It may not feel like a great time to ask for donations but people are in fact, ready to give, as one of my client’s recently found out when this year’s campaign was more successful than last year’s campaign.
Part of our work is to help institutions raise funds by creating engaging videos. These videos often become an integral component of the emotional connection with the target audience.
Of course we are living in the most unusual of times. Many people are doing it tough at the moment and are not able to donate to causes as they might have in the past.
But here’s the thing: many people are getting by and some are doing even better. With that comes a sense of obligation to provide support where it is needed. But how do they know where it is needed unless you ask?
Saying “now’s not the time to ask people for money because so many are doing it tough” is exactly the reason why now is the time to ask for money. People need help and there are people out there ready and willing to dig into their pockets.
I’m a fan of the mantra, “If you don’t ask, you don’t get”. It is relevant in all aspects of life – careers, relationships and of course in fundraising. I’ve heard about research that showed the number 1 reason why boys’ schools raised more funds than girls’ schools is that boys’ schools had a better culture of asking.
When working with the client above we suggested the message should be framed along the lines of – we know times are tough and you may not be able to support the bursary this year, however if are able to support, your donation is needed now more than ever.”
It took the pressure off those who were not able to donate and it motivated those who could. This provided an opportunity for the many people who could afford it, to help. A lot of people are in need at the moment and being able to help is a wonderful gift.
Videos are a crucial way to emotionally connect with your community. An engaging video focuses the attention, cut through the noise and motivates your audience to action.
I was very excited for my client when I found out about the result of their campaign. Many students and families will be able to benefit from the bursary program and who knows what impact that will have on so many lives in the future.
It was great to hear from my client that “we couldn’t have done it without your video!”
If you would like to see some of our recent Fundraising videos please get in touch.