Use Graphics, But Not Too Many

Here’s a question that one of our clients asked recently, and I think it’ll be helpful to you to know what we’ve seen over the years.

“Do graphics (like a visual of a meal in an appeal for meals) actually help?”

The answer is “usually, and up to a point.”

I’ll explain both parts of that answer…

Usually

Graphics are easier to understand more quickly than words, which is why you see them so often.  And when you embrace the idea that people are moving fast when they look at your mail or email, you can see why graphics are so helpful for donors. 

• An image of a plate with food instantly means the appeal is about providing food
• A image of a diving board, a s’more and a bunkbed communicates “summer camp” quickly
• A large “2X” instantly means the donor’s gift doubles

Think of these graphics as a service to your donors, to make your appeals easier to understand quickly.  They make your appeals more accessible to more people.

I’ve seen some people who will push back against using graphics because “they are not professional and we want our image to be professional.”  I ask those people if they’ve ever been grocery shopping – because when you enter a grocery store (even high-end stores like Whole Foods)

there are graphics that immediately point your attention toward sale items – and shoppers don’t think, “oh man, this grocery story isn’t professional.”  Shoppers value graphics because they’re helpful.

As Jeff Brooks says, any time you can help a donor picture what their gift will help provide, you’re closer to getting a gift.

Up to a Point

You can absolutely use too many graphics and put emphasis on too many things.  We’ve all seen marketing materials that are so visually busy that you don’t know where to look.

There’s an old maxim that says, “when you emphasize everything, you emphasize nothing.”  You’ve seen this in appeal letters where roughly half of the letter is bolded and/or underlined.  At that point it’s no longer helpful – it’s just noise.

So don’t use too many.

But… there’s a reason you keep seeing graphics on appeal letters and in emails: they reliably increase how much money comes in.  And they increase how much money comes in because they are helpful to donors.