Video content is pretty much essential at this point to any communications program. People spend about 18 hours a week watching videos online, and 89% of consumers want to see more videos from brands in 2024. How can you keep up? Make sure you have these 6 video fundamentals for nonprofits down!

6 Key Video Fundamentals

1. A Storyboard Is Vital to Success.

A storyboard is a visual representation of how you want your video to play out.

• Creates the timeline
• Clarifies beginning, middle, and end
• Helps you see what you have and what you still need
• Includes both visuals and audio

You can simply sketch it out with pencil and paper, or you can use other visual tools you may already use like PowerPoint or Canva. There are also many options specific for creating storyboards. Just search for “video storyboard software”.

2. Use Natural Light When Possible.

You do not have to buy a whole set up to get good lighting. Try for as much natural light as possible.  You can also attach a ring light to the top or use a phone case that lights up on the sides.

Do NOT put light (like a window) behind you.

If you are looking for something more professional, try 3 point lighting.

3. Bad Sound Is Worse than Bad Visuals.

This may be the most important of the video fundamentals: Invest in sound over visuals.

Even an inexpensive microphone can make a huge difference in the quality. Take advantage of the sound editing features on your editing software to even out the sound. And also be mindful of any dead air. If you have gaps in the sound, add in light background music.

Speaking of music, decide on the emotion you want people to feel: Upbeat, happy, sad, scared? Find music that drives the energy and pace of the visuals. 

4. Use Captions.

Most people watch videos without sound so including captions or some type of text to convey your message should be a priority.

Most social media platforms will create them automatically for you, but for longer videos, it may be more efficient to use a transcription service.

And don’t forget to make room for the captions when setting up your subject in the frame.

5. Practice, Practice, Practice.

If you are nervous, video chat with friends to get comfortable being on screen or record yourself doing random things and watch it back. You’ll get used to it and be a video star in no time.

Even if you aren’t really nervous about recording yourself, you should still practice several times. Some of us tend to talk faster than we think we will so practicing can help you better gauge the timing of your video in addition to making sure you have everything you need.

6. Relax.

Pace yourself and start simple. Take slow breathes and always think through your storyboard – what’s the beginning, middle, and end? If you can, have one person on the other side of the camera you can talk to. Exaggerate your emotions and smiles (what feels BIG will seem normal).

And if you are still having trouble, go back to #5 and practice, practice, practice!

Now that you have these video fundamentals down, see Our 10 Favorite Types of Video Content For Nonprofits and Anysa’s post Lights, Camera, Conversion! Trends and Tips for Perfecting Your Video Marketing.

Endless revisions? Missed deadlines? Going over budget? Oh my! Making pretty things isn’t always fun and games. These are common issues many of us have faced while producing creative projects for our organizations. Whether you’re a seasoned professional or just starting out, understanding how to collaborate effectively with graphic designers is number one in elevating your organization’s visual presence.

Here are a few tips to make the most of your design partnerships:

1. Get the communication right.

Success in design starts with clear communication. By articulating your vision clearly and sharing your mission upfront, you set a solid foundation for the project. Utilize visual examples to bridge the gap between concept and reality, ensuring that your designer fully grasps your expectations.

2. Creative briefs were made for this.

A creative brief is what is going to help you turn those good conversations in to action. This document not only guides your designer but also aligns the project with your strategic goals. A creative brief outlines the objectives, target audience, and key messages of your project. You can find easy-to-use templates on platforms like Canva or Adobe that will help streamline this process.

• DO include the project’s purpose, specific deliverables, target audience, and desired message.
• DO specify brand elements like colors, fonts, and logos to be used.

3. Stay constructive with the feedback.

As your project progresses, offering constructive feedback becomes essential. Compare these approaches: Instead of vague dislikes, pinpoint specific elements like alignment or color schemes that could be improved. This specificity helps prevent misunderstandings and keeps your project on track.

• Constructive Feedback: “Could we try aligning the text with the graphics to enhance readability?”
• Non-Constructive Feedback: “I don’t like it.” OR “Can we…make it prettier?”
• Encourage open dialogue and implement a process for feedback throughout the design phase to discuss progress and make adjustments.

