Police & Firefighter Appeals
Ensure your donations to police and firefighter charities truly support first responders and your community. Learn how to avoid misleading appeals.
Wise Giving Wednesday: What to Know About Photos and Images in Fundraising Appeals
As the giving season approaches, many charities will feature powerful photos in their fundraising appeals. But what should donors and nonprofits keep in mind when it comes to how those images are used?
Why the Holiday Season Sees a Surge in Fundraising Appeals
With the holiday season just around the corner, donors will see the traditional uptick in appeals to give. Many charities rely on donations around the holidays to “keep the lights on” during the leaner months, and the sense of goodwill surrounding the holidays makes it an ideal time to reach out to donors.
The old adage goes “one picture is worth 1,000 words,” and charities will use them to tug on heartstrings, especially as the year winds down and donation appeals ramp up. And donors may have a little extra cash to give from the end of tax season or holiday bonuses.
As you prepare to give this holiday season, we’d like to address the use of photos in fundraising appeals.
How BBB Standards Guide Transparency and Accountability in Fundraising Images
BBB Wise Giving Alliance Standard 15 is the backbone of our efforts to ensure charities are held accountable in their fundraising materials.
Standard 15 calls for solicitation and informational materials to be “accurate, truthful, and not misleading, both in whole and in part.”
4 Things to Keep in Mind About Photos in Donation Appeals
Below we highlight some of the issues to consider, whether you are a potential donor or part of a charity. We encourage donors to “trust but verify” and charities to build trust through accountability and transparency.
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Misleading or outdated images: If an appeal features a photo of a child assisted by the charity, readers will likely assume it’s a current photo. If, for some reason, the photo is more than three years old, charities should note its age.
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Disaster images not tied to the appeal: Donors also expect that images in emergency aid appeals for a specific disaster depict that particular event. If generic photos or images from a different disaster are used, the charity should make that clear.
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Permission for use of children’s photos: Charities should obtain permission from parents or guardians before using a child’s photo in a solicitation appeal, whether online, in direct mail appeals, on billboards, or through other communication channels.
- Labeling of AI-generated images: Most donors are cautious about the use of artificial intelligence (AI) in charity appeals, especially when it comes to images. BBB Wise Giving Alliance is reviewing how AI-generated visuals are being used to identify situations that could be misleading. If a charity opts to use an AI-created image instead of a real photo, being transparent about it can help build trust.
AskGive Featured on News 5 Cleveland
We’re proud to share that AskGive, our free AI-powered Donor Advisor, was recently featured on News 5 Cleveland.
In the segment, reporter Mike Brookbank explores how AskGive helps donors connect with trustworthy charities and make informed, trustworthy giving decisions—an especially timely topic as the giving season approaches.
Watch the full feature below and try out AskGive so it can support your giving journey.
Recent Reports
We are always working with charities to publish or update reports for donors. Visit Give.org or local BBBs to check out any charity before giving. Our recently evaluated charities include:Finally, remember to let us know by going to give.org/charity-inquiry if you are interested in seeing a report on a charity not on the list and we will do our best to produce one.
