Why Non-Profits Need Good Design

2020.09.21

Not long ago a soup kitchen relocated to a larger facility permitting them to make a greater impact on the community they serve. New cups and plates, tables and chairs, silverware, and napkins folded carefully arranged to complete the atmosphere. Everything, intentionally planned and designed to give a pleasant dining experience. Yet little attention was paid to the sign out front.

The lackluster sign above the doors may seem like an unimportant and insignificant detail to the mission of a soup kitchen or any non-profit but the sign is the first impression. The experience of the people does not start when they walk through the doors. It starts outside. It starts with that sign.

Visual Identity Enhances a Brand:

Many non-profits neglect their visual identity thus their brand. They neglect it because they often do not understand the power of design and feel their limited money is better spent elsewhere. What they have yet to realize is how design, good design can go far in aiding the mission of their organization by establishing a connection with their donors.

On the other hand, it’s not hard to find a non-profit that already excels at visual identity and understand good design can be an effective tool aiding the organization's goals. Organizations such as To Write Love on Her Arms, the Disabled American Veterans, and Thorn among many others are examples of non-profits taking advantage of the power of design by building a visual identity that enhances their brand.

Getting Started:

Once an organization understands the importance of design, how exactly does a non-profit start building a better visual identity?

The first step is to make it a priority and set aside some cash dedicated to improving the organization's visual identity. Now that a budget has been established the organization can begin the search for a designer to help them. Many professional designers will take on a limited amount of pro-bono work each year or they may give a non-profit a discount. It is certainly worth investigating.

Another option is to consider is to solicit a design student in their junior or senior year. Typically, students at the junior and senior levels have more experience than their younger counterparts. Working with students can be mutually beneficial because it provides students with valuable experience that can be included in their resumes and showcased in their portfolio. Additionally, non-profits have access to design work they might not otherwise have been unable to afford.

Perhaps neither of these options is a viable solution, what then can an organization do?

In this case, I recommend the organization start with a color pallet, a font, and a style guide. Typically, three colors that work well together are a great place to start. There are many tools out there that can help with choosing a color pallet. One of my favorite tools for creating pallets is Coolors. As for choosing a font, keep it simple. Stick with a serif or san-serif font that is easy to read and use consistently across the organization's communications. Finally, choose a style guide such as the Chicago Manual of Style or create your own that fits the organization's personality. Having a style guide can help keep your written communication have a cleaner and more consistent voice. An organization that follows these simple tips is well on its way to establishing a strong visual identity that complements its brand

The question more non-profits need to ask is “What messages do we want to communicate to those we serve and those who support our mission?” I cannot help but wonder what story that sign might have told if given more consideration? Perhaps to the hungry it would have said, “you are worth more and we want you to have a seat at our table.” Likewise, to the people living in the neighborhood, it might have said, “We value you as our neighbor and we are invested in your community.” Design is all about storytelling and good design has the power not only to tell stories but to evoke emotional responses and create positive associations with an organization. That is why good design matters and why non-profits need it.