Using Video in Email Fundraising

There’s a magic to storytelling in fundraising. It’s an age-old art, and we’ve seen its power time and again. But sometimes, we stumble upon a medium that takes this magic and amplifies it exponentially. Enter the world of video in email fundraising.

Allow me to share a tale that might sound almost too good to be true. A small nonprofit, “Hearts United,” was struggling to meet its quarterly fundraising targets. They had a compelling cause, passionate donors, but their emails just weren’t hitting the mark. It seemed the words on the screen were not translating into the urgent call to action they hoped for.

On a whim, they decided to tell their beneficiary’s story through a short video. The video was raw, real, unpolished – but it was genuine. It showed the real-life impact of donations, the smiles, the tears, and the transformations. They embedded this video in their next fundraising email. Within a week, “Hearts United” had not only met but exceeded its target by an impressive 35%. Donors wrote back saying how moved they were, many even sharing the video in their networks. That video turned out to be the emotional bridge that connected the nonprofit’s mission to its donors.

This isn’t to say that every video is a silver bullet, but it emphasizes an important point. Storytelling is at the heart of effective fundraising. Words can paint pictures, but videos? They can make a story come alive. They engage more senses, evoke more emotions, and most crucially, they humanize the cause. When you see with your own eyes the change that your donation can make, it becomes less of a transaction and more of a heartfelt contribution.

In the evolving landscape of digital fundraising, videos in emails are emerging as a potent tool. Not because they’re flashy or trendy, but because they tap into the timeless power of stories told visually. And because they help you grow your email fundraising. 

Table of Contents

• Using Video in Email Fundraising
• The Don’ts of Video Fundraising
• The Do’s of Video Fundraising
• Metrics and Reporting on Video in Email

Using Video in Email Fundraising

In the world of digital fundraising, there’s a palpable shift happening. As the scroll of the written word on our screens begins to blur, videos are emerging as luminous beacons capturing our attention. They aren’t just a fancy addition or a nod to technological advancements. They’re revolutionizing how we connect and how we raise funds. Let’s dive into the ‘why’ behind this.

Emotion: The Heart’s Call to Act

You’ve probably felt it before. Reading about a cause is one thing, but seeing it in motion—whether it’s the sparkle of hope in a child’s eyes or the tangible impact of a project—strikes a chord in the deepest recesses of our hearts. Videos are masterful at evoking emotions, often far more potently than text alone. And here’s the kicker: when emotions are stirred, donors don’t just give—they give more generously.

Retention: Making Stories Stick

Did you know that people remember only 10% of what they read but retain 95% of a video’s message? It’s a staggering difference. While the written word has its undeniable charm, visual content carves a niche in our memory. When your cause stays on top of a donor’s mind, it’s far more likely to inspire action not just once, but repeatedly.

Credibility: The Authentic Voice of Impact

In the age of skepticism and digital noise, authenticity is your biggest ally. Videos give you a platform to show, not just tell. It’s the difference between reading about a community’s transformation and watching it unfold right before your eyes. Videos add that human touch, making your campaigns real, genuine, and infinitely more credible. Because when donors see the change in action, they don’t just believe—they become champions for your cause.

In essence, integrating video into your email fundraising isn’t a mere trend; it’s tapping into the primal way humans connect, understand, and believe. And in fundraising, that connection is priceless.

The Don’ts of Video Fundraising

Venturing into the world of video within fundraising emails is akin to discovering a new superpower. But like all powers, it comes with responsibilities. As tempting as it might be to dive headfirst into the deep end of this pool, there are certain pitfalls we must navigate around. In our pursuit to make our emails more engaging, let’s not forget the essentials of donor-friendly communication. Here are some ‘don’ts’ to keep in mind as you integrate videos into your fundraising strategy.

Avoid Overproduction: Simplicity is Golden

While Hollywood-esque productions with drone shots and cinematic scores may be awe-inspiring, in the realm of fundraising, they might just miss the mark. It’s easy to get wrapped up in the dazzle of high-end production, but donors are not looking for the next box office hit. They want real stories of impact, genuine emotions, and a clear call to action. The essence of your message can get lost in the glitz. More often than not, it’s the raw, candid clips that resonate most. Remember, it’s not the grandeur of the production but the authenticity and clarity of your message that counts.

Don’t Forget Accessibility: Inclusion is Key

Avoid Auto-play: Respect the Viewer’s Choice

Imagine this: A donor opens your email in the middle of a quiet office, and suddenly, without warning, your video blares to life. It’s intrusive and can be a jarring experience. Auto-playing videos can disrupt the donor’s experience, and there’s a risk they might close the email before even getting to your message. Moreover, auto-play videos might get your emails flagged as spam or, at the very least, be a deterrent to future openings. Give donors the choice to press ‘play.’ Anticipation can be a powerful thing, and when a donor chooses to engage, they’re more likely to watch the video in its entirety.

Incorporating video into email fundraising is a potent tool, but it’s essential to wield it thoughtfully. By avoiding these common pitfalls, you pave the way for more meaningful and impactful connections with your donors.

