6 Simple Ways to Create Stellar Appeal Photos

Compelling Images Connect Donors to Your Mission, Raise More Money

A good photograph says a lot about your organization’s values, and helps your donors connect with your work. The image you use in your fundraising appeal will convey information in a fraction of a second. So it‘s important to choose compelling images that go right to your heart and grab your attention. With a captivating photo, your recipient is more likely to read your appeal letter, and more likely to give.

That’s why some fundraising experts recommend that you choose a winning photograph first, then write your content to that photo. Your words and photograph should work together to connect your reader with the subject and prompt them to take action.

Unfortunately, many nonprofits can’t afford to hire a professional photographer, except for the occasional event. But you can take your own powerful photos now using these guidelines. Then you won’t have to scramble for photos before your next appeal.

Tip # 1 Make eye contact.

When we make eye contact with someone, we connect with them in a meaningful way. As humans, we yearn for this connection. We search each other’s eyes to understand each other, to get a sense of the other’s mood, determine if they are friend or foe, and to gauge trust. Eye contact is key to empathy.

Choose photos of one or two subjects with their eyes looking directly at the viewer. This invites the reader to connect and empathize with them. Too many people in a photo confuses the viewer.This photograph does three things right, and one thing we could improve.

The photo of this child achieves Tips #1, #2, and #3. We have meaningful eye contact. We are close to the subject. And the photo is taken in the “golden hour” of natural light. But we could do a little better if we followed Tip #4— the camera angle would be at eye-level instead on looking slightly down on the subject.

Tip #2 Get up close and personal. 

We tend to take group shots or pose people in a line. How many of us have crowded together, smiling, holding an oversized corporate check? Those pics are useful for the corporate sponsor’s marketing, but they’re usually not interesting to donors.

For fundraising purposes, take the photo from the shoulders up. Avoid posing the person in front of your logo or other signage. 

It’s best to take a few big steps toward the photo subject. But if you are uncomfortable standing too close, consider using a zoom lens to frame the shot. Just know that if you rely too much on the camera’s digital vs. the optical zoom, your photo may be pixelated.

Before you click the shutter, consider the background behind your subject and look for competing elements. “Mergers” are when part of the background seems to overlap the subject. 

People sometimes use mergers for fun (think about someone holding up the Tower of Pisa), but that’s distracting in an appeal photo. You don’t want your subject to look as though they’ve sprouted a tree from their head.

Tip #3 Look for good light.

The right lighting not only makes a photo compelling, but also can convey emotion and mood. While lighting can be an exhaustive topic in photography, for this purpose let’s focus on available or natural light. 

Get your lighting right when you take the photo and save time trying to fix it later. 

The right light is also important when photographing people with different complexions. To be respectful of the color of all your subject’s skin tones, one technique is to use a softer light and position people with darker skin tones closer to the light source.

Light reflects off your subject. More light bounces off light skin tones while darker skin tones absorb more light. If you expose your photo for lighter skin tones, darker tones will be underexposed. Your photograph will be unusable. You will lose the rich undertones of melanated skin. This is not only disrespectful of your subject, it risks playing into the unconscious bias against people of color. 

Natural light uses the sun as a light source. If you can take the photos outdoors, look for open shade — soft, even light with little variation. Dappled shade, like mergers, can produce unintended elements. Patterned light creates odd shadows on some subjects and bright light on others. 

Avoid making your subject squint in glaring, harsh light. If you can, take your photo in the “golden hour” — the warm light just before sunset or just after sunrise.

If you are unable to go outdoors, natural light also comes through windows. Put the light source behind your camera and have your subject face you.

Natural light? Check. Near a window? Check. Position of the subjects? Oops.

With the light positioned behind the subjects, the faces are underexposed and show little detail. It also doesn’t consider different skin tones.

Tip #4 Your camera angle = an equity lens.

Your camera angle is a vital element in your story telling. With your camera, you have a literal point of view that you will convey to the viewer. Choose the right point of view and you can strengthen your narrative.

When you point your camera downward, it diminishes your subject. High camera angles suggest dominance over the subject, and make the subject appear submissive or weak. 

On the other hand, a low-angle shot is where the camera points up toward the subject. While it can show a sense of importance, it can make the viewer feel vulnerable by forcing them to look up. 

A low angle shot can also produce unflattering portraits. No one wants to look up someone’s nostril.

Instead, position the camera to take the photo at eye level. This draws the viewer into the subject’s world. It feels more honest and is more equitable to the subject. 

Tip #5 Choose an emotion.

Research suggests that sad or neutral photos generate more money in  fundraising appeals. Yet, this is not the only factor to consider. The photo you create should make the donor feel something AND reflect your organization’s values. 

This is a good time to mention that you should make sure that the subject gave you permission to use the photo. EthicalStorytelling.com has a media consent form you can download and customize for your nonprofit. 

Depict people as resilient and prioritize their dignity in your photo. You  can convey urgency and need without exploiting your subjects. A rule of thumb is to ask yourself, “How would I feel if this photo were about me?”

If you have a good track record with your donors, a picture of someone smiling can convey the positive impacts of the donor’s gift. It can show how a participant in your program overcame big challenges, and how your work empowers the people you serve. This type of photo shows the move from the person’s need to solution.

Consider how you portray the beneficiaries of your programs.

While research suggests that sad photos in appeal letters are more likely to prompt someone to give, there are other things to consider when you depict emotion in your photograph.

Tip #6 Use real photos.

You may have noticed that the algorithms on social media will downgrade posts that use stock photography. Donors know the difference, too.

Sometimes stock photos are necessary. This is  especially true when a nonprofit talks about sensitive issues such as domestic violence or human trafficking. And while it is possible to select stock photos that convey your message, most tend to look posed, fake, and unrealistic.

Stock photos tend to be overly composed. They use artificial, bright light, and have neatly-dressed people holding an unnatural pose. At best, these generic and cliched images will not engage the reader. At worst, they will diminish your credibility. How many times have you seen cupped hands holding a small sprouted plant? Or the universal handshake? Or someone posed over a mixing bowl in a spotless, perfectly decorated kitchen?

What suggests that this is a stock photo? Is it that there is no flame under the pot? That the pot looks empty and nothing has splattered? That the cook looks like she is holding a pose?

Your donor is more likely to respond more positively to a photo that feels authentic. Real photos show context, and do not include logos. 

Use these tips to improve your photo collection now. When your end-of-year campaign starts, you’ll be ahead of the game.