Kardon Institute for Arts Therapy helps individuals with special needs through music, dance, and art therapy. They believe in the power of images, and hired us to help them get great photos for their new website.
How important is photography to the mission of nonprofit organizations?
We probably don’t need to tell you what we think the answer to this question is. Obviously, our cards are on the table. But why do we believe so strongly in the power of images? We’re glad you asked!
Consider the results of a recent survey conducted by Nancy Schwartz’s Getting Attention nonprofit marketing blog: Of more than 900 nonprofit leaders surveyed, 84% said that their messages connect with target audiences only “somewhat” or “not at all,” and 86% characterized their messages as “difficult to remember.” It would be worth your time to check out the article that Nancy wrote in response to the finding of this survey. In it she offers several recommendations that nonprofits would do well to follow.
If memory is part of the problem, imagery may very well be part of the solution. Photography and video can’t be a magic bullet, but if it is well done, it could be what makes your message stick. Creative, compelling photos and video can make people feel something. And that’s what they will remember.
What is your story? Better yet, what is the story of the people you serve? Think of the names and the faces. How can you best connect potential supporters to the people that need their support? Introducing them in person would be ideal, but that is not always possible. We won’t condemn stock photography quite yet (it’s probably better than no photography), but how much more would your target audience remember your message if you shared real names, faces, and stories with them?
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