We see a lot of QR codes at Commission Creative when designing missionary support-raising materials. When used correctly, they can be a helpful tool in connecting missionaries to supporters, but there are a few common pitfalls that can actually hinder your efforts to connect. Here are our suggestions for best practices and mistakes to avoid:
- Watch out for “free” QR code generators. There are many sites you can quickly and easy generate QR codes for free. However, many of them come with strings attached. Often, the QR code will only be active for a limited number of days or scans, and then your code will be broken unless you sign up for a paid account. This is a huge headache if you’ve started passing out materials already. We learned this the hard way last year! If you’re ordering a product with us, we can now generate a QR code for you without using a third party service, so no need to wade through the options. If you’re DIYing, make sure you carefully read up on plans or pricing. If there’s not a free plan, you will have to pay eventually, even if it’s free to generate your code initially.
- Less is more when it comes to QR codes! It might seem efficient to include multiple QR codes—one for donations, one for a video, one for a sign-up form—but too many can be overwhelming. People won’t know which one to scan, and the visual clutter can make your piece look confusing or unprofessional. Stick to one, or at most two QR codes per piece. You can always use a link combining service to give access to all your links through one URL!
- Make sure you include a clear call to action next to your QR code. A QR code on its own can be confusing—people won’t know if they’re being sent to a giving site, a newsletter sign up form, or a Facebook page. Adding a short, clear call to action gives your audience a reason to engage and removes guesswork. Try using simple phrases like “Scan to Give,” “Watch Our Video,” or “Follow Our Journey.”
- Avoid customization. Lots of QR codes will give you options to add logos (!), fun frames (!!), or patterns (!!!). Thanks, but no thanks. The beauty of QR codes is in their simplicity. Logos are often too small to be legible and can be distracting. Funky frames or patterns usually look unprofessional. Keep your QR codes clean and simple. We recommend good old black on white for high contrast and a classic, professional look.
- Save QR codes for printed content. When you’ve got a nifty QR code, it can be easy to just throw it on everything you’ve got, but QR codes are built for print media. They bridge the gap between offline and online—like someone scanning a prayer card to visit your website. If you include a QR code in piece of digital communication like a missionary e-newsletter, social media header, or social media post, you’re asking people to grab their phone and scan something that’s already on a digital device (likely the phone the would use to scan it). Keep things simple for your supporters and use direct hyperlinks instead of QR codes on your digital content.
QR codes can be a powerful tool when used wisely. For missionaries looking to create engaging, effective fundraising materials, the goal is always to make giving and connecting as easy as possible. Keep your codes simple, reliable, and in the right context—and you’ll avoid the common traps that could slow down support rather than grow it.