Why the right fundraising images are key to success
A picture is worth a thousand words, and it can make or break your fundraiser. Adding compelling fundraising images to your fundraiser page is one of the best ways to become a crowdfunding success story; fundraisers with at least five photos raise more than those with one. Photos can tell your story, spark compassion, and inspire action.
Whether you’re starting a personal fundraiser or raising money on behalf of a charity in Canada, the right images will go a long way. In this article, you’ll learn what fundraising images are, how to choose the best images.
Fundraising images: What donors expect to see
A good fundraising image is one that tells your fundraiser story in an effective, authentic way. Your narrative and your visuals need to work together, with the text explaining your mission and goals and your images making your story come to life.
Include a cover photo and gallery photos, if you have enough photos to add..
- Your cover photo is there to pack an emotional punch. It should grab the viewer’s attention and sum up the purpose of your fundraiser.
- Gallery photos, on the other hand, provide further context for your story.
For cover and gallery photos, be as authentic as possible. Using real photos of you or the people you’re helping builds trust among donors, as they get to see their donations being used to make a real impact. Steer clear of generic stock images for these.
Tips for picking the best fundraiser photos
Use high-quality images
Quality matters. Online users have a short attention span, so you have a few seconds to grab and keep it. Great photos are your key to success. Your cover photo is the most important, so to find the best one, and consider these tips:
- Clear, focused, and well-lit pictures help build empathy. Make sure your cover shot clearly shows your beneficiary.
- Your featured cover image should capture the viewer’s attention and give a sense of your story.
For all photos used for your fundraiser, follow these recommendations:
- Choose photos that are positive and inspiring.
- Ensure the people in your photos have agreed that you can use them.
- Avoid photos that are overly graphic or that feel private
- For example, if you’re raising funds for medical reasons, include photos of the beneficiary smiling before they were injured or ill, and then some photos of the progress they’re making during treatment
Post lots of pictures
Remember: fundraisers with at least five photos raise more than those with one. The fact is donors love seeing multiple images.
- Choose the best photo for your fundraiser , then add several more to the gallery. Don’t post multiple versions of the same image; you want to show many different aspects of your cause.
- Use photos to tell a story. Think of it as a slideshow about your cause, and include a beginning, middle, and end.
- The more beautiful and varied your images are, the more people will want to share them on social media. This will drive more donations to your cause.
Follow these tips for posting and driving more social sharing:
- Regularly post new photos to keep donors updated and engaged.
- Be selective in the photos you post and make an effort to use higher-quality images.
- One of the most common mistakes made here is thinking quantity matters over quality, but in reality they’re equally important.
If you’re fundraising for a sports team, for example, you may post a gallery of photos of the team members playing the sport and a few pictures of the teammates smiling.
Update as often as possible
Sharing updates is a great way to inspire donors as your fundraiser gains traction. Refresh your page with new images to keep your fundraiser engaging.
- Start with a few images, and add new ones with each update. Include the highest-quality photos in your gallery.
- Take pictures during fundraising events, and add pictures taken by your supporters (with their permission).
- Continue posting images to social media, and encourage others to share them too.
If you have help or have the time, you can take some extra steps to stay on track with updates:
- Create a content calendar to post weekly on your fundraiser page and share these posts on social media.
- A common mistake here, however, is updating too often. Several posts per day can turn followers off.
- Reshare posts others are making about your cause and ask permission to use their photos.
If you’re fundraising for breast cancer awareness, for example, attend relevant local events as often as possible and take pictures either with your phone or with a camera to share online later along with a post about what was accomplished at the event.
Fundraiser photo don’ts
There are a few types of photos that we recommend you don’t share at your fundraiser.
- Make sure your photos are family-friendly. Be sure that your photos are appropriate for all ages and are compliant with our Terms & Conditions.
- Don’t use photos that you don’t own. If you’d like to use photos, videos, or music that you don’t own, you must get permission first. While it’s best to use your own photos, you can check out Flickr’s Creative Commons database for high-quality stock photos.
- Avoid photos that feel too intimate for public sharing. Even if you have permission to use them, you may want to avoid things like detailed photos of someone’s surgery scars.
Photo ideas for every fundraiser type
When choosing photos for your fundraiser, you will want to consider the context of your fundraiser.
Medical or personal emergencies
Those fundraising for sudden medical or personal emergencies can consider the following types of photos:
- A recent photo of the beneficiary, whether it’s you or someone you know, before the emergency occurred.
- A photo of the beneficiary receiving treatment or assistance, if it’s not too personal to share.
In medical emergencies, be especially sensitive to privacy. Be careful not to post graphic photos or photos that may be embarrassing. To ensure you’re being respectful in these cases, read our medical crowdfunding guide.
Memorials or funerals
If you’re fundraising in memory of a lost loved one, you may want to consider the following:
- A recent photo of you with the lost loved one before they passed away.
- A photo of the lost loved one doing something they enjoy.
In this case, be sensitive to the privacy of the family of the person who has passed away as well as the person themselves.
Community or charity fundraisers
For those fundraising on behalf of community initiatives or charities, these photos may be a good choice:
- A photo of the people running the team fundraiser
- A photo or video of a fundraising events, if you hold any events
- Videos or photos of community events.
- Videos or photos of team members in action.
School or team fundraisers
School and team fundraisers are another common category on GoFundMe. If this is your cause, check out these photo ideas:
- A photo of the students or teammates in action in the classroom or on the field.
- A group photo of the students or teammates.
For school or team fundraisers, focus on what they can accomplish with the right financial support.
Small businesses
Some examples of photos that small businesses can use are as follows:
- A photo of the founder breaking ground on a new project.
- A photo of the team working towards their mission together.
In this case, be sensitive to the business’s financial situation, whether they are sustaining operations, covering repairs, or managing other financial challenges.
Picturing crowdfunding success
Along with photos, video can play a pivotal role in fundraising with power equal to or greater than that of images. For other great fundraising tips, visit our main fundraising tips page. GoFundMe is a crowdfunding site with a 0% platform fee for organizers; if you haven’t already, start a fundraiser today.