Years ago, when I sought to build my design skill set, I decided to volunteer with a non-profit.
The non-profit Manager didn’t have a Creative Brief, or much in the way of useful instructions for the e-mail campaign project she asked me to work on. She had some ambiguous notion of what she wanted, but she had no idea about the content, graphics, colors, fonts, or overall direction.
I sent her a few drafts based on the basic goal she had in mind, with elements that complimented the non-profit’s current design theme. I didn’t hear back for a week and a half. I finally received some disjointed, random comments in an e-mail thread that included five other people I hadn’t met before.
Me: Thanks for your feedback so far. I was wondering, what’s your review process for this e-mail campaign? Who is seeing this, and why are these comments coming to me in this e-mail thread?
Client: I brought up the e-mail campaign project at our last Board Meeting, and I decided the best thing to do would be to send it around to all the Board Members for their comments and feedback.
Me: (internally) NOOOOOOOOOOOOOOOOOO
….Needless to say, this approach was pretty painful. I felt like I was being kicked around blindfolded by a group whose knowledge didn’t relate to the project and hadn’t received much information about it themselves.