How To Create A Video That Brings In Donations


When I was a kid, I wanted people to see my wheelchair.

I wanted them to see that disabled people could do anything, and that’s why I wanted to be a play-by-play sports announcer on TV.

While I no longer have announcing aspirations, I prefer visual storytelling for the same reason. I want people to see and feel connected with the people in the stories we’re telling. There is a ton of potential here.

However, I have noticed that organizations sometimes struggle to receive donations from their videos. I wanted to take a moment to explore why.

Are You Telling A Story?

Video marketing allows nonprofits to tell their stories in a visually compelling and emotionally engaging manner. Most videos are just a series of visuals plastered over a series of meaningless interviews that discuss how good an organization is. That is boring.

It’s not going to connect with an audience.

When you tell a story with emotion, you can make a world of a difference. When you combine visuals, music and a story, you create a captivating experience that resonates with your audience on a deep level. This establishes a connection, raises awareness and inspires action among the target audience.

So what?

Social proof is tool for fostering credibility, trust and resonance among potential clients.

Social proof is basically showing proof that your organization generates success. That could be through real-life testimonials, user reviews and endorsements from influencers, and showing data.

Our social proof that videos work: Visuals are processed 60,000 times faster than text, and visual ads improve learning by 400 percent.

Highlight Urgency and Impact

Ever heard of the phrase: “Strike while the iron is hot”? It unquestionably holds true, and we use it in our offerings and sales processes.

People are more likely to take action when they perceive urgency and believe their contribution will make a tangible difference. That’s why we’ll create monthly specials, and say people need to sign up this month. If they don’t sign up, then they’ll miss out.

You can create a sense of lack (i.e. “limited spots”), as well. Without scarcity, people may spend time thinking about their decisions. That’s understandable, but, if your offerings solve problems, what’s there to think about?

As you’re creating content, follow the data and make adjustments.

Try different headlines, different call-to-actions, etc. Don’t let your content be useless.

Hop on my calendar when you’re ready to create a video that I guarantee will get seen and generate money.

Published by Ryan Wilson

CEO of Team Trust

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