Why Every Nonprofit Should Invest in Photography

In order to stand out of the nonprofit crowd, professional, high quality photos are a MUST. There are so many things that can impact people's perception of your professionalism (typos, poor formatting, too much copy) and amateur photos just add fuel to the fire.

Using professional photography is one of the simplest, affordable steps you can take that will immediately give your messaging a makeover. However many nonprofits are reluctant to hire a professional photographer, considering it an indulgence rather than an investment.

A great photo carries the power to inspire, educate, and urge its audience to take action. Images tell stories and evoke strong emotions. By supporting your message with pictures, you use credible communication that connects your viewers emotionally to your mission and impact. The great news is that many local photographers enjoy helping nonprofits, and will often offer either a discounted rate or offer to donate their photography services as an in-kind gift.

Before you hire a photographer, create a shot list of the types of images your nonprofit can use over the next year. With all of your online and offline fundraising and communications projects in mind, ask yourself:

• What programs do we want to highlight?

• Who do we want photos of? (clientele, staff members, board members, etc)

• What will they be doing in the photos?

• Will we need event shots?

• Do you need candids or posed shots?

I've heard many nonprofits argue the point, "We don't need to hire a professional photographer because we already own a nice camera". It's true, almost any camera today can produce outstanding results. However great photos are about more than just a camera. A professional photographer understands concepts like lighting, locations, and editing.

Your marketing department will thank you. Most importantly, your donors will thank you.

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Author Shannon Fernandez