From Inbox to Impact: Video Messaging for Donors

As we know, budgets in most nonprofits are slim. According to Nonprofit PRO’s "Nonprofit Leadership Impact Study," 47% of leaders find donor acquisition a top challenge. Cuts in funding from the government and institutional funders, high donor attrition, and competition are also challenges. We know that standing out authentically is essential, so exploring video messaging may make sense for your organization.

Standing out is very difficult in the age of attention. As we all know, there's an overwhelming flood of information on apps, on social media and in emails. Personalized video messages can differentiate your organization from others with similar missions by transforming bland emails and impersonal appeals into meaningful connections with donors and volunteers. Another aspect of video messaging is that it's human. 

Why Personalized Video Messages Work

Most nonprofit leaders and fundraisers now understand that they have to personalize messaging. Tech platforms that cater to the sector easily offer tools and abilities to personalize a great deal. However, personalized video messages provide nonprofits with unique advantages. 

1. Putting a Face to the Name

“Hi Kristy!” is so much better than “Dear Supporter.” If you send video messages, the receivers will see a human face with the messaging update. It's so much better than even a voice text. A personalized video message provides any nonprofit with an innovative and relatable way to connect with donors and volunteers. 

Related story: 3 Ways to Personalize the Donor Experience

2. Standing Out in a Noisy World

There are approximately 1.8 million nonprofits in the United States. Your nonprofit is likely competing with others for the same donors. However, donors are overwhelmed with appeals, updates and continuous promotions. A video message gets right past it in an unexpected way that will cause recipients to pause — even for a moment — and listen. 

3. The Power of Video-First Marketing

You don’t need to hear it from me, but video is king (or queen). There’s a reason why people love video. For one, people now have short attention spans. However, videos are dynamic and engaging, and there are many ways to make videos work for your organization. Video messaging personalizes content, is more shareable, and demonstrates nonprofit storytelling. 

How Nonprofits Can Use Personalized Video Messages

I can't stress how good video can be for nonprofit marketing, including video messaging. Video messaging can be done on platforms like BombBomb, Loom and Vimeo. But the fact is you can also use video messaging with your phone and attach them to SMS texts, emails or other messaging platforms. Here are some ways any nonprofit can make an impact with video.

1. Thank-You Messages

First and foremost, donors and volunteers love feeling appreciated. Saying thanks is the No. 1 rule of donor retention because it builds loyalty. Instead of sending a standard email, how about sending a video with someone saying something like this: 

Hi Kristy, thanks so much for your gift. Your generosity allows our school to buy 50 backpacks for students who need them for school. We couldn't do it without you. Thanks again!

2. Personalized Appeals

Sometimes, fundraising appeals are urgent and need to stand out. When that is necessary, you could create a video messaging appeal that could go something like this: 

Hi Kristy, you have been a tremendous supporter of our cause for a long time. Your support has allowed us to make a meaningful impact. As a champion for our cause, we'd love your help in getting us over the line in our urgent appeal for Thanksgiving at the soup kitchen. 

3. Quick Impact Stories

Video messaging is an excellent way to show — and not just tell a story. Video messaging can be used in many ways, and it’s only limited by your imagination. Imagine a quick video message about an impact story, which could go like this: 

Hi Kristy, I wanted to introduce you to our latest scholar, Maria, who wanted to thank you personally. 

Then, allow Maria to give her thanks to the donor recipient. Video messaging is a way to show real-world impact. 

4. Behind-the-Scenes Content

Videos with behind-the-scenes content are winners. Consider sending something that's just for donors with a quick script. Personal touches, like showing your nonprofit in action and interviewing your staff, create a sense of inclusion. 

5. Campaign Launches

Sharing a personalized video is a great way to spread the message if you're launching a new campaign or initiative. Think of a script that sounds similar to this: 

Hi Kristy, as the executive director of our nonprofit, I'm so happy to announce our new Clean Water for All campaign. We wanted to ensure that you're one of the first to know, and we look forward to having you join us on the journey. Stay tuned!

Tips for Success

Video messaging is an opportunity for nonprofit fundraisers and marketers to try something new and different. At a time when there's a lot of competition for attention, it could be a gamechanger. Still, to do it right, keep these things in mind.

• Keep it short. Video messages should be no more than 90 seconds, so make it count.  
• Be authentic. Remember to deliver your message as you are. In short, do you. 
• Use names and specifics. Say a person’s name. Mention contribution amounts or say something that truly personalizes your message — especially for thank-yous.

Video messaging may seem like an effort, but the payoff can be significant. One approach is to test video messaging and see how donors and volunteers who receive it respond. The chances are that you will find increased buzz, retention and engagement. Remember, people crave human connection, and video messaging is one way to connect. So, start recording, iterate and refine video messaging as you receive feedback and see results. 

The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.