In our competitive world of fundraising, the ability to tell a compelling story is crucial.
In my experience, powerful images play a pivotal role in storytelling, drawing in the donor and creating the initial emotional connection. But I’m finding that many organisations struggle with a common challenge: the overuse of stock photography.
I’m sure we've all seen the same generic images recycled across various campaigns, diminishing their impact and failing to capture the unique essence of each cause. Fortunately, the rise of artificial intelligence (AI) in image creation offers a transformative solution.
I’ve been generating AI images for just over a year now for some of our clients – and I’m continuously learning how to evolve this craft.
Although I’m excited by the potential (which I will get to, shortly), I want to start with the challenges. Because quite simply, it’s not as easy as it may look.
Take a close look at the images below. You will notice on the image with the lady and her guide dog – her hand behind the leash isn’t looking correct. Then the image of the father and daughter walking – he has a hand in his hand, but look again – her hand is not even being held by him.
Another common challenge is the same people featured in different scenes, although it’s starting to become easier to achieve this. You can now upload an image of a head for the AI to use as a reference photo to generate consistency.
Sometimes it can be a hit and miss when generating images, but as the technology learns and evolves it’s only going to get better. I like to be clear with our clients on what we can and can’t do for them, but I endeavour to provide the best solution to achieve their goals.
There are also ethical considerations when using AI. If you do create images using AI, we highly recommend disclosing that fact. This builds trust with your donors. You can read more about this in a great article here written by our Senior Copywriter Carly Roberton about Ethical Storytelling.
Now onto the many benefits of using AI for image generation…
Sensitivity: Safeguarding is paramount
In sensitive stories, safeguarding the identity and privacy of individuals is paramount. AI generated images can create realistic yet entirely fictional faces and scenes, ensuring that real individuals are not depicted. This is crucial for protecting the privacy of those involved, especially in cases of youth or family violence.
Uniqueness: Stand out from the crowd
AI-generated images are inherently unique, offering fresh perspectives that stock photography simply can't match. These images can be tailored to perfectly fit the narrative of your campaign, ensuring that your visuals are as distinctive as your mission. By leveraging AI, fundraising campaigns can break free from stock photos, capturing the attention of potential donors and supporters with original and captivating imagery.
Customisation: Perfectly aligned with your message
One of the most significant advantages of AI in image creation is its ability to produce highly customised photos. We have the flexibility to use the same face with different expressions, and we can also change the location, lighting, weather, and even the model's clothing. This level of customisation helps create a deeper emotional connection with your audience, as the visuals resonate more closely with the story you are telling.
Cost-effective: Save on production costs
Producing high-quality visual content can be expensive. Traditional photo shoots require significant resources, including photographers, models, locations, and post-production work. Even purchasing stock photos can add up, especially for extensive campaigns. AI-generated images provide a cost-effective alternative, reducing the need for expensive shoots and stock photo licenses. This allows you to allocate more of your budget directly to your cause.
Speed: Meet tight deadlines
In the fast-paced world of fundraising, time is often of the essence. Campaigns need to be launched strategically and sometimes very urgently. AI can generate high-quality images rapidly, ensuring that your campaign visuals are ready when you need them. This speed and efficiency can be a game-changer, allowing you to seize opportunities and respond to emerging trends without delay.
For all of the reasons above, AI image creation is something that excites me. Although it comes with its challenges and ethical considerations, I believe there’s no point ignoring it. We need to embrace it as it’s here to stay!
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