Dear designer: I would like to create an infographic that helps better communicate my organizational work. I envision it being used like an elevator pitch, but should include a little more information about our work than what could be communicated in a couple sentences. It should also be visually engaging and easily shared. Have you ever created something like that for a client? If so, where do you begin?
Sincerely, Nonprofit Executive Director
Yes, I have created infographics like the one you are describing! It is one of the areas I specialize in at my Visual Voice—helping organizations translate what they do or what they did into some form of graphic or visual.
To create an infographic like the one you are describing, I usually break the process into three steps.
- Develop your pitch
- Structure your content
- Build the design
In this post, I will focus on the first step of the process – Developing your pitch. In my upcoming posts, I will cover the next two steps.
STEP 1: Develop your pitch
Start by answering four key questions. The answers to these questions will be the foundation for your infographic.
Why do you exist (your purpose)?
- TIP: If you are struggling to focus your answer, try answering the question “What would be different if your organization or program didn’t exist?”.
Who do you serve (your audience)?
- TIP: If you serve multiple audiences, define how they differ.
How do you help (your process)?
- TIP: Consider what people typically find difficult to understand about your work process. Make sure your answer, helps clarify those questions.
What do you do (your impact)?
- TIP: Make sure to include what makes you unique compared to your peers? Also, consider how the context and environment you operate impacts your work.
**For Your Toolbelt** Editing your content is critical! Use the below questions to focus your content specifically to your target audience and for the way it will be used.
- Who is your primary (and secondary) audience for the piece?
- How much knowledge does your audience have of your work?
- How will your graphic be viewed and shared?
Answering these questions will help you further determine how much detail to include and what terminology and language is appropriate.
At the end of this step you will have all the content you need to create your infographic.