Show your work

Do your nonprofit’s photos accurately represent its work?

I’m going to assume your images reflect the demographics of those you serve. Most organizations do a fine job on that front.

What I’m focused on here are the types of photos you use in print materials, social media posts and digital newsletters. Do you show people engaged in the work made possible by our donors? Or do you feature a lot of static group shots that aren’t visually interesting?

Let’s be honest. The only folks interested in a group shot are those in the photo.

I realize the group photo is a thing. And there is pressure to get everyone in the picture. Fine. That doesn’t mean those shots should dominate your collateral materials. Most of your photos should either be action shots from programs or environmental profiles with human interest stories.

Show the kid creating the artwork instead of holding the finished product.

Show the volunteer yanking weeds instead of posing in front of a planting bed.

Show your team wrapping holiday gifts instead of standing behind a table of presents.

There are times when group photos are warranted. But if you want to tell your organization’s story effectively, make sure you are highlighting the very activities that bring life to your mission.