Do’s and Don’ts of Imagery for Your Fundraising Campaign

SAMANTHA LEW- Great images are one of the best ways to get people to engage with your posts and fundraising campaign, but it's important to be thoughtful before you slap just any image up on your Facebook feed. Here are some best practices for choosing the right types of images for your organization.

Do use high quality images

Nothing says “we’re not as professional as we’d like you to think” than using images with poor quality. Although being authentic is important, it does not mean use a grainy cell phone snapshot taken from 100 feet away that’s been cropped and edited with as many filters needed to make it appear professional. In today’s society, overusing filters has a negative connotation that’s associated with covering something up (which is likely the fact that its simply not a professional photo) hence the ever so popular #nofilter. 

Don’t play into stereotypes

Stereotypes are more often than not, the reason for decreasing engagement with your target audience, and what’s worse, can result in a negative image. The key to avoiding stereotypes of any kind is to focus on what your campaigns intentional goals are. Reinforcing harmful stereotypes will only increase the chances of your audience to tune out. Their apathy will not result in donations for your cause. 

Do choose stock imagery
(if you have to) wisely

There are ions of platforms that offer stock photography on the internet. But as our society is surfing the internet at astounding rates, it is becoming easier and easier to tell which images are stock and which are authentic. With the infinite number of images you can choose from, make it an image that is relatable, compelling and overall, one that speaks to the goals of your campaign.

Don’t misuse negative imagery

Often times we choose to gain an emotional appeal through negative imagery. Although this can be very powerful in particular fundraising campaigns, it is easy to misuse a powerful image that reflects the wrong message to your audience. For example, your cause maybe to raise money for a shelter supporting victims of domestic violence, a powerful yet negative image would be of the victims during their suffering. This image presents a negative connotation with your audience and although it might persuade some donations, a more positive image would be even more powerful. An appropriate image to use would be of a mother and child benefitting from the shelters services and what your donors’ money will contribute to.