Brochure

I designed a new brochure for Alice House using Apple Pages. It employs three of Aristotle's modes of persuasion to elicit donations.

The front panel features the new logo, slogan, brand colours, and mission statement (which I wrote in collaboration with the executive director). A "problem" and "solution" panel offers potential donors context and essential information. It is quickly followed by a call-to-action.

Aristotle, the Greek philosopher, articulated three main modes of persuasion.

Logos (greek word for reason)

Logos is an appeal to logic, and is a way of persuading an audience with reason by using research and statistics.

• Statistics about the prevalence of intimate partner violence gives readers a reason to donate.

• The knowledge that 80 per cent of every donation goes towards programming lets readers know they can actually make an impact. I sourced this statistic from past financial statements submitted to the Canadian Revenue Agency.

• Spelling out the three-pronged approach (housing, counselling, and education) indicates to readers that through their donation, women and their children will be helped in a holistic way.

Ethos (greek word for character)

Ethos is an appeal to ethics, and it is a means of convincing someone of the character or credibility of the persuader.

• An ethics award from the Better Business Bureau (BBB) is mentioned immediately before the donation panel. The BBB has been an authority in determining the credibility and integrity of organizations since 1912.

• The statistics listed about intimate partner violence are from Statistics Canada and the Canadian's Women Foundation. These are two respectable organizations that use legitimate research methods.

• Alice House was incorporated in 1982 and was the second project of its kind in the country. Making readers aware that the organization has well over three decades of experience makes it believable that they know how to help victims/survivors of intimate partner violence.

Pathos (greek word for experience)

Pathos is an appeal to emotion, and is a way of convincing an audience of an argument by creating an emotional response.

• Short testimonials from real women helped by the non-profit organization, e.g. "Alice House reminded me that I matter" motivates readers to make a donation based on how much they resonate emotionally with the statement.

• Intimate partner violence happens worldwide but it can be hard for people to care about problems unless they affect people they know. Stating that 2,462 Nova Scotians a year are abused by an intimate partner makes it easier for Nova Scotians to relate to the issue.

• Including an image of a mom and baby is meant to elicit empathy for the innocent victims of intimate partner violence. Donating to this cause may seem more meaningful if it is clear that doing so will have a positive impact on future generations.