4. Pick the right person.

The choice of designer can significantly influence the outcome of your project. It’s essential to assess both the style and the substance of potential designers. While it’s tempting to prioritize cost, remember that quality and compatibility with your mission are paramount for a successful partnership that truly represents your organization.

• DO look for designers with experience in similar projects to understand your needs.
• DO review their portfolios to assess their style and breadth of work.
• DO prioritize quality and fit over cost; cheaper isn’t always better and can compromise the project’s outcome.

5. Make the money make sense.

Even with financial constraints, there are ways to maximize your design budget without compromising on quality. From bundling tasks to using templates and negotiating rates, every nonprofit can find strategies to stretch their resources further. Effective planning and clear briefs can also reduce the need for costly revisions.

• DO bundle multiple design tasks together for potential package deals or discounts.
• DO use templates for recurring design needs to save costs.
• DO plan your design needs well in advance to avoid rush charges.

To dive deeper into these topics, join our upcoming workshop, Better Ways to Work with Graphic Designers. It’s a great opportunity to sharpen your skills and ensure your next design project is as successful as possible. Let’s keep all parties happy and producing beautiful creative products for our mission!

Should nonprofits disclose when they incorporate AI (artificial intelligence) into their content creation for communications, marketing, and fundraising?  When is AI a simple tool you don’t disclose, like using spelling and grammar checkers? When is it an original content creator whose “authorship” should be documented?

As of today (in May 2024), we at Nonprofit Marketing Guide believe nonprofits should disclose when they use AI to create photographic images by placing a custom watermark on the image.

Photographs are powerful ways to communicate about your organization’s needs and solutions. But nonprofits often don’t have direct access to people and places they might otherwise want to photograph. Protecting the privacy of the people you serve often prevents using real photography.

But no one wants to be fooled into thinking they are looking at something real when it’s actually been created by a machine.

Creating a Custom Watermark for AI Images

So, how can you use the power of AI-generated photography while still being transparent with your supporters? One approach is to apply a watermark to your content. 

Many AI companies, search engines, stock photo companies, and others interested in image provenance are already working on ways to add digital watermarks to images that can’t be seen by the human eye. This is especially important given the malicious use of deepfakes. 

But what we suggest nonprofits add to their AI-images would be visible to the human eye.  Much like you might already overlay your logo onto an image, you would create and then overlay a disclosure watermark. 

What might that watermark for your nonprofit organization look like? We asked participants in our recent webinar on AI policy for nonprofits for their ideas. Here are a few concepts to get you thinking:

• Your logo with the words “Enhanced by AI”
• Your logo with “AI Generated Image”
• “Protecting Humans by Using AI”
• “Prompted by Humans. Generated by AI”
• “Concept by [Org Name]; Artwork by AI”
• “What AI Thinks This May Look Like”

We’d love to see it if you’ve created such a watermark!

Additional Posts on Nonprofits and AI:

Unlocking the Power of AI for Nonprofit Communications

How Nonprofit Marketers are Using AI, Plus Four Helpful Tips

Concerns About AI from Nonprofit Communications and Marketing Professionals

7 Ways to Combat Consumer Suspicions about AI Use in Your Nonprofit’s Content

Kivi and Farra Talk Nonprofit AI, Brand Archetypes and More

On May 16th, we’ll present  Video Trends for Nonprofits in 2024. During this webinar we’ll share the state of video in 2024, video fundamentals, how to find your niche, and the big trends we’re seeing. Registrants will also get a handy dandy video resource guide with tech suggestions and recommendations, more tips on editing and creating videos, and links to tutorials so you can quickly produce successful videos. We’ll also talk about the types of video nonprofits should be producing.

If you want to attend this webinar and download the bonus resource guide, become an All-Access Pass Holder today. You’ll also get to attend all our upcoming live webinars for the next 365 days and watch recorded webinars from the last six months or so. Learn more. Or you can register for just this event.

