Communication is the backbone of a successful development program. Donors want to be assured that their money is going to a worthy cause. They want to feel that their donation has made an impact and that they have made a difference in the health of others. Communicating all of these point is critical for every healthcare organization.
Communication comes in many forms, many of which you’re likely already implementing at your organization: newsletters, direct mail, phone calls, social media, and video. Is that last one intimidating? It doesn’t have to be!
Using Videos in Healthcare Fundraising
Statistics show that videos are more than 20x likely to be shared on LinkedIn compared to other formats.
Video can be one of the most compelling forms of donor communication because it allows viewers to see and feel the story and message being conveyed. Viewers are able to hear tone, see emotion, and feel empathy for the subject of the video.
Videos provide a unique perspective and serve as an expression of why donors care. Through a patient’s recovery journey, or visualizing the impact of a new facility or equipment, videos illuminate why your organization is the one that your audience should support.
Healthcare organizations sometimes have a unique opportunity to engage multiple stakeholders with video, as most healthcare settings already have digital displays where videos can be viewed.
Whether it is in waiting rooms, cafeterias, or patient hospital rooms, videos have the potential to reach physicians, family members, patients, and other support staff.
Best Practices for Video Production
TAG’s Emmy-Award winning videographer, John Freidah, recently shared some insights about videos in healthcare philanthropy—and how to get it done right.
1. Have a strategy: Be strategic when planning the video. Don’t put someone in front of a camera without having previously discussed their experience or story together. John recommends you or your videographer hold a phone interview with subjects before the actual day of filming. This is an important step to learn about the subject and tailor the interview to best capture their story.
2. Pick the right subject: When you are trying to decide who you want to interview, yes, you need someone with a story BUT you also need someone who is relatable, empathetic, and articulate. If you have a good story but can’t express it well, the impact will be lost. Consider showcasing your most dynamic donor, personable patient, or vibrant volunteer!
3. If you are going to do it, do it right: This one may be tougher to come to terms with, but don’t skimp on production value. A viewer can easily discern between a professionally shot cinematic experience and an iPhone video clip. While quick snaps may work for more informal uses (such as Facebook Live stream or to capture a timely moment), to express your mission and case for support, utilize professionals. Select a cinematography team that shares your passion and enthusiasm for sharing your message. Request sample videos, ask for references, and interview them to be sure you share the same vision for the video.
4. Tell the story, ask for money later: These videos should be about, first and foremost, telling the story. You don’t want to miss the opportunity to raise philanthropic dollars, but you don’t want the subjects in the video telling their story and ending with an ask. Tell the story, let the audience feel the empathy, then find a creative way to market the video with an ask after it has been publicized. Videos are part of a larger plan—on their own they tell a story; together with other cultivation exercises, they will help to sell your message.
Utilizing video as a medium in your next capital campaign can help you tap into potential donors that you were not previously able to reach with other methods of communication. Give it a try in 2024!