This interview series with our #Nonprofit Service Provider Classifieds advertisers aims to unveil the stories and motivations behind those who specialise in uplifting and guiding the nonprofit community.

In this interview, we chat with Anna Lusty, founder of Made In My Camera.

Tell me about yourself and your company/ consulting services.

I’m Anna Lusty, born in England but with South African roots through my mother. Twenty years ago, my husband, our eight-year-old daughter, and I moved to South Africa for what we thought would be an adventure, but it’s turned into a wonderful journey. I have been working for non-profits in various roles over the years, (events, communications, sponsorship and fundraising) but in 2019 I decided to focus solely on nonprofit visuals, and now, that’s what I do full-time—telling the stories of nonprofits predominantly through photography and helping them with impact communications.

What inspired you to focus your career on the nonprofit sector?

I honestly can’t imagine working anywhere else. The nonprofit sector lets me witness the good in human nature every day. I’ve met amazing people from all walks of life, doing incredible things. I love seeing the best in humanity, and this work constantly restores my faith in the world. It’s impossible for me to go back to commercial work now.

What do you find most rewarding about working with nonprofits?

The people! Despite all the challenges, the lack of resources, and the constant constraints, the people I meet are what keep me going. It’s inspiring to work with those who are making a real difference, and every day, I ask myself, “What can I do today to make a difference?” I might not be able to change the world, but I can have an impact in my own way, and that’s incredibly rewarding.

What are some of the biggest challenges you’ve faced in this sector? How have you overcome them?

It can be overwhelming. I used to run a small nonprofit working with disadvantaged children, and it took a toll on me emotionally. That’s when I realised I needed to step back a bit. Switching to photography helped me create some emotional distance while still being involved. Now, I can go in, connect, tell the story, and then switch off when I get home. Setting that boundary has been crucial for me.

It’s all about visuals. I’ve seen so many nonprofits with poor-quality images and storytelling that don’t do justice to their work.

How do you help nonprofit clients accomplish their missions more effectively?

It’s all about visuals. I’ve seen so many nonprofits with poor-quality images and storytelling that don’t do justice to their work. Many smaller organisations don’t prioritise budget for photography, which is understandable—they need to focus on services. But the result is often images that don’t align with the message they’re trying to send, confusing potential supporters. Good visuals can transform an organisation’s communication. My goal is to help nonprofits present their work in a way that’s accurate and emotionally compelling, whilst ensuring they represent their beneficiaries with dignity and care.

How do you see the nonprofit sector evolving in the next 5-10 years? How are you preparing for those changes?

I see more collaboration on the horizon. Right now, there are still a lot of nonprofits working in isolation when they could be collaborating, pooling resources, and supporting each other. In terms of the evolution of my work, I’ve added video clips and interviews to my skillset. Video is becoming more prevalent, especially for social media, and I recognise that as something nonprofits need to embrace. Additionally, I’ve been doing a lot of Impact Reporting, which is crucial for funders and donors.

Can you share an example of a nonprofit client you’re especially proud to have worked with and why?

The Pebbles Project stands out for me. I’ve been involved with them for 20 years, first as a founding trustee and now as their photographer. I started their Sponsor a Child program, and now, when I go back to the communities, I see those children growing up. It’s incredible to witness the long-term impact of the work they do, and I’ve been privileged to document it all.

Good visuals can transform an organisation’s communication. My goal is to help nonprofits present their work in a way that’s accurate and emotionally compelling.

What do you wish more people understood about working with nonprofits?

I wish more people understood how much deeper the connection with a nonprofit can go beyond just donating money or dropping off clothes. What many people don’t realise is that by getting more directly involved—whether it’s volunteering at a soup kitchen, helping at an event, or spending time with beneficiaries—they can gain so much more from the experience. It’s not just about giving; it’s about growing as a person through connection and community.

There’s often a misconception that working with nonprofits is all about sacrifice or dealing with difficult situations. But for me, I’ve found it incredibly enriching and grounding. You come away with so much more than you give. Yes, it can be emotionally taxing at times, but there’s something profoundly fulfilling about seeing the direct impact of your time and effort. The human connections you form, whether with the staff, beneficiaries, or other volunteers, leave a lasting mark on you. I always tell people that it’s one thing to write a cheque, but it’s another thing entirely to show up, interact, and witness the work firsthand.

I also think people often underestimate the complexity and professionalism required in the nonprofit sector. It’s not just about ‘doing good’—it’s about strategy, planning, and execution, often with limited resources. Nonprofits are filled with incredibly skilled, passionate people who work tirelessly despite having far fewer resources than their counterparts in the private sector. I wish there was more recognition of that.

The nonprofit space is a challenging one to work in, whether you are nonprofit staff or a service provider. What do you do to take care of yourself?

My kids make sure I disconnect! I also love nature and swimming in the sea. I’ve learned over time how important it is to disengage. I need to come back every day feeling whole and happy so I can support others effectively. If I’m overwhelmed, I won’t be doing my best work.

Finally, What do you think sets your company or your services apart in the nonprofit services sector? Why should nonprofits work with you?

What really sets me apart is my deep understanding of the nonprofit world from multiple perspectives. I’ve been on both sides of the fence—running a nonprofit myself and working as a service provider. So, I know firsthand the challenges nonprofits face in terms of resources, budgets, and balancing the need for impactful communication with operational constraints. That insight allows me to bring a unique empathy to my work, understanding what a nonprofit needs even before they might realise it themselves.

From a service standpoint, my focus is on visual storytelling, but it’s much more than just photography. I offer a full package—photography, video clips, interviews, case studies, and Impact Reporting—all tailored to help nonprofits communicate their mission and the real impact they’re having.

Another key element is that I focus heavily on creating a safe, respectful environment for everyone I work with. Whether I’m photographing children, interviewing women affected by gender-based violence, or documenting communities, my approach is always to prioritise dignity and trust. Beneficiaries need to feel comfortable and respected when sharing their stories, and I ensure that happens.

I help nonprofits plan strategically for their visual communication needs. Many think hiring a photographer is a luxury, but I show them that a single well-planned day of shooting can generate a year’s worth of high-quality, up-to-date visuals. That saves them time, stress, and ultimately money in the long run. It’s about working smarter, not harder, and ensuring that every photo or video clip has a purpose and fits into the organisation’s broader goals. I’m not just a photographer—I’m a partner in their mission to make an impact.

• Visit the Made In My Camera Website

• Photo Credit: Anna Lusty