When thinking about donor engagement, it’s useful to relate it to the marketing term “customer retention.” As anyone in marketing will tell you – it’s easier to get a purchase out of someone who has already purchased from you than it is to acquire a new purchase from a new person.
Similarly, if you have an existing pool of people who have already donated at least once, this means they sympathize with your cause, believe in your nonprofit’s work, and will most likely be willing to donate again if they feel that their money is being well-spent. That, and if you have a strategy in place to nurture them.
Maintaining good donor relations means consistent updates, personalized outreach, thank-you gestures, and more.
Here at Rock Creek Productions, we have helped a lot of nonprofits achieve their donor engagement goals through video.
We’ll share some of our nonprofit video strategy best practices and a few examples from our work in this blog:
- Why Nonprofits Need Video Marketing
- How to Create a Nonprofit Video Strategy for Donor Engagement
- Three Examples of Nonprofit Fundraising Videos
Why Nonprofits Need Video Marketing
Nonprofits need video marketing for all the reasons why any business needs video marketing. Based on a survey by Google, half of YouTube users said they didn’t know how they’d get through life without video. It’s not just about preferences. According to Hubspot’s 2023 Global Social Media Trends report, short-form video drives business results.
Video is by its nature very engaging and absorbing. Well-made videos can help nonprofits create an emotional connection with their target audience – in this case, donors – to drive repeat donations, recruit volunteers, and request other forms of involvement.
How to Create a Nonprofit Video Strategy for Donor Engagement
To create a solid nonprofit video strategy, you need to pay close attention to the ecosystem in which your video is going to live: this includes your audience, your platform and your goals. Here is a quick overview of how to go about it:
1. Identify the platforms you want to be on
It’s very tempting to want to get on every single platform and maintain a regular presence there – but it’s uneconomical both in terms of cost and time. Pick one or two platforms – we recommend emails – they’re personal – and one other social media platform, and show up consistently there. Note that your videos can be repurposed into ads and used on other platforms as well.
2. Keep it concise and striking
The Internet is flooded with content, and the attention span of viewers is dwindling. Irrespective of the platform you’re on, ensure your video is short (under 2-3 minutes). The goal is to encourage viewers to watch the whole video and get to the call-to-action at the end; and not skip watching.
3. Embrace the art of storytelling
Every successful video has a story that resonates emotionally with its audience. You can achieve this with an effective narrative structure. Find that compelling main character, be it an individual beneficiary, a community, or even a passionate team member. Set the scene early—where are they? What challenges do they face? As your video unfolds, showcase how your organization steps in, highlighting the transformative journey. This narrative structure is timeless and universally impactful.
Want some tips on making an unforgettable video? Read our article here.
4. Incorporate clear calls to action
You’ve tugged at the heartstrings, but now what? The next step is crucial. Use a voice-over and on-screen text to clearly state what you want viewers to do next. Whether it’s making a donation, volunteering, or merely sharing the video, ensure your call to action (CTA) is unmistakable and make it as easy as possible to take the next step. Provide the link in the captions, or use clickable buttons in the video itself (as you can do with YouTube).
5. Quality over quantity
While it’s tempting to produce many videos to maintain an online presence, it’s essential to prioritize quality. Investing in good production values, even with a limited budget, can set your content apart and portray your organization as professional and committed. We have extensive experience working with nonprofits, so if you’re in the DC area, reach out to learn more about our nonprofit video services in DC.
3 Examples of Nonprofit Fundraising Videos for Donor Engagement
Now, you have a rough idea of how to build out a video strategy. But how does that look in practice? Here are a few examples, shot by our team at Rock Creek Productions.
1. Thank you video for donors
This video we shot for United Way, Asheville-Buncombe County features the stories of several beneficiaries of the nonprofit, and how donor contributions have impacted their lives. United Way used this video to get their message out to corporate donors including local industries, hospitals, academic institutions and other businesses throughout Western North Carolina.
2. Social engagement videos
Aspen Institute’s Youth and Engagement division ran the Race Card Project, where they invited people to distill their ideas about race into one six-word sentence. It produced a lot of eye-opening insights that were worth spreading. Rock Creek created this short social engagement video building on the idea behind the Race Card Project and sharing them.
3. Short documentary
The issues that many nonprofits like you deal with are very complex, and cannot all be distilled for their purposes into 2 minute, snackable videos for social media. Sometimes, engaging your donors calls for an in-depth exploration of your work. This award-winning video for Habitat for Humanity follows the Brawner family on an intimate journey through the process of getting their new home, and the effort that went into making it happen.
Curious About Our Nonprofit Video Services in DC?
Now that you’ve got an idea of how a nonprofit video strategy is developed, it can seem a little overwhelming to think about having to do it all yourself. That’s where hiring professional nonprofit video services could add value. At Rock Creek Productions, we’re passionate about helping nonprofits tell their stories in evocative ways. Take a look at our portfolio of work here, or if you’re ready, reach out to us for a chat about how we can help!