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How charities can use images to appeal to donors and supporters

  • The power of imagery is undeniable, research has found that people are much more responsive to charitable pleas that feature a single, identifiable beneficiary than they are to statistical information about the scale of the problem being faced. Information in images are more readily understood and retained. Images engage audiences and support your written points. The right image can affect what a user thinks, feels or does and make your website or social media page more engaging.

    Visual content allows you to emphasize important messages and motivates the viewer to take action. According to Zabisco, 40% of people will respond better to visual information than plain text.

    So, how can you use imagery to reach and engage new and existing supporters?

    For many charities the answer lies in online and social media campaigns. Most charitable organisations now incorporate online strategies into their awareness, PR, and fundraising campaigns. Through email, blogging and social media, charitable organizations now have the potential to deliver information about their cause to a much larger audience.

    As seen in the rise of Snapchat and Instagram Stories, social media users strive for the “in the moment” feeling. As charitable organizations the use of real and appropriate imagery can connect with followers on an emotional level and drive positive action. These images are memorable and stay in the minds of social media followers so that the next time they see your charity’s logo or image they can more easily take in the information you need them to know.

    Seeing others taking action makes an individual more likely to take action. Including images and testimonials from real life supporters in your social media posts can have a positive effect on donations and awareness. When you encourage people to take action, it will spread into their social networks where people will feel the urge to follow and take action too.

    It’s not just online, using imagery in printed flyers, posters and adverts can have a dramatic effect on the success of charitable events.

    But as a charitable organisation with limited resources, how do you create high quality designs for social media and print? 

    Design Wizard is an online graphic design tool suitable for beginners that makes it easy to create digital and print designs in seconds.

    You can upload your own images, logo, colors and fonts to create custom graphics for every platform. The company offers access to over 1.2 million images and 17,000 templates including a range of fundraising templates, flyers, posters and social media posts. It’s premium version, Design Wizard Pro, is offered free to registered nonprofits on application.

    Claire O'Brien is the Marketing Manager at Design Wizard. Claire has more than 10 years experience in content creation including visual content, digital marketing, email marketing, social media and advertising. She has an avid interest in all things digital and software related.

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