How To Write An Amazing Brief For Your Creative Agency

Help your agency create a fantastic appeal by giving them a brief that has everything.

Has your charity taken up with a creative agency? Good decision. These people generally have the skills and know-how to take your campaigns to the next level.

As Kay Parris says in her guide on how to be a smart client:

Successful partnerships between charities and agencies can build transformative communications strategies, stunning ad campaigns, and powerful brand identities.”

But it’s like with any relationship. To get the best out of your agency, you have to be able to communicate what you want and take the time to give them the resources they need.

Sounds tiring! Actually, it’s not so hard if you put the work in at the start – and create an excellent creative brief. So how do you write a brief that will help your agency make fundraising magic?

First, you want to make sure you have enough material for your creative team to put together a great campaign.

  • Is your case study strong enough and does it illustrate the need?
  • Do you have enough good quality photos?
  • Is your proposition compelling enough?

Think about the tactics that will add muscle to your project – whether it’s a fundraising target, an urgent deadline, or a past success you can highlight.

Making sure you have these basics down before you put the brief together will save a lot of headaches and delays down the track.

When you get to the brief, think comprehensive. But not War and Peace.

You don’t want to overwhelm your reader with a lot of vaguely relevant background information. But you do want to include all the key information, such as:

  • Your visions and goals
  • The project deliverables
  • Your audience segments and the response you want from them.

Include any restrictions or considerations. Do you have language guidelines? A limited print budget? Is there a segment of your audience which needs to be thanked in a particular way? When talking about a certain case study, is there anything you can’t say?

Who is your direct mail campaign signatory and how do they talk? If you don’t already have an interview with them, get your agency to do one. It’s so helpful for your writers, so they can capture the right voice and write a letter that genuinely feels like it’s from one person to another.

Ready to brief in a killer appeal?

First, check out Lisa Sargent’s blog on why creative briefs matter and how they can help you raise more money. She includes a fantastic creative brief template that you can steal.