57% OF ONLINE DONORS MAKE A GIFT AFTER WATCHING AN INSPIRATIONAL FUNDRAISING VIDEO - MOBILECAUSE
The benefits of video extend beyond simply having an additional platform to share your organization’s mission. Video has the power to inspire your donors into action. It has the power to share your story not just as words on paper, not just as a second-hand message, but with the raw emotion that shows the true impact of your work. It has the power to increase the reach of your message so you can take your mission further than ever before.
Below are ways video can be used to help your nonprofit reach 3 common marketing goals.
HOW DOES VIDEO FIT INTO YOUR ORGANIZATION’S MARKETING EFFORTS? IN THIS 6-PART IN-DEPTH SERIES, I’LL EXPLAIN HOW VIDEO CAN BE USED AS A TOOL IN THE MARKETING STRATEGY OF 6 DIFFERENT TYPES OF ORGANIZATIONS: NONPROFITS, SALONS, FAIRS & FESTIVALS, RESTAURANTS, WINERIES, AND INSURANCE AGENCIES.
GROW ONLINE FUNDRAISING
Whether your organization receives a majority of its donations via checks sent in the mail or as online donations, increasing your appeals for online gifts is imperative to the future success of your mission.
According to the BlackBaud Luminate Online 2017 Benchmark Report, the average online donation for a first-time donor to a new organization is $104.89 - an increase of 1.6% from 2016’s report. Naturally, that varies by industry; so, here’s the break-down of average online donations of first-time donors to just 5 of the 13 listed industries in the report:
Higher Education (the highest dollar amount): $215.05
Human & Social Services: $151.34
Disaster & International Aid: $102.22
Animal Welfare: $64.23
Public Broadcasting Stations (the lowest dollar amount): $27.33
What does all of this have to do with video? Well, as you saw above, over half of online donors make their gift after watching an inspirational fundraising video.
Video has the ability to motivate everyone associated with your organization (and even those who aren’t yet) into action. Your board members will love showing a heart-warming video about a life your organization changed when speaking with potential donors. Your Giving Tuesday campaign will benefit by being more engaging through the use of an exciting call-to-action through your video. Your mission- the heart and soul of it - will reach further and connect more deeply through the emotional storytelling capabilities of video.
Really, though, how much does video actually impact our decision to purchase a product or donate to a charity? Check out this short video to find out!
APPEAL TO MILLENNIAL DONORS
How do we get millennials to donate to us?
When I worked solely in the nonprofit industry, this was a question that came up time and time again. As a millennial myself, it’s one that I find a little frustrating. Here’s why: 87% of millennials donate to charity, according to MobileCause.
I want to be really honest with you right now, and I hope that’s ok. If you don’t have millennial donors, it’s not because millennials don’t donate. It’s because you aren’t reaching out to them properly.
Millennials are most likely to donate via mobile, give in response to videos, and prefer to give via crowdfunding campaigns.” - MobileCause
Why should you care about reaching out to millennials? Well, because they’re the largest generation in America right now. Millennials are not the annoying teenager listening to music with obnoxious headphones while walking on your nicely mowed lawn anymore. They’ve graduated college. They’re starting families. They’re buying houses. They have stable jobs. A vast majority of them donate to charity! They are your ideal target audience for gaining new donors - and it turns out that they give in response to videos - more specifically, videos that they probably watched on their phone.
So, now that I’ve convinced you that video is a necessary tool to add to your marketing strategy, what’s next? Well, to the right are 3 tips for creating effective nonprofit videos. Keep these in mind as you move forward - whether you hire Yellow Wood Media Solutions, create your own videos in-house, or hire another production team.
If you’re interested in setting up a free consultation with Yellow Wood Media Solutions, contact us today! Yellow Wood Media Solutions does offer a 10% nonprofit discount to nonprofits that sign a contract with us as a way to say, “Thank you” for the amazing work they do in the communities we all live, work, and play!