Apr 11, 2014
Big data is a buzzword thrown around quite often regarding measurable metrics in online engagement and advertising. Some organizations are able to leverage mass quantities of data and are able to implement success models predicated on the results based on specific strategies.
However, large studies and reports aren't easily digestible to the everyday Internet user. According to a recent study conducted by Microsoft, the average Web visitor leaves any given page between 10 and 20 seconds after it loads. An engaging page with a clear proposition value will get visitors to stay longer.
Visual stimulation with images and videos is popular on the Internet because this form of content is quick and interactive. In the same vein, infographics provide an informative outlook into pressing issues and are the abbreviated, visual version of long articles.
Listed below are three tips for nonprofit infographic creation:
1. Make sure the content will get you noticed: There are a number of existing programs and services that can help any organization create a visually stunning infographic, but if the information lacks gusto, then it's not likely to be shared at all. Valuable and informative content holds much higher precedence than emulating Van Gogh's "The Starry Night." The objective behind an infographic is to make complex information easier to comprehend, or in the case of the Internet, more shareable. According to social network Slideshare, infographics are shared three times as often than documents on LinkedIn, Twitter and Facebook. Savvy organizations will often backlink the infographic to their About pages or online donation form to create brand awareness and increase fundraising efforts.
2. Take advantage of visual social media: Although social media typically gets clumped together for the sake of conversation, different platforms excel at certain things which others do not. For example, YouTube, Pinterest, Snapchat and Instagram are all visually stimulating channels to reach people. Information presented in a colorful and logical way can engage a reader much more effectively. The majority of communication - regardless the medium - is nonverbal, according to psychologist Albert Mehrabian's Silent Messages research. Most of our sensory receptors are in our eyes, which communicate visual information directly to the brain. Even when our eyes our closed, we process and comprehend information based on our senses in a visual manner. Science aside, the brain is better wired to skim a well-crafted infographic as opposed to text-heavy content.
3. Demonstrate industry expertise: Infographics provide an outstanding opportunity for nonprofits that want to show off their industry knowledge to the general public. Charitable organizations are filled with incredibly talented individuals, and they do much more than just accept online donations. Whatever the information may be, it's important to make sure it's relevant to the industry or the mission statement of a group presenting it. A hospital wouldn't share an infographic based on ending animal cruelty because that information doesn't align with its known specialty. While content is important, the delivery method is just as important. Static infographics are typical in the industry, but NP Tech For Good pointed out that video infographics, GIFs, Press Release infographics and Annual Report graphics are growing in popularity.