By Lucas Killcoyne
Year-end giving season is upon us, the most important time of the year for fundraising. The time is now to map out your fundraising activities.
Whether you’re a one-person team or part of a large organization, this guide will help you plan and create fundraising videos that connect emotionally, tell your story, and drive donations.
We know your time is valuable, and resources might be limited. In this guide, you’ll find straightforward, actionable strategies and tactics to connect your audience with your mission and drive donations for your year-end fundraisers.
If you’re new to video, we’ll provide you with everything you need to know to hit the ground running, no experience necessary. If you’re a pro already, you’ll find helpful tips and best practices to make this your most successful season yet.
Stick around for:
- A calendar of key dates
- Your fundraising video blueprint
- Some video creation 101
Why video
But first, let’s set the stage – why are we talking about video at all?
The answer is pretty simple: it’s what your audience wants.
To break it down just a little bit more, video stands out for a few reasons:
- It conveys a feeling: Fundraising is about empathy. When people see the impact, they feel it.
- It’s easy to digest: Video captures more attention and helps your message stick.
- It’s the norm: Today’s audiences scroll past text. Video is how they learn, connect, and act.
Giving Tuesday Fundraising Calendar
Alright, so now that we’re all on the same page about video, let’s talk specifics. Sadly, it’s not quite as simple as posting a video on Giving Tuesday and getting back to your turkey & cranberry sandwich.
As with anything, a successful fundraising season requires sustained effort and persistence. That said, it’s not rocket science, repetition is your friend, and if you’re covering the key dates below, you’re starting from a great position.
We’re also providing video templates for several of the dates to help you get the ball rolling on your video promotions.
The key date to know is December 2. That’s Giving Tuesday, and we’ll be building out our marketing calendar around that date. Consider setting some sort of goal that you report on throughout the period.
- 11/5-11/20: Build awareness
- Ensure you’re top of mind for your audience before giving season begins.
- 11/25-12/1: Early giving period
- Use donation matches or early-bird campaigns to inspire action.
- 12/2: Giving Tuesday
- Pull out all the stops. Social video, email marketing, the works. Start with our Giving Tuesday template.
- 12/4: Giving season EXTENDED
- Everyone loves an extension. Give people one last chance to help you hit your goal.
Looking for even more ideas? Check out our blog.
The Blueprint
Creating effective fundraising videos is simpler than you might think. You’ll want to vary the content and messaging from one video to another, but this blueprint provides a straightforward framework to follow to ensure your message hits home.
- Hook your audience
- Goal: Stop the scroll and get eyes on your video
- What do we show: Visuals that evoke emotion. You’re trying to catch their attention.
- What do we say: Stats and questions are great ways to stop people from scrolling on.
- Connect on an emotional level
- Goal: Make your cause feel real
- What do we show: People, environments, living things.
- What do we say: Tell them what’s at stake, and make it feel personal.
- Introduce yourself/the solution
- Goal: Prime the audience to take action
- What do we show: Your people in action.
- What do we say: Introduce your organization and what you’re doing to solve the problem you’ve introduced
- Empower the viewer
- Goal: Make them feel like they can make a difference
- What do we show: Optimistic imagery
- What do we say: Show the impact their support will make.. They’re the hero of the story
- Inspire them to take action
- Goal: Drive that next step
- What do we show: Your logo
- What do we say: Simple calls to action like “donate now” or “visit our website”.
You can see this framework in action in this video from the Jane Goodall Institute.
Creating a video in minutes with Animoto
If at this point you’re wondering how doable this all is, we have good news. Animoto makes it very easy. Truly, the easiest way to learn is to try it for yourself. You can create a video for free, or take advantage of our nonprofit discounts for our paid plans. That said, here are the broad strokes to making a video with Animoto.
- Choose a template
- Animoto offers hundreds of templates, and dozens specifically built for nonprofits.
- Upload your media
- You can upload from your computer, phone, or cloud storage, or request photos and videos from your colleagues with a simple upload link.
- Customize your video
- Admittedly, a lot happens in this step, but depending on the template you chose, this could be as simple as dragging and dropping in your photos and video clips, editing the message to match your organization, and applying your branding. That said, you can take it several steps further with unique animations, transitions, webcam recordings, and beyond.
- Save your brand for future videos
- Video works best when you commit to it. Save your brand colors, font, logo, or even full-on custom-built templates to save you time on your next video project. And the one after that (and the one after that).
- Share to social or create a custom landing page
- You’ll likely want to post all your videos on social media, but the fun doesn’t have to stop there. Incorporating video into your email marketing campaigns is another great way to leverage your beautiful new content. With Animoto, you can create customized video landing pages that you can link to from your email communications. Make sure to include a call-to-action button on your page to give your eager viewers a place to go to donate.
Start planning now
Whether you use Animoto or not, Giving Tuesday is just around the corner, and now’s the time to get a plan in place to make the most of it. Staying top of mind is key, and the plan above will help you position yourself to finish the year strong. Happy video making!
About the presenter:
Lucas Killcoyne has worked with non-profits, businesses, and consumers to help tell their stories with videos since 2017, when he joined Animoto. He’s a native New Yorker and a cat person.
