Videos That Raise Money

Videos That Raise Money: How Your Next Video Can Be an Effective Fundraiser #11NTCvideo Nasser Asif Danny Alpert

About See3 We are an interactive communications agency that works exclusively with nonprofits, foundations, associations, and social causes. We specialize in online strategies and campaigns, video production, and web design & development. See3 uses new media - especially video - to activate people and advance social causes.

About See3 Danny Alpert , Executive Producer, is a producer, director and editor whose films have been nominated for Academy and national Emmy Awards, and have aired on PBS, HBO, A&E and at festivals around the world. In addition to making full-length broadcast documentaries, Alpert is an expert in media messaging for nonprofits and repurposing video assets for internet distribution.

About See3 Nasser Asif, See3’s Director of Marketing and outreach. He is a specialist in communications planning and new media activation. Formerly an account supervisor and new media planner in the advertising industry who worked on brands like Procter & Gamble, U.S. Cellular, Mastercard, and BMW. He’s an expert in using new media to active nonprofit donors and constituents.

About See3

Online Video is Key to Fundraising

The American Red Cross raised $7.75-million as of Sunday afternoon Eastern time. Video driven text-message contributions accounted for $1.1-million of that total. Source: Chronicle of Philanthropy The Recent Disaster in Japan

Catholic Relief Services had raised $450,000 as of Monday afternoon. They were able to create and distribute a call-to-action video the day after the earthquake. The Recent Disaster in Japan Source: Chronicle of Philanthropy

World Vision U.S. had raised $848,000 as of Monday morning. Text-message donations totaled $8,200. The Recent Disaster in Japan Source: Chronicle of Philanthropy

Some Numbers for You In December 2010 ComScore reported that 85% of US internet users watched online video, 88.6 million people watched online video on an average single day , up 32% from December 2009 and the average American spent more than 14 hours watching online video (ComScore, February 2011) More than 24 hours of video is uploaded to YouTube every single minute There are as many people over 55 watching video on YouTube as there are under 18. Cisco predicts that 90% of the web’s data will be video within four years

For-Profits Understand This Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. (Comscore, August 2010) Zappos reports a 6% to 30% increase in sales for products with video. (ReelSEO, December 2009) Fundraisers Can Use This Video means increased awareness/mindshare, interaction, word of mouth, and ultimately more conversions There is an intersection of video and e-commerce

Fundraising Has a Life Cycle

Video is Relevant Across this Lifecycle

A video that asks for money A video that thanks Awareness of the issue. A video that gets people thinking about a problem and how an org is dealing with it . A video that shows why donors should double down A video that shows where the money went and how your donation helped

Awareness & Identification “ It’s In Your Hands” by WatershedMG

“ Seriously, Serious PSA” by Malaria No More Solicitation
“ Online giving has an advantage here. You can make the act of giving instantly and visibly social” – Katya Andresen
Share the video with social networks
Affiliating yourself with a cause means making a declaration
Helps donors create social capital

Acknowledgement “ The Boy Who Lived” by Uncultured Project/Nerdfighters

Engagement “ Prayer Answered in the Form of a Dairy Cow” By World Vision

Stewardship “ Stand with Haiti: One Year After the Earthquake” by Oxfam

THE ANATOMY OF A VIDEO Not a video

Successful Videos have Clear Elements … but from 2 perspectives: Org/Producer The Viewer

Identification – as a viewer, you identify with the person in the video or you identify with the topic and understand its connection to your life – it’s about you Makes you feel something – elicits emotion and speaks to a human truth “ Giving is emotional and irrational” – Katya Andresen Makes you understand something – leaves you with something you didn’t know before…and in this case it primes you for action Call to action/Call to impact – asks you to move and do something (donate, pass it on, etc.) that will lead to change Success from the Viewer’s POV

An Example: “Meet the Digits” Ronald McDonald House Charities of Austin

What Did We See?
Audience?
Message?
Identification?
Emotion?
Understanding?
Action?

WHO ARE YOU TRYING TO REACH?
Clear understanding of who you’re trying to reach – your audience is specific, there’s no such thing as a general public
WHAT ARE YOU SAYING?
A clear message – you know exactly what you’re trying to say to them. You are saying it in the clearest way possible
Remember your proposition – “Support us and we will end hunger in Washington D.C.”
WHAT DO YOU WANT THEM TO DO?
A clear call to action – you know exactly what you want them to do
Success from the Producer’s POV

An Example: “The Last Measle” American Red Cross

What Did We See?
WHO are they trying to reach?
WHAT are they saying?
WHAT do they want you to do?

STORYTELLING

Rules of Thumb Be Genuine Viewers want to connect with the work that your organization is doing. Focus on content that is compelling rather than what’s “ cool” Keep It Short Powerful videos are often under two minutes long. The effort you put into keeping it short will go a long way in helping you focus your message Keep It Simple Try to focus on one main topic (i.e. an event, one person’s story, a lesson, a testimonial). It’s easier to get excited about a video that is focused From our friends at flipvideospotlight.com Communicate Urgency People will act when you can demonstrate that the issue is urgently important that their donation will make a difference in the short term

Tell Your Story (as an org) Charity : Water

Leverage the Cultural Moment A remix of Justin Beiber’s singer’s for the ACS’ “More Birthdays” campaign by the in honor of Mr. Bieber’s 17th birthday is now the most popular video on the nonprofit’s YouTube channel. This video has about 14 times as many views as ACS’s second most-popular video

Use Video Personalization
Personalized video makes your audience a part of the story
A 1:1 connection that appeals to the way people identify with causes
Click Icon to Play

Make Your Video Interactive: Like YouTube Annotations
Annotations – free through the nonprofit program – allow publishers to create clickable links within their videos
Link to homepages, donation forms, or campaign microsites
This is just one part of a smart distribution strategy

Think About Distribution
Set realistic goals
Define your fundraising goals and what successful ROI looks like
Define your audience and scale success metrics (like views) accordingly.
Before you even think about production, plan your distribution. How are you pushing this out? If your audience is limited
Research your peers and competition. Services like Visible Measures let you benchmark the video success of other players in your space. Go out into the world and see what’s effective

Start with your existing channels – video needs to roll up into your content strategy. Before you spend a dollar on media, assess the ways you’re already pushing out your messaging.
Channel aggregators like TubeMogul can be significant reach multipliers
Explore integrations with you CRM to give you a path to the conversion process (direct response)
Think About Distribution

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Videos That Raise Money

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