A picture is worth a thousand words.
So when it's visible alongside 30 or so actual words -- as in this Facebook post from Feeding America -- do you think the photo might dominate? Just a little?
Okay, that's a silly question.
Because you know the answer: The photo speaks much, much "louder" than the words. Even a thousand words crafted by the best fundraising writer in the world have a pale shadow of engagement power when compared to a photo.
So why did they choose a photo that tells a story that's the exact opposite of the words?
Whatever the reason, it was likely an expensive choice.
Even though the words tell us about "the ache of hunger," there's no sense of ache in the photo. We just see a happy kid. Which is nice, but doesn't as clearly call for action.
Compare the photo to this one that was in an email from Mercy Corps:
This words and the photo are completely aligned here.
Note that the photo is not gory and awful. But it doesn't give you a warm and fuzzy feeling. Not even close. It shows strong emotion that's entirely appropriate to the situation.
Which is what fundraising is about.
Negative photos can bother and upset us. So much so that many fundraisers vow never to use them.
You can raise money with happy photos.
But seldom as much as with “negative” photos.
Are you serious about raising money for your cause? Seek the more difficult images.
(This post first appeared on March 9, 2018.)
