I’m sure most, if not all, of you have heard of the idea of forward payments. Did you know that recent studies have shown that this phenomenon is a learned behavior? How do we, as photographers, use our skills to encourage others to benefit projects and charities close to our hearts? I had a chance to chat with the photographer Michelle Valbergthe giver was appointed to the Order of Canada this past summer.
Valberg was appointed to the Order of Canada for her contributions as a photographer and philanthropist in raising awareness of the Canadian North. From the very beginning of his career as a photographer, Valberg has always worked hard to pay off. For those of us lucky enough to make a living as a photographer, we should do something to make a difference in the lives of those not so fortunate. As Valberg explained,
Getting paid is one thing, it’s a great way to make a living, but I have a passion for making a difference.
Northern Project
With my love for Northern Canada, I’m eager to talk about Valberg’s Northern Project. Project North’s mission is to provide recreational opportunities for Inuit children living in remote Canadian communities. Traveling to remote communities, Valberg found a love of hockey in Northern Canada. At the same time, seeing the price of milk, which was around $18 at the time, showed Valberg that raising a family, not to mention buying expensive hockey equipment, would be extremely difficult.
Working closely with Adventure Canada CEO Cedar Swan, Valberg reached out to the Ottawa Fire Department and Ottawa Senator Chris Phillips to encourage equipment donations. Quickly, other major sponsors jumped in: Canadian Tire, Canadian North Airlines and Diamond Storage all offered to help, leading to the first of many shipments of air hockey equipment by Project North. .
More recently, Project North has seen Bank of Scotia participate as a lead sponsor. Such large donors have helped Project North organize coaching clinics in Northern Canada to help communities build the foundation for a strong hockey program. Just a few years ago, a training clinic in Churchill, Manitoba ran into trouble when the arena’s chiller broke down. Relying on locals to get involved, Valberg recruited Brendan McEwan of Northern border adventure to help set up an outdoor arena. Frontiers North has finally loaned out its world-famous Tundra Buggies® as a changing room and heating for an outdoor rink.
Ottawa Regional Hospital
Valberg has also contributed work to Ottawa area hospitals, including CHEO, a center for pediatric healthcare and research. In fact, Ottawa-area hospitals have the largest galleries of Valberg’s work. For Valberg, photo giveaways allow people to immerse themselves in her photos. I bet it relieves the stress of spending time in the hospital.
Book of Cause and Effect
Valberg has also published several books and donated a portion of the profits to organizations particularly close to her. Look Beyond: The Faces and Stories of People With HIV/AIDS, for example, helped Valberg raise funds and raise awareness on behalf of a friend who died of AIDS in the early 90s.
How to help
With so much experience in the world of philanthropy, I asked Valberg for some advice I could share on how to make a difference.
Valberg’s most important piece of advice is to be so passionate about your desire to help that others will want to join as well. Example: Bank of Scotia became a sponsor of Project North after Valberg spoke to a vice president during a live session.
Sometimes, photography doesn’t always work directly. If possible, join the communities you want to help and establish yourself as an ally, gain credibility as a facilitator, then provide photos that can help cause funds or other media assets. There are several looks of the game before you try to take a picture. Start small, with local charities. There are so many people who need help, so it’s easy to build a network of trusted people that you want to give back by showing that you’re connected to the community.
Of course, most reciprocal efforts are collective efforts. Valberg can’t fix the arena chiller, but she knows who to turn to for help. For Valberg, having the right people in a vast network of allies is crucial to making projects like this work.
Never stop creating ambassadors for your projects
I asked Valberg how her Project North kept its huge sponsors. She explains that keeping big donors means delivering experiences. You can’t empathize with something you don’t understand, and we really can’t understand things we don’t see or experience for ourselves. For Valberg, this means helping donors see the Arctic region, to see what they’re supporting. Show them the rink, talk to the elders in the community, constantly create ambassadors for your project.
All images provided by Michelle Valberg
