video as a fundraising tool

Over the last decade video has gone from an optional item on the list of things we want to deal with to a standard portion of the fundraising toolkit.

Whats that? You are not yet using video you say? No worries. It can be done simply, easily and cheaply and with almost everyone in your audience on one of the forms of high speed internet.

The most cost effective option will be using a student or student group to create content. If you have a tv or video club/department they may be very supportive or willing to help you and will usually do so at cost (or maybe for the cost of a small prize - you would be amazed what will show up if you dangle an ipad 2 out there for the best piece.) The challenge with this approach is usually distribution - how do you get it out there and provide the marketing to support the video presentation. Tip - have the video created on campus and hire a marketing company to help get the word out about it.

A good alternate option is to take a look at what is already out there, create a youtube channel and then provide access to that existing content through that interface. You can then create a marketing campaign around that channel that uses the emails, postcards and letters to solicit and the youtube channel to provide the content/case. This is an easy, simple very cost effective approach but it does mean that you may need to be a little MacGyver and a little Sherlock Holmes to find the pieces that present the school in the light you are looking for.

While both of the above provide low cost offerings, this is often a "you get what you pay for" world and hiring a firm to plan, produce and film the video will pay dividends. Bringing in an external consultant who has expertise in this arena can be an important next step. Think American Idol - we watch the raw footage of the auditions and audition tapes and hear the talent but by the end of the show we can see the talent - makeup, hair, stylists etc can completely change how the performer appears. Look at your employer as the performer here - the right production and marketing team will polish the edges and shine the surfaces so you look your best.

No matter which way you choose to go here (and I am a strong advocate for all of the above) be sure that you have a plan to get an oar in the water next academic year - it is right around the corner and if you don't someone else (check out some of the other nonprofits you support to see what is out there from your competition) will get that 3 or 4 minutes of their time and eventually their support.