Overview
In addition to your story, matching graphics will propel your donors to give, give now, and give a lot!
You can use our designers or your own in-house team. The goal is to evoke the emotion of your campaign's story and compliment your organization's branding.
The most important advice is to appeal to donors’ emotions. Use an image that makes them FEEL something.
Use the following guidelines as you select the appropriate photo.
Guidelines
- Please supply us with high quality images and a organizational logo (more than 1000x1000 px)
- Please make sure all images are approved by the people appearing in them (in case of kids - images must be approved by parents)
- What the image conveys must be clear.
Make sure the “story” of an image is clear to someone without any prior knowledge of your organization. You may realize what a picture of homeless person meeting a social worker is trying to convey… but, to someone else, it may just look like two adults conversing. - One person, one face.
Do not use group pictures! Ideally, the picture you use will feature one person. We want donors to connect with the subject of the picture. Let donors see their facial expressions, their close-up features. Convince donors that their donations will help this particular individual. - People work much better than objects.
Remember that we want to appeal to donors’ emotions. So while your organization may purchase medical equipment for hospitals, a picture of a stethoscope is not nearly as compelling as a patient on whom the stethoscope will be used. Pictures of people (or animals, if applicable to your organization) work better than inanimate objects. - Direct eye-contact is ideal
Eye-contact is innately attention-grabbing. Readers are drawn to it. Use it so that it focuses the attention of readers and creates an emotional link between them and the subject in the image. - The photo must be consistent with the message
If you are raising money for starving children, it is better NOT to show pictures of happy, well-fed children. Show the “before” or “problem” image, NOT the “after” or “solution” image. That way, donors feel like there is a problem that they can solve through their donations.