The document summarizes a presentation on using visuals effectively in communications. It discusses trends that show visuals are important for engagement. It provides best practices for planning, acquiring, and using great visuals. Tips are given on how to incorporate visuals that are social, on demand, have an authentic voice, and are multi-platform and scannable. Examples show that visuals increase engagement, recall, and views. The document also discusses what donors want and building blocks for effective communications, including using messages, proof points, stories, and talking points. It provides ideas for using infographics and images to convey information visually and overcome objections to using visuals.

1. Speaking
Visually
CASE District II Conference
March 5, 2013
Cecilia Cummings, University of Pennsylvania
Patricia LePera, SteegeThomson Communications

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.

5. Social

6. On Demand

7. Authentic Voice
Add video or image

8. Multi-platform

9. Scannable

10. Customized

15. 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

16. 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.

17. 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.

18. We Need Communications that Are…
Customizable Genuine
Immediate
Visual Impactful
Message
Dynamic Driven

19. BUILDING BLOCKS OF
COMMUNICATIONS

20. Message is Always King
MESSAGES
Visuals Proof Stories Talking
Points Points

21. Message is Always King
MESSAGES
Proof Points Stories
Visuals
Talking Points

22. TRANSLATE THE “FACTS” INTO
COMPELLING INFOGRAPHICS

23. Infographics Are a Data-rich Visualization of a Story

24. They Can Be Maps…

25. Tools to Educate…

26. …and Inform

27. They Can Be Simple…

28. …or More Complex

29. 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.

30. WORTH 1,000 WORDS,
GOOD IMAGES…

31. Need No Caption

33. Convey a Sense of Place

35. Tell a Story

37. Evoke an Emotion

39. Are Visually Interesting

41. Imagine the Future

42. Mix Media

43. Keep It Interesting

44. Keep It Interesting

46. Show Impact

48. Art Direct. Art Direct. Art Direct.

50. Overcome the “Big 2” Objections
1.“But we already
have a picture of…”

53. Overcome the “Big 2” Objections
2. “We can’t afford it!”

54. 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

55. A Few Words about Videos
 Video snacks
 Campaign TV
 Meeting openers
 “Thank you” to volunteers
 7 Up

56. THANK YOU!
Patricia LePera, SteegeThomson Communications
PLP@steegethomson.com