Engagement, Impact, and Asks – Using Video Effectively in Development

AUSTYN PHIL WHO ARE WE?

WE MAKE VIDEOS! AND OTHER STUFF TOO…

WHY SHOULD YOU CONSIDER USING MORE VIDEO?

VIDEO CAN HELP YOU: - ACHIEVE HIGHER ENGAGEMENT & RETENTION RATES - RANK HIGHER IN ONLINE SEARCH / IMPROVE YOUR SEO - REACH CONSTITUENTS WHERE THEY ALREADY ARE - INCREASE MESSAGE RECALL - CONVERT MORE POTENTIAL DONORS - THANK DONORS IN A PERSONAL WAY

VIDEO IS WORTH 1.8 MILLION WORDS PER MINUTE

65% vs. 10% After 3 days

VISUAL RECALL

VISUAL RECALL

Apple’s famous “1984” Superbowl commercial

VISUAL RECALL

-Cisco

80% By 2019, 80% Of The World’s Internet Traffic Will Be Video

-YouTube

>1 Billion YouTube has over one billion users – 1/3 of all people on the internet

78% Of People Watch Videos Online Every Week

-Three Motion

USING THE WORD VIDEO IN EMAIL SUBJECT LINES…

Increases Open Rates: 19% Increases Click Through Rates: 65%

Reduces Unsubscribes: 26%

-Syndacast

64% Of U.S. Adults Have A Smartphone

-Pew Research

51% Of All U.S. Internet Usage is on Mobile

-KPCB

100% The number of hours people spent watching

videos on mobile is up 100% Y/Y

-YouTube

REACH YOUR CONSTITUENTS WHERE THEY ARE ACTIVE USERS FOR POPULAR SOCIAL NETWORKS

1.01 BILLION DAILY 1.55 BILLION MONTHLY

100 MILLION DAILY

320 MILLION MONTHLY 1 BILLION UNIQUE VISITS MONTHLY TO SITES WITH EMBEDDED TWEETS

400 MILLION MONTHLY

100 MILLION MONTHLY

40X Visual Content is 40X More Likely To Get Shared on

Social Media

-HubSpot

VIDEO IN DEVELOPMENT

6 Categories of Development Video

Celebration

Education/Information

Association

Stimulation

Preservation (Stewardship)

Solicitation

1. STIMULATION


Bringing new life to tired or repeated messages

•  Annual appeals •  Invitations •  Ongoing event series •  Messages from institution leadership


2. PRESERVATION (STEWARDSHIP)

Maintain the relationship and fortify connection between the institution and constituents

•  Thank you messages •  Donor rosters •  Gift impact updates


3. ASSOCIATION

Creating pride and affinity toward the institution and strengthening the desire to remain affiliated with the school and it’s work

•  Impact stories •  Student Profiles •  Donor Profiles •  Campus/Community highlights


4. INFORMATION/EDUCATION

Provide insight into what makes your school special and share ways to engage or give in meaningful ways

•  Explaining new initiatives and projects •  Highlighting campaign news •  Debunking myths and decoding processes


5. CELEBRATION

Update your audience on institutional successes

•  Completed campaign goals •  Successful student-led initiatives •  Positive noteworthy headlines


6. SOLICITATION

Make the case for support and create engagement around direct asks

•  Raising funds for specific initiatives •  Drawing connections through video that simply

wouldn’t have the same effect on other platforms


6. SOLICITATION

WARNING: �•  Ask, but be sure to honor the space in which you’re asking •  Fundraising with video won’t blow your benchmarks out of

the water (nor should it, really) •  Your social media efforts, regardless of audience should

be 80% engagement and 20% directive (and only about 5% of your over posts should be solicitations)

•  When you DO ask, be sure to keep the feel personal and authentic while you continue to demonstrate impact

BUILDING AN INTEGRATED CAMPAIGN USING VIDEO

THE PLAN

•  SHORT VIDEO •  EDUCATE ABOUT GIVING TO BU •  APPEAL TO RECENT GRADS •  GRAPHICS-BASED •  DONORS CHOOSE WHAT TO

SUPPORT •  ALL DONATIONS MATTER •  SHOW TANGIBLE IMPACT

TEAM UP ON GIVING TUESDAY

bu.edu/FromBtoU

bu.edu/annualgiving

PRINT CAMPAIGN ELEMENTS

DIRECT MAIL ELEMENTS

FROM B TO U

B C D E

F G H I

J K L M

R S T U

SUPPORT WHAT MATTERS TO YOU!

