videos that raise money

Videos That Raise Money: How Your Next Video Can Be an Effective Fundraiser#11NTCvideo

Nasser AsifDanny Alpert

About See3 About See3

We are an interactive communications agency that works exclusively with nonprofits, foundations, associations, and social causes. We specialize in online strategies and campaigns, video production, and web design & development.

See3 uses new media - especially video - to activate people and advance social causes.

About See3 About See3

 Danny Alpert, Executive Producer, is a producer, director and editor whose films have been nominated for Academy and national Emmy Awards, and have aired on PBS, HBO, A&E and at festivals around the world. In addition to making full-length broadcast documentaries, Alpert is an expert in media messaging for nonprofits and repurposing video assets for internet distribution.

About See3 About See3

Nasser Asif, See3’s Director of Marketing and outreach. He is a specialist in communications planning and new media activation. Formerly an account supervisor and new media planner in the advertising industry who worked on brands like Procter & Gamble, U.S. Cellular, Mastercard, and BMW.  He’s an expert in using new media to active nonprofit donors and constituents.

About See3About See3

Online Video is Key Online Video is Key to Fundraisingto Fundraising

The American Red Cross raised $7.75-million as of Sunday afternoon Eastern time. Video driven text-message contributions accounted for $1.1-million of that total.

Source: Chronicle of Philanthropy

The Recent Disaster in JapanThe Recent Disaster in Japan

Catholic Relief Services had raised $450,000 as of Monday afternoon. They were able to create and distribute a call-to-action video the day after the earthquake.

The Recent Disaster in JapanThe Recent Disaster in Japan

Source: Chronicle of Philanthropy

World Vision U.S. had raised $848,000 as of Monday morning. Text-message donations totaled $8,200.

The Recent Disaster in JapanThe Recent Disaster in Japan

Source: Chronicle of Philanthropy

Some Numbers for YouSome Numbers for You

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, up 32% from December 2009 and the average American spent more than 14 hours watching online video (ComScore, February 2011)

More than 24 hours of video is uploaded to YouTube every single minute

There are as many people over 55 watching video on YouTube as there are under 18.

Cisco predicts that 90% of the web’s data will be video within four years

For-Profits Understand ThisFor-Profits Understand This

Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. (Comscore, August 2010)

Zappos reports a 6% to 30% increase in sales for products with video. (ReelSEO, December 2009)

Fundraisers Can Use ThisFundraisers Can Use ThisVideo means increased awareness/mindshare, interaction, word of mouth, and ultimately more conversions

There is an intersection of video and e-commerce

Fundraising Has a Life CycleFundraising Has a Life Cycle

Video is Relevant Video is Relevant Across this LifecycleAcross this Lifecycle

A video that asks for money

A video that thanks

Awareness of the issue. A video that gets people thinking about

a problem and how an org is dealing with it.

A video that shows why donors should

double down

A video that shows where the money went and

how your donation helped

Awareness & IdentificationAwareness & Identification

“It’s In Your Hands” by WatershedMG

“Seriously, Serious PSA” by Malaria No More

SolicitationSolicitation

“Online giving has an advantage here. You can make the act of giving instantly and visibly social” – Katya Andresen

Share the video with social networksAffiliating yourself with a cause means making a declarationHelps donors create social capital

AcknowledgementAcknowledgement

“The Boy Who Lived” by Uncultured Project/Nerdfighters

EngagementEngagement

“Prayer Answered in the Form of a Dairy Cow”By World Vision

StewardshipStewardship

“Stand with Haiti: One Year After the Earthquake” by Oxfam

THE ANATOMY THE ANATOMY OF A VIDEOOF A VIDEO

Not a video

Successful Videos have Clear Successful Videos have Clear ElementsElements

……but from 2 perspectives:but from 2 perspectives:

Org/ProducerOrg/Producer The ViewerThe Viewer

Identification – as a viewer, you identify with the person in the video or you identify with the topic and understand its connection to your life – it’s about you

Makes you feel something – elicits emotion and speaks to a human truth

“Giving is emotional and irrational” – Katya Andresen

Makes you understand something – leaves you with something you didn’t know before…and in this case it primes you for action

Call to action/Call to impact – asks you to move and do something (donate, pass it on, etc.) that will lead to change

Success from the Viewer’s POVSuccess from the Viewer’s POV

An Example: “Meet the Digits”An Example: “Meet the Digits”

Ronald McDonald House Charities of Austin

What Did We See?What Did We See?

Audience?

Message?

Identification?

Emotion?

Understanding?

Action?

WHO ARE YOU TRYING TO REACH?Clear understanding of who you’re trying to reach – your audience is specific, there’s no such thing as a general public

WHAT ARE YOU SAYING?A clear message – you know exactly what you’re trying to say to them. You are saying it in the clearest way possible

Remember your proposition – “Support us and we will end hunger in Washington D.C.”

WHAT DO YOU WANT THEM TO DO?A clear call to action – you know exactly what you want them to do

Success from the Producer’s Success from the Producer’s POVPOV

An Example: “The Last Measle”An Example: “The Last Measle”

American Red Cross

What Did We See?What Did We See?

WHO are they trying to reach?

WHAT are they saying?

WHAT do they want you to do?

STORYTELLINGSTORYTELLING

Rules of ThumbRules of Thumb

Be Genuine

Viewers want to connect withthe work that your organizationis doing. Focus on content thatis compelling rather than what’s“cool”

Keep It Short

Powerful videos are often under two minutes long. The effort you put into keeping it short will go a long way in helping you focus your message

Keep It Simple

Try to focus on one main topic (i.e. an event, one person’s story, a lesson, a testimonial). It’s easier to get excited about a video that is focused

From our friends at flipvideospotlight.com

Communicate Urgency

People will act when you candemonstrate that the issue isurgently important that theirdonation will make a differencein the short term

Tell Your Story (as an org)Tell Your Story (as an org)

Charity : Water

A remix of Justin Beiber’s singer’s for the ACS’ “More Birthdays” campaign by the in honor of Mr. Bieber’s 17th birthday is now the most popular video on the nonprofit’s YouTube channel. This video has about 14 times as many views as ACS’s second most-popular video

Leverage the Cultural MomentLeverage the Cultural Moment

Use Video PersonalizationUse Video Personalization

Personalized video makes your audience a part of the story

A 1:1 connection that appeals to the way people identify with causes

Click Icon to Play

Make Your Video Interactive: Make Your Video Interactive: Like YouTube AnnotationsLike YouTube Annotations

Annotations – free through the nonprofit program – allow publishers to create clickable links within their videos

Link to homepages, donation forms, or campaign microsites

This is just one part of a smart distribution strategy

Think About DistributionThink About Distribution

Set realistic goals Define your fundraising goals and what successful ROI

looks like Define your audience and scale success metrics (like

views) accordingly.

Before you even think about production, plan your distribution. How are you pushing this out? If your audience is limited

Research your peers and competition. Services like Visible Measures let you benchmark the video success of other players in your space. Go out into the world and see what’s effective

Start with your existing channels – video needs to roll up into your content strategy. Before you spend a dollar on media, assess the ways you’re already pushing out your messaging.

Channel aggregators like TubeMogul can be significant reach multipliers

Explore integrations with you CRM to give you a path to the conversion process (direct response)

Think About DistributionThink About Distribution

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