The Importance of Visuals

Visuals help you present your case for support in a more engaging and memorable way. Images, often more than words, help you tell a story that connects your donors to your business case and, eventually, the respective impact.

7 reasons why you need to use visuals in fundraising

Fundraisers/Committee Volunteers tip the scale of receiving a YES from a prospective donor upon using visual images. And with so many online options and digital assets, why not use key images to emphasize and amplify relative points.

1. Visuals make it easier to see the difference

Fundraising appeal should always use visuals to help the donor SEE a difference. Fly-through videos, downloadable slide presentations, visuals of happy recipients enjoying respective services, linear fundraising thermometers...collectively tell a powerful story which will stick in a prospective donor's mind.

2. Follow the Statistics

In consumption, we know people are 85 percent more likely to buy a product after viewing a product video. When we give supporters a platform to 'see the future' (visual renderings, fly-thru videos...), we share both the campaign story and how lives will be meaningfully changed. Visuals help prospective givers feel more emotionally connected to the cause and encourages bigger gifts.

3. Beautiful fundraising pages are more shareable

A fundraising page that looks interesting or beautiful is much more shareable than a boring old donation form. If your supporters enjoy the experience of giving, they're much more likely to share the page with others... and you know what that means? It's more likely that you'll reach a brand new audience.

4. Seeing that others are giving reassures people that they're not alone

Like investors, supporters do not want to 'swim alone'. They want to know that other contributors care just as much as they do and are making financial investments. When they can see that other people are supporting a cause, it's empowering. Take time to showcase other donors, testimonial difference makers and committed volunteers.

5. Visuals stick in our memory

Visuals are key tools to a) showcase desired outcomes; b) 'tee up' contributions; c) impart compelling visual memories in the minds of supporters. Ensure supporters actually remember what you're asking for and why you need their help.

6. Wow prospects with a Wow Visual

People form a first impression in a mere 50 milliseconds. Choose to showcase your best 'eye candy' visual early in the storytelling sequence...or save it for the big close (and Ask).

And remember to incorporate these great images in follow-up correspondence.

7. Get Digital

Photos, infographics, memes, illustrations, renderings, slideshows and videos are just a few forms of visual content having a huge impact on the way people consume information and choose to get involved with a campaign. Be sure to have a campaign (or an appeal) be supported by a dedicated website, blog, e-newsletter, social media and more.

Bottom line: Visuals are memorable and effective, because they help people process, understand, and retain more information more quickly.

Craig Clemons with Friend, Philanthropist and President/Founder/Board Chairman of Express Employment Professionals, Bob Funk, Sr.

Seeking expert assistance from seasoned professionals?

Contact Craig Clemons at craig@clemons-associates.com or one of our rock star associates for more details. Clemons & Associates is on standby to help you with brand identity, strategic messaging, campaigns, digital assets and programs/projects.