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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
Call to action overlays
annotations
Donate button
YouTube Nonprofit Program!
