Did you know that nearly one-third of annual giving occurs in that last three months of the year? Global campaigns like #GivingTuesday (which follows Black Friday and Cyber Monday), are great platforms for nonprofits to reach a wide donor audience. #GivingTuesday is a global day of giving fueled by social media. Nearly 2.4 million social engagements helped raise funds, boost awareness and increase volunteerism. The average donation to an online campaign was $107 last year, resulting in an estimated $177 MILLION dollars raised!
With so many participating organizations, how do you stand out from the rest? Video is a great way to boost brand awareness and communicate more efficiently, reaching a wider audience than a typical mailing list. They don’t have to be complicated or fancy. Like most endeavors, telling a story through video is most effective when it comes across as genuine and authentic.
Make sure to identify your unique story. What is the “special sauce” in your campaign that other nonprofits don’t address? Then figure out how to share it in the most engaging way.
People donate to your cause because they want to be part of your story, not because they want to give and forget.
Videos are most effective when used to fundraise and increase brand awareness. These types of videos can be longer (3-5 minutes) for events like galas and silent auctions, or shorter (less than 1 minute) for social media and online giving pages.
Think about the types of videos you can make for your end-of-year online campaign:
- Simple explainer videos (like the one featured above)
- Videos using “recycled” footage from past videos
- Basic interviews with organizational leaders and key influencers
After you craft your story and create the video, it’s important to think about the timing of sharing them. We’ve found success helping organizations launch their giving day campaign by releasing videos in the weeks leading up to the big day, particularly in the first few weeks of November.