Photo by AD Lubow co-founder and partner, Anne van der Does

Great fundraisers don’t fundraise. They share a vision—a vision so emotionally compelling that donors will want to make it their own. This is precisely what Anne van der Does achieved in the above photo for Inner-City Scholarship Fund. This picture—in every way worthy of the great Henri Cartier-Bresson—ran successfully for quite some time in The New York Times. The photo, in fact, became so iconic that it became the basis for the client’s longstanding logo. Long story short: donors have needs, too. If in as few words as possible—or with no words at all—you can capture what they’re feeling, you’ll have made your cause theirs. Funding will follow.