As a nonprofit professional, you know that the core of your organization’s fundraising strategy is your ability to develop an emotional connection with supporters that drives them to give. When you foster genuine relationships built on a shared passion for your mission, you can retain donor support for the long term.
One of the most effective ways to build emotional bonds with supporters is through visual storytelling. You can help audience members learn more about your organization and where donors fit into the picture using compelling images, videos, and other visual content.
In this post, we’re going to review effective examples of online nonprofit visual storytelling, pulled from some of the best nonprofit websites. But first, let’s explore the components that make up compelling nonprofit visual storytelling.
Elements of Effective Nonprofit Visual Storytelling
According to Getting Attention’s nonprofit storytelling guide, visuals can “leave a lasting impression in your supporters’ minds, help people learn, and build your organization’s brand.”
Ensure your visual storytelling achieves these objectives by including the following essential elements:
- Compelling protagonists: Your visual stories should feature real people who have been impacted by your mission. Whether images of volunteers or video interviews with community members who have received support, including compelling protagonists gives a face to your cause. Be sure to ask for permission before capturing images or videos and using them in promotional materials.
- Interactive multimedia formats: Online media can take many forms nowadays, from images and videos to charts, interactive infographics, and timelines. Using a multimedia strategy helps make your visual content engaging and dynamic.
- Uniform branding: A clear brand strategy makes your visual storytelling feel like part of a cohesive narrative. Your message will be more impactful when your stories are clearly aligned with your nonprofit’s overall brand identity. Make sure your photos, videos, and infographics include brand elements like your logo, font, and colors.
- Platform-specific adjustments: You may need to adjust your visual content depending on which platform you’re sharing it. For example, each social media platform has different recommended image sizes to ensure that your images aren’t pixelated or distorted. Ensure your web design strategy is tailored to each online platform, whether social media, email, or your website.
- Mobile-friendliness: Over half of nonprofit website traffic comes from mobile visitors, meaning how your story looks on mobile devices will have a major impact on your ability to connect with your audience. When you couple mobile-friendly visual content with simple mobile giving opportunities, you can maximize your fundraising efforts on this channel.
Consider working with a nonprofit website design agency to help guide your visual storytelling strategy. These professionals can help you determine your most popular online channels, craft your message, and develop compelling content that drives engagement.
5 Nonprofit Visual Storytelling Examples
Let’s take a look at a few different types of nonprofit visual storytelling, what makes each example so effective, and how your organization can implement similar strategies.
1. Children’s Healthcare of Atlanta
Children’s Healthcare of Atlanta (CHOA) makes effective use of video storytelling via the organization’s YouTube channel. Using this platform, CHOA shares stories about kids who have received treatment from the nationally-ranked nonprofit hospital.
Here’s one example of a compelling video story recounting 18-year-old Samerah’s experience with acute liver failure: