10 REASONS FUND RAISING VIDEOS FAIL
Here’s How To Increase Your Fund Raising x 5
1. NO SPECIFIC CAMPAIGN – Rally your donations around a goal, let people take ownership in their gift, or better what their gift buys. Invite donors to be part of a building campaign, buying new computers for the facility, or to join the movement, perhaps to raise a certain amount by a certain date.
2. TOO BORING – Don’t produce a video brochure… speak about benefits not just features, like in any good sales presentation. It should be a highly emotional immersive experience with real people before the ask. Let them share your mission, feel for those you help. Let them really know your organization, let them hear real stories about real people helped. Sometimes it’s better to save the ask for outside of the film.
3. TOO LONG – Keep it short. As they teaching in acting, directing, and good communication; if it’s not a necessary or critical scene, leave it out. It’s critical the first :08 to engages your audience then moving forward you have to be on your game every :08 seconds to keep your audience engaged. When in doubt cut it out! You want them to stay on your site, or to come back next year to your event!
4. TOO GENERAL – Personalize the case for support. There are certain messages that can be given at a dinner and on the web in front of the public, others that can’t. When you can customize the message for a particular donor or group of donors, perhaps it’s your biggest donor, it’s worth the time. More often than not there will be many who fall into the category of that major donor or group of donors and you will get mileage out of that custom made presentation. So focus in on their individual passions and interests. Make a specific version of the video with specific donors in mind. When you try to please everyone, you often please no one.
5. NO FOLLOW UP – Promptly follow up with perspective donors. You spent the money on your mailing, your video, the food, now personalize it, and meet or call them. Once they make a donation of any size it’s critical to say thank you and share the success, let them know the impact of their donation. Getting long term support is just as important as a successful campaign!
6. THERE IS NO REAL CAMPAIGN – Videos cost money, campaigns make money. You need a plan. If you follow the above rules and you produce a video now what? Don’t blame the film maker if you don’t make money. Together when you start producing your video work with the film maker on a campaign. The most typical is, have everyone on the board and the honoree send around and share on social media a 1:30 promo film that includes a link to your invitation/donate page. Then consider having a 6 minute version for your dinner after you’ve fed everyone and they’re looking for a good story and want to get to know you better. Then cut that dinner version down for your website and social media and last but not least have in mind creating social media clips so your video is not a once a year occurrence, but reather you can release :30-1:30 pieces often.
7. THE VIDEOS DO NOT CREATE A FOLLOWING – What are social media videos anyway? They are videos that are short and compelling that people will want to share. Very often they offer valuable information that people who have similar interests will share with other people with the same interest. For example we did a very successful social media campaign with a special needs school about how parents react to anger in their special needs children. Then we shared it with other groups containing special needs parents in the same situation and that value was appreciated and shared. Be sure to have your logo front and back and perhaps in the corner throughout, with contact information at the end. When the valuable information you’ve shared is shared with others, this way your brand and contact information spreads as well.
8. DOES NOT LOOK PROFESSIONAL, DOES NOT STAND OUT – You need for a brand, like many things you buy! You have to look like a real business or organziation. It’s not enough to have a successful product or service, you need name recognition and legitimacy based on your look. When your PR materials don’t match each piece of matieral ends of standing alone and starting from scratch. A branded campaign with the same polished look throughout, with a brand guide, will allow your materials to represent you exponentially. The most sophisticated financial advisor can be pitching for your business, but if he’s wearing a clown suit, folks ain’t buying. Don’t sell your valued proposition wearing a clown suit or a look that doesn’t suit you or doesn’t stand out or is inconsistent. A logo and brand is worth the investment as it’s seen the most of any piece of advertising you have.
9. NOT EMOTIONALLY ENGAGING – A story that comes from the heart, touches the heart. Typically in th short films you see it portrays; I got sick, I got better, if it was for the organization – name here – I don’t know where I’d be. So when you think about it, it’s not the words, we’ve heard the stories before, there are no new stories, it’s about the delivery. Your stories have to be good and have to be captured with tons of emotion.
10. NO CALL TO ACTION! So you’ve shared Information, taught me your mission, got me emotionally involved, now hit them with a call to action. You can recommend people to share your story on facebook, perhasp get a copy of the film and have a parolor meeting. Or perhaps you organization needs to be pushed into action, perhaps the board members have to all follow up in the days after your event.