The most successful charities know that in order to attract donations, they need to tell interesting and engaging stories. We as humans need stories; they help us relate and make sense of information.
After seeing countless fundraisers fall-short, meet or exceed their goals, the one thing that differentiates the great ones from the rest is how that story is delivered.
Very few people want to read reams and reams of text. What people want is a story to be told to them, in-person or by the convenient medium of video. And that doesn’t mean a slideshow with a voiceover – it means seeing a real person with a passion talking through the cause, explaining its importance and how a donation can make a difference.
Aside from seeing the success of this method on the fundraising website I run, the recent cause-based viral video titled Kony 2012 demonstrates the power of personal videos that talk through a cause with passion.
The creator of the Kony video, Jason Russell, introduces us to his child and family in the most personal manner. He’s a likeable character and we feel his passion as he explains the issues at hand in great detail. Once we’re involved in his story, the video ends with the simple call to action to get involved and share. The result? To date, his video has had over 96 million views and received worldwide attention.
Now it’s hard to replicate viral success but by following the fundamentals your message will spread further. It’s simply a case of being genuine, personal and sharing your passion through video.
Well, what kind of fundraising video should you create? In my experience and geeky analysis, I found that it’s best to spend the majority of time highlighting the importance of the cause, why it matters and why it’s worth the donor’s time. It doesn’t matter so much if it’s not created by a premium production team – in fact, a few quirks can even make it feel that little more personal.
Once it’s ready, it’s easy to complement your standard fundraising message with this video. Embed it on your fundraising page, add it to your website and share it by email.
Do you have any tips for spreading your fundraising message by video??? Leave them in the comments below.
Sandip is currently working on medical fundraising website CauseWish which will host a unique community and is due to launch in February 2013.