7 videos that will keep your donors interested
The last time I spoke about re-engagement, I promised you a list of specific videos that can help you get started.
These are videos that help keep your connection fresh, making your work continually interesting and important to your supporters. They’re a vital tool in ensuring that your relationships stay strong, that your donors remain loyal and committed.
I’ve put together a pretty comprehensive survey of the basics here. This isn’t a list of videos you need to make, but a list of options to choose from, according to your preferences and resources.
Additionally, if you have any ideas of your own, don’t hold back. Nobody knows your supporters better than you do; if you think they’d appreciate a gesture, go for it.
1. Video Updates
These are videos that keep the viewer in the loop. Send out an announcement when you’re starting a new initiative, or a recap when you’ve just hosted an event. Let people know what you have going on.
This video can be made simply and cheaply, if necessary. Authenticity is more important at this stage than polish. It’s okay to send out something with more of a homemade, on-the-ground vibe, and it’s definitely better to feature real people than to stage something with actors.
The goal here is to keep up a current, exciting profile. The more you can make this feel like a positive, dynamic movement, the prouder viewers will be that they’re a part of it, and the happier they’ll be to contribute.
You’re not a burden or an obligation. You’re an exciting opportunity.
2. Holiday Greetings
Keep in touch throughout the year with kind words on Rosh HaShanah, Christmas, Thanksgiving, etc. In these instances, you aren’t asking for anything, just touching base with personality and charm. You’re making yourself an enjoyable part of your donors’ lives, a friendly face they look forward to seeing.
Once again, this is a video where keeping it simple is fine, and keeping it genuine is great. The personal connection is the important thing.
3. Nostalgia Appeals
You don’t always have to have something new to share. If you need an excuse to touch base, check the calendar: There may be an important date in your history coming up, or a chance to look back at the year in review.
4. Invitations
Rallies, volunteer activities like telethons, walkathons, or a holiday food drive, and other events are also an opportunity to maintain their connection with donors.
If you want to give the promotion a little extra oomph, you can send out exciting little videos that make the recipient eager to save the date. The format of this video would be simple — a montage of smiling participants and staff, followed by a call to action: “join us” or “see you there.”
Take the opportunity to remind them why they love your organization. The emphasis should be on how much you appreciate them, and how necessary they are to your success.
5. Fundraising Videos
Once you’ve put the work into fostering a real connection with your donors, you can occasionally call on them for financial backing.
Fundraising appeals are most effective when they’re used sparingly, say once or twice a year; select your topic and timing wisely, and you will see high returns without making your donors feel burdened.
These films should be as goal-oriented as possible. People want a guarantee that their contributions will be well spent; they’re more likely to donate when they can follow the money.
Choose an inspiring project or feature and describe its past success, the exciting ways you’d like to develop it in the future, and the impact this will have on people’s lives.
These videos have a shorter shelf-life since they’re focused on a specific event, but they are also where you’ll see the most direct and measurable response.
6. Event Highlights
Recapping events after they’ve happened is a great way to follow up with attendees as well as to include those who weren’t able to make it but still want to share in the experience. With the right copy and images, you may also see participants increase their gifts.
7. Thank-you Videos
This can be as simple as a montage of those you’ve helped saying, “Thank you!” Or you can go with something more elaborate, featuring footage of your staff in action, putting donors’ contributions to work.
Either way, a sincere expression of gratitude goes a long way towards showing donors that you don’t take them for granted. When you recognize their value, they’ll know that their continued participation matters.
Closing thoughts
Not every one of these videos has to be a full-scale production. Some of them are even simple enough to put together on your phone. The intent is to find a balance of videos (and text, pictures, or whatever other tools you have access to) that allow you to be interesting, motivating, and maintain regular contact over time.
Sometimes you can be funny, other times sentimental. Sometimes you can feature interviews and other times you can film a skit around the office or illustrate a narrative with silly stick figures drawn on a whiteboard. Use your judgment and creativity to keep up an image that will appeal to your supporters.
Length is also flexible when it comes to re-engagement videos. You’re dealing with committed donors, so you can keep their attention for a good few minutes if you have something interesting to say.
On the other hand, you don’t have to make a three-minute video unless you want to. For many of these videos, you can definitely cover the ground you need to in a minute or less.
Have you tried any of the videos on this list? Do you have an idea for a re-engagement video to share? Feel free to email us and let us know.
