Deficits at the Top

overview
In times of prosperity, organizations want to show off graphically. In times of recession, organizations proudly do a lot with a little. Yet there is always a line of professionalism to uphold. Except for nonprofits. Amateur graphics run rampant, which can’t do much for a group’s credibility!

As digital tools allow groups to create amateur graphics more easily, the overall quality of design has diminishes. Ironically, design is more important than it has ever been due to the Internet. An even playing field allows small groups to compete with large groups, local orgs to compete with national, national with international. The scope has exploded!

In completing my evaluation of the Midwestern nonprofits, the 80/20 Rule is in full force. Of the 700 evaluated, 160 have graphics that score highly enough to discuss. Yet to find a consistently strong graphic strategy seems impossible. None score high in all five categories!

Beginning with the overall graphics of those who score the highest:

DEFICITS AT THE TOP:

Peggy Notebaert Nature Museum, preview, review, is strong in every category but publications.

Metals Service Center Institute, preview, review, could have a better website.

Second City, review to come, has an unimaginative logo and scan publications.

Popcorn Board, review to come, has a confused identity but strong in all other categories.

International Association of Lighting Designers, preview, review, is compelling graphically but weak in publications.

Entrepreneurs Organization, preview, review, compiles a strong package that could go one step further to be truly distinct.

Churchill Centre, preview, review, offers a lot of online features but is weak in publications.

Perhaps the two organizations that come the closest to being a true blend of excellence are the Entrepreneurs Organization and the Peggy Notebaert Nature Museum. Both prove that big budgets and fancy approaches are not as good as following basic rules in good communication.

Each week, I will examine organizational graphics that are of the Not the Best but Could Be category. Visual communications include the most important membership benefits and the biggest ways to attract prospective members. If improved strategically, each group explored has tremendous, if not unlimited, potential.

spirals
The Sebastian Study 2010, national review will be available at the end of the year. If you want to be sure that your organization is included, please click here.

the end

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