Visual Power Deepens Donor Relationships   22

A foundation is a story.

It is made up of and surrounded by countless individual stories about givers, volunteers and people in need.  Therefore, images or pictures are ways by which we provide a snapshot (no pun intended!) of the story for individuals to better appreciate and connect with a nonprofit

North America, and the United States in particular, is a fast-life civilization.  We frequent fast food, 140-word Twitter messages and drive-up service windows.  In fact, the personal, handwritten note card has become an unusual event for an individual to receive.  (More later about the opportunity to delight and surprise a potential donor with a note card or unique delivered message.)

Individuals basically take shortcuts in life.  Images take on greater significance because they are a snapshot of life.  They are easier and quicker to absorb than to spend one or two minutes to read copy.

Images are fast, according to Krista Neher, digital marketing expert and author of Visual Social Media Marketing.  The human brain can process images by up to 60,000 times faster than words.

We learn through images.  In fact, a University of Alabama-Birmingham study found that 65% of the population are visual learners, 30% learn by listening and 5% learn by movement.

Does this mean that images replace the written story?  In fact, images complement or integrate with the written word.  In many situations, images allow us to economize on the written words.  A handy tool that economizes is the use of infographics.  It is a visual storyboard of images and fast facts that tend to be easier to review than standard copy.

Humans are Wired for Visual

We found that individuals are emotion-centered in terms of giving and story is the language for them to connect.  Just as humans are wired for story, they are wired for visuals. Stretching back more than 27,000 years ago, mankind used images drawn on cave walls.  These pictures told a story.  They were one of the earliest ways to communicate beyond the limited verbal communications at that time.  Because of this, the use of image dominated the use of printed word from the beginning.  Therefore, the brain adapted to this approach and it focused upon the visual.

In fact, the human brain developed the images or pictures through the limbic system of the brain.  The limbic system is tucked inside the middle of brain, right under the cerebrum.  Within the limbic system is the visual cortex where images are transmitted within the brain.  The limbic system, the emotional center of the brain, supports a number of systems including emotion, behavior and long-term memory.  Decisions and actions are based more on emotional reactions as discovered by Antonio Damasio, Descartes’ Error, Reason and the Human Brain (2005) in combination with information.  The limbic system is the emotional center which is a prominent determinant of decisions that are made, according to Damasio. (1)

What Research Shows Us About Images

Research has helped to prove the importance of images.  One of the more popular research studies supporting the dominance of the image is one where oral presentations were made to a class of students.  Both facts and pictures were used during each of the presentations.  Within 72 hours after the presentations, the class members took a test.  The students were asked to identify pictures and facts from the presentations.  The findings?  Pictures were remembered by 65% of the students while only 10% of the students remembered the facts or data. (2)

Now, stop and consider how much time is spent within your nonprofit in developing the copy for a particular cause or initiative to share with donors or potential donors.  Many nonprofits spend considerable time incorporating more data and facts.  This practice is driven by a traditional belief that facts will determine the donor’s gift and we need to have the donor or potential donor drink from a fire hose to convert them to our cause.  How effective is that practice?  Might it be more important to spend some of that time focusing more on the emotions and images of the piece?

Why Images? What is Picture Superiority Effect?  

Within science, there is a theory that concepts are more likely to be recalled if a picture is used instead of words.  In other words, the visual association is more dominant than the verbal association.  The evidence points to a number of research studies, including the often used research, “What Research Shows Us About Images.”  Pictures are more easily recalled than words, according to this theory.  There is a mountain of research piling up to support picture superiority effect.  However, the driving reason for this remains debatable.

One related theory to picture superiority effect is the dual-coding theory which was authored by Allan Paivio back in the 1970’s.  Dual-coding theorizes that memory exists as either verbal or visual.  Both are coded and processed differently.  Pictures are coded as both verbal and visual while words are only coded as verbal.  Therefore, pictures have both verbal and visual codes to recall. (3)  A picture has both verbal and visual associations which may create a stronger association for recall.

It is important to note that dual-coding theory is supported by a number of research studies, however, it does remain controversial when compared to some other rationale for how pictures and verbal are coded.  What does this all mean to practitioners of fundraising?

Research studies continue to indicate that pictures facilitate a strong impact.  Therefore, no matter how the brain may collect the information, it is prudent for fundraisers to pay attention to the images used and their consistency with the story that is being told to potential donors and donors.

 

The Relevance of Images 

The images used for fundraising should reinforce the message provided.  In other words, an anti-tobacco campaign should not use a picture of a young person smoking because it is opposite to the core message.  The smoking-person image does not reinforce the message, instead, it leaves a contrary impression.  With that said, there may be, however, certain situations where contrary pictures may be used effectively, but these remain the exception instead of the rule.

There is some evidence to suggest that images become more memorable as a person ages.  Therefore, the elderly donor may be more likely to remember pictures than verbal associations.

Toolkit Suggestions: The research tells us a number of things to apply to our philanthropy work.

• Spend more time considering what images may be appropriate to accompany copy.
• Make sure the image is consistent with the copy
• Consider the target population of your communication and the images that are most meaningful to them.
• On social media, images can make a difference between your message being reviewed or not. Consider the images used.
• Consider using infographics which tell the story through a flowing image of key points.

 

NOTES for Images Episode 22

(1) Antonia Damasio, Descartes’ Error: Emotion, Reason and the Human Brain (New York, Penguin Books, 2005), xvii.

(2) John Medina, Brain Rules: 12 Principles for Surviving and Thriving at Work, Home and School (Seattle, Pear Press, 2008), 234.