The Do’s of Video Fundraising

Embarking on the video voyage in your fundraising emails is not just about avoiding potential pitfalls; it’s also about embracing the best practices that have proven effective time and again. Videos, when done right, can be the lifeblood of your email campaigns, creating deeper, more tangible connections with your donors. As we’ve examined the don’ts, let’s pivot to the invaluable do’s that can help your organization truly shine in the digital landscape.

Keep it Short and Sweet: Value the Viewer’s Time

In the age of dwindling attention spans, brevity isn’t just a nicety—it’s a necessity. Long, winding videos can lead to disinterest, or worse, an unopened email. Aim for videos that are concise yet compelling. While there’s no one-size-fits-all answer, many successful campaigns feature videos that are 1 to 3 minutes in length. In that short window, capture your mission, show impact, and inspire action.

Include a Strong Call-to-Action: Guide the Emotional Journey

So, your video has struck a chord. Now what? Without a clear call-to-action (CTA) in your email, that emotional momentum might fizzle out. At the end of the video, or even embedded within, guide your viewers on their next step. Whether it’s donating, volunteering, sharing, or simply learning more, your CTA should be unmistakable, urging the viewer to transition from passive watching to active participation.

Mobile-friendly: Be Where Your Donors Are

Did you know that over half of all emails are opened on mobile devices? And that number is only growing. If your video stumbles, buffers, or simply refuses to play on a smartphone or tablet, you’re missing out on a massive chunk of your audience. Ensuring your videos are optimized for mobile isn’t a luxury—it’s a critical component. Use formats and platforms that adapt seamlessly, ensuring every donor, regardless of their device, has a smooth viewing experience.

Test and Optimize: The Path to Perfection

The world of digital fundraising is fluid, and what works today might need tweaking tomorrow. Instead of setting and forgetting, adopt a mindset of constant refinement. A/B test different video styles, CTAs, lengths, and placements within your email. Analyze engagement metrics, gather feedback, and be prepared to iterate. This continuous cycle of testing and optimization will not only improve your results but also deepen your understanding of your donor base.

Incorporating videos in your fundraising emails isn’t a mere checkbox—it’s an art. By embracing these do’s, you position your organization to harness the full potential of video, forging connections that go beyond the screen, straight to the heart.

Metrics and Reporting on Video in Email

When you’ve painstakingly crafted a video for your fundraising email, sent it out into the digital abyss, and eagerly awaited results, one question inevitably emerges: Was it a success? But success, especially in the nuanced world of fundraising, isn’t always glaringly obvious. It manifests in varied metrics, subtle shifts, and even heartwarming messages from your supporters. Let’s dive into the indicators that help you discern the real impact of your video efforts.

Engagement Metrics: Beyond the Play Button

• Video Play Rate: Simply put, this metric answers the question: How many recipients chose to press ‘play’? A high play rate suggests that your video thumbnail or the surrounding context was enticing enough to prompt action.
• Completion Rate: While pressing ‘play’ is a win, seeing the video through to the end is the real goal. The completion rate gives insight into how engaging and relevant your content was for your viewers.
• Click-through Rates (CTR): If your video includes a CTA—be it a link, a button, or a prompt—CTR becomes a vital metric. It measures how many viewers transitioned from watching to taking the next desired step, offering a glimpse into the video’s efficacy in driving action.

• Increase in Average Donation Amounts: A compelling video can often spur donors to give more generously. Monitor any shifts in average donation amounts post-video campaign to gauge its emotional resonance.
• Conversion Rates: Beyond just inspiring, how effective was your video in converting viewers into donors? This rate offers a tangible measure of your video’s call-to-action strength.
• Overall Revenue Generated from Video Campaigns: At the end of the day, one of the core goals of your fundraising efforts is to raise funds. By comparing the revenue from video-integrated emails to those without, you can get a clear picture of its monetary impact.

Feedback: The Human Touch

In a world awash with data, it’s easy to sideline the anecdotal, the personal. Yet, sometimes, the most profound insights come from a heartfelt message or a candid piece of feedback from your donors. Were they moved? Did the video compel them to share your cause with friends and family? Such nuggets of information, while qualitative, can be invaluable in understanding the emotional depth and reach of your video content.

In the realm of video email fundraising, success isn’t a single metric—it’s a mosaic of numbers, trends, and human responses. By keeping an eagle eye on these indicators, you not only measure your impact but also continually refine your strategy for even greater success in the future.

As we’ve journeyed through the nuances of integrating video into email fundraising, one overarching theme emerges: it’s not merely about adding a multimedia element. It’s about deepening connections, narrating stories with vibrancy, and giving your mission the heartbeat it deserves. In this digital age, where the competition for attention is fierce, video stands out as a beacon, drawing donors closer, compelling them to act, and above all, making them feel.

Yet, like all tools, its power is harnessed best when wielded with care, intention, and an understanding of your audience. By embracing best practices, avoiding pitfalls, and keeping a close eye on success metrics, you transform video from a mere inclusion to a force of impact.

Remember, in the world of nonprofit fundraising, it’s not about being the loudest. It’s about being the most genuine, the most resonant. And as countless organizations are discovering, video might just be the key to unlocking that resonance. So, as you step forward, camera, script, or storyboard in hand, know that you’re not just crafting a video—you’re amplifying your cause in the most human way possible.