It’s one of the biggest conundrums of life. You want to do some good in the world. But it’s much, much harder to do good deeds than it should be. You’d think that people would be happy to help out worthy causes. Who wants to see children in underdeveloped countries suffering from thirst because they lack clean drinking water? No one, of course. But just try raising funds for it through a plain grassroots campaign.


Video is one of the best ways to bring people on board when you need to raise money for your non-profit group

No, if you want to help others, you need to proclaim your cause for all to hear. In this day and age, that means mounting an effective media campaign. Notice we said “effective” rather than “huge” or “costly”. You can spend a lot of money on a campaign that ends up bringing in very little revenue. This is not an efficient use of funds in any business. Whether they want to admit it or not, non-profit groups are businesses. They simply use the money that comes in to enrich others, rather than enriching the organization and/or its members.

We’ve spoken elsewhere on this site about why videos are an important part of any social media campaign and why they boost other aspects of your marketing strategy such as email campaigns. These strategies are critical for non-profit organizations that need to form strong relationships with donors.

In the for-profit world, it’s understood that there will be mutual benefit in the interactions. You engage your target audience, tell them what you offer, show them (with the use of well-executed videos, of course) why your products and services are the best. They find you through research, perhaps using their mobile device during a layover as they’re flying to a conference.  Won over by your superior pitch, they choose to work with you rather than your competitors.

In this scenario, both of you benefit. You get new clients, and the clients get the goods or service they need.

What About Non-Profits?

This is not the paradigm when you’re running a non-profit. In that case, you are asking people to part with their money, but they get nothing substantial in return. Yes, cynics might point out that the donors get a tax write-off or the opportunity to toot their own horn about how generous they are. Even the more modest donors still might pat themselves on the back for being so kind to those in need. Ego boosts can be their own reward. But except for the tax write-off, they’re getting nothing tangible for their largesse.

This is why a straight email campaign, or even a straight social media campaign, will often fall short. You need to up the stakes for your target audience. That means giving them the opportunity to see what’s at stake. You can try to do it with well-written prose that conjures up vivid pictures in your mind, but you have no way of ensuring that the people reading your pitch will see the same pictures in their minds.

What’s The Alternative?

Presenting actual pictures in the form of a video, so there’s no doubt that people will get your message. Show them what the situation is now, and what can be done to remedy it. In the case of the children who don’t have access to clean drinking water, you can show what they may have to drink now (muddy water from a hole where animals also drink) and what they could have if generous donors funded a well in their village. You can be certain you’ll get exactly what you need thanks to Hencar’s extensive pre-production process which includes concept development, location scouting, storyboarding and scriptwriting.

Corporate donors provide a huge portion of the revenues for many non-profit groups. This is where some extra strategizing can help you tailor a pitch that’s more likely to get them to donate to your campaign. Aside from prominently displaying their logos and a sincere “thank you” message on your website that acknowledges their help, you can also offer to post follow-up videos that specifically highlight a corporation’s role in helping you meet your goal. Did a company fund three wells for villages that wouldn’t otherwise have been able to get them? Then that’s what you put in the video.

Corporate donors love that type of publicity, and may even be willing to foot part of the bill for the follow-up video if you give them access to it so they can post it on their own websites. These videos don’t just have to live on the Internet. If you add in a call to action for people to keep giving so that more progress can be made, these videos make perfect additions to ad campaigns on social media and television networks. Yes, some of those slots have to be purchased, but again, your corporate donors may be willing to foot part of that bill. It’s cheaper for them than designing a new ad campaign from scratch, and nothing makes corporations happier than being portrayed in a socially responsible light.

You already believe in the cause you’re championing. At Hencar, we have the experience and skills to help you effectively get your message out to the world. Change is possible, but only if you’re willing to keep moving forward. Now is the time to take the next step and work with Hencar to expand your reach and your effectiveness.

Contact the specialists at Hencar today for more information about videos for non-profit organizations.

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