August 21, 2018
If you’re one of the 1.5 million non-profits registered in the United States, you have a lot of competition for charitable donations.
It’s also you likely have a compelling story to share, whether it’s how your organization has helped someone overcome obstacles or how you could potentially
bring lasting change to your community. Video is the most compelling way to share these stories and inspire your audience to
make a donation.
A study conducted by Google found that 57% of respondents made a donation after watching an online fundraising video.
Video combines storytelling, imagery, and sound to connect with viewers. This makes for a more memorable experience than a newsletter or other text-based communication. And video is one of the most shared forms of social marketing, helping your message reach even more potential donors. A high-quality video will connect emotionally with your audience, helping give that little nudge they need to click the donate button.
So where do you start?
Your audience: Who are they and what do they know about your non-profit? How much do you need to educate your audience about your cause?
Understanding the audience you are trying to reach will help craft the message of the video. By understanding some basic demographics you can craft your video to resonate with them. Understanding your audience will also help you know where best to place your video for maximum visibility. There are different audience demographics associated with Facebook versus Twitter, for example.
Think about what’s important to your audience as you develop a script. Your non-profit might have an interesting history, but is an overview of your organization enough to compel your audience to donate? What does your audience care about? If you can connect an existing passion directly to your cause, you don’t have to convince them to donate, you’ve helped them realize they already care. For example, if you know your audience is involved in community development, showing them how your non-profit will help enrich the local community will resonate with them and lead to action.
End the video with a clear call to action on what they can do to help your cause. Include a link to donate, and consider asking for a specific amount to make that next step even more simple. Leaving the amount open-ended leaves another decision in the viewer’s hands– instead suggest an amount whether it’s $5, $27 or $50. This simplifies the process for the donor and results in more donations. Also encourage your audience to get involved by sharing the video to spread your message even further. Being specific helps here, too: Ask the viewer to share the video with just one person.
Enlisting a trusted video production partner that asks the right questions will help ensure that your video will connect with your audience. Contact us to see what Applied Art can do to take your fundraising efforts to the next level! firstname.lastname@example.org