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How to craft captivating videos that engage your donors

Missed our recent Fundraising Refreshments webinar on tips to creating engaging video content? Check it out:  


Why does video matter? 

Video is more important today than ever before. 91% of businesses use video for marketing, and it’s only going up from here.  

This can be intimidating, and oftentimes there are barriers to creating and using videos. The most common issues with video creation that businesses have reported are: 

  1. Lack of time (30%) 
  2. Don’t know where to start (18%)
  3. Too expensive (10%)

Video creation takes some time to get used to, but ultimately the engagement is worth it. Let’s dive into video making, starting with a few common issues to avoid.  

What makes a bad video? 

Making a captivating video is not as simple as pressing record. Videos take time and creativity in order to effectively deliver a desired message to your audience.  

Here are a few reasons why a video may receive bad engagement: 

  1. “Winging” it: hitting record and telling your story without planning beforehand can make a video feel rushed and careless. 
  2. No obvious story/rambling narrative: you’ve probably experienced this yourself, where a video does not seem to have a point, so you move onto the next.  
  3. Unclear audio/video: low-quality audio and video can make or break audience engagement.  
  4. Boring and uninteresting topic: the audience does not find the topic relevant or exciting

While avoiding these issues may seem straightforward, it’s not always easy to achieve.  

Group Creative Director Chris Weiland shared tips for crafting engaging video content to reach donors in our recent Fundraising Refreshments webinar. Watch the recording above to learn more.

RKD Group

RKD Group is North America's leading fundraising and marketing services provider to hundreds of nonprofit organizations, including hospitals, social service, disease research, animal welfare, rescue missions, and faith-based charities. RKD Group’s omnichannel approach leverages technology, advanced data science and award-winning strategic and creative leadership to accelerate net revenue growth, build long-term donor relationships and drive online and offline engagements and donations. With a growing team of professionals, RKD Group creates breakthroughs never thought possible.

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