Five Tips to Raise More Money with Video

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5 ways to raise more with video

"Michael Hoffman!

CEO, See3 Communications!

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About Michael Hoffman"

•  Online marketing and communications specialist

•  Founded See3 Communications to merge video and the web for nonprofits and causes!

•  Former senior nonprofit fundraiser and political consultant

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See3 Communications"

video

online engagement

web design + development

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Today’s webinar"

It’s pretty straightforward…!!

We’ll cover five simple ways to !raise more $$$ with video.!

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Fundraising has a life cycle:"Awareness

& Identification"

Solicitation"

Acknowledge"Engagement"

Stewardship"

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Awareness & Identification"

Solicitation"

Acknowledge"Engagement"

Stewardship"

A video that thanks "

A video that asks for money"

Awareness of the issue. "A video that shows why

donors should double down"

A video that shows where the money went and

how your donation helped "

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Video!Why

MATTERS…"

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Who’s watching video online?"

http://www.see3.com/intofocus"

THE INTOFOCUS VIDEO REPORT"

Everyone. Everywhere. All the time.

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Why Storytelling Matters"

•  People are often moved to action by seeing the stories of adversity and positive change!

!•  Honest, compelling stories break

through the clutter!

•  Make your supporter the hero, and move them to action!

!

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PULL BACK THE

CURTAIN

Tip #1

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Make some introductions:"

•  Your founding story!•  Your staff!•  Your beneficiaries!•  Your donors and supporters!

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The power of the founding

story:!

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Illustrate your impact"

Cystic Fibrosis Foundation!http://youtu.be/EsCfijn-z1E!

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Or, just say thanks!"

Charity: Water “Thank You” Campaign!https://www.youtube.com/charitywaterthanks!

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Put it into action:!•  Make a Thanksgiving

“thank you” video!

•  Introduce your staff with easy-to-make iPhone videos!

•  Record a fundraising appeal from your executive director!

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CURATE Tip #2

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The art of recycling"

(Thanks Beth!)!

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Buddy up!"

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Documentaries: @home"

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Seek, sense, share"

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Put it into action:!•  Mix up your email

schedule with curated content!

•  Try a “best of” video series on social media!

•  Host documentary watch parties!

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FROM SUPPORTERS TO FUNDRAISERS

Tip #3

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Ask #1: Share"

Turn your supporters into cheerleaders.

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In their own words

DC Central Kitchen!http://youtu.be/zzzy4BPi8uE!

!

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Ask #2: Create"

User-generated content:! !

•  Free!•  From the heart!•  Individual appeals!

27 Email [email protected] to learn more"

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Ask #3: Organize"

American Cancer Society!

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Put it into action:!•  Segment your emails and

ask recent donors to share video content.!

•  Ask supporters to record video fundraising appeals.!

!

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FRAMING

Tip #4

YOUR "VIDEO "HERE"

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The lesson of Upworthy:"

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No slacking!"

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Headline #1: Reinvent the Toilet!

The Bill and Melinda Gates Foundation!

Test test test test test test test"

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Headline #2: !

>> over 600,000

views!

More at: http://www.slideshare.net/Upworthy/how-to-make-that-one-thing-go-viral-just-kidding

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25 headlines. Seriously."

Upworthy’s claim:"!Your first headline will be crap.!!2-24 will be OK!!And headline #25 will be GOLD!!!

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Put it into action:!•  As much as humanly possible, test your

language, buttons, headlines, etc.!

•  Frame everything — no detail is too small.!

•  And write 25 headlines, EVERY TIME.!

!

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GO LIVE Tip #5

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Online events"

•  Livestreaming!•  Live video blogging (Vine, Instagram)!•  Live discussions and forums: Google

Hangouts, Reddit. etc.!

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…EVERYBODY’s doing it"

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Premium content"

For the donor who has everything…!

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Live on YouTube Nonprofit"

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Put it into action:!•  Try a Google Hangout with staff in the field.!

•  Livestream your annual fundraising gala and solicit donations online, too.!

•  Experiment with premium content for recurring donors.!

!

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Tools, Tactics &

DISTRIBUTION

Distribution"

•  Your website is your channel! Use it effectively.!

•  Leverage your existing email audience with video alerts and stories of us!

Video boosts open rates 13% and boosts conversions 21% (MediaPost, 2012)!

Explore simple, easy to use tools for paid video advertising:!

!•  Scalable and cost-effective!•  Sophisticated targeting!•  Turn-key video views!•  AdWords for Video (A.K.A.

YouTube TrueView)!•  TubeMogul premium service!

Use ads for new leads"

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Are you a member?!

livestreaming

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YouTube Nonprofit Program!