Recently, I received an RFP from a potential client that I really wanted to work with. I eagerly read through it - but I ended up not responding.  Why? My proposal had to include actual designs. That is what’s known in the industry as ‘spec work’.

The Association of Registered Graphic Designers of Ontario describes spec (or speculative) work as "a project competition that is ‘open call’ where designers are required to submit uncompensated creative work as part of the selection process." While not a member of the Association, I do adhere to its professional code of conduct, which does not permit engaging in spec work.

Why is spec work not allowed? Simply put, it devalues the role of the professional graphic designer, coming from an attitude that design work is a commodity – like, say, a toaster. But hiring a professional designer is not the same as buying a toaster that you can return if you decide you don’t like the colour.

Spec work also puts much more of the risk in the selection process on the shoulders of the designer and dooms any resulting business relationship to be an unhealthy one.

To be fair, on the other side of the table is the prospective client who needs to minimize risk. I find this is particularly true for nonprofits that must steward donor resources carefully. “How do I know we’ll like the work you do for us? I don’t want to waste our money – or time – on something we won’t like.” I frequently hear this in a conversation with a prospective client. Perhaps their previous experience has been negative - a designer unresponsive to their needs or designs that did not satisfy the project brief. Maybe they never thought about it.

So how does a business or nonprofit minimize the risk of hiring a graphic designer without spec work? It involves doing some homework. If you are hiring a new designer there are four things you need to do:

1. Check out their portfolio. Past performance is a good predictor of future performance. Do you like their work? Look to see if there is a sameness to it. Does it reflect the uniqueness of each client’s needs. Most designers now have online portfolios, making this easier to do.

2. Check references. Find out what the designer is like to work with. Are they responsive? Do they take the time to really learn about their client? Do they offer value? Do they say please and thank you?

3. Consider their experience and expertise. Do you have confidence that the designer is up to the job? If the designer has not worked in your industry, it does not mean they are unqualified. Instead, look for a desire to learn, flexibility and a level of technical and creative expertise that matches your needs. By the same token, you might not want to trust a multi-million dollar annual campaign to a fresh graduate.

4. Talk to the designer. Get to know them and make sure the relationship has a good feel to it. Talk about their design process, their style and philosophy. Discuss assumptions and expectations on both sides of the relationship – it becomes a contract, whether verbal or written, designed to protect both of you.

When you engage a graphic designer you are hiring more than someone who makes it look pretty. You are hiring a consultant, an idea person, a communicator, someone who should have the success of your business or organization at heart. You are not buying a toaster.

What do you think? Leave a comment and join the conversation.

I've heard it over and over again: Good customer service leads to good word of mouth marketing and ample rewards, but a recent incident has really brought this message home.

I was at the movie theatre just before Christmas and the manager I've gotten to know a bit came up to me, bursting to tell this story. He had been Christmas shopping at Indigo Books & Music on the way to  work and bought about $100 worth of books. After his shift, he went out to discover that his car had been broken into. The books, among other things, were gone. In addition to reporting the incident, he went to Indigo to ask that they be on the lookout for anyone trying to return the books for cash or credit. He thought this would be a good way to possibly catch the thief. End of story, or so he thought.

To his surprise, he received a gift card for $100 from Indigo a few days later, so he could replace the stolen books! WOW!

I don't like to be mercenary and would never propose that we only do good deeds if there is an ulterior motive. But consider the value of that gift card. It seems very extravagant at first. They didn't know my friend, so they didn't know what his buying habits were. Was he a regular, someone 'deserving' of that treatment? But that gift card (which won't actually cost them $100 in books) did several things: First, it made my friend a customer for life. (He even said so.) Second, you can be sure he will faithfully refer everybody to Indigo if they need a bookstore. Third, think of how often he's told that story and the ripple effect it has had on peoples' attitudes to that store. It certainly affected mine; I'll go there more often. Finally, here I am blogging about the story of a good deed by Indigo Books & Music. Consider the added impact that has.

Do you have a  good deed story you'd like to share? Is your business prepared to invest in customer loyalty like that? Join the conversation.

Last night I bought a new computer online from Apple.

This morning in my inbox there was a message from Apple: "Thanks for purchasing your Mac." Wow, a thank you! In the e-mail were links to tutorials on how to get the most out of my new purchase, with the statement, "We can wait to show you around."

What an amazing thing: Not only did they say thank you (You do thank your clients, volunteers and donors, right?), but the content of the message gives added value and the tone speaks volumes about their excitement and passion for their product. Almost makes me want to buy another one. (Sigh! My accountant only gave me permission to buy one.)

I have already passed this message on to someone and now I am blogging about it. How's that for word of mouth promotion?

We can't all have glitzy product demonstration videos, but we can all add value as a way to show our thanks. It could be in the form of a token gift, an offer to demonstrate, adding their name to a draw, a donation in their name, or a bonus offer. Something as simple as a thank you note card says we thought specially of you. But be creative and memorable - something worth talking about.

How have you said thank you to a client, donor or volunteer? Tell us how in a comment. Join the conversation.