Make the Most Impact With Your Imagery

As fundraisers, we understand the power of storytelling as the most impactful way to communicate a message to our audience. Through visual storytelling, an image can often convey what we want to say more effectively than words alone. We’re all familiar with the saying, “a picture is worth a thousand words.” When thinking about your next image selection, here are some tips to help your photos pull their weight and drive donations: 

1. Hire a professional photographer 
   Consumers are savvier than ever when it comes to identifying stock photography, and authenticity is key when including visual storytelling in your communications. At times, using stock photos can fall flat and leave donors feeling disconnected from the story. Whenever possible, lean on professional and original photography. 

2. Leverage ‘real-life’ photos 
   Utilize behind-the-scenes imagery when applicable. It can help to humanize your organization and build trust with supporters, as well as making them feel that they have exclusivity with your organization. 

3. Illustrate your mission in action 
   Use active imagery to create real-time context and drive urgency. Photos that show movement and subjects “in action” tend to highlight the work being done, while static or posed photos make it harder to convey the need. 

4. Stick to one focal point 
   Make it easy to understand the story. Our window of time to engage donors is often limited, so steer clear of visual clutter, unless it is pertinent to help support the narrative. Focus on one person’s unique story, instead of a group, to help strengthen the connection to the donor. 

5. Show context 
   By definition, context is “the circumstances that form the setting for an event, statement, or idea, and in terms of which it can be fully understood and assessed.” Whether you are choosing a wide angle or close-up shot, including photos with context can reinforce the narrative and need for action. For example, if your organization provides critical humanitarian relief, showing supplies in use or in distribution would be a stronger photograph than showing them stocked on a shelf or tabletop.  

6. Be mindful of representation 
   Be aware of how your subject matter is depicted to ensure they are respectfully shown. Your image should paint an accurate picture of the story you are trying to tell. 

7. Evoke a reaction 
   Don’t be afraid to take chances and stand out. Visual storytelling has the power to move people in a way that words cannot. Give donors the opportunity to connect to the story without having to read line-by-line. 

When in doubt, leave it out. If you find that your photo is poor quality, or doesn’t align with the principles above, it may be best to go another route. Images are frequently more memorable than words and including a less than ideal photo can potentially have a negative effect on performance.  

Cover Image Source: www.freepik.com/free-vector/ friends-taking-selfie-with-smartphone