Video is quickly becoming one of the most versatile content marketing channels, and nonprofits can use it to their advantage. Visual content is a great way to build anticipation for an event fundraising campaign. Putting a video marketing strategy into place before an event can help you capture more supporters and donations.
Seventy percent of online marketers are now using videos in some form, according to research from Demand Metric, cited by Entrepreneur magazine. People have come to expect videos as a channel of communication. It is more interactive than any other forms of content, so using video to promote events and fundraise can be effective and lucrative.
In addition, viewers can learn more in 30 seconds or a minute by watching a video than they could spending the same amount of time reading content. Video content is remembered 50% more than written content. By posting videos on social media, you ensure you reach a wider audience because this great content will likely be shared with others and connect with a wider group of people.
Don’t forget that it’s easier than ever before for viewers to consume videos on mobile devices and social media platforms. Facebook has an auto-play feature that starts the video and sound comes on when users click on it. Facebook is accessed on a mobile device by nearly 750 million and 50% of Youtube views come from mobile devices. Links to Youtube videos can be shared
in mere seconds.
This channel has nearly limitless possibilities for creativity and is highly shareable. Just think of last summer’s ALS Ice Bucket Challenge that flooded social media. Video is already being used in the fundraising world, and your organization is missing out on a crucial opportunity to spark more engagement with your constituents if you aren’t already using this media channel. In addition, using video to promote events and fundraise is fairly easy to create yourself if you don’t have the resources to hire professional marketers. It’s the best chance to tell your nonprofit’s story to a massive audience.
Using video to promote events and invite supporter participation
One of the best things about video is the multitude of ways it can be used. If you are having a fundraising event to raise donations for a specific campaign, you can create a series of related videos. Tell potential attendees your story and show them who they could help with their gifts. Video could also be a unique way to invite people to the event, especially because this channel is typically mobile friendly. Not only can you post an invitation video on your website and social media, but it can also be shared through email or even a text message.
Giving people the tools to pass on your video by putting the embed code right below it so people can copy and paste it on their website or put it on their blog easily will increase the exposure your video gets. Make sure you’re enabling social sharing through Facebook, Twitter, etc. to extend your message.
Prior to an event, video can be used to create engagement with your organization. You can give a behind the scenes look into what your nonprofit does. Although people are increasingly motivated by causes rather than organizations, this helps to put a face on your charity. If you have the time and resources before an event, using video to demonstrate how donations could make a tangible difference for someone in need may motivate contributors. In addition, videos raise awareness which can lead constituents who are unable to attend the event to make a donation.
How to use video at the event
Video doesn’t need to be limited to a promotional tool before events. Fundraising galas are becoming an increasingly interactive experience. People want to see how their gifts are making a difference. If your organization holds annual events, you can use videos to show how last year’s fundraising efforts helped, as well as what you hope to accomplish this year. When you implement video with mobile donation instructions at events, this is a great way to capitalize on emotions.
Using video to promote events, raise awareness and fundraise as a nonprofit shouldn’t be overlooked during the event as well. You can record videos at events to use for later promotions. In general, making events more interactive can get more attendees involved. Using a fundraising thermometer to recognize contributors in real time encourages people to give more.