The Most Important Part of a Nonprofit Brochure Is . . .
NOT your mission statement.
NOT your description of activities.
NOT your photographs.
The most important part of a nonprofit brochure is your call to action.
Once you’ve answered my questions about your organization and inspired me to take the next step, what do I do? Whom do I call (don’t just give me a phone number — tell me who to ask for)? Where do I go on your website? Is there a panel I can tear off and mail in?
Never publish another brochure without a call to action.
I’m doing a webinar on Wednesday (2/27/08) on nonprofit brochures called How to Make Your Brochures Pop! where you’ll get many more tips like these to make your nonprofit brochures as powerful as possible. It’s $35 for as many people from your organization as can fit around a computer monitor and speaker phone.
On Thursday (2/28/08), I’m doing my first online coaching session on brochures. Up to ten people will get personalized, hands-on advice on their nonprofit brochures, including ideas and feedback from me and other participants. That costs $99 and includes Wednesday’s webinar as well.
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[...] Last week I said that the call to action is the most important part of a nonprofit brochure. Yesterday, in my Nonprofit Marketing Tips e-newsletter (sign up here in the left sidebar) I sent out an article that explains how to write a good call to action for a brochure. That article is now available online at Nonprofit Marketing Guide.com. [...]