--- title: When Brand Guidelines Trump Donor-centricity You Have a Recipe For Disaster description: When brand guidelines trump donor-centricity you have a recipe for disaster, and I can attest to that.“Make the font smaller!” That’s what the brand police image: https://info.imarketsmart.com/hs-fs/file-3555830362-jpg/blog-files/disaster-451x300.jpg --- ### Get weekly nonprofit marketing ideas straight to your inbox ** [301.289.3670](tel:+1-301-289-3670) / [888.618.2015](tel:+1-888-618-2015) [**Contact](http://imarketsmart.com/contact-us) [**  Careers](http://imarketsmart.com/careers) - - - [![Imarketsmart](https://info.imarketsmart.com/hs-fs/hubfs/images/logo-basic-300x451.png?width=300&height=45&name=logo-basic-300x451.png "Imarketsmart")](http://imarketsmart.com/) [Get a Demo](http://imarketsmart.com/request-a-demo/) # Marketsmart Blog # When Brand Guidelines Trump Donor-centricity You Have a Recipe For Disaster ![When brand guidelines trump donor-centricity you have a recipe for disaster](https://info.imarketsmart.com/hs-fs/file-3555830362-jpg/blog-files/disaster-451x300.jpg?width=386&height=257&name=disaster-451x300.jpg) **"Make the font smaller!" **That's what the *brand police* told me to do. I reminded them that the supporters we were targeting for the CGA [lead generation](http://imarketsmart.com/solutions/) effort were over 70. But they just didn't care. "Make it smaller!" they commanded. I tried again. I sent them information to support my claim that our audience won't be able to read the promotion. I implored them to change their minds. I sent them data from the American Optometric Association about how people over 60 are much more likely to experience the following (in addition to basic vision deterioration): - Age-related macular degeneration - Diabetic retinopathy - Retinal detachment - Cataracts - Glaucoma - Dry eye They didn't care. In the end, our campaign failed. I knew the decision to make the font smaller was a recipe for disaster. And, I was right. **Bottom line: Stop trumping your donors' needs with silly brand guidelines that were probably written by a Generation X'er or a Millennial who doesn't wear glasses.** If you would like to read more about [donor-centricity](http://www.pamelagrow.com/1654/the-key-to-donor-centricity/), click [here](http://imarketsmart.com/stop-spamming-supporters/). - [Tweet](https://twitter.com/share) **Posted by**Greg Warner June 12, 2015 [** Next](https://info.imarketsmart.com/blog/die-die-die-die-die-die/) [Previous **](https://info.imarketsmart.com/blog/12-questions-to-ask-yourself-to-avoid-disrespecting-your-supporters/) Tags: [Lead Generation](https://info.imarketsmart.com/blog/topic/lead-generation) Search this site on Google Search Google #### Get Weekly Tips ![](http://11034n4348rz28bwol8ogod8.wpengine.netdna-cdn.com/wp-content/uploads/2015/07/majorgiftmotivatorCTA-e1438624761470.png)Get captivating motivational quotes~*hand-picked for major and planned giving fundraisers*~delivered via email every Tuesday.![](http://11034n4348rz28bwol8ogod8.wpengine.netdna-cdn.com/wp-content/uploads/2015/08/majorgiftmotivator-tile-sidebar-image-e1438802110804.jpg) [![Get Motivated](https://no-cache.hubspot.com/cta/default/1716178/3152951d-d234-4e33-8af5-19882b865e06.png)](https://cta-redirect.hubspot.com/cta/redirect/1716178/3152951d-d234-4e33-8af5-19882b865e06) ### JOIN THE CLUB Become a better fundraiser! 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