Apr 9, 2019
Donor development and fundraising is critical for your
non-profit organization to succeed. Phil Cooke shares five
important keys to producing successful fundraising videos that can
engage potential donors with your vision and encourage them to
partner with you in the mission of your ministry.
Hundreds of nonprofit organizations and religious ministries use
fundraising videos to tell their story. It’s a powerful medium, and
along with other projects, our team at Cooke Media Group produces
fundraising and donor development videos for some of the largest
nonprofits and ministries in the country.
After years of producing these around the world, we’ve
discovered some important keys to creating an impact with the
audience. The next time your organization considers a promotional
or donor video for your website or to show at a live event, here
are five important principles to remember:
- Keep it short. Some studies indicate as many
as 66% of viewers stop watching a video after the 2 minute mark.
For a live presentation you have a captive audience, but even then
I rarely produce anything longer than 4-6 minutes. Leave the
audience wanting more. As a famous opera singer once said, “You
need to stop singing before the audience has stopped
listening.”
- A successful video isn’t about facts, it’s about
emotion. The audience won’t be moved by the fact that last
year you served 10,000 meals, housed 500 homeless people, or built
a medical clinic in the Congo. They want to see the lives changed
because of what you did. Stop using statistics with fancy graphics
and start telling stories. Never forget that video is about
emotion, and if you need to share facts, then print them on a
brochure or put them on your website.
- Don’t create a music video. I don’t care how
much that worship song by Chris
Tomlinmeans to you, illustrating a song with shots of your work
doesn’t impress anybody. Interview people and let them tell the
story or have a narrator do it. Music videos rarely lend themselves
to sharing your vision, showing the results and calling people to
action.
- Do it well. Your brother-in-law may have a
home video camera, but trust me – he’s not going to show the
emotion, the drama, or the story an experienced professional will
capture. The point of a donor development video is to call the
viewer to action, so get the kind of advice you need to do it well.
I can’t stress enough the potential of a compelling video
presentation, so don’t leave it to chance. Be creative, be
contemporary, and most of all, be strategic.
- Have a call to action. Make sure you include an “ask” in your
video. People want to give; it’s your job to make sure you
specifically ask them! Keep in mind that it’s not about asking for
money; it’s about asking viewers to support the vision of your
ministry or organization.
Potential donors want to hear your story, and in today’s visual
culture, showing a powerful video is an incredible tool. The
question is: What’s the story your organization needs to
tell? – Phil Cooke
Want help telling your story or creating a donor development
strategy? Cooke Media Group can amplify your message so you are
reaching the audience you hope to reach. Find out more about
here: https://www.cookemediagroup.com
For more on donor development and how to produce a great
fundraising video, visit Phil’s blog at https://bit.ly/2I6dcBc
Get a free eBook on Creativity! Sign up for Phil’s blog at
https://www.philcooke.com
Listen to the Phil Cooke Podcast here:
https://itunes.apple.com/us/podcast/philcookes-podcast/id1439369056
Visit Phil Cooke’s YouTube channel at https://www.youtube.com/channel/UCzivfiicpepFmAv5ZblgYWQ