What Is Desktop Publishing?
Desktop publishing is simply the process of using specific software that combines text and graphics to "publish" documents such as flyers, newsletters, brochures, and handbooks at your desktop.

What Can Desktop Publishing Do for You?
Desktop publishing can help you:

• Work more efficiently by saving time and money
• Enhance communications by creating a professional look and feel for all your marketing materials
• Support your organizational mission

Desktop publishing provides new and interesting ways to communicate with donors, volunteers, sponsors, news media, and the community. For example:

Strategies for Working Smart
Most of you are probably already doing some sort of desktop publishing with great success. To make your current projects even more effective, or start a new one, you can save time, money, and headaches by creating a simple strategy or plan. This is what we call "working smart."

When developing your own desktop publishing strategy, you will:

• Define the scope of your project.
• Evaluate and organize your assets.
• Plan your project.

  Define the scope of your project
  Each project is different, so before you dive in, decide upon the scope of your project. Ask yourself questions such as:

  • What do I hope to accomplish and whom do I want to reach?
  • What's the best way to design the materials and send it out?
  • How can I make the most of my resources?

  Evaluate and organize your assets
  Before you sit down to create your next newsletter or flyer, think about how you can work smart and make the most of your desktop publishing investment.
  

  • Step 1: Consider what you have
    You might be able to simplify or even recycle materials to help you cut costs and time if you reduce, reuse, and recycle.
    
    

    Strategies to save resources	Ask yourself…
    Reduce Use your resources effectively and efficiently to save money and time, and to make sure the project is aligned with a specific need.	Do I really need to do this? Do I need a "Cadillac" or will a "Volkswagen" be sufficient?
    Reuse and Recycle Why reinvent the wheel? Desktop publishing allows you to save time and money by revising existing materials. For instance: Use a template that you've created in the past for what you're doing now. Talk to colleagues and volunteers about sharing desktop publishing ideas.	What do I already have that I can reuse? Is there an easier way? I know Andrea did something similar last year. Would she share?

    
    
  • Step 2: Maximize the technology
    Make the most of what the software has to offer. For example, templates, clip art, and wizards can save you lots of time. See the article on Clip Art & Logos to learn more about how to use them.
  • Step 3: Understand the tools of the trade
    The key is to pick the right tool for the job. Since every organization is different, there are no cookie-cutter solutions. The tools you will likely use include:
    • Computer
    • Printer (laser or inkjet, color or black and white)
    • Photocopier
    • Software
  Plan your project

Since each desktop publishing job is different, planning is essential. Your goal is to use desktop publishing to work smart by using time, staff, and resources efficiently.

Areas to Consider	Example of a Project Planning Worksheet
Purpose
Why are we producing this material? To attract volunteers? To get funding? Is the content serious or playful? Does the content require input from other sources?	Type of material: Newsletter The purpose of these materials is to: Recruit more volunteers. We have 200, but I need 50 more as soon as possible.
Audience
What kinds of materials are appropriate for this audience? What will resonate with this audience and their interests? Do readers need a larger print? Do we have non-English-speaking readers?	Our target audience is best described as: Current and potential volunteers. We need to include a compelling description of how their contribution will make a difference. Photos would complement the description. Also, we've got a growing Latino population that we want to target. Most speak English, but some only speak Spanish.
Distribution
What's the best way to get the message to our audience? By mail? Hand-delivering it? Using web or e-mail instead? How many people do we need to reach? Do we need to reach 25 or 500? (This will also affect decisions about cost and budget.) How soon do we need it? Next week? Next month?	Distribution strategy: We need to target at least 300 to 500 people. Some folks only receive print newsletters, but more people are using e-mail. We can mail most, and Mr. Butters can hand-deliver several to the various volunteer stations around town. For quick response, we can send an e-mail version to stations and volunteers with e-mail (ask Mary to get e-mail addresses from our most recent database).
Format
Do our software programs have templates, wizards, and clip art? Can we reuse something we've already created? What format will be used? A flyer? A stapled booklet? A loose-leaf manual? Do we need room for a mailing label or postage stamp? Are we asking readers to respond? By phone, e-mail, or mail? Do we need to include mail-back cards in the materials?	The format must include the following characteristics: People need to call or e-mail us, so include our phone number and Mary's e-mail address. Include room for address label and postage stamp for print. Keep it short so it doesn't require stapling. James will create text-only version to send via e-mail.
Cost/Budget
How much money is available? How can we reduce the cost? Will the sponsor help defray the costs? How can we simplify the materials? Do we need to seek additional funding for this project? Can we afford to have a printer do it? (Saves time but may cost more.) Is the volume too large for our office to print or photocopy? Do the materials require color printing?	The following resources will be allotted to this project: We need to create this quickly and inexpensively. We have the money for photocopying and mailing about 300 copies. James will create and send the e-mail letter. The hand-delivered copies won't require postage.

Now that you've seen how you might use desktop publishing to meet your goals, the next step is to make it happen!

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