The difficulties encountered by non-profits have led many of them to reevaluate how they represent themselves to the people they serve. Now, more than ever, non-profits are turning to design agencies for help in both defining how they communicate with the public and what their message to the public should be.

The partnership is in many ways a match made in heaven: the non-profit gains tighter organization of its visual message, and the design agency gives back to its community using the skills and services it is most expert in providing. For the non-profit, this collaboration leads to clearer communication, greater visibility, and ultimately, greater effectiveness. For the design agency, says Jim Rivett of Archetype Group, the collaboration offers immense creative flexibility: "It's been our experience that (the collaboration) cultivates an environment where you can put the power of design into practice. They've (non-profits) been very open to a range marketing strategies and creative approaches. This is especially helpful when you're working pro-bono or at a reduced fee."

Through broadcast of its films on public television, NEWIST, a non-profit subsidiary of the Cooperative Educational Service Agency, illuminates the public about the difficulties facing today's youth. In this case, Archetype Group partnered with NEWIST to premiere its latest work, "What's Up With Middle School Guys?" Through event planning and print design of invitations and programs, Archetype assisted NEWIST in raising funds for its endowment for future projects.

The type of non-profit known as a community foundation (a collection of philanthropic funds organized with the purpose of distributing funds to a specific geographic area) is particularly well suited to the collaboration. The broad range of funds, donors, and services make the design of a unified message and visual image a challenge - but one that design agencies welcome.

Ken Strmska, President of the Greater Green Bay Community Foundation, sees the design partnership as a means for growth: "They always challenge us to articulate what we're all about, and to not be afraid to convey that to the community." To Strmska, one of the main benefits of the partnership is in being pushed for "a bold vision and direction for the GGBCF."

The Community Foundation of Westmoreland County, Pennsylvania, recognized the need to create a visual image that established an emotional bond with its constituents. Says President Bobbi Watt Geer, "By working with a design group to understand the emotional connection, we've laid the groundwork toward realizing that image and are developing a marketing plan to help make the Community Foundation of Westmoreland County a household name."

Archetype recently worked with Northeastern Wisconsin In-School Telecommunications (a non-profit producer of television programs that address teen social issues) on two community fundraising events. Says Eileen Littig, NEWIST's producer, "This event is essential to us continuing our efforts to produce programming for youth on cutting edge social issues. "They've designed everything, from invitations to multi-media presentations to dinner menus.

These examples point to other benefits for designers. Says Rivett, "Charitable work allows you to make a statement about what your corporate culture values, which helps attract clients who think along similar lines. But beyond the business benefits, design has the power to transform minds and create action in ways that help others directly or indirectly. How you use your design talent to help others is likely to be your most remembered and appreciated work."

(Jessica Nordell for Archetype Group. © March, 2002)