Harnessing the Power of Web Video - Association Foundation Group Conference 2011
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A presentation that offers a concrete case of results achieved by a national association using Web video for fundraising and membership recruitment. The association was the Society of Former Special Agents of the FBI, and it collaborated with MiniMatters, a Washington, D.C.-area Web video marketing and production firm specializing in short Web videos.
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Harnessing the Power of Web Video - Association Foundation Group Conference 2011
- 1. Harnessing the Power of Web Video Today’s messaging tool to enhance and integrate Fundraising, Communications, and Member Recruitment Presented by: Anita Parker, Director of Development Former Agents of the FBI Foundation Barbara Haupt, President and Elissa Leif, CEO MiniMatters , LLC
- 2. Objective: Through the example of the Society of Former Special Agents of the FBI and the Former Agents of the FBI Foundation, you will learn how Web video can help to: Raise funds Recruit new members, and Communicate your message to acquaint prospective members and donors with your organization
- 4. Situation Analysis Society members are solicited twice annually to support the Foundation (spring and holiday); in addition, the annual dues renewal includes an invitation to contribute to the Foundation. #1 complaint - the members did not know what the Foundation did.
- 5. Primary Objective To educate members utilizing: articles in the monthly magazine, a new Foundation brochure, and a compelling video that can be uploaded to the web, e-blasted to members, shown at Chapter meetings, etc.
- 6. Solution Develop a marketing/communications plan to include: A case for support Utilizing the Society’s monthly magazine to promote/ feature the Foundation Telling the stories of needs the Foundation has met, using beneficiaries when possible
- 7. Solution Create a Foundation “DVD brochure” which can be used: Online, through web site and via e-blasts to membership By Regional Vice Presidents when visiting local chapters At Regional and National Conferences to promote the work of the Foundation By Chapter Chairmen at 125 local chapters When visiting with donors, etc.
- 8. Video Production & Rollout Plan
- 9. The Result Four Videos: 1. Meet the Society 2. Life After the FBI 3. Changing Lives 4. Your Donation Changes Lives
- 10. Video Plan
- 11. IMPORTANT! Each video includes a “call to action,” inviting members to do something – (i.e., donate now, join, call, etc.)
- 13. The Results (Holiday): 17% increase in number of donors* 43 new donors 31% increase of donors at $250+* 21% increase in donors of $100+* Average gift –$87 14% increase in funds raised* 4 new planned givers *as compared with 2009 Holiday solicitation
- 14. Member Reaction One member saw the video and re-joined the Society, commenting that the reason he re-joined was because of the video. He had no idea what the Foundation did until he saw the video! One Trustee personally sent the video to a major donor located in his region.
- 15. Your Four Steps for Web Video Marketing & Messaging Production Hosting & Posting Distribution
- 16. 1. Marketing & Messaging Audience Key Message Call to Action (CTA) – Results Distribution Strategy – Multichannel
- 17. 2. Production Elements: Coordination, filming, editing Filming Includes: Camera, audio, lighting DIY vs. Pro
- 18. 3. Hosting & Posting Online Video Platform SEO Placement on Web Site
- 19. 4. Results & Analytics Evaluate Your Investment Continue to Improve
- 20. Best Web Videos for Association Foundations Foundation Overview Membership Recruitment & Retention Fundraising & Planned Giving Promoting Annual Conference & Other Events Gala Videos Virtual Tour of Facility Disseminating Best Practices Testimonials Annual Report Volunteer Training Stakeholder Engagement – video contests
- 21. Questions?
Editor's Notes
- Good morning!Thank you for joining us today – introductions.
- The Society of Former Special Agents of the FBI will celebrate its 75th Anniversary next year and the Foundation is in its 54th year. Our challenge is to remain relevant to the newest member. The video helps us tell our story in a fresh way and helps the newest member understand our relevance in the 21st Century!
- As a result of meeting at the Bridge Conference, I approached MiniMatters with the idea of developing a DVD brochure for the Foundation.
- The things we had to take into consideration were:8,000 members, with an average age of 65, while new members were mid-50sMember access to technologyCombining our fundraising need with the need to assist with member recruitment – having members understand our relevance
- Even though members responded to the annual solicitation, I was told that the #1 complaint was that they did not know what the Foundation did!That shows me a level of commitment and loyalty – How much more would they contribute if they knew about the good works of the Foundation?!
- We are fortunate to have a monthly magazine and the members love receiving it – to look at the pictures and to keep up with their former colleagues from the FBI. It also gives us the opportunity to insert feature articles, pictures, ads, etc. about the Foundation.- We had an opportunity at our last Convention in San Antonio when one member came from Houston with family to thank the members for contributing to the special needs of his daughter. We also had the opportunity for a scholarship recipient to address the members, expressing her appreciation for their investment in her education.
- June – began working for the Society of Former Special Agents/FBI FoundationJuly – Met Barbara with MiniMatters at the AFP ConferenceAugust – met with Barbara and Elissa to discuss the needs of the Former Agents of the FBI FoundationAugust – executed contract with MiniMatters to produce 4 videos to be used as follows:To tell stories about what the Foundation doesTo have members/major donors talk about why they give, and feature them in Fundraising VideoMeet the Society Video – to explain what the Society is/doesRecruitment Video – to assist with recruitment of new membersSept – interviewees were identified (factors: donors, leadership, new members, spouses, passionate members, including a diverse mix and the articulate/good-on-camera folks)September – MiniMatters came to Convention in San Antonio, conducted 20 one-on-one interviews on-site, and filmed additional footage to produce the 4 videos
- I don’t need to tell you how important it is to have a “call to action” and I appreciate MiniMatters for insisting that we have a call to action at the end of each video.
- Raise your hand if: In the last month you watched more than 10 online videos? Your organization has made a video in the last year? Your organization has a YouTube Channel? Your organization plans to make a video in the next 6 months? If you made a video, how many did it yourselves? Hired a pro? Well, you are not alone. And web video is increasingly becoming a core part of people’s time. The numbers of online videos is astounding. During January 2011, 8.5 billion videos were streamed on YouTubeIn this same period, Americans watched an average of 200 online videos (and 14 hours of online video) each month.82.5 percent of the U.S. Internet audience viewed online video.The duration of the average online content video was 5.1 minutes
- AudienceWho is your audience?What do they value/need?What is their passions?How does your organization connect people with their passion?Key messageWhat is the main “message” for your video?How do you want people to feel after watching your video?Call to Action (CTA) – ResultsWhat overall results do you hope to achieve through your video?What do you want people to do after watching? (call, set up appointment, go to donation page, register for event, download white paper?)Distribution Strategy – MultichannelWeb site, YouTube, FB, LinkedIn, Blogs, email blasts
- Parts Production (leadership, vision, organization)FilmingEditingElements: camera quality, audio, lightingDIY vs. ProBrand (quality – matches the rest of your materials). Way of interacting, organizational personality, logo, official colors/style/font, etc. Permanent – will be there for a whilePosted on your Web site vs. YouTube and Facebook, which are more casualDistribution (Web, DVD, big screen presentation)
- 3. Hosting & PostingOnline Video Platform (your video’s home; embed code; examples)SEO (tagging title, description, keywords)Placement on Web site (position, CTA-button, related materials)
- 4. Results & AnalyticsMake your investment pay offSpend your money wisely. Did the video help you achieve your results?Refine and incorporate what you’ve learned.