the digital future of philanthropy: engaging donors with online video
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Jessica KizorekAssociation of Fundraising Professionals
The Digital Future of PhilanthropyEngaging Donors with Online Video
February 18, 2010
“Online viewing is no longer a novelty.”New York Times
The Sobering Facts
Outdated approach to online fundraising may be costing Non-Profits as much as $100 billion.
Recent study surveyed significant donors (average age 51) who gave an average of $10,896 per year.
Less than half thought charities did enough to connect with them online. Additionally, less than half were inspired by charity websites or considered them well-designed.
(Convio, Edge Research, Sea Change Strategies )
Online video is changinghow people absorb information &
make decisions.
As a Fundraising Professional:Why Would You Use Video?
7 Reasons to Use Online Video:
1. Raise More Money
2. Communicate Effectively
3. Raise Awareness
4. Build Trust
5. Make An Emotional Impact
6. Train Volunteers
7. Increase Media Coverage
Communicate precisely what you need
Immediately answers questions; quicker funding decisions
Gives supporters a VIRAL tool to share enthusiasm
1. Raise More Money
Why it works
Passionate call-to-action
Challenges the viewer to take personal responsibility
Invites viewer to immediately donate via the website
2. Communicate Effectively
Creates a personal connection between viewer and cause
Quickly and easily digestible for fast-paced world
Captivating, yet to-the-point and informative
Why it works
Places the viewer in the environment, eliminating misconception
Clearly conveys the challenges being faced
Illustrates the progress toward resolution
3. Educate & Raise Awareness
Positions issues as real life problems - not media hype
Provides relevant background information and assessment
Gives viewer an understanding of different ways to participate
Why it works
Presents the story behind the cause
Clear, focused, gets the point across
Doesn’t require a lot of intellectual effort to understand
Proves proper usage of donated funds
Illustrates where, when and how contributions are spent
Fosters long term relationships between donor & cause
4. Build Trust
Why it works Viewers see their contributions “at work”
Authoritative narration lends to increased credibility
Addresses concerns of skeptics: eliminates the question, “Where is my money going?”
Brings stories and faces to life - makes it real
Puts viewer onto the front line through sensory experience
Motivate your target to take an immediate, more active role
5. Make An Emotional Impact
Why it works
It conveys the gratitude felt by those who contribute
Shows first-hand the impact on those being served
Real life. Real struggles. Real results.
Shows them exactly what to expect and anticipate
Saves time and money / streamlines operations
Allows volunteers to be prepared and “hit the ground running”
6. Train Volunteers
Text
Shows them exactly what to expect and anticipate
Saves time and money / streamlines operations
Allows volunteers to be prepared and “hit the ground running”
6. Train Volunteers
Why it works
Eases concern about the “unknown”
Provides a visual tour of the program and its environment
Generates enthusiasm and reinforces the desire to participate
Maximize coverage by providing content reporters want
Speed up the process by having an EPK (Electronic Press Kit)
Using video allows for exposure on emerging platforms
7. Increase Media Coverage
Why did that video work?
Online video is changinghow people absorb information &
make decisions.
What are you going to do about it?
jessica@twoparrot.com
www.twoparrot.com/afp.pdf
h"p://www.awaionline.com/videomarke4ngprogram
Slides
Comprehensive Training
“How To” Make Your Video
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