The Digital Future of Philanthropy: Engaging Donors with Online Video
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The Digital Future of Philanthropy: Engaging Donors with Online Video
- 1. The Digital Future of Philanthropy Engaging Donors with Online Video Jessica Kizorek Association of Fundraising Professionals February 18, 2010
- 3. “Online viewing is no longer a novelty.” New York Times
- 4. The Sobering Facts Outdated approach to online fundraising may be costing Non- Profits as much as $100 billion.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) who gave an average of $10,896 per year. Less than half thought charities did enough to connect with them online. Additionally, less than half were inspired by charity websites or considered them well-designed. (Convio, Edge Research, Sea Change Strategies )
- 5. Online video is changing how people absorb information & make decisions.
- 6. As a Fundraising Professional: Why Would You Use Video?
- 7. 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
- 8. 1. Raise More Money Communicate precisely what you need Immediately answers questions; quicker funding decisions Gives supporters a VIRAL tool to share enthusiasm
- 10. Why it works Passionate call-to-action Challenges the viewer to take personal responsibility Invites viewer to immediately donate via the website
- 11. 2. Communicate Effectively Creates a personal connection between viewer and cause Quickly and easily digestible for fast-paced world Captivating, yet to-the-point and informative
- 13. Why it works Places the viewer in the environment, eliminating misconception Clearly conveys the challenges being faced Illustrates the progress toward resolution
- 14. 3. Educate & Raise Awareness Positions issues as real life problems - not media hype Provides relevant background information and assessment Gives viewer an understanding of different ways to participate
- 16. Why it works Presents the story behind the cause Clear, focused, gets the point across Doesn’t require a lot of intellectual effort to understand
- 17. 4. Build Trust Proves proper usage of donated funds Illustrates where, when and how contributions are spent Fosters long term relationships between donor & cause
- 19. 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?”
- 20. 5. Make An Emotional Impact Brings stories and faces to life - makes it real Puts viewer onto the front line through sensory experience Motivate your target to take an immediate, more active role
- 22. Why it works It conveys the gratitude felt by those who contribute Shows first-hand the impact on those being served Real life. Real struggles. Real results.
- 23. 6. Train Volunteers Text Shows them exactly what to expect and anticipate Saves time and money / streamlines operations Allows volunteers to be prepared and “hit the ground running”
- 25. Why it works Eases concern about the “unknown” Provides a visual tour of the program and its environment Generates enthusiasm and reinforces the desire to participate
- 26. 7. Increase Media Coverage Maximize coverage by providing content reporters want Speed up the process by having an EPK (Electronic Press Kit) Using video allows for exposure on emerging platforms
- 28. Why did that video work?
- 29. Online video is changing how people absorb information & make decisions. What are you going to do about it?
- 30. Slides www.twoparrot.com/afp.pdf Comprehensive Training “How To” Make Your Video h"p://www.awaionline.com/videomarke4ngprogram jessica@twoparrot.com