Here is the type of video content nonprofits are producing now according to our 2023 Nonprofit Communications Trends Report.

These are our 10 favorites:

1. Explainers (Your Mission)
2. How Tos
3. Behind the Scenes
4. Donate Now
5. Get Involved
6. Testimonials
7. Thank You Videos
8. Annual Report or Impact Videos
9. Internal Comms
10. Thought Leadership

Here are some examples for inspiration:

Explainers (Your Mission)

• This is storytelling, not mission regurgitation.
• The problem, your solution, the hows and whys, the invitation
• The process/steps you go through to reach a destination
• Break it down into simple language – no wonky jargon!

How Tos

• Give good advice or simplify a process
• Share a personal experience that illustrates a solution for others
• Provide a list or steps
• Do a demo

Behind the Scenes

• Day in the Life
• Creative Processes
• Teamwork/Friendships in the office
• Learning New Skills

@catskillanimalsanctuary We wanted to take you behind-the-scenes on what it’s like to work for an organization like Catskill Animal Sanctuary! Here’s a little glimpse into a typical day for Camryn, our Digital Marketing & Communications Associate #dreamjob #dayinthelife #animalsanctuary #friendsnotfood #hudsonvalleyny ♬ Hey Lover – The Daughters Of Eve

Donate Now

• Help them see the need
• Focus on the change that will take place / who will benefit
• Ask very clearly!

View this post on Instagram

A post shared by Court Appointed Special Advocates (@casakentco)

Get Involved

• Show what they can do to help
• Show what helping will look like for them
• Share Calls to action
• Ask for volunteers

Testimonials

• In their own words…
• Introduce person, situation, and goals
• How they overcome with help from nonprofit

@girlswhocode Ready to join a lifelong sisterhood in the GWC alumni, like Doaa Mohammad? Build friends, projects, and community (and have fun doing it) by applying for our Summer Immersion Program! #LinkInBio #computersciencestudent #girlswhocode #girlsinstem #summerprograms #codingskills #learntocode #careerdevelopment #womenintech ♬ original sound – girlswhocode

Thank You Videos

• Because of you, we were able to…
• Include client or volunteer voices when possible
• Show what you will do with their donation

View this post on Instagram

A post shared by United Way of Asheville (@unitedwayabc)

Annual Report or Impact Videos

• Create a video highlighting the year’s accomplishments instead of a long report
• Stories or pictures of the real people you serve

Internal Comms

• Substitute this for the emails no one reads
• Great for leadership!

While the video isn’t available anymore, here is how Touchstone Health Services used video for internal communications.

Thought Leadership

• Think TED Talk Style
• Conference Recordings
• Can also be more casual “op-ed” style videos

@power.to.her #stitch with @shaavir6 THE NERVE #desitiktok #feminist #desifeminist #feministiktok #desiboys ♬ original sound – Power To Her

What types of video content does your nonprofit produce?

Alright, let’s talk about the king of content – video! According to our 2023 Nonprofit Communications Trends Report, nearly all nonprofits (95%) now create some type of video content. Video marketing is now more important to nonprofits than ever.

And rightly so. Did you know that videos get 1200% more shares than text and image content combined? On Instagram alone, videos get over 2 times more engagement than Instagram photos.

Yeah, you read that right! As you know, with the explosive rise of Tik Tok, people just can’t resist watching videos, and that includes your supporters.

And what’s the ROI for busy social impact marketers like ourselves? A few quick stats:

• Hubspot reported that 83% of video marketers claimed that they had generated leads with the help of video content. That’s certainly not a small number.
• 58% of Instagram users claim to have become more interested in a brand/product after seeing it in Stories.
• A further 50% of them say they have visited a website to buy a product/service as a result of seeing it in Stories.

There’s no arguing about the value of video in our marketing strategies these days.

So, how can nonprofits keep using video marketing to their advantage? Well, take a look at charity: water, for example. They create emotional and engaging videos suitable for social media sharing that showcase their mission to provide clean drinking water to people in need. These videos are so powerful that they’ve raised millions of dollars in donations!

