Video for good causes, open their hearts and they’ll open their wallets


Non-profit organizations rely on the generous donations of supporters to help their causes. Using video to reach audiences is a much more personal way of promotion. Unlike text, it can create human connections and build relationships. Video can be a great means of capturing support because of its ability to appeal emotionally to audience.

As a promotional medium, videos offer the closest thing to real life interaction. It can allow an organization to face its audience and communicate in a personal way. This simulated human interaction can cause audiences to feel more connected with a cause. Videos can build stronger relationships with supporter by allowing human details to be depicted. Facial expressions, body language and voice intonations all strengthen the quality of communication that is delivered. By facing an audience, and organization can portray openness and credibility. Viewers will look to faces as gathering points for credible information. By making use of non-verbal cues organizations can communicate emotions to audiences. Effective use of emotions can create heartwarming scenarios online that are only possible through video.

Video’s ability to demonstrate emotions can better persuade audiences to contribute to worthwhile causes. Its ability to convey rich information can create sympathy among audiences, motivating them to take action. This goes beyond creating just business value, which consists of logical reasons for a cause. With charitable organizations, creating personal appeals is especially effective. Seeing is believing and videos allow views to see the real world situations that need their help. Emotions make fundraising videos personal, which appeals to viewers’ altruistic sides. Its motivation also works immediately, when emotions are strongest. Video are more effective than text and images as a call to action.

When audiences see that their gifts are making a difference, they are more motivated to become reoccurring donors. Just as videos can create sympathy for causes requiring donors, it can also strengthen connections with past donors who have given gifts. Periodic videos can be produced for donors to provide them with status updates on where their gifts are going. Fundraising no longer has to have a disconnect between donors and the causes they are giving to. Technology allows donors to be easily kept in the loop. This provides payoff to supporters by bringing them the positive emotional benefits of helping out. The cost of video production is also low today, allowing non-profit organizations to make the most of their money, while also reaching out to their supporters.

Video also allows wider outreach to different groups. Younger generations are a very different audience for non-profit organizations. They provide the potential for reoccurring donations for years to come, but appealing to them may be challenging. They typically like to be involved with the causes they help. This shown by to willingness of many young people to contribute themselves to causes. Video can help make them feel more involved by the connectedness it brings. They prefer two-way communication instead of being fed information. Video and social provides powerful tools to achieve two-way communication from just about anywhere. Having a twitter presence and uploading videos can encourage supporters to share content, so more people can see the good cause that an organization stands for.

Video is a great medium for very personal communication. It removes any disconnect that can be felt from other mediums by featuring real people. Video allows the best human characteristic to show through to enhance any message. While non-verbal cues can communicate emotion, powerful imagery can elicit emotional response. For good causes, video uses human interaction to warm up audience support.

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