Capital Campaign Video's Success Is Due To Emotional Response
Posted by Catie Foertsch on Thu, Nov 03, 2011 @ 09:43 AM
Capital campaign videos are valuable because they connect donors with the emotional reasons to donate - something that's natural for video, but much more difficult to do through other media. That emotional connection is critical because emotions cause people to give. That's why your campaign needs a video - to create the emotional state that leads to donations.
We created a capital campaign video for Apple Tree Arts, a nonprofit in central Massachusetts, several months ago. Recently, they've begun using it in their campaign. Their goal is to raise $1 million to renovate an historic building as a community arts center. Thanks in part to their video, they've already raised $175,000, with much more in the pipeline.
Why did Apple Tree Arts decide to invest in a video?
"I felt it very important to get the word out through the voices of the Apple Tree Arts directors, faculty, families and students," said Donna Blanchard, the organization's Executive Director. What she finds particularly valuable is how the video "captures the excitement and passion behind the impending capital campaign for a new home for our 22 year old organization, for the restoration of one of the town's most prominent buildings, and for the economic revitalization that this project would bring to the entire community."
Why is the video a success?
In order to make the Apple Tree Arts video, the Yes! MediaWorks crew "asked the right questions and created the mood and climate of the conversations," said Donna Blanchard, so that the interviews represented in the video work together toward the common goal of cultivating an emotional response. And what is that response? It's a recognition of and an identification with the value of the work Apple Tree Arts does, and a strong desire to be part of it.
You can watch the video here.
Call us at 508-439-4094 if you'd like to discuss a capital campaign video for your nonprofit.