I. Why Does Nonprofit and Philanthropy Photography Matter?
Ann Richards once said, “After all, Ginger Rogers did everything Fred Astaire did. She just did it backwards and in heels.” If we were to turn this quote into a marketing metaphor, nonprofit and philanthropy teams would be Ginger Rogers (and it is not because they’re amazing dancers). Grant writing, event planning, donor outreach, volunteer management, community awareness, content creation—these groups are expected to deliver big results using a fraction of the resources many corporate marketing teams possess. Nonprofit and philanthropy teams are made up of creative, resilient individuals who know how to get work done. This often results in a DIY approach to most marketing efforts, with mixed results.
According to a study by the Australian Council for International Development (ACFID), many of the nonprofits surveyed hardly—if ever—hired external agencies. 73% of the organizations that did hire external agencies made important creative decisions before bringing in any outside team. Budget constraints and a desire for creative control drove nonprofits to keep everything in-house. This seemed to create friction within their organizations.
That same study reported the challenges nonprofits face when it comes to photography:
- “Obtaining consent from those photographed,
- Using images from external sources, including media outlets,
- Relying on images from partner organizations,
- Accessing high-quality images.”
In our opinion, many of these challenges can be solved by partnering with a professional to help create your own image library and through understanding best practices. Nonprofits and philanthropy teams with the smallest budgets can often find ways to work with a photographer to capture images that deliver the ROI while being versatile, creative, and high quality.
How? It all starts with your “why.”
II. Why Do You Need This Photo?
Effective marketing pros know an image needs to be more than beautiful. They need it to send a message. They need it to have a purpose. Your photos take up valuable real estate in your marketing, and the last thing you need is to have a pretty image that fails to resonate with your audience.
Start your process by developing a goal where you outline your audience, message, and purpose. What do you want the photo to say? Who do you want it to speak to? How do you want it to tell your message? Having clear answers to these questions will set boundaries and guidelines to help you create or find an impactful photo for your project.
For some, those answers may include:
- Nurturing current and prospective donor engagement
- Recognizing donors and team members
- Creating brand awareness
- Expressing the organization’s mission and goals
- Fostering community
- Illustrating how funds are used
- Documenting items, events, etc.
- Garnering media exposure
Depending on who you want to speak to, any one of these messages can be shown in several different ways. Understanding your goal and what you hope to achieve will give each event, article, print, and web photo a purpose that aligns with your communications and organizational strategy.
III. Types of Nonprofit and Philanthropy Photography
Have your goal in mind? Great. Now, where are you going to get the photo?
Sure, you could grab a stock image that may be good enough. However, is another nonprofit downloading the same or similar photo for their materials? There are 9,738 ways to reach people these days and trust us when we say you do not want to look like everyone else. (If you need proof, we’ll show you our trash cans and spam folders.) A unique image—one that truly reflects your organization—is just one way to help your piece stand out from the pack.
Not sure where to get the photo? Chances are you’re already setting the stage for some memorable images. Here are a few ways to capture creative images:
Event Coverage
This includes photos of speakers, attendees, sponsors, activities, vendors, the venue, and more. Think about your schedule of events and develop a list of “must have” photos for event coverage and a “want” list for marketing photos. These images often overlap, but if your photographer knows your list ahead of time, they can get some gorgeous photos when the opportunity arises.*Pro Tip: Dedicate a staff member to help facilitate photos and make introductions. They don’t need to art direct or help pose attendees, but they will be able to help encourage people to get their photo taken or point out a spontaneous “can’t miss” moment.
Marketing Photos
These images require a little bit of planning. You’ll find them in your marketing collateral and print and web campaign elements. You can sometimes get away with using an event photo for a marketing image, but more often than not, you’ll need to create something specifically for your piece. You have to make a few decisions before your photoshoot. For instance, do you need to hire a model, or do you have a willing community member (donor, beneficiary, volunteer, etc.) who wants to be photographed? Where will the photo be taken? What are they doing in the photo?