N O P Q

DANCE OUTREACH

GENERAL SCHOLARSHIP

HOCKEY

MARINE STUDIES

LAW

PHOTOJOURNALISM

NAVY ROTC

TANGLEWOOD

40 GIFTS OF $250 PROVIDES CRITICAL

SCHOLARSHIPSUPPORT

4 GIFTS OF $5 PROVIDES BALLETSLIPPERS TO ONE

STUDENT

14 GIFTS OF $10 PROVIDES A

HOCKEY STICK TOONE PLAYER

50 GIFTS OF $20 PROVIDES BASIC

SCUBA DIVING GEARTO ONE STUDENT


CAMERA TO ONESTUDENT

4 GIFTS OF $100 PROVIDES A NAVYROTC UNIFORM TO

ONE STUDENT

1 GIFT OF $12 GRANTS ADMISSION

TO A CONCERTFOR ONE STUDENT

EVERY GIFT, OF EVERY AMOUNT, MAKES A DIFFERENCE.SEE MORE AT BU.EDU/ANNUALGIVING

10 GIFTS OF $15PROVIDES A

TEXTBOOK FORONE INTRO COURSE

FROM B TO U

B C D E

F G H I

J K L M

R S T U


N O P Q

DANCE OUTREACH

GENERAL SCHOLARSHIP

HOCKEY

MARINE STUDIES

LAW

PHOTOJOURNALISM

NAVY ROTC

TANGLEWOOD


SCHOLARSHIPSUPPORT


STUDENT








ONE STUDENT






FROM B TO U

B C D E

F G H I

J K L M

R S T U


N O P Q

DANCE OUTREACH

GENERAL SCHOLARSHIP

HOCKEY

MARINE STUDIES

LAW

PHOTOJOURNALISM

NAVY ROTC

TANGLEWOOD


SCHOLARSHIPSUPPORT


STUDENT








ONE STUDENT






ADDITIONAL SOCIAL MEDIA

ONE VIDEO, MANY ELEMENTS

•  VIDEO CONTENT •  EMAIL •  WEBSITE LANDING PAGE •  ONLINE DONATION FORM •  SOCIAL POSTS

•  FACEBOOK, TWITTER, INSTAGRAM •  SOCIAL ADS

•  FACEBOOK

•  PRINT •  DIRECT MAIL

FIRST THINGS FIRST…. DOES THIS PROJECT ACTUALLY NEED A VIDEO?

Some key things to consider: • Who is the audience? • What are your goals? • When does this need to be done? • How much can we spend?

HOW MUCH DO YOU HAVE TO SPEND ON VIDEO GEAR? VIDEO EQUIPMENT COST PYRAMID


•  NEEWER LIGHT KIT ($135)

•  RODE LAV MIC ($79)

•  CYBERLINK EDITOR ($49)

•  AUKEY PRO LENS ($45)

IN THIS KIT:


•  LED LIGHT KIT ($319) •  RODE LAV MIC ($79) •  CYBERLINK EDITOR ($49) •  AUKEY PRO LENS ($45) •  LIGHTING GELS ($30)

IN THIS KIT:


•  SAMSUNG NX 300 ($750)

•  SENNHEISER MICS ($619)

•  LED LIGHTS ($319)

•  BENRO TRIPOD ($250)

•  TASCAM AUDIO RECORDER ($175)


•  LIGHTING GELS ($30)

IN THIS KIT:

•  CANON 70D KIT ($1,500)



•  BENRO TRIPOD ($250)

•  TABLET MOUNT ($70)



IN THIS KIT:


•  2 CANON 70D KITS ($3,000)


•  BENRO DELUXE TRIPOD ($450)


•  BENRO TRAVEL TRIPOD ($250)

•  ADOBE PREMIERE CC ($200)

•  LIGHT RING ($110)


IN THIS KIT:



CREATING A VIDEO DISTRIBUTION PLAN

•  Who is my audience? •  What channels are my constituents on? •  Paid vs. Organic •  Video Length

A VIDEO PLATFORM REVOLUTION

VS.

APPROXIMATELY 8 BILLION DAILY VIEWS EACH

VIEW = 3 SECONDS

VIEW = 30 SECONDS

THE ISSUES WITH ORGANIC REACH

4 YEARS AGO

IF YOU BUILD IT, THEY WILL SEE IT

TODAY

IF YOU PAY ME, THEY WILL SEE IT

Man, I’m Smart

FACEBOOK REACHPOCALYPSE (2014)

HOW TO COMBAT THE REACHPOCALYPSE

PAY THE ZUCK



VIDEO LENGTH MATTERS

-Wistia

VIDEO LENGTH MATTERS: BU SCHOLARSHIP STORY VIDEOS

•  MICHELLE – 67% (1:37) •  JEFF - 68% (1:24) •  STEVE – 76% (1:43) •  AMANDA – 70% (1:36) •  ELLA – 71% (1:25)

•  KYM - 66% (1:15) •  BRIANNA – 69% (1:15) •  CAROLINA – 71% (1:26) •  DAVI – 72% (1:27) •  DAVID – 71% (1:12)

-  AVERAGE TOTAL VIDEO LENGTH: 1:26 -  RANGE OF VIDEO LENGTH: 1:12 – 1:37 -  AVERAGE % VIEWED: 70.1%

WRAP UPS AND TAKEAWAYS

-  REACH MORE PEOPLE -  GROWTH, GROWTH, GROWTH -  BOOSTING EXISITING EFFORTS -  BUILDING MORE STRATEGIC CAMPAIGNS -  AN ANSWER…NOT THE ANSWER -  COSTS RANGE DRAMATICALLY -  PLATFORM & AUDIENCE

AUSTYN PHIL THANKS!

[email protected] [email protected]