CHAPTER SIX: FUNDRAISING VIDEOS
Smartphones Make It Easy For Nonprofits To Create Professional Looking Fundraising Videos
In terms of likes, shares, downloads and donations, video consistently outperforms all other forms of digital communication. Every campaign should include a series of inspirational fundraising videos with a simple call-to-action.
A nonprofit fundraising video that lasts 60-seconds may be equal to 1.8 million words or 3600 pages of text, but the raw emotion captured is what matters most! Compelling video storytelling is the best way for nonprofit organizations to strengthen donor engagement and community outreach across mobile, social, and online channels.
Important Video Stats Nonprofits Need To Know
• 57% of online donors make a gift after watching an inspirational fundraising video.
• Crowdfunding pages that are promoted by video raise 4 times as many donations.
• More than 1/2 of video views happen on a mobile device.
According to Into Focus: Benchmarks for Nonprofit Video and a Guide for Creators, a report by See3, YouTube and communications strategy consultancy Edelman:
• 80% of respondents said video is important to their nonprofits.
• 91% believe video will become more important in the next three years.
• 92% value the investment they made in video.
Tips to Creating Inspirational Fundraising Videos For Your Nonprofit
Tip #1: Use the iMovie App to Produce Videos and Upload to YouTube and Vimeo
In just a few hours a member of your team can master iMovie. Your nonprofit will be able to easily create, edit, and publish professional looking fundraising videos that include:
- Video clips and photos
- Music and testimonies
- Transitions and effects
Purchase the $4.99 iMovie app on your smartphone and search “How to use iMovie on an iPhone” to find free training videos
Tip #2: Encourage Your Staff and Volunteers to Share Videos on Facebook
Organic videos, recorded on individuals smartphones, are often the most effective way to capture and showcase the essence of your mission and the good you are accomplishing.
Have them share on your nonprofit’s page as well as their own personal pages to help spread the word.
Use this content to create fresh 15-60-90 second PSA videos with a call to action for donations
Tip #3: Use AirDrop to Easily Share Content Between Devices
Connect devices (smartphones, tablets, PCs) to a WiFi connection and use Airdrop to share content. In seconds you can collect existing content from volunteers and supporters by having them easily transmit their videos, photos and recordings.
AirDrop is the easiest way to gather up content from multiple devices before creating a video
How to Make Nonprofit Fundraising Videos
VIDEO PRODUCTION IS NOT JUST FOR PROFESSIONALS ANYMORE
Smartphones give everyone the ability to make the best nonprofit videos, but remember that your message is more important than a Hollywood-quality video. Keep that camera on to capture inspiring, feel-good moments, and use each of these guidelines to help effectively share your story and compel donors to keep giving.
5 Key Principles of Effective Video Production for Nonprofits:
- Tell Your Story by showing viewers the issues that matter most to your cause. Your message is more important than production quality since smartphones made it so easy.
- Speak To Donors and show them how your organization makes a difference. Raw videos with real moments uniquely capture authentic emotion and passion.
- Show The Good You Are Doing with inspiring behind-the-scenes footage and interviews with program recipients. Handmade videos often outperform high-end productions.
- Be Passionate and show donors how they can help contribute.
- Say Thank You by continuously recognizing donor generosity and support.
Best Practices for Getting Started with Video:
GET STARTED PRODUCING NONPROFIT VIDEOS NOW
Ensure you always have a clear call to action at the end of your video. Don’t just leave your audience hanging – ask them to make a difference. Include a call-to-action slide in every video that tells supporters how they can easily give to your cause.
One thing to remember is that video is all about the human connection.
- Compile a library of footage taken by volunteers and staff.
- Keep your donors’ interest piqued with raw and real, behind-the-scenes footage that shows the good you are accomplishing.
- Post videos separately to YouTube & Facebook and cross promote with email and SMS as often you have something compelling to share.
- Keep your call-to-action for donations coherent and consistent.
“Your goal should be that all your donors are continuously compelled to keep giving to your cause.”
Start Using Facebook Live!
FACEBOOK LIVE IS THE EASIEST WAY TO SHARE VIDEO CONTENT
Facebook Live is going to change the world. It’s the easiest way for nonprofits to create video content and instantly broadcast it to a world wide community of engaged supporters. Here’s how it works…
Here’s How it Works:
- Open the Facebook app on your smartphone.
- On your personal page: Select News Feed > Status > Live Video
- Your followers will receive a message that you are broadcasting and your live feed will display on your wall.
- Followers can chat with you in real time and your broadcast can also be found publicly by a worldwide audience. It’s that easy!
- Keep your broadcast focused: use it to promote an upcoming event, provide an urgent update, make a donation.
“Amazingly, Facebook Live allows you to broadcast to a worldwide audience with the camera in your pocket.”
Need Facebook Live Ideas To Show Your Nonprofit’s Impact?
Take a look at this list of 35 Facebook live ideas to get you started. The list includes ideas for different segments put together by John Haydon, who is the most sought-after digital marketing experts for nonprofits and charities.
Video Fundraising Production Essentials from a Hollywood Pro
Video goes beyond fundraising—it’s a must for any nonprofit looking to succeed
It’s not just for galas and events. Video is the fastest and most effective way to highlight your nonprofit’s core messaging in the eyes of your audience and tell your story to viewers across channels.
Video relays your message clearly and effectively, creating emotion that inspires viewers to take action for your organization and shows them what they can do to help, be it through volunteering time and resources or making a monetary donation to your cause.
When you highlight your organization’s core messaging in a real, authentic way, you give viewers the opportunity—and inspiration —to get involved with your nonprofit on an emotional level and encourage them to volunteer time and resources to your cause.
Key Components of the Best Fundraising Videos:
- Evoke the senses when telling your story with images and stories that viewers a reason to believe in your cause.
- Relatability is key, so tap into what resonates by creating a familiar persona that incorporates your organization’s message and aspirations
- Cast powerful characters, passionate people from your org or benefiting from your mission create empathy to help viewers relate to and get them behind your cause
- Know your audience. Target your story for a direct and specific purpose—if you don’t know who you’re talking to, the right people won’t be listening
- Passion is paramount, so keep your purpose in mind and add in some depth to match the tone and feel of your organization
- Humility helps everyone–connect your audience to your org in a sincere way to create trust in your mission and get people involved.
Video Fundraising will Guarantee the Success of Your Fundraising Campaign
STRATEGIZE YOUR STORY AND SAY IT IN A WAY THAT MAKES PEOPLE CARE
Video as part of fundraising is essential, as people want to see and connect to the story you are telling. Being true to your mission is the best way to inspire people to get excited and help inspire giving.
“All types of content are relevant. The most important thing is the story you want to tell, so say it in a way that connects to people.”
Guarantee Success with Fundraising Videos that Work:
- Use social media: Facebook, YouTube, Twitter, and Instagram.
- Create a following in the community by reaching out to influencers.
- Give it time—even the best campaigns don’t succeed overnight.
- Immediacy is essential, so be sure your images reflect timely stories that are important to your organization and to your viewers
- Create a visual narrative to encourage liking and sharing.
- Start small—you don’t need a big budget to have big impact.
- Reach out to the community to find those willing to dedicate time to help you create a great video for your cause.
Download a free PDF version of this online fundraising guide…
PDF version contains all of the content and resources found in the web-based guide