PHOTOGRAPHY USE IN NONPROFIT COMMUNICATION: CONSIDERING EMOTIONAL CHARGE IN RELATION TO THE MANAGEMENT OF STAKEHOLDER-NONPROFIT RELATIONSHIPS

The use of emotionally charged photographs is a widely-used tactic in nonprofit communications. As competition for stakeholders’ attention online increases, this practice has become more prolific, increasing the opportunity for such content to take on exploitative tendencies. The average stakeholder’s perception of this tactic, and ramifications of its use, are currently unclear. This qualitative research study sought to establish how nonprofit stakeholders make the distinction between emotionally charged and exploitative photographs, identifying specific indicators in the process. This study also aimed to determine how these distinctions affect a stakeholder’s relationship with the nonprofit. Through exploratory interviews with stakeholders, their perceptions became clearer and the effectiveness of current nonprofit practices were considered. The goal of this study was to establish which elements may help or hinder a stakeholders’ relationship with a nonprofit. Theoretical and practical implications of these findings can guide the revision of nonprofits’ communication practices for the benefit of themselves, their supporters, and the populations they aim to serve.