*Pro Tip: Bring the photographer in as soon as you can. They have the experience and expertise to help you craft a stunning and impactful photo, often for free. You’ll still retain creative control, but you won’t have to worry about what can and cannot be done from a technical standpoint.
Portraits
Whether you’re featuring your employees, volunteers, donors, or other community members, you need to have good portraits. These images will be featured on your “About Us” page, print and web marketing materials, grant applications, annual reports, speaking engagements, media kits, or gallery walls. With this potential reach, you want to make sure you get a great portrait out of the gate.
*Pro Tip: Talk to your photographer about taking portraits on multiple backgrounds. Your leadership may want an inviting environmental portrait for the website and a portrait on a seamless backdrop for speaking engagements. Let your photographer know you need a variety of images, and they will help you streamline the process for maximum creativity and efficiency.
Fine Art
We’re going to talk more about this below, but here’s a teaser. You may decide to commission a custom fine art photo for your walls, donor thank you gifts, or as a product to sell and raise funds. An event or marketing photo can sometimes turn into a fantastic fine art image, or you may decide to create something completely new and fresh.
*Pro Tip: Don’t panic. Don’t settle. Everyone—including us—can succumb to overwhelming panic or excited impatience regarding their art. Take a breath. Discuss a few options with your photographer before purchasing that random piece of art that looks-like-it-could-work-but-you-aren’t-really-sure-but-you-definitely-need-something-right-now. Trust us, you can wait.
Sounds pretty straightforward, right? You know you need the photos, so you get the photos. But what do you do with your images once you have them?
IV. Create a Photo Library
Anyone who has ever moved will understand the thrill, frustration, and panic that goes into hauling your stuff from one place to another. You ask yourself so many questions. “Why do I have so many wooden spoons?” “How did this many books fit in this place?” “Do I really need 49 coffee mugs?” After a few Goodwill or Savers trips, you feel like you want to leave everything behind and start all over again.
Creating a photo library can feel the same way.
Just like moving, tackling a photo project can be overwhelming if you aren’t organized. If you don’t take inventory of what you currently have, you’ll end up buying the same extension cord 17 times because you were overwhelmed or couldn’t be bothered to search for yet another thing. In other words, you waste time and resources.
You need to get organized by creating a photo library. To do this, you should:
- Pull all the photos you currently have into one spot. Take stock of what you have, and organize them by type and use (print, web, social media, art, etc.). Create folders that make sense for your team in one location and sort photos into those folders. Some images may fall into multiple categories. Make copies of the photo for each folder it needs to go into. Identify the images by category (people, product, place, etc.) or by usage. Whatever you do, make it consistent.
- Identify the holes in your library. What types of photos are you missing? Look at your past and current editorial calendar. Identify patterns and projects to see where you can improve your images. Make a photo wish list and prioritize the immediate needs from the “nice to have” pieces. Preparing this list in advance will help you generate a shot list for your photographer at your next event or marketing photo shoot.
- Establish your photo sources. We are strong advocates of incorporating original photography over stock, but we understand that isn’t possible for every organization or project. Instead of relying on stock photography, you can get creative to keep your look original and fresh. Ask volunteers and donors to share photos of your organization in action. If you have a relationship with a photographer and like their style, ask them if they have photos you can license for your project.
Whatever you decide, understand photo permissions. If you want to use event photos, you can include language that informs attendees that any images taken will be used for marketing purposes. If you’re sharing images with another organization, obtain a release from the photographer or learn how you can purchase rights to the image. Consult with your legal team to get the appropriate protocol in place. The last thing you want to do is violate copyright laws.
- Develop a process. As you create your photo library, you’ll want to create a process for adding new pictures and using images within your organization to stay on brand and message. Establish a system for members to upload, find, download, and use photos in a way that works for your team. Don’t forget to back up your files. We recommend using a combination of external hard drives and cloud services for optimal duplication and storage.
Once you have your photo library established and organized, it is time to put it to work.
