A Dozen Year-End Fundraising Ideas

7. What about video? Should you invest a boatload of cash in a slick video to promote in e-mail and online properties? Not so fast … video can be great for online cultivation efforts (and a nice way to hit home your "thank you!" message to donors). E-mails with videos almost always have higher open rates. However, they typically don't generate direct donations — with a few exceptions (think starving children or baby animals). The great thing about videos is they don't have to cost big money. Homegrown videos that make you laugh or cry (or both) are often best. Even if your leadership is camera-shy, voice-overs on images of your work can be effective too.