Video has always been a powerful tool for creative nonprofits to raise funds. However, the repercussions of the COVID-19 pandemic have made video an even more crucial part of any nonprofit’s fundraising efforts.
But as with nearly everything, there isn’t a one-size-fits-all approach. Each organization is unique and the most effective way for them to utilize video can vary significantly. Therefore, here are five suggestions for various ways your organization could use video to aid in fundraising.
RAISE AWARENESS
Perhaps the most obvious use of video is to inform your audience about whatever issue or initiative you are trying to improve. These can take the form of well produced documentaries, human interest stories, or simple talking head videos with a compelling person explaining the issue.
I love how this video by RepresentUs uses a sophisticated script and stylish motion graphics to really illustrate the complicated issues they are inspired to change.
INSPIRE YOUR AUDIENCE
Once you are comfortable that your audience is aware of the issues at hand, it is time to motivate them to actually do something about it. Videos are often the best way to inspire your audience.
This video from Bliss Baby Charity uses a quirky style to help heighten the emotions of their viewers.
CELEBRATE YOUR EFFORTS
Nothing succeeds like success. So if you want people to donate to your cause, make sure you show them the impact your organization has already had. These videos can be super polished with great production value, or sometimes they can be something you create on your phone to give it a more personal touch.
Our friends at BITCHSTIX shot this video to announce the recipients of their annual cash gifts.
CREATE VIRTUAL EVENTS
Many nonprofits rely on in-person events for their main fundraising efforts. Galas, festivals, tours, etc. can all be great ways of getting in front of potential donors. But, those kinds of events might be kind of hard this year, and video can be a great way to replace that.
We helped St. Margaret’s Hospital Guild with this video which acted as a virtual alternative for their annual Decorators’ Show House & Gardens.
PRESENT A LIVE PERFORMANCE
It looks like it will be a while before we begin attending traditional shows regularly. But that doesn’t mean we can’t see some of our favorite performers. Many organizations are putting on concerts, comedy showcases, and so many other events for little or no live audience and then posting video for their donors.
Literary Hub in Philadelphia had two of my favorite songwriters record themselves at home playing a few songs and giving some great writing advice. Here is the resulting video:
The long and short of it is, you know your audience better than anyone else. And that likely means you know how to connect with them. Once you’ve identified that, making an effective fundraising video is that much easier.
Of course, if you need help with producing anything like the above, we’d be happy to help.
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