V. How to Use Your Photos
Return on investment—three words that cause anxiety and present opportunities. ROI is usually centered around revenue, but it can also be used when discussing engagement, brand awareness, and other marketing goals. Nonprofit and philanthropy teams can measure ROI through:
- Versatility: How many ways can you use a particular image? If you can leverage a photo for a print campaign, social media, annual report, and office art while still looking new and different, then you’re getting a ton of marketing mileage and ROI.
- Engagement: How many people have responded to your photo? You can measure this by tracking your analytics. A bump in engagement on a social media post, web page, or email may be attributed to your photo. You can test this by swapping out photos and using analytics tools to see how people engage with your content.
- Word-of-Mouth: People talk about your images, whether that is to you directly or to their friends, family, etc. Memorable photography sticks with people, and you want to be top-of-mind and relevant to your audience.
- A Goal Specific to Your Organization: How can your photos help achieve your goal? Whether you want to increase volunteers, encourage advocacy, or generate referrals, you should have a set goal in mind. If you can attribute an action to your photo, then you can measure its effectiveness.
Most of the above tracking methods involve metrics only you and your team can evaluate. Let’s focus on the first measurement—versatility. Nonprofit and philanthropy photos can be used for:
Marketing Materials
This one is obvious. Creating and using images to promote your organization’s mission and campaign message—annual reports, marketing campaigns, recruitment tools, etc. You can level up your look by keeping your photography consistent across web and print materials. This doesn’t mean using the same image across all platforms unless your campaign calls for it. We mean having the same branded look in your materials. Think about:
Location: Where is the scene–your location, your audience’s, or someplace completely different? Location matters in storytelling. The setting and backdrop can influence how someone responds to a photo. For example, using your office as a background for portraits sends a different message from using a location and setting the donor recognizes as part of the story, such as an operating room or camp for disadvantaged children.People: Visual authenticity is important in any marketing endeavor, especially in nonprofit and philanthropy campaigns. We encourage teams to use real employees, volunteers, and clients in photos when applicable. Consider factors such as diversity, age, etc. when casting your photo shoot. You want to build trust with your audience, and to do that, you need to look real.
Quality: You send mixed signals if you have a low-resolution image next to a high-resolution image. Maintaining quality is an easy way to present a unified look.
Lighting: Do you want your photos to be bright and hopeful or moody and dramatic? You want your photos to be instantly recognizable and relatable to your audience.
Colors: Some teams prefer to show specific, branded colors in their photography.
Your decisions will impact your credibility and relatability. It’s the difference between being “the real deal” and looking like everyone else. The smallest details can make the biggest impact in your marketing photography.
Post-Event Thank You
After an event, most people share photos in a gallery on their website or social media account or feature an image in a press release. Then they forget about the photos. Leverage the event by using your photos to follow up with donors, attendees, sponsors, vendors, and team members. Print or frame a photo to send with a thank you note for supporting your event. Sending a physical copy of a photo will strengthen your relationship with those who were essential to the event’s success.
Evergreen Content
You can create your own “stock” photo archive using photos from events, outtakes from marketing photo shoots, and submissions from community members. Photos of someone writing, people engaging during an activity, or creative compositions of various people/objects/places can be used in multiple ways to help convey your message. Pull candids from event photos to promote future events or imagery that can help attract new volunteers or donors. Get creative.
Photo Books
In print or digital format, photo books are a great engagement tool. Use your photos to tell your story—your mission, a major event, or community members. You can order a physical copy to keep in your office or take to offsite meetings. Share your book online to inspire action or cultivate community. Give copies away to sponsors and donors or create a book you can sell to raise profits for your organization.
Video
Photos make great additions to video content. Piece still photos together for a social media reel or incorporate pictures into your promotional video. This is a great way to add content to or create a video without breaking the bank.
Office Art
Your office walls are valuable real estate. When someone walks into your space, you want them to get a feel for your organization immediately. Choose photos that will illustrate your message and inspire your audience to take action—make a donation, become a sponsor, volunteer. Will a piece of box store art stop someone in their tracks? If the answer is “no,” then you need to think outside of that box.
In our opinion as a small business, we believe versatility is key to any lean marketing team. Single-use photos may work for larger organizations with more resources, but for us, the best ROI comes from usability and having your work seen.
