New Openings II Summary

Quantitative Research

Although 60% of the organisations surveyed in 2003 claimed they had changed the way they use images over the past ten years New Openings II revealed very little statistical difference. Given that the survey was not completed by exactly the same organisations in both versions, a certain degree of variance is expected. If that is taken to be 10% for the purpose of this analysis it is possible to conclude,

1. There was a slight increase in image use in newsletters and a drop in pictures being used for fund raising and member magazines.
2. There was a considerable reduction in use of black and white images (and therefore a presumably equal increase in colour pictures) but the reasons for choice had stayed the same.
3. Organisations claiming to have a picture policy rose from around a third to over a half, but no more of these policies had been written (still only around 15%)
4. Employees remain the main source of pictures with volunteers now overtaking freelance photographers as the second source.
5. For those organisations that do commission photographers there is a small increase in guidance and contracts.

Qualitative Research

When asked to comment on how picture use had changed over the last 10 years the majority response was similar to that of the previous survey, pointing to a need for more positive, dignified and better quality pictures.

"No pictures of helpless looking people in desperate need of help. Positive people images."

"No images of grateful black people clustered admiringly round generous white person! An absolute insistence on pictures which emphasise dignity, resourcefulness, skill of both recipients and those who have not yet received help from us.”

In 1993 all the comments about change were similar to the above with no indication of a need to also show the “current realities” some of the organisations were facing. In this survey there are a minority of comments that argue a justification for such imagery.

“We have started to use more emotive photos which, to an extent, are sometimes at odds with our main image - portraying people positively rather than as victims.”

"We continue with a policy that images should represent current realities. This does allow images of people in desperate circumstances to be used, if current and genuinely representative of what is happening. But they would still be used with circumspection, and only after due debate.”

In both comment sections there is a number of remarks about branding that did not appear in the last research suggesting this is taking a stronger role in picture choice.

"In line with a policy of developing a clearer 'brand image' for the organisation we have sought to commission and use imagery in a style which accords with the major goals of the organisation and its unique strengths as identified in public perception surveys."

"Use has changed along with recent Branding. We now use more close up images with cropping, looking for visually stunning shots. We also now use more people images."

"All of our work in sourcing new photographers, briefing them, subsequent use of imagery, and sourcing agency pix is governed by the image style we are seeking to help develop a clear brand image for the organisation. Picture usage is at the heart of the brand development work."

“Our brand requirements have become more focused in recent years, and we have tried to bring a wide range of published materials into brand line. This has also had an impact on the photographers we choose to use, and on the briefs we give them."

When asked about problems that currently face the organisations use of pictures, cost and quality remain the key issues. There seems to be a strong reliance on employees and volunteers which in itself brings many obstacles.

“We have an extremely small budget and are reliant on our Volunteers and staff for pictures, in the main"

"Cost is the major factor. Staff members are therefore asked to take photos in the field and given guidelines as to how to do so. However, this means that quality is variable and some projects are not adequately covered since the staff member responsible may not be interested, confident, or competent!"

New to this survey are a number of comments referring to digital photography and photographic databases. When asked in the quantitative survey if they have accepted digital pictures from photographers 38% of the organisations said they had.

" We are hoping to have our own photographic library for use internally and also as an online database."

"Our requirements for images are being changed to some extent by increasing use of photos on our website. We are making more use of locally sourced photographs which can now be emailed as scans by our regional offices, members and partners."