More than ever, our world is overrun with visuals that compete for the attention of our audiences – institutional and individual donors, volunteers, partners, beneficiaries. Many non-profits don’t understand the value of visuals, or the right formula to capture powerful images and video that tell the story of an organisation’s vision and work.
Ask yourself, what is this story, image or video saying? What is the audience going to learn from it? If you can’t answer these questions then it’s not good enough to represent the organisation, online or in print.
Tell the story of how terrible the situation is and how desperately we need funds, or how wonderful the organisation is and the great work we’re doing with our funds. The middle ground, real and honest storytelling, is what spurs audiences into action, and isn’t that what most NGOs want – inspired, sustainable action?
Does this sound familiar? An NGO schedules an event but there are no remaining funds for documenting the event through photo, video or blogging. Staff pitch in and snap some pics, but the resulting images are too far away, blurry, and the subject matter is unclear. The moment is lost.
Carve out funding to hire a pro by building it into the proposal or including ‘project documentation’ within the Monitoring & Evaluation line. In the Terms of Reference, request the professional provide final products the organisation can use online, on social media, in reports and proposals.
Director of Awards and Exhibitions for Photo Philanthropy, Kathleen Hennessy, says, “Many NGOs do not know how to use photography well. When you show them the difference between high-quality professional photography and their nephew’s hobby, they can really feel the difference, feel the impact of the pictures.”
Many organisations have stunning photos on their hard drives, but no understanding of how the images can be used in a targeted message or call to action. Think like your audiences, and remember that each stakeholder has different needs and interests.
Just remember to tell stories! Done properly, storytelling can be a powerful way of communicating, often touching us in deeper ways than simplistic videos about suffering or success. Go beneath the surface of people’s lives and convey powerful, emotion-filled messages by letting the people you’re helping tell their own impactful stories. Encourage beneficiaries, community leaders and local staff to write about their lives, or interview them and pair their story with a portrait.
Click here to read the second article in this series, “Uses for Photography and Video in Nonprofit Communications”
Written by our Communications Manager Jenn Warren, this article was first published on the Nonprofit Network. See it in it’s original form here. The Nonprofit Network is a resource centre for nonprofit organisations, particularly those based in South Africa, in using social media, websites and e-newsletters.
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