Using video to build powerful donor relationships

Video is an incredible untapped opportunity in fundraising.

Very few of us are really using it effectively – and here’s why:

When we think about video, we often think about highly polished, professionally produced, slickly edited fundraising marketing.

I’m not knocking professional produced video, because it can be effective - but personalized video is something that any organization can do, and it has an incredible power to build relationships with your donors.

You can use a quick personalized video to send a spontaneous program update to a donor, or tell a compelling story that illustrates the impact of their gift.

You can share a personal message to celebrate a milestone in their life, or simply send a thank you after a meeting, or follow up on an event invite.

The opportunities are endless – and the great thing is that personalized video is accessible to organizations of every size, at every budget level. You don't need expensive equipment, and there's tons of affordable and even free tools to help you use video to communicate effectively with your donors.

I use a tool called Dubb to create personalized videos, and you can see what it looks like here. I have all the bells and whistles turned on so you can reply to me directly, or even book a call using on my online calendar - but you can turn all that off if you want to send a simple, streamlined video message.

I’m curious – are you using personalized video to build donor relationships at your organization? If not, what are the barriers that are holding you back? I’d love to know – leave me a comment below, and let me know what you think!

Emma Lewzey, CFRE is an award-winning fundraising expert with 20+ years experience raising millions of dollars across the arts, education, health and human services sectors. If you want to raise more 5, 6 and even 7-figure donations your non-profit, you can download Emma’s free Blueprint for Major Gift Success, and learn the 4 crucial steps to raising big gifts (at any size shop!)

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