Using Video in
Your Fundraising Work

Savvy fundraisers know that strong relationships with donors are the key to success. So naturally, we try to make sure that our communications are personalized, engaging, on message, and memorable.

We spend our days rolling out communications calendars, letters, memos, invitations, and e-blasts. In a world that won’t stop talking, we stay in front of donors, trying to be a voice worth hearing.

But in all these communications, all our hard-earned words, are we using the best tools to capture attention, build the relationships, and win hearts? Are there better tools out there to help donors remember our message or more easily share it with friends?

I think there is one; one that many of us are likely missing.

I heard a statistic the other day: 57% of people who watch an entire video will go on to make a gift.

Video images and audio feeds have a unique ability to help people remember your message and build a personal connection. Audiovisual connections stick.

These days, when virtually everyone is virtually connected, I suggest trying video. But don’t just use random video clips of talking heads or a rehash of the latest policy conversation, clearly and compellingly capture the essence of what you do.

“It’s a very complicated world. It’s a very noisy world. And we are not going to get a chance to get people to remember much about us. No company is. So we have to be really clear on what we want them to know about us.” – Steve Jobs

Share videos that connect your unique message with the individual donor.

• Take donors on a video tour by showing one of your solutions in action.
• Send a thank you video. (Safely) Film yourself in the car on the road to meet with legislators or whispering backstage just before speaking to hundreds of young people. Thank your donor for making that work possible!
• Steward donors by sending a short ‘thanks for the call’ video to them after you get off the phone.
• Briefly introduce an important topic and show what your organization is doing about it.

Here are a few tips for your new film career:

• Personalize the clip and greet your donor by name as you would in person. Then they know this is just for them!
• Don’t sweat imperfections because of a little camera tilt or dog-tail wagging in the corner of the screen. Those can make the clip genuine.
• Be engaging. Be your authentic self and smile. Look your donor right ‘in the eye’.
• Pitch your message clearly. Make sure your tone, the visual environment, and your wording harmonize.
• Be specific. Have only one message in the video.
• Keep it brief (under 2 minutes).
• BLUF – Be sure you put the bottom-line up front; somewhere within the first 30 seconds of the video.
• When it fits, encourage donors to share a video with their friends.
• Finish strong – share exactly what you want them to do near the end of the video, like follow a link, click a button, call back, or just feel loved.
• When it fits, encourage donors to share a video with their friends.
• Finish strong – share exactly what you want them to do near the end of the video, like follow a link, click a button, call back, or just feel loved.

Your authenticity, streamed through video communications, can build trust, engage donors on a deeper level, and make them want to support your work.

For more on strategic priorities for moving ahead, you can reference our work on effective donor communications.

See you on the small screen!