A View from the Center
Taking a Moment to Illustrate Your Mission
by Michelle Sedaca, Program Associate
South Africa Partners
 A staff member of a NonProfit Center tenant organization, Michelle writes this monthly column on life at the center, and the unique culture of a multi-tenant center created specifically for nonprofits. Photo:Michelle (left) meeting with Jackie Cefola, program coordinator at the NonProfit Center
A Thousand Words
As autumn beckons, countless newsletters and annual reports will soon arrive in the mail. Opening an envelope, a particular photo might capture our interest due to its expression, content, or composure. This image might compel us to read the accompanying article and even further engage us to either donate or become active in a specific campaign.
Clearly, powerful photos can elevate a high quality publication to another level. By persuasively and eloquently communicating an organization’s mission, marketing materials unleash the potential to alert donors about fresh and timely campaigns, programs and initiatives. Invariably, well-crafted and compelling prose creates successfully publications; powerful photos and innovative designs push the pieces to completion.
A Thousand Dollars
 Achieving both dynamite designs and compelling writing can hinder those of us at small organizations with limited budgets. Most nonprofits lack the funds to hire a staff graphic designer and/or photographer. Consequently, we rely on staff who aren’t professionally-trained photographers to document events, trips and projects. Unsurprisingly, sometimes the photos leave us peering closer to decipher that faraway shot or perhaps even worse, not noticing the blurred shot.
For example, our recent fall newsletter production broached this quandary. For an article about our recent Education Tour to South Africa, selecting quality photos proved frustrating. As the designated staff person assigned to capture poignant photos, I returned with hundreds of unsatisfactory images. Admittedly, I had taken an introductory photography class my freshman year in high school; however, my knowledge of composure and framing the photos was elementary at best. We most likely will be unable to pay for a professional photographer for next year’s trip either, causing concern that we will face the same challenges again.
Finding a Solution
Thinking about ways to address this problem, Martina Bouey, senior development officer, suggests a sound alternative for the future. Instead of having one staff member assigned as photographer, we could inquire whether any participants possess photography skills and then negotiate with him/her to take photos of potential sites and subjects that we might like to feature in our publications.
 What the Public Sees
Alongside the photography struggle, paying for graphic design costs can also be daunting for small nonprofits. John Deputy of Metrodesign, a Boston-area graphic designer whose clients include Dana Farber, MA Housing Shelter Alliance, One Family and South Africa Partners, among others, discusses the low priority of visuals for many nonprofits. “In any business, you have a product which you document and communicate to your clients. For a lot of nonprofits, this is always the last thing on their budget,” Deputy explains. Instead, many organizations reply on volunteers to fulfill their graphic design needs. However, Deputy points out that volunteers might create mix-matched materials that in turn might harm the organization’s public identity. “If you project yourself as amateurish, that's how you're perceived, and that will represent the face on the organization,” he warns.
Crafting a Consistent Message
To combat these potential pitfalls, Deputy recommends creating a 12 - 24 month plan to update an organization’s marketing materials and craft a consistent message. This is exactly how SA Partners is revamping our public identity. Deputy suggests that organizations allocate a portion of resources for marketing; next, he urges approaching donors for funding.
“Organizations need high quality visuals to communicate their message,” Deputy emphasizes.
To contact John Deputy, email jdeputy@metrodesign.cc.
Keep up-to-date with Michelle’s latest columns - sign up for the TSNe-Bulletin, a monthly e-newsletter providing tips and ideas to help you strengthen your nonprofit’s impact with and for the communities you serve.
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