Emotion
Great campaign pictures evoke an emotion in the viewer – delight, anger, sympathy, curiosity – and a desire to do something or find out more
People
People photographs will always do well. Faces are good, showing emotion is even better. Show people being active, getting involved, interacting with their environment
Animals
Photos of animals do well, too. Especially cute ones
Clarity
Make sure your images are graphically strong – bold, clear and uncluttered. Particularly for online images, close-ups and tight crops are better than long shots or landscapes without a strong focus
Impact
Highlight the value your cause is offering. Use images to show problems, offer solutions, and focus on the people you’re helping
Copyright and licensing
Every photograph belongs to someone, usually the photographer. Without their direct permission, you can’t use it. So make sure you know the licensing for any image you want to use.
How Comms Pros Can Get Pictures Into the News
It’s back-to-school day and class is in session! Consider this your first Off the Record lesson of September: Pictures 101. My bread and butter is words but I’ve always appreciated the symbiotic relationship between letters on a page and colleagues’ pictures.
11 tips for choosing ethical and impactful photos – Global Impact
We share tips on choosing photos that motivate greater giving while keeping an appropriate and ethical representation.
Campaign Images can Make or Break your Fundraiser
Happy or sad images, positive or negative messages—which are more effective in inspiring action and donations?
20 Visual Campaigns That Made an Impact
20 wonderful examples of cause marketing and how these campaigns helped spread meaningful ideas and fought to improve the world we live in.
Charity campaigns that changed the way we think – in pictures
To celebrate the launch of our campaign of the month series, we look at how charities found new ways to challenge us with their advertising