We know video can seem daunting, but don’t let your questions, fears, or already overwhelming to-do list stop you from capitalizing on the power of video.

As non-profit marketers, we too can take advantage of this trend by creating engaging video content that tells your story and inspires viewers to take action.

But what does one need to do to actually drive action and engagement?

What’s Trending in Video Marketing

Let’s start by exploring the latest video trends and what types of videos viewers are actually watching:

• Vertical Short Form: This is all about those videos you see on platforms like TikTok and Instagram Reels, where the video is shot in a vertical format and lasts just a few seconds. These are great for catching people’s attention and sharing quick messages.
• Educational and how-to videos are highly effective: Consumers are always looking for ways to solve their problems or learn new skills, so instructional videos that offer helpful advice can be very successful.
• Emotional storytelling is key: Nonprofits are often focused on creating change in the world, and emotional storytelling can help connect viewers to that mission. According to the Nonprofit Marketing Guide, “A video that tells a compelling story, even if it doesn’t mention your nonprofit, can be an effective way to introduce people to your cause.”
• User-generated content: This is content created by your audience, whether that’s through submitting photos or videos or participating in a social media challenge. UGC is not only a great way to engage with your supporters and build a sense of community around your nonprofit, but it encourages a popular theme in today’s social content – authenticity.
• Trending audio: No doubt by now you’ve seen a video with a popular song or sound effect playing in the background. Hopping on the latest viral audio can be a great way to stay on-trend and add some personality to your videos.
• Shoppable videos: This is all about making it easy for people to donate or take action after watching your video. You can add a call-to-action or donation link directly to your video on some platforms, making it easy for people to take action.

But first…Strategy: Create a Killer a Video Marketing Strategy

Now that we know what types of videos are popular, let’s take a step back to  create a video marketing strategy that will help your specific nonprofit stand out. Here are some steps to get started:

1. Set goals and objectives: What do you want to achieve with your video marketing campaign? Are you looking to raise awareness of your cause, drive donations, or recruit volunteers? Be specific about your goals, and think about how you will measure success.
2. Identify your target audience: Who do you want to reach with your videos? Consider factors such as age, location, interests, and values. You may need to create different videos for different segments of your audience. This will also help you figure out which platform to focus on.
3. Create a content plan: Based on your goals and target audience, develop a plan for the types of videos you will create and when you will release them. This might include a mix of educational videos, emotional storytelling, and calls to action (keep reading on for some more suggestions).
4. Find your voice and niche: To stand out from the crowd, it’s important to develop a unique voice and style for your videos. Think about what sets your nonprofit apart from others, and how you can communicate that in your videos. Then be consistent with this voice throughout all of your videos and other content types.

Content Ideas to Connect with Your Audience

Okay – I got the strategy but what exactly should I talk about?

1. Personal stories: Share stories of real people who have been impacted by your nonprofit’s work. This can help humanize your organization and show the impact of your work in a powerful way. Or share stories of your staff! What do their days look like? Why do they choose to work there?
2. Behind the scenes: Give viewers a sneak peek into the day-to-day operations of your nonprofit, including how you fundraise, volunteer, or collaborate with other organizations. Or show a day in the life of a staff member.
3. How-to tutorials: These have yet to get stale. Create videos that teach viewers how to get involved with your organization, such as how to volunteer, donate, or advocate for your cause. You can also teach them how to do things that are aligned with your mission. For example, PETA created a video tutorial on how to create vegan meals, encouraging viewers to make the switch to a more sustainable and ethical diet.
4. Events and fundraisers: Create videos that promote upcoming events and fundraisers, and show the excitement and energy of these events.
5. Success stories: Share success stories of your nonprofit’s impact and how you’re making a difference in your community or the world.
6. Expert interviews: Invite experts in your field to share their knowledge and insights on your cause. This can help position your nonprofit as a thought leader in your space and increase credibility with your audience. An example of this is how the ACLU created videos featuring interviews with legal experts on issues related to civil liberties and human rights.
7. Call-to-action videos: Create videos that inspire viewers to take action, such as signing a petition, making a donation, or sharing your content on social media.

