Tools and Tips

Tips for Nonprofit Video Fundraising

Non-profit and charity organizations are recognizing more and more the impact that utilizing video can create for their fundraising campaigns. The good news is that creating a non-profit video is not only much more prevalent, but easier and less expensive than ever.

Best Nonprofit Video Fundraising Strategies

Utilize Animated Videos

Explaining your nonprofit program’s details and objectives through animated videos help topics come to life through visualization and voice. Use of graphics in video allow you to convey your message quickly and effectively. Sharing charts, graphs, photos and key phrases in motion are effective teaching concepts that are easily included in animated videos. As well, video animation takes away the limitations of what real people and real life communications convey.

You may wish to explain to your donors the specifics regarding operating costs and the support you need. Or you may wish to explain how your website donations page works and go through step by step how to make a donation. Animation is clearer and easier to understand than text.

DoJiggy recommends video producer 30 Second Explainer Videos for creating simple, animated campaign videos. They offer affordable prices and an easy production process. We have worked with them on multiple video projects and the process is simple:

  1. Pick your style and video length (they offer 2 styles of videos)
  2. Answer a questionnaire which defines your goals for the video
  3. Approve the script or provide feedback
  4. Review the animation and provide feedback

Nonprofit Video Fundraising

Video Planning

In the past, nonprofit video fundraising was thought to be successful through casting stars, great sound and an expert video producer. Yet new evidence shows these attributes to be far less important in nonprofit fundraising. It is more about understanding who your audience is, how you wish to affect them, and offering a clear call to action. Brief, entertaining video that is low cost is drawing more donors to charity organizations.

Video Writing and Scripting

Your nonprofit video will be as good as the writing and content are. Allow for sufficient time for your nonprofit staff to write and discuss the content. Spend time tossing out ideas, and next agree on the message you wish to convey in your nonprofit video. Come to a consensus on the video content and writing, and realize this is the most important aspect.

Video Creation and Production

Competition for getting your video noticed is very high. Think of the number of videos you watch in a day. Yours must compete. If folks like your video on social medial channels, they are more likely to visit your nonprofit website and donate to your cause.

Entertaining videos that are also informative is a good direction for nonprofit videos. This works especially well for animated videos. Your producer or video production partner will guide you in the simple steps of putting it together.

Your video production partner should provide a questionnaire to help your group prioritize ideas. For nonprofits and nonprofit video producers alike, keeping your project on time and on budget is easy when proper time has been put into the initial stages. Animated video templates make the process easy.

Creating a Clear Call-to-Action

Of course you want to educate people about your cause, but you need to be more specific if you want to raise money with your video. If your goal is to drive traffic to your donation website, the end of your video must give a clear call to action with the web link to your website. Be bold and tell your viewers what you would like them to do. Suggest a donation amount or amounts and what that amount can do. Offer the benefits and rewards of becoming a donor.

Posting Your Video on YouTube

Now you’ve created your video. A great way to get your video seen is by posting it on YouTube. Here are some tips:

  • Add your video to your YouTube page or create a new page, if your organization doesn’t already have one.  Feature your most current video on the front page.
  • Add your own thumbnail. Do a little research on thumbnails by looking at what is available on YouTube. Chose one that is fitting for your nonprofit and draws your audience in particular.
  • Choose a short title. You don’t need a title that holds a description. Choose a brief title that draws your nonprofit audience.
  • Add a video description. Entertaining your audience begins with your nonprofit video description. Your objective is get people to click on the video link.
  • Use keywords in your video title and description. Think broadly as to what your followers may search for – they may not be searching for a video. Apply the same science of non-profit SEO when posting YouTube videos.
  • Use YouTube nonprofit annotations. Get a jump on your competition by using annotations specifically for YouTube nonprofit users.
  • Change your video posts. Attract more viewers to your video by changing the title during the first month of posting it. Post it often to social media platforms.

Nonprofit Video and Donor Retention

Make some personal thank-you videos for new donors using your mobile phone. Thank a business or donor who has helped you reach a goal or has given extra this year. Create a short video to say thanks for the time a specific donor has given your nonprofit.

Thanking your donors through video shouldn’t be reserved just for year-end giving campaigns. Acknowledge their contributions and donations through thank you videos year-round.  A short video of thanks engages donors and thanks them on social media. Potential donors see this and are attracted to your charity organization.

Consider having the thank you come from those who are helped by the donation. There are many forms of delivery in thanking donors through short nonprofit video. They will enjoy being thanked by program leaders, CEOs, staff they have worked alongside on projects and programs, and direct recipients of their donations.

Video and your Nonprofit Website

Utilizing video throughout your nonprofit websites offers people a fast way to learn what you offer and how they can get involved. Nonprofit crowdfunding events present a great forum to create excitement with the use of videos. Volunteers speaking on video of their work and the benefits of volunteering will draw more volunteers and donors.

DoJiggy’s non-profit fundraising software makes it easy to add impact with videos. Our state-of-the-art platforms present videos with precision and clarity and ensure they’ll play well for donors.

Fundraising Events and Animated Video

Nonprofit and school crowdfunding events offer opportunities to get videos seen and draw donors to your cause. Consider a few different videos during your fundraising campaign. Use an animated video to explain what crowdfunding is and how to donate to your website. Explain where your event is and what your needs are along the lines of volunteer recruitment.  Create animated videos to let potential peer-to-peer fundraising participants and donors know what your specific financial needs are for a new library or science lab.

In summary, the current trend is using animated and short videos for nonprofit video fundraising. Longer and more expensive videos are still great. Yet the attention spans of potential donors clicking through websites, Twitter, Facebook, Instagram and other digital platforms are brief. Statistics show the importance of creating nonprofit videos and getting them seen.

About Maureen Peine

Maureen has been writing and marketing for DoJiggy for over 7 years, and has a strong background in nonprofit fundraising. While with The Nature Conservancy for 7 years prior to DoJiggy, she learned the inner workings of marketing to the State of California within the external affairs department. Her heart is in her writing as she believes in the power of change through nonprofit organizations.
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