VI. Custom Framing & Art
One of our favorite ways to show off a mission is through art. It sets the vibe for your space and inspires your team. We believe art should work for you, not against you. Impactful art tells a story, creates a mood, sends a message, and educates those who view it. Art can be an excellent resource for nonprofits and philanthropy teams. (Plus, it feels really good when someone says, “Whoa. Your art is stunning.”)
Your art can be eclectic—photos, paintings, objects, memorabilia, signage, etc. You may even have everything you need to get started. Custom art can be found in:
Event Photos
Remind attendees of your signature event. Feature prominent members of your organization, guest speakers, photos of attendees having a good time, beneficiaries, or general overviews of the event.
Donor Recognition
It is essential to recognize donors and thank them for their support. Display a portrait of them along with a plaque to show your gratitude. You can also frame a smaller photo and give it to them as a gift of thanks.
Thank You Gifts
In addition to thank you portraits for donors, you can custom frame photos and objects for your team and other members of your community. Custom frame a single image or create a collage highlighting their years of service. You can also frame objects such as lab coats, jerseys, money—whatever speaks to your recipient. We once had a client frame sugar cane and grain in a massive shadowbox for a retirement gift. Be memorable.
Commissioned Art
This is another great gift. Celebrate a milestone with a piece of custom fine art. Commissioned art creates exclusivity and capitalizes on their fear of missing out on something special. We’ve had people try to purchase a limited-edition fine art photograph created for an organization after they saw it at a fundraiser. Only specific ticket holders could receive the photo, and it generated a lot of excitement after the event. If you don’t want to give them as gifts, you can sell copies of the art to raise funds for your cause or campaign.
Office Art
In addition to photography, you can custom frame items you have on hand. Show off your history by framing letters from donors/recipients, newspaper articles, and other pieces. Create a past president’s or board members’ wall. Custom frame objects and memorabilia. This type of art tells your story in a personal and interesting way.
When you’re thinking about art and custom framing, consider your branding. You can incorporate branded elements in your project. Choose mat colors that match your brand guidelines. Create custom logo wrapping paper. Work with a pro to design something that makes an impact and ties together with your mission and vision.
You can learn more about custom framing and art in “The Guide to Office Envy.”
VII. Photography Tips
- Plan. Many things happen on the fly in philanthropy. Major donations can come in unexpectedly and events can be scheduled quickly. Communicate with your photographer in advance to try to hold dates or at least keep them in the loop with your photography needs. This way, you can work the event and won’t have to worry about your photos.
- Identify the major donors and sponsors before the event. Make sure your photographer knows who the major players are. If you have a staff member who can facilitate shots and walk around with your photographer during the event, you can ensure that everyone is photographed. Otherwise, make sure your photographer has a list of names and shots you need so you can do your job after the event.
- If you’re worried about the budget, talk to your photographer. There are times when an event budget just doesn’t have the funds to cover an event or marketing project. Talk to your photographer to see what they can do for you with the funds or opportunities you have.
- Get photos that evoke emotion and create a connection. Donating and committing to a cause is a personal choice. People respond to causes that mean something to them. Your photos should help build a relationship between the prospective donor or volunteer and your desired result.
- Quality is important. Hire a pro for the moments that you’ll rarely (if ever) see again. If you can’t hire a pro, make sure you get high-resolution, quality images that can be edited down the road.
- Avoid stock. If you’re raising funds for a cause, then your images need to reflect your specific cause. Stock images look stale and don’t build trust, but real photos of your donors, recipients, events, etc. will look unique and help build trust with your audience.
- Be flexible. As nonprofit and philanthropy pros, you’re no stranger to the unexpected. You can have the best plan, but things can still go wrong. However, by being prepared and working with a pro, you can eliminate risks and adapt to whatever challenges come your way.
- Your photographer is part of your team. Make sure they have brand guidelines, communications, and anything else they need to make sure you have the materials you need to complete your vision. Feel free to collaborate, ask for ideas/resources, and communicate any concerns you may have. They want to see your organization succeed as much as you do.