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.
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. 😉
“You’re welcome!”
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.
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.
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.
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