Analysis of legacy adverts ‘deeply disappointing’

first_imgAnalysis of legacy adverts ‘deeply disappointing’ Advertising and marketing consultant Andrew Papworth has analysed 18 fundraising adverts in a recent legacies supplement in The Daily Telegraph and was “deeply disappointed by most of them”.Writing in the new edition of Harvest, his free charity marketing newsletter, he said: “For entirely understandable reasons, many of the charities felt they could only afford a tiny space, 10cm x 2 columns, but they then tried to squeeze in all the elements they usually put in a bigger space. It’s like trying to write ‘War and Peace’ on a postage stamp”. AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThis1 Papworth did pick out some examples of legacy adverts from Barnardo’s which were worth of praise. “They continue their long record of creating innovative, ground-breaking fundraising campaigns which also enhance the brand”, he commented. ‘Harvest’ is available free on request from [email protected] He added: “Several of them made matters much worse by reversing out the tiny print from a dark background. In at least one case the relpy address and telephone number were utterly illegible rendering the whole exercise relatively pointless.” Advertisement Overall though he argues that the quality of legacy adverts in general is “pretty dire” compared with other fundraising adverts and, unlike them, it shows little sign of improvement over time. Tagged with: legacies Research / statistics He argued that this resulted in smudgy photographs and type that was so small as to be unreadable.  64 total views,  2 views today AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThis1 Howard Lake | 2 October 2009 | News About Howard Lake Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world’s first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp and co-founder of GoodJobs.org.uk. Researching massive growth in giving.last_img