Do you have a strategy for using photos in your newsletter, or are you adding them because you think you should?
Here is the thing:
When done right, photos can become one of your most powerful storytelling tools. Used poorly—or overused—they can dilute your call-to-action and even hurt deliverability.
Here’s how to strike the right balance to inspire your readers to take action.
How many photos to use
For most nonprofit newsletters, 0–2 photos for up to 500 words is ideal.
Zero when the goal is urgency or intimacy — sometimes a plain-text, no-photo email feels more personal and performs better (we’ll touch on this below).
One strong, story-driven image can create emotional connection and draw readers in.
Two at most — adding more than two can clutter your layout, make mobile reading harder, slow load times and push your donate button farther down the screen—reducing clicks.
Each image should earn its place. Ask: “Does this photo move donors emotionally or advance my story?” If not, leave it out.
Every unnecessary photo adds digital weight that can delay loading or distract from your main call-to-action (CTA)—in this case, your donation ask. When readers have to scroll or wait to see your donate button, conversion rates drop—and so do gifts.
Where to use photos
At the top: Place your strongest image just below your opening paragraph. This is your emotional hook—the visual that instantly conveys impact and draws readers deeper into the story.
Midway through: If you use a second photo, add it just before your CTA (the donation button) to reinforce your message or remind readers who their gift will help.
Avoid galleries or side-by-side images. They can overwhelm readers and divert focus from your story or appeal.
Choose purpose-driven images. Skip decorative stock photos. Instead, use authentic, emotionally rich images that capture real moments of change—someone helped, something built, a smile, a life transformed.
When not to use photos
Urgent donation appeals:
When time is critical (for example, when matching funds are expiring or during a relief effort), skip photos altogether. Text-only emails load instantly and feel personal—like a direct note from someone the reader knows. They’re quick to read and often drive faster donations.
Sensitive or traumatic contexts:
If your story involves distress, trauma, or vulnerable individuals, avoid images that could feel invasive or exploitative. Compassionate storytelling and quotes can be just as powerful—and more respectful.
Deliverability and engagement concerns:
Large or multiple images can slow emails down, especially on mobile devices, delaying how quickly readers see your CTA (the donation ask). That short delay can mean fewer donations.
Emails are usually tracked as “opened” when a tiny invisible image (a tracking pixel) loads. If images are blocked or load slowly, the email may not register as opened—even if someone reads it. That means your engagement metrics will not be accurate.
Emails that feel like they’re from a friend—short, conversational, and photo-free—tend to perform better. They’re less likely to trigger spam filters, load instantly on mobile, and feel more authentic. Because the CTA (your donate link) appears right away, these emails often lead to quicker and higher conversions.
Photos are powerful storytelling tools—but only when used intentionally. Limit your newsletter to one or two emotionally strong images that enhance your story and make giving irresistible.
And if you decide to skip photos altogether sometimes, that’s okay too. A plain-text, personal-style email can outperform a designed one when the goal is urgency, intimacy, or deliverability.
In the end, every element in your email—text, image, or button—should serve one purpose: helping donors see the impact of their gift and inspiring them to act.
Cheers to your impact
Carol
PS: If you struggle to come up with newsletter content, the solution is a blueprint that makes it effortless—and fundraising-friendly. More to come on that soon.