In early focus groups, we noticed that donors were turned off by ads portraying students imperiled by the dangers of inner-city life; but they became very emotionally engaged when presented with hopeful images of students in an orderly environment.
From this observation came our basic strategy. When it comes to portraying students, show the need, but emphasize the promise. And always remember, donors have needs, too. Our first ads spoke to those needs with positive, hopeful images.
