SpeakingVisuallyCASE District II ConferenceMarch 5, 2013Cecilia Cummings, University of PennsylvaniaPatricia LePera, Steeg...
What We Will Cover Today…    Trends    What’s going on to make us think that visuals are king?    Best Visual Practices   ...
Social
On Demand
Authentic VoiceAdd video or image
Multi-platform
Scannable
Customized
VISUALS Matter   37% higher level of Facebook engagement with images over text alone   45% increase in views of press rele...
What Do Donors Want?   To feel good about their giving.   To understand where their money goes.   To feel as though the...
Increasingly, Today’s Donors Also Want:   To understand the return on their    investment.   To know the impact they hav...
We Need Communications that Are…Customizable                Genuine Immediate               Visual       Impactful        ...
BUILDING BLOCKS OF COMMUNICATIONS
Message is Always King            MESSAGES  Visuals   Proof    Stories   Talking            Points             Points
Message is Always King                 MESSAGES  Proof Points                     Stories                   Visuals       ...
TRANSLATE THE “FACTS” INTOCOMPELLING 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...
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” Objections1.“But we already  have a picture of…”
Overcome the “Big 2” Objections2. “We can’t afford it!”
Overcome the “Big 2” Objections                            Mining      Day in the life                        existing ima...
A Few Words about Videos                 Video snacks                 Campaign TV                 Meeting openers      ...
THANK YOU!Patricia LePera, SteegeThomson CommunicationsPLP@steegethomson.com
Case 2013 presentation: Speaking Visually
Case 2013 presentation: Speaking Visually
Case 2013 presentation: Speaking Visually
Case 2013 presentation: Speaking Visually
Case 2013 presentation: Speaking Visually
Case 2013 presentation: Speaking Visually
Case 2013 presentation: Speaking Visually
Case 2013 presentation: Speaking Visually
Case 2013 presentation: Speaking Visually
Case 2013 presentation: Speaking Visually
Case 2013 presentation: Speaking Visually
Case 2013 presentation: Speaking Visually
Case 2013 presentation: Speaking Visually
Case 2013 presentation: Speaking Visually
Case 2013 presentation: Speaking Visually
Case 2013 presentation: Speaking Visually
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Case 2013 presentation: Speaking Visually

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Tips for higher education fundraising professionals on how to have -- and use -- great visuals.

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  • Case 2013 presentation: Speaking Visually

    1. 1. SpeakingVisuallyCASE District II ConferenceMarch 5, 2013Cecilia Cummings, University of PennsylvaniaPatricia LePera, SteegeThomson Communications
    2. 2. What We Will Cover Today… Trends What’s going on to make us think that visuals are king? Best Visual Practices Ours. And what we see from the broader world that we love. How to Get There Tips and practical advice on how to plan for, acquire, and keep great visuals.
    3. 3. Social
    4. 4. On Demand
    5. 5. Authentic VoiceAdd video or image
    6. 6. Multi-platform
    7. 7. Scannable
    8. 8. Customized
    9. 9. VISUALS Matter 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 65% recall when visuals accompany an oral presentation 10% recall without visuals 3rd most popular social network: Pinterest 200 million: number of Flickr Creative Commons images $1 billion: amount Facebook paid for Instagram 2.5 billion: number of camera phones in use
    10. 10. 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.
    11. 11. 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.
    12. 12. We Need Communications that Are…Customizable Genuine Immediate Visual Impactful Message Dynamic Driven
    13. 13. BUILDING BLOCKS OF COMMUNICATIONS
    14. 14. Message is Always King MESSAGES Visuals Proof Stories Talking Points Points
    15. 15. Message is Always King MESSAGES Proof Points Stories Visuals Talking Points
    16. 16. TRANSLATE THE “FACTS” INTOCOMPELLING INFOGRAPHICS
    17. 17. Infographics Are a Data-rich Visualization of a Story
    18. 18. They Can Be Maps…
    19. 19. Tools to Educate…
    20. 20. …and Inform
    21. 21. They Can Be Simple…
    22. 22. …or More Complex
    23. 23. 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.
    24. 24. WORTH 1,000 WORDS, GOOD IMAGES…
    25. 25. Need No Caption
    26. 26. Convey a Sense of Place
    27. 27. Tell a Story
    28. 28. Evoke an Emotion
    29. 29. Are Visually Interesting
    30. 30. Imagine the Future
    31. 31. Mix Media
    32. 32. Keep It Interesting
    33. 33. Keep It Interesting
    34. 34. Show Impact
    35. 35. Art Direct. Art Direct. Art Direct.
    36. 36. Overcome the “Big 2” Objections1.“But we already have a picture of…”
    37. 37. Overcome the “Big 2” Objections2. “We can’t afford it!”
    38. 38. Overcome the “Big 2” Objections Mining Day in the life existing images Stock Interns photography Student Donor panels photographers Video/photo Flickr booth at events Piggyback on Google Image big event
    39. 39. A Few Words about Videos  Video snacks  Campaign TV  Meeting openers  “Thank you” to volunteers  7 Up
    40. 40. THANK YOU!Patricia LePera, SteegeThomson CommunicationsPLP@steegethomson.com

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