Last Minute Strategic Year-End Email Appeal Tips
You don’t need Hollywood quality to motivate supporters
Video marketing is taking over the world, and for good reason. Compelling videos are the best way to connect with your audience no matter where they are or what device they’re on.
For nonprofit organizations, video provides the opportunity to strengthen donor engagement and outreach across channels, especially through social networks where the medium continues to grow in popularity.
So how does video relate to peer-to-peer fundraising?
It’s all about getting people involved!
In order to get people passionate about raising money from their personal networks on behalf of your cause you have to show them why they should care.
Video is the perfect platform to help you do just that—in fact, 60% of people prefer watching a video to reading text. And it doesn’t have to be complicated.
Here are 5 simple video ideas your organization can use to encourage more participation and donations for your next peer-to-peer fundraising campaign.
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Inspire People to Get Involved
By definition, peer-to-peer fundraising depends on the support of others. Without getting people involved, you won’t have any fundraisers for your cause! That means it is vital to communicate why your organization needs their help and how they can make a difference. Video gives you the power to easily explain to your network of constituents why their support is needed.
By creating a video for the launch of your peer-to-peer fundraising campaign you provide an opportunity to capture the hearts and minds of your supporters by telling your story, showing them why you need their help, and letting them know how they can get involved by volunteering to fundraise for your cause.
Even better, you can provide simple instructions on how to sign up online or by text message right within the video itself, making the process quick and convenient for them and for you.
Remember, the shorter your video, the more people who will watch it. Be sure to cover all the information you need to relay but keep things concise—ideally 30-60 seconds.
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Show Fundraisers How to Collect Donations
You’ve spread the word about your campaign, and your supporters have signed up to fundraise on your behalf. Great! But in order to have a successful peer-to-peer fundraising campaign, you need to do more than just set them free to fundraise on their own.
By creating a video showing fundraisers how to collect donations from their personal networks, you’ll be able to quickly outline key points like:
- What to say when asking friends and family for donations
- The ways in which their friends and family can donate (mobile, online, etc.)
- Why their donations are vital to your cause and what they help you accomplish
If you’re equipping your volunteer fundraisers with mobile and online fundraising software, like text-to-give keywords, include instructions as to how it works for those who may be unfamiliar.
Unlike the first video we discussed, which is highly inspirational, the focus here should be on actually making the donation and how every dollar counts!
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Provide Fundraisers and Donors with Campaign Updates
This is a key area that many nonprofits overlook. Don’t just “set it and forget it”— communicate your progress with supporters to keep them interested and motivated in helping you raise more money.
You can easily accomplish this by putting together videos when you’ve reached 25%, 50% and 75% of your goal. These videos should be simple to put together. No need for major production value here!
Simply have someone from your organization speak in front of the camera for 15-30 seconds, letting viewers know how much money they’ve helped you raise and how much you have until you reach your goal. Round it out with a few words of inspiration and appreciation and you’re golden.
The videos can be sent via email, text message, or social media. This is also a great opportunity for your organization to try out Facebook Live, which will notify your followers that you’re currently broadcasting a live video, helping you get your message right in front of the people who care about your cause.
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Keep the Momentum Going
Throughout your peer-to-peer fundraising campaign, you’ll likely be sending out ongoing communications like emails, social media updates, and text messages. But remember, the key to successful fundraising lies in inspiring people, not just asking for money!
A good rule of thumb is to send 3-5 pieces of compelling content between every fundraising ask.
Video is arguably the most compelling form of content as it allows you to combine photos, footage, and testimonials that showcase your mission in order to get people to care.
Not sure what kinds of video to post or where to find content? Ask staff and volunteers for any footage or images they may have from past fundraising events, volunteer opportunities, or days of giving. Anything that shows supporters the difference your organization makes!
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Show Supporters How Grateful You Are
One of the most important parts of any fundraising campaign is saying thank you to those who gave time and money to make it happen.
For peer-to-peer fundraising campaigns, your volunteer fundraisers should be the main focus as they are helping you raise money for your cause. Be sure to communicate how grateful you are for their support! A personal, 10-15 second video of your executive director saying thank you is a great way to make these key fundraisers feel appreciated.
But that’s not to say thanking campaign donors should fall by the wayside. You can send your donors a simple text message saying thank you automatically after they make their donation, and link to a short video highlight reel showing how their donation will positively impact your cause, leaving them with a feeling of accomplishment and elation.
Summary
Video’s rising popularity and inspirational quality make it a no-brainer for your next online fundraising campaign. Nonprofit videos don’t have to be a Hollywood-quality production. All you need is a smartphone and a couple of staff members to put together one (or all!) of these videos to help motivate your supporters and send you on your way to reaching your peer-to-peer fundraising goal.
If you’re using video in your online fundraising, please let us know how it’s working in the comments below.
This is a guest post from Steve Page, blogger, marketer, and webmaster for MobileCause, a mobile and online fundraising software platform for a new generation of donors. Steve enjoys helping nonprofit organizations with their websites and getting their online campaigns running successfully.
Image courtesy of freedigitalphotos.net.
