Stories come in many forms and people process information in different ways. Some people respond better to visual stimuli. In our information packed world, a visual story can be a great way to connect.
Tell a story in an instant with a photo
Your donors are busy and may not have time read a story, but you can capture their attention in an instant with a great photo. That doesn’t mean a photo of your executive director receiving an award. Use photos of your programs in action.
Print newsletters and annual reports tend to be too long and text-centric. Most of your donors won’t have time read them. But if you present your donors with some engaging photos, they can get a quick glance of the impact of their gift without having to slog through a bunch of long-winded text.
You may want to try a Postcard Annual Report instead of the usual boring booklet.
If you use social media, you need to communicate several times a week. As your donors scroll through endless amounts of posts on Facebook and Twitter, an engaging photo can pop out and get noticed.
Use photos everywhere – appeal letters, thank you letters/cards, newsletters, annual reports, your website, and social media. Create a photo bank to help you with this. It’s fine to use the same photos in different channels. It can help with your brand identity. Be sure to use high-quality pictures. Hire a professional photographer or find one to work pro bono.
Work with your program staff to get photos. Confidentiality issues may come up and you’ll need to get permission to take pictures of kids. It’s okay to use stock photos. Just be sure to give proper credit.
Highlight your work with a video
Create a video to show your programs in action, share an interview, give a behind the scenes look at your organization, or my favorite – thanking your donors. Make your videos short and high quality. If you’re interviewing someone, be sure that person is good on camera.
You can use videos on your website, in an email message, on social media, and at an event.
Bring statistics to life with infographics
An annual report with a bunch of statistics is boring, and you know very few donors are going to read a lot of text. But you may have some compelling statistics or want to highlight accomplishments in your annual report.
Why not share these in an infographic instead of the usual laundry list of statistics and accomplishments? Here are some examples. A Great Nonprofit Annual Report in a Fabulous Infographic
Brochures are becoming a relic of the past, but what if you want an informational print piece to give to potential donors or volunteers? An oversized infographic postcard could be the way to go.
Keep your donors engaged with all types of stories.
Photo by Rob Briscoe