Why Use Video to Engage New Donors

Fundraising is a tricky field, especially when it comes to reaching new donors.

Your organization does so much good; you have the gratitude and esteem of countless people. But while of course you value the generosity you already receive, you can’t let your support base stagnate. In order to keep going, you need new backers all the time – and this inevitably means approaching people who aren’t already familiar with your work.

Email campaigns bring you into contact with a lot of potential donors, but this method comes with some serious obstacles. No matter how good a writer you are, email is somewhat impersonal – words on a screen from a faceless, unknown source. Charity, meanwhile, is one of the most personal acts out there; nobody can solve every problem, so people devote themselves to causes they have a relationship with. Given the distance between your computer and the recipients’, this puts you at something of a disadvantage. How can you build a relationship from their inboxes?

You know and we know that you’re worth the investment. But these strangers? Not so much. And remember, they probably have a lot of prominent NPOs competing for their attention. It’s hard to blame them when they’re skeptical, closing down pathways of communication or giving you a hard time if you manage to get a meeting. They don’t have an unlimited supply of interest to go around. You have to impress them right off the bat.

That’s why a video pitch has so many advantages.

Video stands out

Wealthy philanthropists receive a barrage of emails every day. Many of these letters throw around the same stock phrases and platitudes. The words lose all meaning very quickly.

Just having a video means that your organization will be remembered in the sea of monotony. Offering something different, let alone something as dynamic as a video, goes a long way toward earning you a second look, especially if your video is aimed specifically at the donor. And getting yourself noticed means that you now have at least one shot to convert the viewer to your cause.

Who knows? They might be so grateful that you’re at least entertaining them, they’ll decide to thank you with their checkbooks. 

Video makes the most of their time

There’s a reason that we say a picture is worth a thousand words. It’s a visceral experience that can hit home in a single instant.

People’s expressions, gestures, tone of voice, and body language can communicate in one moment an idea that would take paragraphs and paragraphs to argue convincingly.

90 seconds are all you need to draw them in. People are usually curious enough to click on something so short and undemanding. But in one 90-second video, you can make your value crystal clear.

Video creates an emotional connection

We’ve talked before about how video is the most efficient way to create an emotional connection. Authentic interviews and footage, music and editing combine to tell your story to incomparable effect.

People support causes with their hearts. The best way to get them involved is to get them passionate. And the first step is to reach out to them using a medium that is known for its emotional power.

Once your video has garnered a response, you’ll be ready to move into the next phase of your cohesive donor relations plan. You’ll use various strategies to create a lasting bond and cultivate your connections over time.

Starting this process with video gives you the best chance of seeing some worthwhile returns. It’s a polished, persuasive way to jumpstart your donor acquisition efforts.