What emotions align with your nonprofit mission and brand identity?
I adore color. I’m definitely not someone who wears only black!
My personal ‘brand’ is multi-hued. You can see it at the top of my website. You can see it on my person.
What do the colors you ‘wear’ say about your brand?
I thought it would be interesting to think about how you use color in your donor communications, and happened on several great infographics, including The Psychology of Color in Design and Color Psychology and Marketing. They offer a terrific overview of the meaning of colors in the western hemisphere.
What you’ll learn is eye opening.
Color is a powerful form of nonverbal communication. There should be more to selecting color than just a whim.
Color influences behavior. Color evokes emotions. Have you ever seen a movie with and without the underlying musical score?
Like music, color can make a huge difference in how your message is perceived.
- Color can make folks feel relaxed, productive, peaceful, creative and even angry.
- Color can alert folks to an emergency situation or to a successful, growing organization.
- Color can make folks feel generous and open or stingy and closed.
What do you want folks to think/feel/do when they encounter your (1) website; (2) annual report; (3) appeal letter; (4) email; (5) event invitation and décor, and/or (5) blog?
It’s helpful to bear in mind what one fundraising guru has to say on the subject:
The experts who come up with brand color palettes often confuse communication with decoration. Their palettes are congruent, nice, and usually in step with the latest color fads from the fashion and design industries. Pleasing to look at.
But often bad for fundraising.
— Jeff Brooks, Future Fundraising Now
Let’s start with a few simple ideas about color.
How you use colors together also has emotional impact.
What do you do when your logo colors do not reflect the key emotion of your brand?
Take a look at some of the most well-known nonprofit brands and you’ll see a lot of thought goes into their color choices.
Speaking of a splash of color, use it to call attention to important engagement opportunities.
Don’t forget to think about your target markets.
Keep in mind preferences are not universal.
Want to Be More Thoughtful about Everything?
ON COLOR: Here are some additional articles that may be of interest: The Importance of Color in Brand Strategy; The Psychology of Color in Logo Design; Branding & Color Tips for Nonprofits, How to Choose the Right Colors for Your Brand and Choosing the Right Colors for Your Nonprofit’s Brand. Even if you as the fundraiser don’t have authority in this area, this is useful information to share with executive management and marketing staff. You certainly don’t need a hard-to-notice ‘donate’ button undermining all your hard work! Plus it’s food for thought as you design your appeals and fundraising communications.
ON EVERYTHING ELSE: Grab the 7 Clairification Keys to Unlock Your Nonprofit’s Fundraising Potential. How much time do you spend right now being genuinely thoughtful about your goals and objectives? This guide has tips, tools, templates, exercises, worksheets and checklists to get you to the next level. You can’t go wrong, as I offer a 30-day, 100% refund if you’re not happy.
Have a colorful day!