March 04, 2021

1. Get better email open rates

How many emails do you get in your inbox a day? 10, 50, even 100? Our inboxes are so saturated, that if a message is even opened, scrolling through large blocks of text and images is even less likely. So, when considering your outreach strategy, think about including a video. Adding video to your outreach emails can boost your open rates to 37%.

2. Video Puts a Face to Your Ask

One of the best ways to connect with donors is to help them understand who will benefit from their gift. Donors are discerning when deciding where they give and using video to tell your story will humanize your organization and the impact the gift will have.

Research shows there is a direct connection between the use of video and giving. Google published data about giving trends and found that 57% of people who watch a nonprofit video will go on to make a donation.

Giving Days are primarily a donor acquisition tool, and using video will increase the likelihood that viewers will convert into donors.

And remember that people give to people (and puppies). Use this to your advantage by showcasing the people who are impacted by your organization.

3. Get Board Members Involved

Fundraising can seem arbitrary for many volunteers and board members. A hands-on activity provides the tangible connection between the contributing member of the team and the cause. Recording short personalized videos with their phones or webcams to thank donors as they make gifts is an easy and fun way for them to get involved.

Donors feel special when they receive personal thank you videos from board members, and it increases the likelihood that they will convert from one-time giving day donors to long-term supporters.

4. Steward to Prime Next Gift

One of the best ways to build trust with donors is to show the dollars in action. Was your project goal to buy new beds for shelter dogs? Once you have purchased the beds, record a simple video of your happy tail-wagging pups enjoying their new amenities. Closing the loop on gifts is critical.

Once you follow up with impactful stewardship, it will be much easier to ask again in the future. You can even reference the previous videos you shared in follow-up communications and in your next ask. An example of this messaging could be: “As you saw in our video from last giving day, the shelter dogs are living a much more comfortable life before their adoptions. Make your gift now to keep those tails wagging!”

You will have established trust with your audience and concretely demonstrated that you are dependable and take actions on your word. Showing the outcome of your giving day reassures donors that the money they gave you was used how they intended.

Next Steps: Learn how to make an impactful, donor-centric video.

Using video for your giving day is an effective tactic to strengthen your organization’s outreach. You will be able to personalize your communications, demonstrate impact, and create engaging stewardship touches that resonate with your audience.