April 11, 2011

Custom Photography: A necessity for social service nonprofits

Social service nonprofits serve increasingly diverse populations. They improve the lives of children, families and individuals who are young, middle-aged, old, Hispanic, African-American, Native-American, Asian-American, gay, lesbian, transsexual, bisexual, disabled, deaf, sick, or recovering. Stock photography of diverse faces is accessible and cheap, but it is at best inaccurate and at worst misleading.

Showing the faces of those you serve in your publications is important for four reasons:
  1. Potential donors, members or volunteers need to believe you would be a good investment of time or money. A photograph of a real person accompanied by a positive outcome unique to that person is proof of your ability to solve real problems.
  2. If the population you serve sees themselves in your communications, they are more likely to remember you and seek out your services.
  3. Photography is a part of branding. Over time, you will develop your own style of storytelling through photography. It is impossible to make stock photographs consistent in terms of a unique style.
  4. Exposure to diversity changes public perception and makes us more tolerant. As gay couples expose their personal stories and struggles, we increasingly support their rights. Listening to  parents of disabled kids makes us more comfortable inviting a disabled child into our own kids’ classrooms.
So why not use stock photos? They are cheap, readily available, and you can search “ethnic child” and get 3000 results.

Maybe. But the story you are telling is unique. The face of that story is unique as well. The true face of a drug addicted mom who found the strength to beat her addiction and get her kids back cannot be found in stock. You may find a photo of a mom with kids whose ethnicity is close enough to the real mom, but the real mom’s face will express true loss and triumph. You also risk alienating your public if your definition of “ethnically close enough” isn’t the same as your public’s definition. And for the real mom, having her story told publicly in a sympathetic way can be a nail in the coffin of her past.

Be truthful in your communications. You can find a stock photo of some crayons or a wheelchair if you need one, but invest in a photographer to photograph your people. One shoot per year will give you enough images to work with over time. Cull your supporters and you may find a photographer who is willing to donate her time and talent. You will eventually grow an archive that highlights your success through the years.