Which of these do you think would resonate most with your audience?

Whatever theme you choose remember the keys to a successful video are that they have a clear message, are visually appealing (usually), evoke emotion and shareability. Sometimes the best videos are the ones that are simple and straightforward. Don’t try to overcomplicate things with fancy effects or elaborate scripts. Focus on delivering a clear message and telling a compelling story that resonates with your audience.

Creating Videos on a Budget: Cutting Costs, but not Creativity

I know. Most of us don’t have a big budget for video creation. But, don’t worry, you don’t need a Hollywood budget to make great or effective video content. Here are some tips for creating videos on a shoestring budget or timeline:

1. Use free or low-cost tools: There are many free or low-cost video editing tools available, such as iMovie, Adobe Premiere Rush, and Animoto – a user-friendly platform for creating video content with pre-made templates and music. Canva is a great tool for creating video thumbnails, title cards, and other graphics.  And as far as equipment, you can also use your smartphone to record video footage with the proper lighting and sound.

2. Repurpose existing content: You may already have photos, blog posts, or other materials that can be repurposed into a video. This can save time and money while still delivering a compelling message.
3. Leverage user-generated content: Encourage supporters to submit their own videos or photos that showcase your nonprofit’s impact. This can be a powerful way to engage your audience and highlight your mission. Charity: water did this with their “My Charity: water Birthday” campaign. They asked people to donate their birthday to charity: water and share a video about it. This campaign raised over $3 million and was created with just user-generated content!

Show Me the Metrics: Measuring Success

You made a killer video, but how do you know if it’s paying off? Once you’ve created and released your videos, it’s important to track their performance and make adjustments as needed. Here are some key metrics to monitor:

1. Views: How many people are watching your videos? This is a good starting point, but keep in mind that views alone don’t necessarily indicate success.
2. Engagement: Are viewers leaving comments, liking, and sharing your videos? This can be a sign that your content is resonating with your audience.
3. Conversions: Are viewers taking the desired action after watching your videos? This might include making a donation, signing up for a newsletter, or volunteering.  If you are a wildlife conservation organization for example, working to bring awareness to endangered species through your videos, how many of your viewers clicked through to sign your petition or donate to your conservation efforts?

Let’s take this concept a little deeper:

• Click-through rate (CTR): If your video contains a call-to-action (CTA), such as a link to your website or a donation page, CTR measures how many viewers clicked on the link. This can help you understand how effective your CTA is and whether you need to adjust the placement, wording, or design of your CTA in the video
• Cost per conversion: If your video campaign has a specific goal, such as acquiring new donors, you can calculate the cost per conversion by dividing the total cost of the campaign by the number of conversions (donations, sign-ups, etc.) it generated. This can help you evaluate the ROI of your video marketing efforts and make informed decisions about future campaigns.
• Finally, Audience retention: This metric can be very telling. It measures how long viewers are watching your videos. By analyzing audience retention, you can identify which parts of your videos are most engaging and which parts are causing viewers to lose interest. Or if you need to adjust your length. This information can help you optimize future videos to better capture and hold viewers’ attention.

Tracking and measuring are keys to assessing if all of your video planning, strategy, and creativity is truly achieving the goals you set out for. Take back your time by working smart with metrics.

Going Live: The Power of Live Video

Live video can also be a powerful way to engage with your audience in real-time and build a sense of community around your nonprofit’s mission. It allows you to share updates, answer questions, and even showcase events as they happen. Here are some tips for leveraging live video:

1. Promote your live stream in advance to build excitement and increase attendance.
2. Use a platform that is easy to use and accessible to your audience. Almost all platforms  have the mechanism to go  live. Pick the one where your audience is: Is it Facebook Live, Instagram Live, Tik Tok Live, YouTube Live, or a combination of them all?
3. Plan your content ahead of time, but be open to responding to audience questions and feedback during the stream.

TIP! It is okay to say you don’t know something and even throw it back to the audience

American Cancer Society used live video for their Relay For Life event. They streamed the event on Facebook Live, allowing people to participate and donate from all over the world. This creates a sense of unity and urgency around the cause, and helps raise even more funds for cancer research. So, don’t be afraid to go live and connect with your supporters in a whole new way.

