Used correctly, video can build stronger relationships, raise funds, raise awareness, recruit volunteers, and on it goes. 

Video Storytelling for Nonprofits

However, creating an EFFECTIVE video requires the same attention to detail that any acquisition or renewal direct mail campaign demands. 

This includes the requirement for clear messaging accentuated by relevant pictures (still or moving pictures), and a clear call-to-action coupled with an easy way to respond. 

But the main point I want to make today is this . . .

Video is ideally suited for is storytelling

Why do I say that?

The impact of a story is intensified during oral telling.  The experience is naturally intensified because our mirror neurons (in our brain) are turned on by physical sounds, expressions, smells and movements of people in the room. 

Have you ever noticed how people “perk up” when a speaker starts telling a story?  And have you ever noticed that you may not recall much of the speech, but you probably remember the well-told story? 

Humans are wired for stories … especially oral stories.

Video brings sound and motion into play for storytelling that can’t be done in a written story within a letter or email.  It’s the next best thing to being there in person to tell the story.

Video gives you the chance to give listeners and viewers a deeper emotional experience.  Again, this is because you’re triggering their mirror neurons.

Where to use video storytelling

Use it anywhere you can.  On your website, link to it via other channels such as email, mobile, social media, and even print (via QR codes and/or vanity URLs).

Write a great story. Then narrate it. Just remember, you’re NOT reading a video script – you’re telling a story.  The difference between the two is a wide chasm.

Video is a powerful storytelling tool.  But only if you make the time to do it correctly.  Good luck and have fun.

Should you include a video (embedded or link to watch on a landing page), within an email message or not?  It depends.

Video is engaging.  Video can illustrate and demonstrate like no other media can. 

However, whether it’s your monthly newsletter or a weekly message sent via email, your readers are inundated.  One study showed that people have 300% more new or unread messages in their in-box than they did 4 years ago.

Translation: People can’t keep up with the volume of email.  And time is precious.

Given that, how likely is it that they’ll take time – even less than a minute – to watch a video?

Video has its place

I’m NOT saying: Don’t put video in email.  I’m recommending you to be strategic about how you use it. 

First: Recognize that a sizable portion of your subscribers won’t take time to watch it.

Nonetheless, you have a great video.  How do you introduce it through email?

◊ For the most part, make your newsletter/email video secondary to the copy and any other images that readers can quickly scan without clicking.

◊ Tell subscribers HOW LONG the video is.  Set their expectations. 

You may think, “Yeah, but if I can just get them started watching this 3.5 minute video they won’t want to stop.  I won’t tell them how long it is; just how great it is.” 

Wrong thinking!

There’s a group of people who won’t click without knowing. Period. Opportunity lost if you rely solely on your video to convey the message.

There’s a group of people who will click and get ticked off because it’s so long and only watch a few seconds.  Now you have an annoyed subscriber. 

There’s a group of people who click and don’t see the wonder in your work of art and abandon it in less than one minute.  They’re disappointed.

And there’s a very small minority who click and watch the entire video.

◊ Describe clearly what they get.  Tell your precious subscribers what’s on the video.  WHAT VALUE WILL THEY GET FROM IT?  You’ll get more clicks this way.  You’ll have more happy viewers because again, you set the expectations and delivered on the promise.

◊ Carefully choose your video preview image.  Don’t let it default to a blank screen or the first frame.  Give them an enticing and informative sneak preview.

Used correctly, video can be used in your email newsletter or other email messages. It can be a powerful communication tool.  Just don’t bet the farm on people watching it.  Use it sparingly in email.  Develop a strategy.

You’ll have more success with video in email when you follow the guidelines I shared with you today.

For nonprofits – and almost any business – online video can boost response.  Now charities have another way to use video to raise money: VISO Give.  And best of all, it’s free for nonprofits to use.

Mashable has a nice article and a few demo videos on this service

Graphic only. Not an actual video.

The basic idea is that your nonprofit videos are showcased on the YouTube VISO Give site.  And each time someone watches it, money is donated directly to your cause.  Don’t get too excited yet!

The “revenue” is only pennies per view.  So it takes a lot of views to get anything substantial tallied up.

Nonetheless, why not consider all options for fundraising?  Pennies from multiple sources can add up quickly.  For example:

- Load your video on VISO Give

- Drive traffic to the video through email, your website, direct mail, Facebook, Twitter, online press releases, etc.

- Each view generates revenue for your cause

- Follow this approach multiple times for multiple videos throughout the year

Success also depends on a quality video.  By that I mean engaging content (it doesn’t have to be an expensive wiz-bang production; but value-added content must be there).  In addition, display your URL and/or simple call-to-action as a “lower third” on your video.  And have a call-to-action at the end.

By the way, if donors and prospects aren’t enjoying your video (if they don’t watch the entire video), then you may need help spicing it up.  One of the services I offer is writing online video scripts.  Get in touch with me and we’ll explore the possibility of working together on this project.

With VISO Give donors and prospects still see your nonprofit videos, but each view automatically generates a bit of revenue for you.  This is what makes VISO Give unique.  Where else can you raise funds for your cause when someone simply clicks to watch your video? 

Right now they have four categories for nonprofit videos: Health; Animal Welfare; Humanitarian; and Children.  And as it says on the site . . . “If you would like your organization featured on VISO Give please send us an email at VISOGIVE [at] BROADBANDTVCORP.COM”

Seeing is believing.  Video offers visual proof.  Done correctly, it clarifies what you do and how donors can make a difference.  This is why video boosts acquisition and fundraising efforts.

