Your marketing needs videos.
It’s really that simple.
Not every video has to blow your socks off, and they don’t have to be highly produced. All you need is content, and, if you’re a nonprofit, you want content that performs.
We work with nonprofits very frequently, and they always want their videos to make more donations. Unfortunately, their previous videos haven’t had much luck doing so, and they are starving for results.
We get it.
I wanted to share a few tips on how you can make more donations from your videos. Each tip won’t be hard to implement. If you don’t work for a nonprofit, no worries. These tips will translate to you, as well.
Tell A Story, Make A Connection
When it comes to creating impactful marketing videos for nonprofits, you need stories that resonate deeply with your audience. As you know, the power of storytelling is unparalleled in the world of marketing.
Experiment with stories that showcase the direct impact of your organization’s work your community. For instance, a testimonial from someone whose life has been transformed by your efforts can be incredibly compelling.
Seth Godin, a prominent marketing guru, said: “Marketing is no longer about the stuff you make, but the stories you tell.” So, focus on narratives that humanize your cause and make it relatable to your target audience.
We focused on telling Scherrone’s story to help people understand her and her need for several thousands of dollars.
Remember, authenticity and emotional connection are paramount.
Showcasing Impact and Transparency
Transparency builds trust. Clearly communicate how donations are utilized and the tangible impact they have on your cause.
It never hurts to openly share how much certain expenses are. For instance, let’s say a $2,000 will buy a nicer basketball hoop for your kids to play with. If you state that clearly, people might be more inclined to give that exact amount, instead of a vague ask for money.
GuideStar found that donors feel it’s important for organizations to be transparent about where their money goes.
Have a clear call-to-action
Make your call to action — an ask to donate, volunteer, etc. — very clear. Make it a button with a personalized message, and people will be less likely to miss it.
Here’s an example:
Set up a landing page
You want to see how far along a donor, sponsor, client gets in your journey.
Create a custom landing page with information related to your ask. That page will include a link to donate, get involved, etc., and you’ll be able to tell how many people took that next step. It’s likely that the people who take the extra step are your ideal audience.
We can tell how many people click on the above button, and we can then see what percentage of them took action. If the percentage is dangerously low, we know something is wrong on our end.
Show A Thermometer
Add fundraising thermometers to your campaigns. If you’re not familiar, a fundraising thermometer looks like a real thermometer, and it shows how close you are toward your ultimate fundraising goal.
This can add a sense of urgency and transparency to your efforts. Plus, it will indicate to others that people are, in fact, contributing to your campaign. Scherrone’s fundraiser has one (at the bottom of her page).
You can grab a free, functioning thermometer online.
If you’d like to work on this and more for your next video project, hop in my calendar.