The Digital Future of Philanthropy Engaging Donors with Online Video Jessica Kizorek Association of Fundraising Professionals February 18, 2010
“Online viewing is no longer a novelty.” New York Times
The Sobering Facts Outdated approach to online fundraising may be costing Non-Profits as much as $100 billion. Recent study surveyed significant donors (average age 51) whogave an average of $10,896 per year. Less than half thought charities did enough to connect withthem online. Additionally, less than half were inspired by charitywebsites or considered them well-designed. (Convio, Edge Research, Sea Change Strategies )
Online video is changinghow people absorb information & make decisions.
As a Fundraising Professional: Why Would You Use Video?
7 Reasons to Use Online Video: 1. Raise More Money 2. Communicate Effectively 3. Raise Awareness 4. Build Trust 5. Make An Emotional Impact 6. Train Volunteers 7. Increase Media Coverage
1. Raise More MoneyCommunicate precisely what you needImmediately answers questions; quicker funding decisionsGives supporters a VIRAL tool to share enthusiasm
Why it worksPlaces the viewer in the environment, eliminating misconceptionClearly conveys the challenges being facedIllustrates the progress toward resolution
3. Educate & Raise AwarenessPositions issues as real life problems - not media hypeProvides relevant background information and assessmentGives viewer an understanding of different ways to participate