If you’re not using video to market your planned giving program, you’re not utilizing one of the most powerful marketing tools ever created.
And that means you’re missing out on a lot
Studies consistently show that businesses using video marketing have phenomenally increased their lead generation. In one such study, by video production firm Wyzowl
, a whopping 93% of marketers said video is an essential part of their marketing strategy, and almost 90% of those marketers said they get an excellent ROI on video. And more companies are taking notice — the study also found that 86 percent of businesses are using video as part of their marketing plan.
Even more impressive, though, is a study by Indiegogo
that found videos increase contributions to crowdfunding campaigns by an incredible 114 percent.
Just think what those kinds of numbers could do for your endowment.
Why Does It Work So Well?
The human brain is essentially wired for video marketing — we’re pre-programmed to retain visual content better than text. Movement and noise have caught our attention since birth. According to studies, that predisposition pays off: The average viewer remembers 95%
of a message when it is watched, whereas only 10% when read.
Now, that isn’t to say written content has lost its importance. Nothing could be farther from the truth. Written content
is equally important
to your communications and marketing plans because it relates information in a different, but still critical, manner.
But adding video, or expanding your existing video marketing program, is a must: Video has become the go-to source of content on the web.
Make the Investment …
The price for video varies wildly, but be forewarned: A good quality production doesn’t come cheap. A professionally shot and produced 5-minute video starts
at around $5,000 and goes up.
That may seem expensive, but this option deserves a place in your budget. It reflects a lot of work: Producing a polished, professional, effective video isn’t easy. And as we mentioned above, professional marketers agree that video has a fantastic ROI. But there’s a deeper value, too: Depending on the circumstances, many videos have a shelf life of 5 or more years.
… or Explore the Possibilities
Purchase a relatively inexpensive digital video camera and have a volunteer or fundraiser shoot event, or just rely on staff smartphones. Most can shoot high-quality video. No matter the method, use them capture to key moments at outreach events. Create short, authentic appeal videos. Show how donations are being put to work. Capture a donor’s reaction during an interview for a donor story, then weave it into a blog post later on. The possibilities for your video marketing campaign are endless.
Possibly the most basic (yet effective) use of video is to explain how something works. According to Wyzowl, 43% of companies that created how-to videos reported a coinciding drop in the number of product support calls.
What does that mean for you? Video is an excellent way to share mission goals. It’s fantastic for explaining planned gifts (check out our video page
to see one on bequests). And they’re extremely versatile: you can add the videos to your website to complement existing materials; send prospects a personalized video in an email; embed them on your social media pages, and more.
Capture Donor Stories
A short, well-made video is a terrific way to capture a donor story. A professional production crew will do wonders with setting, lighting, camera angles and edits to weave together a seamless, compelling presentation.
Encourage attendees to capture and share event highlights, reactions and stories using their cell phones. Hire a professional to capture overhead drone footage. Hire a production crew to livestream the event. Later, weave together a commemorative video combing the best elements of all the footage.
Create a Presentation
- Carry it on a DVD or iPad to showcase to donors and prospects.
- Play it for the board
- Submit it to PR outlets and local news media
- Place it on social media — LinkedIn, Facebook, YouTube, Vimeo
Get on Board
Video isn’t just a trend; it’s already an essential part of most people’s lives, and more people rely on it as a primary source of communication every day. Video content — and video marketing — are must-haves for your nonprofit. Ignore them at your nonprofit’s peril.
Category: Planned Giving Marketing