Category Archives: Fundraising Videos That Work
December 22, 2011, 10:22 am
Think you’re a bad gift giver?
You’re not alone, says the actress Scarlett Johansson in an animated video that’s helping to increase year-end donations to Oxfam America, the U.S. branch of the global development charity. The video is part of a campaign that pokes fun at holiday-gift traditions to spur support for Oxfam.
In the video, Ms. Johansson is the voice of an animated female character who discourages viewers from giving lame holiday gifts—like a picture of a kitten or an ugly sweater. Instead, she suggests going to the group’s online portal, Oxfam America Unwrapped, and purchasing something more meaningful: chickens for a farmer, books for kids, or fruit trees for a village. “Now, these are really great gifts,” she says.
The video has garnered a “lot of traffic,” says Stephanie Kurzina, vice president for development and communications a…
November 29, 2011, 8:26 pm
In recent years, some charities have begun to acknowledge donors’ gifts with videos. But many of these productions aren’t getting the job done, according to a fund-raising expert who has reviewed dozens of them. He warns nonprofits to keep their thank-you videos clear and simple.
Adrian Allen, a fund raiser at a private school in St. Louis, recently watched 40 thank-you videos from nonprofits. He found them through a pitch he made on an e-mail discussion list maintained by the Association of Donor Recruitment Professionals. Originally, he wanted to write a post about the topic on his blog No Donor Left Behind.
Mr. Allen discovered three common mistakes charities make with thank-you videos.
They’re too long. Too often, Mr. Allen found charities “overestimating the attention span of the viewer.” Viewing one 15-minute video, he says, sapped his desire to watch more after a couple…
July 26, 2011, 11:36 am
Add this to the annals of extreme fund raising: jumping off a 41-story building to raise money for charity.
Endurance events, such as marathons and bike cross-country expeditions, have long held appeal for participants who ask their friends and relatives to “sponsor” them by making donations. But another type of event has entered the extreme fund-raising circuit—and is raising hundreds of thousands of dollars.
More than 100 rappelling events have occurred since 2008, when Over the Edge, a Canadian company, brought the concept to the United States.
In 2009 it had 18 charity clients; a year later, it had 42. For 2011 it has 62 nonprofit organizations including Boy Scouts of America, the Make-a-Wish Foundation, and Special Olympics. The organizations have raised more than $10-million since 2009, with the average event raising more than $60,000…
July 15, 2011, 11:27 am
If only charitable giving was as easy as buying a Coke at a vending machine. Well, now it is—at least in Japan.
A Coca-Cola bottling company in Japan and the country’s Red Cross have joined together to enable people to make donations by putting money into a vending machine, which in Japan is a popular way to buy items like mobile phones and food.
Donations are paying for recovery efforts under way in the wake of March’s devastating earthquakes and tsunamis.
Sayaka Matsumoto, a spokeswoman for the Japanese Red Cross Society, said in an e-mail to The Chronicle that she is not aware of any effort to bring the concept to the United States.
People can give in two ways through the vending machines that bear Red Cross logos. They can buy drinks at the regular price and a portion of the sales will be donated to the Japanese Red Cross. Or they…
June 3, 2011, 11:40 am
Thompson Child & Family Focus, in Charlotte, N.C., managed to raise $1.3-million in under an hour at its annual fund-raising lunch last month. That’s a big sum for the group — it represents about 9 percent of the social-service group’s annual budget.
Ginny Amendum, Thompson’s president, didn’t set a goal before the charity’s annual fund-raising lunch started. But everything else was carefully orchestrated to ensure success.
John Fennebresque, a Charlotte lawyer who served as host of the luncheon, quickly scanned the crowd and felt the energy in the room. The audience reacted well to a six-minute video about a young man the nonprofit helped become a thriving teenager even though he had suffered serious mental problems after he spent time as young boy in a Russian orphanage. People stood up and applauded the young man’s story, and then Mr. Fennebresque took advantage of the…
December 28, 2010, 10:48 am
The Volunteers of America Chesapeake affiliate is trying to replace the traditional 12 days of Christmas gifts with a new tradition—15 days of fund-raising videos.
Every day starting with December 17, the charity, which serves people in Maryland, Virginia, and the District of Columbia, has been posting a new video; the last one will appear on December 31.
The idea took hold after Thanksgiving weekend when the charity’s staff members held a brainstorming session. They wanted to do something big to promote year-end gifts but to do it in a way that would not cost much or take a lot of time.
What materialized was “Courtney’s Quest: 15 Days of Giving.” The host of each video is Courtney Dunn, who handles communications for the charity—and who worked as a television reporter and anchor before joining the organization. The charity estimated it spent about $3,000 on the appeal.