NTEN 2011 Knowledge Share: Using Video to Raise Funds

Courtney Pemberton

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Posted on April 8, 2011

Posted in Media, Non-Profit, Official Schipul Blog, Social Media, Technology | Comments Off

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This year’s Nonprofit Technology Conference (NTC) was one for the record books. CiviCRM was a buzz, making open-source software the hero for a multitude of constituent management woes. Speaking of CRMs, have you ever heard of a SocialCRM, yep…it’s coming people! And of course there was Google, never one to show up empty handed, launching “Google for Nonprofits” with the most adorable chocolate bars in tow. There were so many new, and often misspelled, online fund-raising technologies being discussed that many might have walked away a tad overwhelmed.

So what’s an organization to do? What is the best way to raise money online?

One word – VIDEO. And let me tell you why…

While meandering around NTC, a session caught my eye called, “Videos that Raise Money” (See3 Communications). I like videos, and I like helping our nonprofit clients raise money so I figured this would be a win/win situation. Then BAM…statistics were thrown right in my face:

“In December 2010 ComScore reported that 85% of US internet users watched online video, 88.6 million people watched online video on an average single day and the average American spent more than 14 hours watching online video (ComScore, February 2011)”

Geez, whatever happened to playing outside, but I digress…

This data cannot be ignored, and with all of the inexpensive ways to produce videos, nonprofits need to utilize this growing audience to increase awareness and of course, increase online donations.

Ok, so where should an organization begin? According to the guys over at See3, fund-raising has a life cycle and video becomes increasingly relevant during each stage.

Video Fund-raising Life Cycle

Awareness & Identification

Get people to think about the problem and how your organization is dealing with it; and remember, simplicity can force someone to listen.

“It’s in Your Hands”www.tippytap.org

Solicitation

Go ahead and just ask; allow your donors to create social capital.

“Seriously, Serious PSA”www.malarianomore.org

 

Acknowledgement

Just say thank you.“The Boy Who Lived”www.uncultured.com

 

Engagement

Show your donors where their money went and how much it has helped your organization.“Prayer Answered in the Form of a Dairy Cow”www.worldvision.org

 

Stewardship

Let your donors know the bigger impact.“Stand With Haiti”www.oxfam.org


 

 

Check out the entire presentation on See3′s slideshare!

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