Tag Archives: ROI

I had the pleasure of attending an AIGA panel discussion on design return-on-investment (ROI) for nonprofits at the offices of the Human Rights Campaign in DC this week. AIGA pulled together a terrific panel to discuss this complex issue. Much of the discussion defaulted to nonprofit design projects (after all, we are designers), yet there were still a few pearls of wisdom in the discussion. While many nonprofits equate ROI with donations, at least two of the panelists work for advocacy organizations, and they mentioned that design is core to their brand and everything they do. ROI is about how they are changing policy, not raising donations. This design team faced a dichotomy of pleasing policy experts while at the same time, their bosses were asking them to make the creative “cool.” In advocacy nonprofits, ROI can be measured by whether they become and remain the go-to authority on a particular issue. This can be accomplished through both outreach and education, and can be READ MORE »