Elizabeth Yanak

Social Media Analyst

Originally published in NGO Storytelling.

Why should nonprofits care about visual storytelling? Crystaline Radazzo’s recent article for NGO Storytelling does a great job highlighting why visual storytelling, especially on social media, is key for nonprofits hoping to cut through the noise. A key takeaway? As image-based platforms like Instagram (with over 600 million monthly users) continue growing, and content paired with images receives 150% more retweets versus text-only tweets, it’s important for brands to consider how they’re pairing content with images to drive messaging on social:

“The most successful visual stories allow individual donors to connect with individual beneficiaries and draw parallels in their lives. They also offer the donor the opportunity to be the hero and make a difference in the world. This is really important because 71% of all donations in the United States are given by individual people. And storytelling is the tool you can use to directly connect with them.”

Three Ideas for You:

  1. Determine Best Practices
    Follow brand guidelines and industry best practices when adding visual content to posts. Ensure that images are relevant to the story they’re helping tell, and are always on-brand. Using high-quality, powerful images will help drive your brand’s story.
  2. Measure Impact, and Optimize Based on Results
    Measure, measure, measure. As Crystaline mentions, “Measuring the impact of storytelling can take time and can also be challenging, especially for organizations with limited capacity. Start small and track your results.” Set simple benchmarks based on previous performance, like engagement rate, impressions, and individual engagements per post (e.g. comments, likes, and shares).
  3. Set Goals
    Based off your benchmarking, set realistic yearly (or quarterly) goals for your social content, and use visual content with your social posts to help ensure you reach them.

Elizabeth Yanak

Social Media Analyst

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