If you want more on this topic, check out this still relevant guest post by John Haydon on How to Use Facebook Live to Raise Money

Leveraging Influencers and Partners in Your Video Marketing

We all know that collaborating with influencers and partners can help your nonprofit reach new audiences and build credibility. But how can you find the right people to work with? Here are some tips for successful partnerships:

1. Choose partners who align with your nonprofit’s mission and values. For example, if you’re a nonprofit focused on animal welfare, partnering with a popular pet influencer on social media could be a great fit.
2. Be clear about your goals and expectations for the partnership.
3. Collaborate on the content and make sure it feels authentic to both parties.

Remember to be genuine in your outreach and offer value to the influencers or partners you want to work with. It’s not always about what they can do for you, but what you can do for them too.

Ensuring Your Videos are Inclusive to All

Creating accessible video content is important to ensure that all viewers can engage with your message. Here are some tips for making your videos accessible:

1. Use closed captioning or subtitles to make your content accessible to viewers with hearing impairments.
2. Include audio descriptions to provide context for viewers who are blind or visually impaired.
3. Make sure your video player is compatible with assistive technologies like screen readers.
4. Using additional tools like alt text ensures that people with screen readers can understand the images and graphics in your videos.

By making your videos accessible, you’re also ensuring that your nonprofit is in alignment with accessibility best practices. For example, the Americans with Disabilities Act (ADA) requires that organizations make their digital content accessible to people with disabilities. By making your videos accessible, you’re not just encouraging best practice, but also showing that you value and respect people of all ability levels.

While Title III of the Americans with Disabilities Act (ADA) does not specifically mention digital content, the Department of Justice has made it clear that the law applies to websites and digital media. In addition, several court cases have established that websites and digital content must be accessible to individuals with disabilities. Here is a link to an article by the National Association of the Deaf that provides more information on the topic

In short, making videos accessible is the right thing to do both morally and legally. It also ensures that your nonprofit’s message is being heard by as many people as possible, regardless of their abilities.

Optimize! Boost Your Video’s Discoverability

Finally, if you want people to find your videos, you need to make sure they’re optimized for search! This means:

• using relevant keywords in your video title and description
• adding tags to your video
• and making sure your video thumbnail is eye-catching and on-brand (scroll up for a tip on using simplistic graphic design platforms like Canva to help with this!).

Cut!

And there you have it, folks! With these tips and trends, you’ll be well on your way to creating effective video content that engages your audience and supports your nonprofit’s mission.

Remember to keep your videos simple and don’t be afraid to experiment with different types of content and styles to find what works best for your organization. By staying true to your mission and values, getting creative, and engaging with your audience, you can create impactful videos that inspire action and drive real change.

Leave us a note in the comments and tell us what’s been working best for you in your video marketing strategy or  sign up to join us on May 4th where we will go deeper on the latest trends in video! 

If you work in nonprofit communications, suddenly you are a professional photographer. Not only that but you are also expected to coach others on taking good photographs on their phones. And you are also supposed to know how to edit photos and then sort, manage, and store them all in some meaningful way. That’s a lot!

Let’s start with taking photos on your own phone

I learned a lot from Andy Mann, one of the participants in our Communications Director Mentoring Program. Here are three photography tips in particular that I learned from Andy:

1. Most of your photos should still be horizontal, even if you are shooting for vertical placements like Instagram Stories.
2. You should take many more photos from many more angles than you probably do.
3. You should focus on what you want to keep (a small minority of photos you take) and delete the rest.

You can read more about the whys and hows of these three gems here.

Jeff Jones shared some of his favorite nonprofit photography tips with us too:

1. Get close
2. Use natural light
3. Try not to use the flash
4. Get action shots
5. Create your own action
6. Invest in equipment

And at all costs, try to avoid the “You! Up Against the Wall!” phenomenon when doing portraits.

