This is an excerpt from an article was originally published in the July/August 2024 issue of Marketing AdVents, a publication of the Direct Marketing Association of Washington (DMAW). While it’s a great checklist for year-end campaigns, it holds many helpful reminders for your campaigns any time of the year.
Your Ethical Year-End Campaign Checklist
Marketing AdVents | July/August 2024
A publication of the Direct Marketing Association of Washington (DMAW)
When planning year-end campaigns, there are a myriad of details to consider—from budget to audience to overarching strategy. It can be easy to forget that these campaigns are not just about meeting fundraising goals. They are also about connecting with donors on a deeper level when generosity is at its peak for the year. That makes it essential for these campaigns to reflect high ethical standards in this age when trust and authenticity are paramount.
Whether you are developing client campaigns or approving them for your nonprofit, this checklist covers everything for crafting ethical creative content to make year-end campaigns shine. Leverage these tips to build stronger, more meaningful connections with supporters from all different backgrounds. From stories to donor impact, accessibility, and even the responsible use of artificial intelligence (AI) — I’ve got you covered.
What Does It Mean to Create ‘Ethical’ Campaigns?
In simple terms, ethical campaigns are those employing themes, messages, images and techniques that align with expectations for what is right and wrong in moral terms. These standards are constantly evolving and vary from person-to-person, but this checklist reflects industry expectations for ethical communications to supporters. Be sure to check with your own organization to align with existing ethical standards.
Evaluate Your Stories and Imagery Early
As you contemplate which stories and images best align with your year-end campaign theme, consider also which are the most authentic and have full permission for use in all instances. The earlier you know what you need, the better! If you lack the perfect story or full permission, describing a typical representative situation can be very effective. The situations depicted should reflect the full context of the circumstances, such as a young child with a parent or community worker rather than alone or in a way that portrays white saviorism.
Strive to demonstrate intercultural competence by representing diverse communities respectfully and accurately. Perhaps most importantly, content should highlight the strength, resilience, intelligence, and power of individuals, showcasing their aspirations and potential with respect and dignity. This approach not only builds trust with donors but also honors the true spirit and mission of a nonprofit.
Framing Donor Impact
Donors need to understand how crucial they are as one part of a larger solution. Paint a vivid picture of their importance in driving change — not as lone heroes, but as key players in a collective effort. Make it clear that their support is the jumping-off point for great things, and highlight how essential their giving is to creating a powerful and positive impact.
Every Word Counts
Take special care to use language that is inclusive, people-first and morally responsible. Describe people rather than defining or labeling them, replacing phrases like “blind people” with “people who are blind.” Ask writers and reviewers to pay careful attention to etymology — if you are unsure of the origin of a phrase or think a word doesn’t seem right, look it up! Resources like the DEI Language Highlighter from the nonprofit DESIGNxRI can guide you.
Avoid making assumptions about your audience’s knowledge and experiences. Instead, create space for diverse perspectives by replacing phrases like “As you probably know” with “Imagine if.” Be cautious with gendered language, binary terms and pronouns, and use language inclusive of abilities, such as “support” over “stand with.”
Lastly, replace violent language like “take a stab at” or “shoot for” in favor of phrases like “make an attempt” or “aspire to” to maintain a respectful tone.
Gather More Support With Accessibility
Your campaign should provide equal access and opportunities for everyone to experience it with accessibility for every age, ability and device. Digital content should be screen reader-friendly for people who are blind or have low vision; avoid all cap text and emoticons, which are disruptive to screen readers, and make sure multi-word hashtags are uppercase-lowercase for readability.
Digital images need descriptive alt text and videos or audio ads need captions or transcripts to convey the message without relying on sound. In direct mail, use larger font sizes with high-contrast images for readers who are older.
Ethical Use of Artificial Intelligence
First and foremost, check your organization’s policy and follow the rules if AI is permitted. If a policy isn’t in place, have a conversation with key parties about any intent to use it and any disclosure required or recommended. The best practice is to use generative AI only for initial content drafts, followed by thorough evaluation, source-checking and editing. Be aware that biases, stereotypes or racist interpretations present in society and online may appear in AI-generated content, so stay vigilant.
Generally, most nonprofits do not use AI-created images due to authenticity concerns, with the priority on making sure visual content remains genuine and trustworthy. If an AI-generated image is used, create a disclaimer explaining how it is an illustrative representation.
The Last Step: Adjust the Approval Process
The final step in applying these checklist items is to add in time and attention. Prioritize team alignment on the importance of these elements from kickoff through careful review of each campaign communication before messaging and designs are finalized. Thinking about your audiences, ask yourself — how does this land? Designating a person to review with some or all of these specific things in mind and being clear with expectations up front will make for a smooth and seamless process.
As we all leap into year-end planning, let’s use this checklist to continue improving campaigns with the most ethical and compelling content possible!
Cindy Kilgore is vice president of strategic services at Concord Direct, bringing more than 20 years of experience in direct response marketing, integrated strategy and fundraising communications.
