Using Video Postards As Marketing Tools

There have been many exciting new developments for SWP!

In my last blogpost, I spoke about tools that engage and enliven a donor relationship.  In today’s marketplace, the key ingredient is passion.  If you are not passionate about your product, your company, or your nonprofit, then your audience won’t be, either.  

My role as a consultant is to connect an organization’s passion to its audience.

One of my clients, Jerusalem-based Thank Israeli Soldiers, recently asked me to come up with a marketing idea for its end-of-year fundraising campaign.  My client is very passionate about its organization and is known for its tremendous commitment to the soldiers of the IDF.  My suggestion to them was to create a “video postcard” (see below).

Today’s consumer lives in “the clouds” and is bombarded with information.  Your job is to stand out.  The “video postcard” for my client is 2 minutes long and packs an emotional punch.  It is strategic in its message and purpose.  Because the message is unique to the organization but not time-bound, this one-time investment will have a long shelf life. 

What was your inspiration for starting your venture?  Who are you talking to?  What is their passion?  What motivates them?  To begin, you must own the answers to these questions.

 

Some tips:

-       Learn as much as you can about your potential donors.  Interview your referrals; ask specific questions.

-       Information is gold.  Research.  Find out about the potential client/donor history, relationships to community, to giving, etc. 

-       Create partners, not donors.  Work on developing a marketing and communications strategy that is consistent and compelling.