Now, let’s talk about getting others on staff to help with photography

I think asking nonprofit staff to take photographs is a much easier ask than asking them to write. People are used to taking photos on their phones, and they are well aware of the cleanup anyone can do with cropping and filters (let alone actual Photoshopping).

Now, granted, it’s much easier on you if you don’t have to do a lot of clean-up work! That’s where training your coworkers comes in.

We shared seven ideas to help staff submit better photos.  Here are the highlights:

1. No boring tabling photos. Create a photo frame with a hashtag instead or use other props.
2. Explain the rule of thirds and how to turn on the grid setting in phone camera apps.
3. Include good photos and bad photos as examples in your style guide.
4. Including a pop of bright color in the photo — even if it is otherwise pretty dull — makes all the difference.
5. Remind staff to take photos by making it an event on their calendars.
6. Create a very simple form that makes it easy for staff to upload photos to you.
7. Ask staff to label photos immediately, soon, or evergreen so you can prioritize their use as you get them.

In addition to training, encouragement and support for your staff are key too.

Scarlett Bauman shared her story about how she got everyone from activity coordinators to maintenance supervisors to share photos with her. She included a photography tips sheet and easy procedures for submitting the best photos to her. One essential key: she asks them to send her the five best, following Andy’s advice above.

When you are ready to hire a professional photographer

Even if you can only hire a professional photographer once or twice a year, it’s definitely worth it! Professionals can save you so much time, money, and exasperation by getting the shots you need.

With the right images and a little creative cropping or overlays of colors or texts, you can turn one image into ten different graphics quickly and easily. But it all starts with those high-quality, professional photos.

Angela Crist shared her four reasons why nonprofits should invest in professional photography, and her points can help you make the case for a budget line item.

Once you finally do hire a professional photographer (or at least have some solid volunteers ready to help), then what? It’s photoshoot time!

Marta Lindsey shared her ideas on how to set up a successful nonprofit photoshoot in a two-part guest blog. Part 1 covers deciding which photos you want, getting photographers, and finding models. Part II discusses ways to ensure you can use the photos you do get.

When you have to resort to stock photography

We all need stock photography for various purposes. Sometimes you need images that are largely metaphorical (like the ones we use on this blog). Other times, you just don’t have the right images in your possession. And still other times, your organization has privacy issues that prevent you from obtaining good images at all.

Many stock photo sites are terrible because they don’t include much diversity in their human imagery, or those images reinforce stereotypes (like all white men in suits for searches for “boss” or “management”). Photo site search engines can also be challenging to work with, making it hard to find the right images without scanning over hundreds of them.

That said, we’ve seen a number of stock photography sites recommended repeatedly by and for nonprofits. We compiled them in this list of six inclusive stock photography sites every nonprofit should have bookmarked.

Managing the way your nonprofit uses photography

Surprise, surprise, your nonprofit also expects you to be the IT manager of all the photos and the staff attorney on permissions and ethical uses!

Holly Bodner shared her advice on photo permission forms and ethical photography standards with us.

Leah and Andrew Hood talk about ways to organize your nonprofit’s photos.

Some final words of advice on nonprofit photography

As you work through which photos you need and how to get them, you might also find these posts helpful:

• Are sad photos a must in fundraising? No. 
• How to make your media pitches camera ready
• How to rock Instagram without photos

Need more help with nonprofit photography? Join our Free Membership to access our Private Community with dedicated spaces to visual content skills, content creation, and more.

Raise your hand if you are a nonprofit communications director who has been formally trained in graphic design. OK, you three don’t need to read this blog post. (But if you want to guest post for us, give me a shout!)

But we know the majority of you are not trained designers and graphic design is just a necessary part of your everyday work as a nonprofit communicator. I recently shared 7 Top Graphic Design Tips to Use When You Aren’t a Designer to help. Those graphic design tips were:

1. Keep It Simple
2. Create a Color Palette
3. Pick Fonts that Work Together
4. Embrace White Space
5. Use the Grid Lines for Accurate Alignment
6. Learn About Visual Hierarchy
7. Have a Brand and Style Guide

Today we are going to talk about how the colors you choose can affect your readers and followers. According to Gabriela Pichardo, MD, colors can affect:

• Your Memory
• Your Libido
• Your Relationships
• Your Internal Clock
• Your Emotions (which we will get into more below)
• Your Creativity
• Your Reaction Time
• Your Energy Level
• Your Appetite

So there seems to be a lot at stake when choosing your color palette other than “Ooooh pretty!”

