We all know that imagery plays such a crucial role in fundraising appeals. But what happens when we don’t have time to hold a photo shoot? Or the beneficiary photos provided don’t really cut it? Or the case study is an unborn child where there are no images? Is there a way to convey need either with limited imagery or without any at all?
For a recent appeal, Women’s and Children’s Hospital Foundation needed to raise money for rooms which were yet to be built, so no images were available. The purpose of the appeal was to upgrade facilities for the families of children in the hospital, a haven away from the stresses and anxiety of hospital life. The challenge was to get supporters to visualise these new rooms without being able to see them.
As you’ll see below they were able to show the contrast between the “old” family room and the proposed “new” facility, through illustration:
The Mater Foundation also created illustrations in lieu of images for their recent Fetal Heart Machine Appeal. In this instance images were available, but as you’ll see the drawings helped bring to life a complicated machine in a simple but engaging way. More so than an image of an unused, sterile piece of equipment.
Other instances where you may consider the written word or drawings over images…
Building blueprints or architectural drawings to share prospective plans for something new and exciting like the example below from Hear and Say for an acquisition campaign.
A heartfelt letter from the case study, or someone close to them such as this letter (below) from a dog called Missy for one of RSPCA South Australia’s appeals.
Real drawings from beneficiaries, a child drawing their family or siblings, for example. Or in the case for Royal Flying Doctor Service, Queensland section (below) a beneficiary drawing of their story.
Photos rock. But don’t despair if you’re not handed images on a platter, you have options.