(3) Clark, J.M. & Paivio, A. (1991). Dual Coding Theory and Education. Educational Psychology Review 3(3), 149-170.

 

Infographics- The Missing Link for Many Foundations        21

In a fast-paced world, infographics are taking on a more important role as people have less and less time to read lengthy copy and comprehend.  Infographics are basically a combination of information and graphics.  Weather information is often provided in an infographics format to show the anticipated weather, phase of the moon or temperatures.

Since 50% of the brain is dedicated to visual function and images can be reviewed much faster than words, it is important for foundations to include infographics as one of the ways to engage donors, volunteers and other key stakeholders.

An infographic should meet the following three key points:

• It should appeal to the viewer. If the images, color and spacing are not attractive, one will not review the graphic
• It should be easily understood. Within a short period of time, a viewer should be able understand the communication.
• It should be retained. This requires a graphic that includes emotion and facts. Often, an image can help to provide emotion that takes many more words.

In the past, it was difficult to use infographics because it required certain talent and tools which were difficult to obtain.  With the creation of software, it is now possible to create infographics quickly and inexpensively.  Some of the infographic tools you may want to consider are provided below:

Canva

Easel.ly

Infogram

Piktochart

Toolkit Suggestions: If you aren’t using infographics in your brochures, online content, annual reports and other materials, you should consider doing so.  It can be a very effective tool to show the impact of gifts because a story can be built sequentially in the graphic.

Identified Victims Improve Donor Connection   20

Donors are largely driven by emotions when making a gift.  It is important to note that visuals are generally very effective for creating emotion and gaining action. (1)  Therefore, visuals can be a very effective tool for generating gifts when used to reinforce the message.  The research tends to show that pictures can increase the dollar amount given versus use of only copy.

Once again, it is important to make sure the visual is consistent with the information provided in the copy.  The visual should help build the story being told to the donor.

It is also important to consider research that shows the importance of using a single, identified victim to generate support.  In one study, a medical center described the treatment of children whose lives were in danger and that money was needed for a drug that would cure their disease.  The research showed that people were willing to contribute more money when they saw a picture of a single, identified victim than when a victim was identified without any picture. (2)

NOTES for Images Episode 20

(1) Resource Media, Seeing is Believing: A Guide to Visual Storytelling Best Practices, March 20, 2018, 4. Accessed from www.reslurce-media.org./seeing-is-believing-report.

(2) Daniel M. Oppenheimer and Christopher Y. Olivola, editors, The Science of Giving: Experimental Approaches to the Study of Charity (New York: Psychology Press, 2004), 181.

 

Visual Attraction Improves Donor Connection   19

Especially in social media and web based campaigns, the use of visuals is important.  Research indicates “articles with images get 94% more total views” than otherwise.  This is an easy test to replicate.  Ask your nonprofit volunteers to pick the best option of two different direct mail pieces or two different articles to be printed.  Use pictures in only one of the pieces.  What is the result?  The authors would expect that the piece using appropriate pictures will be most memorable and attractive.

Therefore, nonprofits should use images where possible because it does tend to attract attention.  It creates a higher likelihood of making the connection with the intended audience.  This research, once again, underscores that there is a considerable benefit in using images along with copy like facts, data and stories.

NOTES for Images Episode 19:

Jeff Bullas, 6 Powerful Reasons Why You Should Include Images in Your Marketing. Accessed from www.jeffbullas.com/2012/05/28/6-powerful-reasons-why-you-should-include-images-in-your-marketing-inforgraphic.httm.

Test Visuals   18

When a practitioner considers how much is usually spent on direct mail pieces and other printed pieces, it is important for nonprofits to test visuals.  What may seem attractive to one person, may be lackluster to others.

In many nonprofits, there exists an audience to easily test the effectiveness of visuals to be used.  Most nonprofits have volunteers who would gladly weigh in on a brief study.  It is also possible to test visuals on Facebook where it is possible to see what image generates the most clicks.  You Tube can also be used to test likes.  There is more and more use of A/B testing in philanthropy which provides feedback about the effectiveness from the number of donors and the amount raised.

Pair Pictures with Words to Increase Generosity  17

If pictures create such a lasting impression upon potential donors, why not just use pictures or minimal use of words?   Is there really a need to use much of any copy when creating pieces or messages for potential donors?

It is important to use appropriate copy when asking for donations.  Statistics should be avoided as a caption with a picture.  Research suggests data can inhibit giving by turning the decision into an analytical decision than an emotional decision.  Additionally, research indicates that analytical data can decrease the amount of a gift.  However, sharing relevant statistics after the gift to show outcomes is shown to be effective. 

Research does provide some indications of the importance of pairing pictures with words.  A University of Cambridge study showed combining visual with text actually increased learning by 89% when compared to use of just text.(1)  This study showed the importance of pictures but it also underscored the continued importance of text.  Without text, the full story of the nonprofit cannot be adequately told.  Without text, it is difficult to share outcomes from the cause that is supported.  Therefore, it is important to use a combination of pictures and text.

From the review of existing research and data, it appears that website research offers a greater plethora of research to apply.  For example, captions under images on websites were found to be read on average 300 percent more than copy.  Website research also indicates that if the visual and verbal messages are not consistent or working in concert, the visual message will be the most utilized by the reader. (2)

Toolkit Suggestions: Review your materials to see if you have a good combination of images and copy.  In more cases, you will find that well-chosen images could be used more often.

NOTES for Images Episode 17:

(1) Resource Media, Seeing is Believing: A Guide to Visual Storytelling Best Practices, March 20, 2013, 7. Accessed from www.resource-media.org/seeing-is-believeing-report.

(2) Resource Media, 7.