Did you know that studies of the top 10 brands on Facebook have shown that users like photos twice as often as text updates? Users also share videos 12 times more than photo and text posts combined.
What does this mean for nonprofits? It means that your marketing and development units must learn to tell your organization’s “story” (the work you do, people you help, funds distribution) in a way that people find compelling, concise and original. This is where visual storytelling comes to play.
The truth is that people take action on behalf of a cause only when they feel an emotional connection. But long letters of appeal or carefully written press releases are becoming irrelevant. In this era of information overload, people are relying more on videos, pictures or infographics to quickly assess whether a cause or organization is worth supporting.
Take a look at the infographic below from M Booth, a global communications company, and SimplyMeasure, a social analytics company. Together they measured engagement data and produced the following infographic.
I recently came across CommunityOrganizer2.0 post on how nonprofits are using visual content in the form of infographics to engage with their digital communities. From Charity: Water to The Red Cross and The World Wildlife Federation, they offer examples of the power of visual storytelling. Check it out.
Although it may feel silly to present information this way, it can be powerful! Just make sure your data is a meaningful and not just a few fun facts, or worse: confusing facts. A good resource to get you started is the website “Get Storied.” It has a ton of great research, information, and blog posts on storytelling for corporate brands and nonprofits.