You know the amazing things your organization accomplishes with the help of generous donations, but getting that message across to donors and igniting their drive to give can require a well-informed strategy.
As always, a thorough preproduction process will set you up for success. Make sure you’re focusing on the right details to get your fundraising message to your audience: clearly defined target audience and video objective, compelling stories, meaningful details, and smart distribution strategies.
Understand the audience and the objective
There are situations where casting a wide net will get you what you need, but usually drilling down to a specific audience and goal is a much more effective use of resources. Having a deep understanding of who your video is speaking to and what outcome you want to achieve will set you up for success as you plan your production.
Your messaging will be different if you plan to target corporate sponsors or individual donors who are passionate about the cause. Understanding your specific viewers' motivations, values, and concerns allows you to highlight meaningful information, deepen the emotional connection, and craft a message with lasting impact.
The same is true for the video’s objective: a donor retention video will be different from a donor prospecting video or a capital campaign video. Get specific with your goal, both so you have a solid foundation to build upon and so you are able to measure the ROI at the end of the video’s run. Be careful not to fall into the trap of creating a “catch-all” video, which can result in a generic piece that doesn't leave the impact you are aiming for. The fact is that a fund development video cannot also be an awareness video and should never try to educate. That’s not to say you can’t get more out of your video production, though. There are plenty of ways to leverage your video content without compromising a video’s purpose, such as repurposing footage.
A successful video will inspire the audience to take further action for your cause. Having a clear call to action with directions on how to take the next step will empower viewers to make that move. Depending on your audience and how the video will be viewed, you may choose to go with a soft ask such as, "You can make a difference today," or a direct ask like, "Please give." Be sure to always include website URLs or other information on where to process those donations. If necessary, an emphasis on urgency could also help push the audience to act.
Craft a compelling story
For viewers, it can be helpful to zoom in on an individual story and explore the impact your organization has had on one person rather than showcasing statistics about the overall good accomplished. Of course, it’s important to know the data, but numbers and charts can lack emotional appeal. The story you’re looking for already exists within your community—it just might take some extra digging and refining to prepare it for video.
A perfect candidate to speak on their experience with your organization will be generous in their storytelling, quick to express gratitude, and unafraid to be vulnerable in front of the camera. While people are never perfect, a seasoned director will be able to identify these characteristics in potential speakers and guide them to a place where they can provide excellent testimonials. The director will also be able to dive into the narrative by asking the right questions to elicit detailed, heartfelt responses. (For example, “I was excited to hear about the therapy opportunities,” vs. “I felt hopeful that I could regain my independence with the treatment I received in these therapy programs.”) Having a video call or face-to-face meeting with the director and potential subjects will ensure you find the perfect story and storyteller for your video.
This preproduction, interview-style meeting also gives the director extra time to find the story's thread and craft the narrative around it. Navigating the audience through the journey from the inciting incident that caused setbacks to the impact made by your organization and, finally, the bright future ahead will build their emotional response. The deeply felt hope, triumph, and success of the story will leave a lasting impression on viewers.
Don’t forget the details
Video is a highly successful marketing tool because of its ability to utilize both audio and visual elements—so don’t skimp on what is shown! If a photo is worth a thousand words, meaningful b-roll to support your story is easily worth a million or more. Are there photos or videos of the subject’s “before” that can add context to what life was like prior to your organization's impact? Are there hobbies or interests that can be filmed to invite viewers into the storyteller’s day-to-day in their “after”? What is shown and how it’s framed adds invaluable detail to the story and invites the viewer to experience the story themselves. Instead of simply hearing about how food donations kept a family fueled, b-roll of a family smiling together around a dinner table and children playing at a park brings the viewer into their world.
Similarly, music can add context and gently guide viewers' emotional responses to the content. In most stories, there is a natural turning point—this might be where your organization became involved and had a positive impact on the storyteller. A change in tempo, key, or an entirely new track can provide a guiding light for viewers and deepen their emotional investment. You might not even notice it when it’s done right, but the effect is undeniable!
Distribute strategically
Fundraising videos have various applications—from in-person events to social media to follow-up emails. Minor tweaks can make the piece shine for each application. Ensure you are putting your video where your target audience will see it. Digital spaces are rapidly evolving, and depending on your audience’s location, occupation, gender, and age they are more likely to be in certain spaces on the internet. In addition to reach, frequency plays a key role in connecting with your audience. A second or third touchpoint might be needed to make progress toward your goal.
Your community needs the services your organization provides and your organization needs the support of generous donors. Creating video content with clearly defined audience segments and objectives, a compelling story, meaningful details, and a smart distribution strategy can help you achieve your fundraising goals.