How these colors affect mood and marketing:

Red

• Strong emotions, increased passion and intensity
• Impulse buying, sense of urgency

Blue

• Calm, relaxation
• Trust, security, loyalty

Yellow

• Happiness, encourages communication
• Optimism, attention-grabbing

Orange

• Excitement and enthusiasm but suggests caution
• Boosts impulsive decisions, friendly and cheerful brand

Green

• Health, money, nature
• Wealth, organic products

Purple

• Royalty and luxury
• Creativity and wisdom, beauty brands

For more (and a handy guide) on how colors can help or hurt your nonprofit marketing, use this great infographic Colour Psychology in Marketing from giraffe social media.

Before becoming the director of communications and marketing at Virginia-Maryland College of Veterinary Medicine, Andrew Mann owned a photo and video studio for more than 20 years in the Caribbean. His staff shot hundreds of thousands of images each year including doing 400 weddings a year (!), portrait sessions, commercial sessions, aerial and underwater, resort and hotel photo shoots, tourism marketing, and more.

Andrew recently shared a great presentation with his Communications Director Mentoring Program peers based on all of this photography experience. He’s given this topic — how to shoot great photos on a phone when you aren’t a professional photographer — a lot of thought as he is training his coworkers at the college.

Here are three things I learned that I was doing “wrong” and will now change based on Andrew’s advice! Maybe you should too!

Most of Your Photos Should Still Be Shot Horizontally

I had fallen into the trap of shooting vertically because it’s easier to hold the phone that way and that’s the more natural orientation for social media these days.  But . . .  you are really limiting your use of the images by shooting vertically.

As Andrew pointed out, it is much, much easier to crop a horizontal photo into a vertical photo by simply cutting out either or both sides than it is to use a vertical photo in a horizontal space. When trying to use a vertical image horizontally, you either end up with a fill color on either side of the photo or you have to really zoom in deep into the photo so the edges reach the sides of the horizontal space. You end up losing so much of the image that many times, it simply doesn’t work.

You Should Take Many More Photos from Many More Angles Than You Do 

Andrew was most animated during his presentation when he talked about how frustrated he was with people who just take two or three photos of a person or event and then say “they got it.” I think we all laughed at ourselves as guilty parties at that point in the presentation.

One easy rule of thumb he shared is to take at least 10 times as many photos as you want. Need one headshot, take AT LEAST 10 photos. Need 10 good photos from an event? Take AT LEAST 100.

He also suggested thinking of yourself as a human tripod. Start close in and then back away, taking photos as you go. Same thing with height: Squat down, stand up, stand on something. Think like a videographer, even when shooting still photos. Set the context with wide shots that establish the setting, then do a medium range that might include two or three people, then a single person, and finally some close-ups.

Your photos should both document and tell a story without words. Could you give someone 10 of your best of the 100 photos you took and have them understand what happened and what the general vibe of the event felt like?

Focus on What You Want to Keep and Delete the Rest

If we are taking that many photos, what do we do with all of them? That’s A LOT of storage space! I’ve been in the habit of deleting the obviously bad photos, and holding on to everything else, even if they are just OK.  But Andrew says that’s really backward.

Instead, pick the best 10% of what you shot and ditch the rest.  This will often take a couple of rounds of culling, but remember that 10% rule.

If you are focusing on the best shots, you really don’t need the rest! You’ll have the best and you can delete everything else. Focus on your needs, meet those needs and move on. You are not creating some kind of historical record.

This will save you so much space. Then be sure to back those up, so you have copies of the best images in three different places.

Thanks for these tips and all of your other great advice, Andrew!

Check out our other nonprofit photography posts.

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