We’ve all seen it. Maybe it’s when all the volunteers on a nonprofit’s annual report have t-shirts that simply say, “VOLUNTEER.” It could be the extra cheesy smile from the kid on the local dentist’s billboard (what kid is THAT excited to go to the dentist?). And while we’re at it, why is that woman in a wedding dress riding on a floating $100 bill? Let’s face it: BAD STOCK HAPPENS.
Using authentic imagery
We always recommend that nonprofits use authentic imagery when possible, particularly on websites and impact-related collateral. That means using photos of real clients, actual volunteer events and authentic impact. It can be tough to pass off a stock photo as one of your own, and even if you can’t put your finger on it, the wrong image can make your content feel…well, off.
But I don’t have a photo shoot in the budget, what do I do?
We understand many small nonprofit organizations simply cannot afford to hire a photographer. Putting in some extra effort, even with a cell phone camera, might yield some better results than the average stock photo. Here are a few tips to keep in mind when capturing cell phone photography:
Designate a staff member to photograph at events.
You miss 100% of the shots you don’t take. Even if the photos end up not getting used, at least you have some options in your back pocket.
Try portrait mode!
Portrait mode will keep your subject in focus and blur the background of your photo, mimicking the effect of a nice camera lens. Find someone doing something interesting and give it a go.
Refrain from using flash.
Bad flash photography can feel stark and cold. Most cell phone cameras adequately compensate for poor lighting.
Work with the light.
In general, it’s best to have the light source behind you, the photographer, and shining on your subject. Don’t be afraid to ask people to move around to get the best lighting for your shot. If you’re not sure, take some test shots at different angles to see what you like best.
Get the action shot.
Instead of asking people to pose, see if it’d be okay to take some photos of them in the middle of their volunteer project or activity. People will often relax when they aren’t looking directly at the camera, and a candid photo is sometimes the best way to show your impact in action.
Zoom in!
If you’re taking photos of people, try to cut out all the background noise and make the photo about what they are doing. And please don’t zoom with your fingers; that can result in a grainy photo. Walk closer to them to frame the shot instead.
Follow the rule of thirds.
Turn on the grid on your camera and try to get the main content along the lines and where the lines intersect. This helps create a focal point in your image and balance the subject with the background. In the first photo, the subjects’ faces are too close to the top, so the rest of the space feels wasteful. In the second photo, the eyes are closer to the lines, which feels much more balanced.
Don’t forget the media releases.
Make sure to get permission to use people’s photos on behalf of your organization. If you can, compensate them for doing so.
I just have to use stock. Am I doomed?
Definitely not! Many organizations need to use stock due to the nature of their work, among other reasons. However, not all stock is created equal. We encourage you to spend a little extra time searching for the right photo.
Search terms matter.
We find that the more general the search term, the more general the photo. For example, if you search for “volunteer” on Adobe Stock, this photo shows up:
However, if you search “volunteer park clean up,” you might come across something like this. This photo is more of an action shot, feels less posed, and definitely has less cheese:
Look for people doing things.
Just like when taking your own photos, we like stock photography that doesn’t feel too posed.
Beware of AI generated photos.
Many stock sites now offer to filter out generative AI. We recommend that you do this. While some AI-generated images are admittedly indistinguishable from real life, many have an eerie perfection to them that feels inauthentic.
Stock sites we like
- unsplash.com – Community-sourced free and paid stock photography
- www.canva.com – If you have a pro-account (free for nonprofits), you can get access to their stock library as well
- nappy.co – Many stock sites can lack diversity; this one offers free stock of Black and Brown people
- www.pexels.com – A solid free stock site
- shotstash.com – Small but curated collection of free stock
- stock.adobe.com – A paid stock site, but they offer a free trial good for 10 free images
Finding the right imagery to represent your organization, whether it’s a photo taken by your staff or a well-sourced stock image, can foster a feeling of authenticity and build trust in your mission. It’s worth the extra effort!
Need help designing your annual report? We’ll curate the imagery for you!
Written by Jinha Servais, Director of Design at Barefoot PR