Guest Post: Photography for Nonprofit and Planned Giving Marketing (Part 1)
Tips from a Pro for More Compelling Campaigns
The Power of a “Good” Photo
In developing your planned giving marketing campaigns, have you ever wondered:
- What is a “good” photo?
- How do I take and identify “good” photos for marketing?
- How do I choose photos for marketing materials?
- Why do I need great images for marketing?
We have your answers! Please join me in welcoming our guest author, Naomi Liz for a two-part series on photography for nonprofit fundraising and planned giving marketing campaigns. Naomi is a writer and photographer who is passionate about helping non-profits communicate stories of hope and transformation.
Why do we need high-quality photos for nonprofit marketing?
- Images amplify your story and help you reach more people. “An image is worth 1,000 words.” When used well, photographs and text work together to deepen and strengthen each other.
- Photographs compel people to read further and inspire them to take action. There are countless studies that show that people react more quickly to images than to text alone. A great photograph elicits an emotional reaction, and this emotional connection inspires action.
- Quality photographs make the overall look and feel of print marketing pieces more cohesive and attractive. Mediocre photos dilute your overall appeal, but compelling photographs combined with great design and copy will make your fundraising message more likely to be heard.
What elements make a compelling photograph for marketing materials?
- It includes a person or a few people. People are relational, and they connect better to photos of other people. The brain even has a specific circuit for recognizing faces.
- It doesn’t include too much. A photograph that includes too many details will be lost in the noise. Capturing a photograph is about selecting what you do and don’t want to include. Remember: not every detail has to be included!
How to eliminate distracting details and make your photo stand out:
- Focus selectively on one part of the image. For example, if the photograph is a candid shot of several people in a group talking, perhaps there is one person that is in sharp focus, and the rest are out of focus. This isolates your subject and tells your viewers’ eyes exactly where to go!
- Watch out for distractions in the background or foreground! The culprits can be telephone poles, tree branches, bright or colorful objects, water bottles, trash cans, or extra people.
Most importantly, the image conveys a story and tells your audience why they should care.
A strong photograph of people shows connections or relationships. A powerful photograph shows and elicits emotion. What do you want your viewer to feel when they see this image? A strong photograph is also relevant to the text.
How do we ensure we get these photos?
Two Main Options:
- Hire a professional. Marketing the work that your organization does is your opportunity to reach more people and amplify your message. Hiring a professional photographer for your nonprofit organization is something that multiplies your marketing efforts. I’ll talk about this in greater depth in the next article, so stay tuned!
- Assign a project to a volunteer or staff person. If you have someone on your team who has photography skills, give your internal photographer some guidance. Consider giving him or her a project with a deadline. Brainstorm a shot list with this volunteer. This doesn’t have to be seen as a checklist, as it’s good to allow for creativity.
I hope these tips help with some of your photography needs, questions, or frustrations.
Naomi Liz is a writer and photographer whose work focuses on nonprofit, travel, and nature projects. Follow Naomi on her Blog, Facebook, Twitter and Instagram.