Creative that Converts! Digital Creative for Today's Nonprofits (ft. Todd Bemis)

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Episode Summary:

In this episode, Jeremy welcomes Todd Bemis, a creative powerhouse with over 25 years of experience in nonprofit fundraising. Together, they discuss how nonprofits can craft digital creative that captures attention, tells compelling stories, and ultimately converts audiences into donors. From copywriting tips to visual strategies and testing techniques, this episode is a must-listen for nonprofit professionals seeking to elevate their digital campaigns.

Key Takeaways:

1. Copywriting for Multi-Channel Campaigns:

   • Direct mail and digital campaigns require tailored approaches, but maintaining a unifying campaign theme across channels is essential.
   • Keep digital copy concise, conversational, and engaging, while direct mail allows for more formal storytelling.

2. Optimizing Visuals:

   • Prioritize authentic, impactful images that convey dignity and success, avoiding overly staged or exploitative visuals.
   • Balance production quality to ensure content looks professional yet relatable.

3. Testing to Maximize Impact:

   • Focus on subject lines for email success and use A/B testing to refine content across email and social media.
   • Test different visual and messaging strategies for specific audience segments, such as younger versus older donors.

4. Leveraging AI Tools:

   • AI can save time by generating variations of text and images, but human oversight ensures accuracy and donor trust.
   • AI-generated content can be used effectively for campaigns but should align with your nonprofit’s mission and tone.

5. Best Practices for Digital Creative:

   • Optimize emails for mobile and dark mode to ensure readability and engagement.
   • Use video strategically, especially on social media, to enhance storytelling while keeping donation pages distraction-free.

6. Common Pitfalls to Avoid:

   • Avoid overproducing content that appears too polished or corporate.
   • Ensure all creative elements align with your nonprofit’s values and resonate with your audience.

Notable Quotes:

• “Good digital creative isn’t just about looking great—it’s about telling a story that connects and inspires action.”
• “Testing isn’t just a best practice; it’s how you learn what works for your audience and improve over time.”