Make Video a Powerful Tool, Not a Wasted Resource

Last year, we were engaging in dialogue with a board after presenting a campaign-planning and feasibility study report. A board member emphatically shared, “We have to have a campaign video!” and many board members expressed their support.

“Video can certainly be an effective and emotional tool,” I replied.

And we moved on to the next comment.

We are huge proponents of video—carefully planned video with a clear objective. In most campaigns that are focused on major gifts, we are not big fans of a fundraising video, unless there is a reason that prospective donors can’t see impact of the client’s work firsthand.

Videos are always very effective in raising overall awareness (as opposed to fundraising), but if you are considering a campaign-focused video, be sure it is thought out before you jump because often you don’t need one.

One client was very proud that they had prepared a video for a campaign. It, too, had its roots with a board member’s emphatic plea at a board meeting (before we were retained, I should add).

The video included an “ask.” They had no idea how they would use it.

Our pushback: You are going to ask for gifts face-to-face, not through a video.

Overall, the content was strong—it just didn’t need an “ask.” Thankfully, the client was understanding and revised the video to be an effective component for awareness tours.

Last week when I was viewing a very strong video from a production company, I happened to play the next video on their YouTube page. This turned out to be an 8-minute video on an organization’s mission and plans, and the “ask” was to come tour the organization.

Again, this could have been a very hopeful positioning piece, but to ask viewers to come tour—this should happen, again, face-to-face. Eight minutes is way too long for a video, and it was something I have never seen—their consultant’s name appeared in the closing.

If you are considering a campaign video, be sure:

1. You first have a campaign plan that outlines the needed communications pieces. Know what role a campaign video will play (e.g. general awareness or a call-to-action).
2. Be sure that it is the appropriate length (e.g. 8 minutes is twice what we would consider the maximum for a campaign video). And if you are using it on social media, (in most cases) it should be under a minute.

Video is a very powerful tool, especially in sharing messages that someone can’t experience first hand. But plan ahead to know the objectives and that you are truly fulfilling a need in advancing your campaign.