search.noResults

search.searching

saml.title
dataCollection.invalidEmail
note.createNoteMessage

search.noResults

search.searching

orderForm.title

orderForm.productCode
orderForm.description
orderForm.quantity
orderForm.itemPrice
orderForm.price
orderForm.totalPrice
orderForm.deliveryDetails.billingAddress
orderForm.deliveryDetails.deliveryAddress
orderForm.noItems
The right visual can attract the attention of your audience and win them over to your cause, says Carol Rogerson


A


n essential aspect of income generation is communicating clearly and persuasively to potential


supporters. Images matter because powerful visuals will instantly make your appeals and success stories more impactful, memorable and shareable, whether you’re writing an article for the school newsletter or a post on social media.


Images are immediate The way the human brain works means we can’t help but be attracted to images. Your brain processes visual information much faster than text and can identify an image in as little as 13 milliseconds. Reading can be time-consuming; it takes a lot longer to read a sentence than to look at a picture. When you first looked at this page, what did you notice?


32 SPRING 2021 FundEd


Did you dive straight into the text or did the pictures catch your eye?


Images tell a story Sometimes words don’t quite hit the spot, and we don’t connect with what is being said. Visuals help the storytelling process and make the text come alive. They allow us to imagine what it would be like to visit a foreign country, meet a celebrity or win a race at the school sports day. Images can provide the back story to a project, or satisfy our curiosity for a peek behind the scenes.


Images make us feel Looking at what others are experiencing creates empathy. Think about the charity campaigns that land on your doormat: pictures of children and animals who need your help. Funny pictures make us laugh


images matter WHY


and feel happy. Pictures of wild adventures make us hold our breath.


Images help us remember Too many words and you run the risk of overwhelming your audience. A simple, compelling image helps people remember what you said. Intersperse them with your text to give readers some breathing space and let the story sink in.


Images encourage us to share Long-form text is a challenge on social media: Twitter users are limited to 280 characters, Facebook cuts posts off at 477 characters with a ‘see more’ tab, and Instagram posts are truncated at 125 characters. Google ‘social media engagement’ and you’ll be bombarded with statistics on the number of shares, likes and retweets you’ll get if you add an image to a post.


Who’s looking? Choose the right images for your audience. Find out what matters to


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60