That’s not all. Watching a video on your website or in an email engages donors and prospects.  They must take an action to view it – click to play.  And anytime you get readers to take an action it’s a significant accomplishment.

Let’s focus on the home page of your nonprofit website.  Follow these three tips to improve your acquisition and fundraising results through video:

1 – Place the video above the fold and somewhere between 300 and 500 pixels (that’s a measure of how far in from the left of your web page it is located).  Make it prominent because it answers a fundamental question all prospects want to know: “How will you use my money to help people?”

2 – Keep it short, ideally 2 minutes or less.  Tell visitors how long it is.  Don’t make them click to find out.

3 – The message must be donor-centered.  It must demonstrate how a donor’s money will make a difference in someone’s life.  You only need to focus on one example.  DO NOT try to explain every program and everything you do in this video.

Bonus tips: Have a succinct and inviting caption below the video.  Entice people to watch it.  Oh, and upload a fresh video periodically.  Depending on your resources it might be weekly, monthly or quarterly.  And finally, don’t forget to have a call to action of some kind. 

And your home page isn’t the only place to use video.  Plus, depending on the location and topic of your videos, they can be longer than 2 minutes but don’t get carried away.  There. You now have at least six seven tips for the price of three.

And remember, this doesn’t have to be an elaborate studio production!  Follow the link within this sentence to see a great example of how a very small all-volunteer nonprofit uses video.

Prospects and donors want to know how they can make a difference through their donation.  Video engages them and demonstrates what they can help achieve in a very dynamic way.  It can help your acquisition and fundraising campaigns be more successful.

Here are two fun and creative ideas to boost your holiday online giving results.  Okay, you probably don’t have time to do much with it yet this year.  But I urge you to start planning for next year now. 

Why start now?  Because now you too are in the holiday spirit so your frame of mind is “right” for generating creative seasonal ideas.  And it also gives you plenty of time to do a great job on the project.

The two ideas come from a Chronicle of Philanthropy article:

1. Send gift cards instead of a traditional gift.  In this example JGooders.com - a charity portal in Israel – offers charitable gift cards that people can give in lieu of Hanukkah presents.  The recipient then uses the card to choose among 300 charitable beneficiaries.
2. Five charities receive donations that start with children playing video games on Club Penguin.  As they play the games they earn virtual coins.  The coins are used to vote on how $1-million Canadian is to be divided among the five charities.

If by chance you’re a smaller nonprofit and think only the big national and international orgs can play this game . . . please do some research before dismissing these ideas.

First, here’s a possible resource for the gift cards – TisBest.org  Give them a call.  See what they can do for you.  Another resource is The Good Card from Network for Good.

Second, your video doesn’t have to be an elaborate website with several videos to choose from.  Start with one on your own site.  Talk to kids.  Ask them what types of video games they would enjoy.  Can you tie it to the theme of your mission?  Hope so.

Example: Literacy charity has kids play games (you don’t have to create the game; use commercial games available in stores) that build reading and writing skills.  Turn it into a contest and make it fun.

Set it up so kids earn points that convert to donations made by their parents (donors on your house list and also prospects).  The kids feel like they’re helping while having fun and getting exposed to philanthropy.

But if you want to create your own game . . . Formulate the idea and then get several quotes (no obligation for getting quotes) from Rent-A-Coder.com.  You can definitely get quality work from these people.  See how it fits into your budget.  And who knows, maybe one of your major donors would enjoy funding the project!

Most important is to promote and cross promote the heck out of it!  See what happens with one video and expand from there.  Oh, and if you go with the gift cards you definitely do massive promotion for them too.

The point is that creative ideas like these can really boost your fundraising results when done well.  People repsond to fun and easy.

Here’s an example of a small nonprofit taking advantage of the visibility from YouTube:  St. Maries Musica.  They’re a choral group located in southern Maryland.  

I know some of the people in this group so I have the advantage of “insider” information.  They are all volunteers with no paid staff positions.  But their webmaster is dedicated and continues to learn and seek ways to help them online.  He created a YouTube nonprofit channel and has uploaded videos from their two concert seasons.

The videos are taken by another volunteer on a non-professional yet high quality video recorder.  This is an example of how video done by anyone can almost always benefit nonprofits.  Where you may need to hire some expertise is in editing the video and adding some features to make it more effective.  These edits can add a professional touch to boost your fundraising without busting your budget.

For example: In the St. Maries Musica YouTube videos they have added graphics and copy to the beginning and end.  Plus they have their URL embedded in the video.  This is great!  Now no matter who may download or link to these videos, the connection to St. Maries Musica will never be lost.

What they might consider are stronger calls to action embedded within the videos. Perhaps inviting people to check their performance schedule on the website; link to their donate web page; or suggest buying a CD as a gift for someone special and a link to that web page. 

Nonetheless I applaud their efforts to utilize social media (including Facebook).  You never know when their videos and content will catch the attention of a generous donor.  One measurable benefit thus far is that they have noticed some spikes in their website traffic from the videos.

Marketing must grab people’s attention.  And it must also be relevant. I can’t begin to tell you how many ads from Madison Avenue I’ve seen that grab my attention.  However, they’re so bizarre or obscure I have no idea what they’re trying to tell me.  And I can’t see any connection whatsoever to the product.

That is NOT your objective.

But here is a fun example of an attention-getting idea that does relate to the nonprofit charity being promoted.  You’ll watch a fun video of a talented man building a house out of chocolate bars.  He’s doing this to “raise awareness about housing needs and encourage others to volunteer to build.”

Watch him build a house out of candy – http://bit.ly/2LpcVH