Case 2013 presentation: Speaking Visually

CASE District II ConferenceMarch 5, 2013

Speaking Visually

Cecilia Cummings, University of PennsylvaniaPatricia LePera, SteegeThomson Communications

What We Will Cover Today…

TrendsWhat’s going on to make us think that visuals are king?

Best Visual PracticesOurs. And what we see from the broader world that we love.

How to Get ThereTips and practical advice on how to plan for, acquire,and keep great visuals.

Social

On Demand

Authentic Voice

Add video or image

Multi-platform

Scannable

Customized

VISUALS Matter

65% recall when visuals accompany an oral presentation10% recall without visuals

3rd most popular social network: Pinterest

200 million: number of Flickr Creative Commons images

$1 billion: amount Facebook paid for Instagram2.5 billion: number of camera phones in use

37% higher level of Facebook engagement with images over text alone

45% increase in views of press releases with photo and video

94% increase in views for articles with images online

What Do Donors Want?

To feel good about their giving. To understand where their money goes. To feel as though they have some insider’s

knowledge. And to be appropriately acknowledged or

thanked.

Increasingly, Today’s Donors Also Want:

To understand the return on their investment.

To know the impact they have on their schools.

To know the impact their schools are having on the world.

We Need Communications that Are…

Visual

Customizable

Immediate

DynamicMessage

Driven

Genuine

Impactful

BUILDING BLOCKS OF COMMUNICATIONS

Message is Always King

Visuals ProofPoints

Stories TalkingPoints

MESSAGES

Message is Always King

Stories

Talking Points

Proof Points Visuals

MESSAGES

TRANSLATE THE “FACTS” INTO COMPELLING INFOGRAPHICS

Infographics Are a Data-rich Visualization of a Story

They Can Be Maps…

Tools to Educate…

…and Inform

They Can Be Simple…

…or More Complex

Last Word on Infographics

Start with the data you have.

Be vigilant about quality.

Beg, borrow, steal best ideas.

Keep it simple to start.

Find a designer who knows how.

WORTH 1,000 WORDS,GOOD IMAGES…

Need No Caption

Convey a Sense of Place

Tell a Story

Evoke an Emotion

Are Visually Interesting

Imagine the Future

Mix Media

Keep It Interesting

Keep It Interesting

Show Impact

Art Direct. Art Direct. Art Direct.

Overcome the “Big 2” Objections

1.“But we already have a picture of…”

Overcome the “Big 2” Objections

2. “We can’t afford it!”

Overcome the “Big 2” Objections

Day in the life

Interns

Student photographers

Flickr

Google Image

Miningexisting images

Stock photography

Donor panels

Video/photo booth at events

Piggyback on big event

A Few Words about Videos

Video snacks Campaign TV Meeting openers “Thank you” to volunteers 7 Up

THANK YOU!Patricia LePera, SteegeThomson CommunicationsPLP@steegethomson.com