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Five Reasons Why Less Can Work Better Than More

A one pager from the IUPUI (Indiana University Purdue University Indianapolis) Lilly Family School of Philanthropy Women’s Philanthropy Institute (that’s a mouthful right there) has been popping up in our inboxes at Optima Group. It summarizes the highlights of a 36-page report “Giving by and for Women: Understanding high-net-worth (HNW) donors’ support for women and girls.”

Why does it work so well?

It’s eye-catching. The page focuses your eyes with bold colors and a large, central info graphic of a woman in red. The lack of features on the woman helps to assure that women of all ages and ethnicities can relate, without alienating anyone.

Summary of the methodology is quickly and clearly laid out (“we spoke with 23 HNW women who give $10 million or more to causes that benefit women and girls”), lending creditability to the piece right from the start; in the HNW space of big donors who are women, 23 is a significant number.

High-level takeaways are easy to find. Each of the seven key points is written in brief, compelling, informal language, set in capitals, bold and white knockout type on a bold color background; you really can’t miss them.

There are multiple levels of information. For each key point there is a brief explanation expanding on the central theme.

For those who want more, they can get it. For more detail, there is a click through at the bottom of the page that takes you directly to the IUPUI website where you can download the complete report.

This doesn’t mean that longer, more detailed pieces are not necessary. They serve an important purpose – communicating depth of knowledge and expertise. But sometimes, to catch someone’s attention, less can truly be more.