Thursday, June 25, 2020


The search for that single compelling image

When I select an image I look for one that will compel someone to open their wallet and send in a donation.

Can an image really do that?

Yes and sometimes that image is as elusive as Captain Ahab’s white whale, but it is out there. You simply have to put in the time to search for it.

If I attempted to articulate the quintessence of the perfect image it would have to be a combination of four things:

1.     Does it tell a story?
2.     Is it engaging?
3.     Does it evoke an emotional response?
4.     Can my donor relate to it?

Notice I did not say can “I” relate to it? I’m not the audience so I have to channel for the donor in this instance and find an image that answers most of if not all of these four questions.

It is tempting to put a lot of images together that show all aspects of your mission, what you’re doing in the field, how you’re helping in all these instances. I know that you have a lot to say, and that is the fastest, easiest way to tell your story visually.

DON’T DO IT!

All those images together water down your message and diminish the relatability and emotional response.

A single image that can meet one, some or all of these four criteria is better than a dozen images, period.

A collage of several of images does not qualify as a single image. One image that gets the job done has so much more impact than a combination of images no matter how attractive they are.

An image that will get the most interest is a human face.  It’s relatable and an image where the eyes look directly at the viewer is engaging. Take a look at this Special Olympics social media post.



It’s engaging, relatable and evokes an emotional response.

Would I have to use the whole image? Not if I can create visual interest with a dramatic cropping or lighting as in this online ad from Human Rights Watch:


And notice how words and visuals work together to create a strong ad.

Here is an example from International Rescue Committee’s home page that is not only dramatic, it is relatable, engaging and it tells a story.  



Animals work too. The same rules apply as in this envelope for Greenpeace. Copy and design again work in concert to compel the reader to open the envelope to complete the thought.


Here is a Humane Society of the United States piece. Who would not want to help that sad caged Labrador? 



I can get more donations by showing a bald child with cancer than I can a healthy child.

Images of happy, healthy people don’t inspire donors to open their checkbooks the way a very ill or malnourished person does.

Images of happy refugees will not inspire giving in the way children playing with old tires in a refugee camp will.

You have to show “need.” Show a happy, healthy child you’ve cured or saved, and you no longer show that you need an urgent donation.

See this donation page example form Operation Smile. Wouldn’t you want to help this person? You’ve already got the viewer to the donation page, why not push them to give with an image that supports that?




Many organizations are given a mandate to show only the successes and happy people. Maybe yours is one of them.  Those images don’t bring in the cash. Test it, prove me wrong.

Of course you do want to show your successes but save them for the end of a letter or email—better still the acknowledgement.

And always be respectful in your use of a person’s image. We are here to make a difference, not exploit their situation.

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