March 08, 2021

As the world becomes more tech-savvy, video campaigns can replace writing thank you notes or crafting lengthy email communications while increasing the likelihood of starting a dialogue with a recipient. In one example, the team at Rowan-Cabarrus (N.C.) YMCA sent over 725 videos in a single day to share the story of how the youth development leadership programs are making a difference in the children they serve. By taking the time to embed a video in an email, the organization witnessed a direct correlation between fundraising and mission-related programming success. Videos can be as simple as a development director taking the time to share a short story about recent client success or providing a brief update on an exciting announcement. An individual can share her testimonial; a scholarship recipient can speak to how meaningful the funds have been to him and his family.

Incorporating fundraising videos into overall fundraising plans for nonprofits allows the organizations to tell donors why their gift is needed without the expenses of a large gala or event. Candid Learning shares that virtual events and videos are scoring impressive results because the costs are minimal. Videos and virtual events reveal that donors don’t go to events to enjoy the meal or company. They go to support the causes they believe in. The most successful virtual events or fundraising campaigns are ones in which the donors received a brief video update, which they can view at their convenience. Research conducted in response to the Coronavirus Pandemic showed that when high wealth individuals lost control of how they spend their money (travel, entertainment, and access to other luxuries), philanthropy stood out as a direct way to apply their wealth. As more individuals spend time at home seeking entertainment, a video with an inspiring message can be just what they are looking for. An online fundraising video that includes a strong call to action, with an easy way to contribute, such as ApplePay, allows the individual to learn and donate from their phone's convenience, without even needing to stand up and locate a credit card.

Video campaigns are a low-cost stewardship tactic, which is why nonprofit organizations of all sizes are incorporating them in fundraising plans. In 2018, Currents magazine highlighted a donor appreciation video by the University of Queensland in Australia as one of the top stewardship ideas of the year for explaining the impact of gifts from a future student's perspective. The video is recorded from a child who grew up with access to programs and resources only possible because a contributor made a gift twelve years before the student benefited directly. Bloomerang contributing expert, Claire Axelrad, J.D., CFRE, shares that stewardship videos keep donors happier for longer because they offer a tangible way to show the donor's that their gift is helping. A nonprofit thank you video creates a value exchange between your donor's contribution and what you give back to them. While a thank you card and phone call will always be necessary, research has shown that sending multiple thank you messages through various channels makes donors see how important they are to you and your organization. Video can easily be shared with a partner or friend via email or social media, increasing the organization's awareness.

Prospective and current donors want to know that their gift is helping you strengthen your mission, and they want to feel valued by the organization they are contributing to. Videos are a simple way to inspire a personal connection to the organization in a low-cost and effective way. Five years ago, the ALS Ice Bucket Challenge showed us that simple, effective asks could inspire the support of millions. While that magic was unexpected, the lessons and strategies received from the campaign can be shared and recreated by organizations of all sizes. Online fundraising and a thank you video is a strategy that all organizations can deploy at any time. Through thoughtful planning and effective implementation, personalized video builds donor relationships in new ways at a low cost.