who have turned to Fundraising,” Nonprofit World, July-August 1989. involve a whole lot of art and, if it’s avail- Helvetica over the past 40-plus years, Katz, Wendy, “Tips for Testing and Analysis of able, a little bit of science. And that little Acquisition Mailings,” Nonprofit World, July-August putting their faith in a typeface that 1985. bit of science should never be sacrificed seems incapable of contradicting the to some higher aesthetic, because our Keller, Thomas, “Getting Personal with Donors, tone of any copy message, bar none. Members, and Clients,” Nonprofit World, first goal is always fundraising effective- A better approach, however, might September-October 1992. ness. Remember the words of former be to look at what you can learn about Muehrcke, Jill, Are You Sitting on a Gold Mine: Fundraising Self-Assessment Guide. NCR Corporation advertising director the visual biases that exist in your mar- Roy J. Ljungren: “It’s not creative if it Muehrcke, Fundraising and Resource ket. A designer working on a brochure Development, Leadership Series. doesn’t sell!” might, for example, check out the experi- Muehrcke, Jill, ed., Marketing, Leadership Applying the science of statistics, the ence of others who have specified type Series. Warwick, Mal, Raising Money by Mail. DAV has gained a clear picture of what for the same organization, asking what works for the audiences it addresses in Warwick, Mal, You Don’t Always Get What You faces they’ve used and why. You might Ask For. its fundraising mailings, and science is also want to take a look at what’s work- helping the organization refine that pic- ing for other nonprofits in your field. These publications are available through the ture on an ongoing basis. The DAV’s find- What typefaces are others finding suc- Society for Nonprofit Organizations’ Resource ings strongly support the conventional cessful in approaching the same donors Center. For ordering information, see the Society’s wisdom that serif faces are, as a rule, Resource Center Catalog, included in this issue, or or donors who are very similar? contact the Society at 6314 Odana Road, Suite 1, more legible and effective than sanserif In any event, don’t take typestyles Madison, Wisconsin 53719 (800-424-7367).