Hopefully I’ve convinced you that photography should be a key part of your next big fundraising effort, but how do you get started? I’ve got a few tips:
1. Consider the use case.
Before you snap away or hire a photographer for your next event, make sure you take some time to understand how the images will be ultimately used. Do you need a full page image of volunteers for your annual report? Or maybe a wide banner with kids at play for the home page of your website? Make a plan for all the places you need imagery and what kinds of photos you’ll need so that you can work strategically and ensure you get the content you need for your next campaign.
2. Use people when possible.
Chances are high that your organization involves people at some level. Whether it’s volunteers, employees, or the people who benefit from the money raised, using pictures of people elevates the emotional impact. An image of volunteers having a blast may motivate someone to lend their time in the future. A photo of a happy child in school abroad may stir a viewer to decide to donate. So be sure to include people pictures in your photo strategy, but don’t forget to get a model release so you’ll be in the legal clear to use those images in your marketing materials. If you don’t already have one, you can snag a great model release template here.
3. Know when to hire a pro.
It might seem hard to justify paying a pro to take photos when perhaps you have a camera collecting dust on your shelf at home. Sometimes it’s best to let the pros do their thing. A pro photographer can work with you to capture all the images for the different use cases you have (see point #1 above), ensure that the images match the look and feel of your brand, and ensure they portray a sense of high quality. I know I’m a little biased, but given how much we now know about the immense impact photography can have on your marketing capabilities, hiring a pro can absolutely pay off big time for your non-profit.
Adding photography to your already busy plate can be a little scary and overwhelming, but the opportunity to reach new people and make an even bigger impact through the language of images is well worth the extra work it takes. Best of luck this holiday season with your end of year campaigns!