Communicating your important work is essential. So why do so many nonprofits use boring photos that tell the wrong story — or no story at all?
Clear, well-crafted photographs capture the attention of your audience and bring life to your websites, publications, annual reports, grant proposals and other communications. Show who you are, what you do and why your work is vital. By supporting your message with pictures you create powerful, credible communication that connect your viewers emotionally to your mission and the crucial work of your organization.
Creating a series of meaningful photographs is more than simply taking snap shots. Thought, skill and a critical eye are fundamental in telling your story effectively.
A natural, believable interaction captured in the photograph on the right conveys a math lesson quickly and effectively.
Consider these tips to get you started:
First, produce a shot list that pictures your story. Begin by using your "elevator pitch" as a starting point. Write down possible picture concepts that best shows who you are, what you do and why your work is crucial. Then refine and edit your imagery. The result becomes your visual blue print to guide and direct your photographers, whether they are staff, volunteers and/or a professional.
Prepare a plan on how, when and who will capture these images along with a realistic budget and funding source. Take into account existing photographs, in-house, resources, staff training, new equipment, editing capabilities, donated and professional services.
Next, assign a photographer or several with experience in photographing people and activities in low light environments.The goal is to convey your story that shows authentic interaction with warmth, energy and involvement. Before you assign a staff member, volunteer or a professional review their portfolio and make sure they can handle your assignments. Current photographic equipment and editing experience are important as well. Since you may not have the financial resources to hire a professional, most images may be shot by staff or volunteer photographers with limited experience. Consider strengthening their skills with photographic training as well as guiding them in how capture images specific to your shot list. Training sessions might include shot planning, equipment purchase, camera operation, lighting, composition and digital editing.
Finally, edit your best shots. After you transfer your images to the computer cull out the best ones and edit them with Photoshop Elements, Aperture or some other editing program. Adjusting each image for cropping, exposure, colorcast, contrast, highlight/shadow detail and sharpening will make all the difference. A current computer with a large screen greatly helps in the editing process. Be sure to back up your pictures with a CD, DVD and/or external hard-drive.
With your prepared shot list, action plan, assigned photographer(s) and digital editing capability you are well on your way to creating powerful, relevant images. They will boost your organization’s visibility, showcase your success and power your marketing and fundraising.
George Draper is an experienced documentary-styled photographer. He specializes in capturing events, portraits and people that communicate authenticity, engagement and a sense of place. In addition to serving medical centers, colleges and non-profit groups, George offers one-on-one instruction and workshops to emerging photographers. He is an avid traveler, exhibits locally in the Bay Area as well as creates custom-made, one-of-a-kind photo books.
To brainstorm ideas about your photographic communications, please contact George Draper at 510 527-2775.
