I am looking to revamp a legacy pack for Royal Holloway, University of London. Currently, all photos show people who are not looking at the camera. I was tol that this was a conscious effort by my predecessor as it was thought to be less affronting and confrontational.
My thinking is that eye contact, with beneficiaries (primarily students of RHUL) looking intot he camera would draw in a reader and make them feel connected with those they could help.
What are people’s thoughts on this?
Of course, you are right.
And it doesn’t matter if it is for a legacy or a donation, people respond to people.
Any book on marketing, advertising, or fundraising will say so.
Look at the publications of the charities that benefit the most from legacies and you will see eyes and smiles.
Sometimes Development Offices don’t have a choice in the pictures they use, they have to go with what the Web & Publications Manager chooses!!
completely agree with the other comments!
This is the time for you to pull rank and ask if people want a pack that doesn’t offend or if they want you to raise money? – You were employed to use your skill and judgement, be brave and do it!
Thanks everyone for your help on this. I’m definitely going to be pushing for eye contact and happy, smiley people when it’s redesigned!!
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