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Tips for higher education fundraising professionals on how to have -- and use -- great visuals.
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CASE District II ConferenceMarch 5, 2013
Speaking Visually
Cecilia Cummings, University of PennsylvaniaPatricia LePera, SteegeThomson Communications
What We Will Cover Today…
TrendsWhat’s going on to make us think that visuals are king?
Best Visual PracticesOurs. And what we see from the broader world that we love.
How to Get ThereTips and practical advice on how to plan for, acquire,and keep great visuals.
Social
On Demand
Authentic Voice
Add video or image
VISUALS Matter
65% recall when visuals accompany an oral presentation10% recall without visuals
3rd most popular social network: Pinterest
200 million: number of Flickr Creative Commons images
$1 billion: amount Facebook paid for Instagram2.5 billion: number of camera phones in use
37% higher level of Facebook engagement with images over text alone
45% increase in views of press releases with photo and video
94% increase in views for articles with images online
What Do Donors Want?
To feel good about their giving. To understand where their money goes. To feel as though they have some insider’s
knowledge. And to be appropriately acknowledged or
thanked.
Increasingly, Today’s Donors Also Want:
To understand the return on their investment.
To know the impact they have on their schools.
To know the impact their schools are having on the world.
We Need Communications that Are…
Visual
Customizable
Immediate
DynamicMessage
Driven
Genuine
Impactful
BUILDING BLOCKS OF COMMUNICATIONS
Message is Always King
Visuals ProofPoints
Stories TalkingPoints
MESSAGES
Message is Always King
Stories
Talking Points
Proof Points Visuals
MESSAGES
TRANSLATE THE “FACTS” INTO COMPELLING INFOGRAPHICS
Infographics Are a Data-rich Visualization of a Story
They Can Be Maps…
Tools to Educate…
…and Inform
They Can Be Simple…
…or More Complex
Last Word on Infographics
Start with the data you have.
Be vigilant about quality.
Beg, borrow, steal best ideas.
Keep it simple to start.
Find a designer who knows how.
WORTH 1,000 WORDS,GOOD IMAGES…
Need No Caption
Convey a Sense of Place
Tell a Story
Evoke an Emotion
Are Visually Interesting
Keep It Interesting
Keep It Interesting
Show Impact
Art Direct. Art Direct. Art Direct.
Overcome the “Big 2” Objections
1.“But we already have a picture of…”
Overcome the “Big 2” Objections
2. “We can’t afford it!”
Overcome the “Big 2” Objections
Day in the life
Interns
Student photographers
Flickr
Google Image
Miningexisting images
Stock photography
Donor panels
Video/photo booth at events
Piggyback on big event
A Few Words about Videos
Video snacks Campaign TV Meeting openers “Thank you” to volunteers 7 Up
