Non-Profits Use Video to Increase Awareness and Donations

While the current economic crisis has affected nearly every organization, non-profits have been particularly hurt. Recent reports suggested that nearly 70% of non-profits have reported fewer contributions and smaller gifts per individual. Ironically, the demand for their services is at an all time high.

So what does this mean?

It means that non-profits need to use cost-effective, innovative ways to persuade donors to write checks that will sustain the organization’s work. Leading non-profits are turning to video as a powerful marketing and fundraising tool. Susan Rosenberg of American Jewish World Service, in a recent Chronicle of Philanthropy article, said, “Video, more than any other medium, can tell powerful, emotional stories that move supporters and donors to take action.”

Why does video work?

Video has been found to be one of the most persuasive forms of communication. Studies show that three days after an event, people retain just…

-       10% of what they hear

-       35% of what they see

-        But 65% of what they see and hear.

The donor remembers the non-profit’s message and brand creating an emotional connection. Third Floor has been working with many non-profit organizations to turn that connection into donations. 

Matt works with Third Floor to help with strategy and marketing for non-profits.  Shoot him an email: matthew@thirdpro.com if you have any questions or thoughts.