| Abstract: | Voluntary organisations pour large chunks of their usually slender resources into producing publications in the hope that these will carry their many promotional messages to a variety of audiences, particularly donors and other supporters. The authors feel that little is known about how donors view and use these publications and whether or not their senders get good value for money. This paper presents an outline of findings from research recently commissioned by the authors into how donors read and use the publications and other printed communications sent to them by charities they support. The conclusion is that many charities could take simple actions to improve their publications, and some suggestions are made. From the authors' experience they supply guidelines charities can follow if they wish to change the way donors perceive, read, enjoy, remember and respond to the publications they send. Also included is a checklist for basic strategic planning so that any charity can ensure that tomorrow's donors will receive communications based not just on what the charity wants to send, but also on what the intended audience wants to receive. |
