Our eyes are literally the windows through which we view our world, as 90% of the information that our bodies transmit to the brain is visual. We are more likely to remember pictures and other images than we are to remember text and words, so pairing the two together greatly improves our ability to learn and recall information.

Since we are constantly using our vision to learn about others, and connect with them, it’s important that nonprofits learn how to take, and select, just the right images to use in their storytelling and branding efforts. The following are a few tips to help your nonprofit take better photos and how to select the best images for your messaging.

Take More Captivating, High-Resolution Photos and Videos

If you want to take great photos that illustrate your NFP’s impact in the community, start off on the right foot. Invest in a trained photographer, or top equipment if a shutterbug is already on staff.

The closer you are to your subject when you take the picture, the more likely you are to take a high-quality image. You are also more likely to catch the subject’s emotional state, generating a deeper connection between subject and viewer.

For daytime photos, images will be more defined and clear if you avoid overhead, artificial lights as well as the flash feature on your camera. As much as possible, the primary source of lighting in your photos should be natural sunlight.

Define What You are Trying to Capture

Are you setting the stage for perfect pics? Before you even raise the camera, take a few moments to define just what it is that you are trying to capture before you start snapping shots. What do you want viewers to feel when they look at the images that you take?

At events, for example, focus on capturing the theme, as well as the general vibe, or atmosphere, in your photos. Look for moments where the subjects of the image are displaying a precise emotion such as joy or sadness. Photos that illustrate the relationships between people and that clearly shows the face, it’s features and reactions, are great for this.

Setting Up the Shot

When taking photos of your staff, headshots are the tradition because nearly all of us are instantly drawn to faces. Action shots, however, are another way to drive home the contribution your organisation makes in the community, so it’s always a great idea to have a good mix of photos and videos on your site.

In addition to headshots and other close-ups, take long distance shots that “zoom-out” and capture all of the action at an event. Medium range shots will bring viewers closer to the subjects while adding much-needed context to your close-ups that add detail and provide richer meaning to your storytelling.

When taking photos, use different angles to add interest and to offer different perspectives and viewpoints. Don’t forget to use basic rules of excellent composition, such as avoiding the use of too many elements in the background that will compete with the subject for the viewer’s attention, or the “rule of thirds” to create balanced photos.

Is the Meaning Completely Clear?

Don’t forget to include captions for your NFP’s images. Less is more when it comes to captions. Make them concise, but long enough to illustrate or explain the “story” behind the photo.

Editing Tools are a Photographer’s Best Friend – Don’t Forget to Use Them!

Nearly every image has a flaw, and it’s essential to not ruin the spontaneity of candid shots by chasing after the perfect picture that is impossible to take. Many cameras come with built-in editing tools, and even when they don’t, photo-editing software is readily available. Use editing tools to create the perfect image!

Use the cropping tool to cut out distracting background images and help viewers zero in on the action and important details. Other editing tools eliminate red-eye, adjust contrast and shadows, and resize images to the appropriate scale.

Don’t Forget to Get Permission

Taking a photograph can be a touchy subject for some people. Always take care to get permission before you take a photo or shoot a video. Have your subjects sign a formal consent and media release form. If your subject is a minor, make sure that you get the child’s parents or legal guardians to sign a parental consent form as well.