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The Digital Future of Philanthropy: Engaging Donors with Online Video
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The Digital Future of Philanthropy: Engaging Donors with Online Video


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Association of Fundraising Professionals

Association of Fundraising Professionals

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  • 1. The Digital Future of Philanthropy Engaging Donors with Online Video Jessica Kizorek Association of Fundraising Professionals February 18, 2010
  • 2. “Online viewing is no longer a novelty.” New York Times
  • 3. The Sobering Facts Outdated approach to online fundraising may be costing Non-Profits as much as $100 billion.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 )
  • 4. Online video is changinghow people absorb information & make decisions.
  • 5. As a Fundraising Professional: Why Would You Use Video?
  • 6. 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
  • 7. 1. Raise More MoneyCommunicate precisely what you needImmediately answers questions; quicker funding decisionsGives supporters a VIRAL tool to share enthusiasm
  • 8.
  • 9. Why it worksPassionate call-to-actionChallenges the viewer to take personal responsibilityInvites viewer to immediately donate via the website
  • 10. 2. Communicate EffectivelyCreates a personal connection between viewer and causeQuickly and easily digestible for fast-paced worldCaptivating, yet to-the-point and informative
  • 11.
  • 12. Why it worksPlaces the viewer in the environment, eliminating misconceptionClearly conveys the challenges being facedIllustrates the progress toward resolution
  • 13. 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
  • 14.
  • 15. Why it worksPresents the story behind the causeClear, focused, gets the point acrossDoesn’t require a lot of intellectual effort to understand
  • 16. 4. Build TrustProves proper usage of donated fundsIllustrates where, when and how contributions are spentFosters long term relationships between donor & cause
  • 17.
  • 18. Why it works Viewers see their contributions “at work” Authoritative narration lends to increased credibility Addresses concerns of skeptics: eliminates the question,“Where is my money going?”
  • 19. 5. Make An Emotional ImpactBrings stories and faces to life - makes it realPuts viewer onto the front line through sensory experienceMotivate your target to take an immediate, more active role
  • 20.
  • 21. Why it worksIt conveys the gratitude felt by those who contributeShows first-hand the impact on those being servedReal life. Real struggles. Real results.
  • 22. 6. Train Volunteers TextShows them exactly what to expect and anticipateSaves time and money / streamlines operationsAllows volunteers to be prepared and “hit the ground running”
  • 23.
  • 24. Why it worksEases concern about the “unknown”Provides a visual tour of the program and its environmentGenerates enthusiasm and reinforces the desire to participate
  • 25. 7. Increase Media CoverageMaximize coverage by providing content reporters wantSpeed up the process by having an EPK (Electronic Press Kit)Using video allows for exposure on emerging platforms
  • 26.
  • 27. Why did that video work?
  • 28. Online video is changinghow people absorb information & make decisions. What are you going to do about it?
  • 29. Slides Comprehensive Training “How To” Make Your Videoh"p://