10 Ways Major Gift Officers Can Use Personalized Video
May 3, 2021 · 3 min read
With 90% of revenue coming from 10% of the donors, major gift officers have their work cut out for them. With so much riding on each donor and only a handful to go around - it's crucial to maximize your communication tactics.
Personalized video is my answer.
Here are some video ideas:
Use video to introduce yourself and to put a face to your name. Relationships are everything in major giving, and personalized video will make a great first impression. You could even use video to introduce another person on your team and/or vice versa.
2) Report on donor impact
Nothing brings your donors more joy than hearing directly from those they support. Use video to bring donors to the scene and connect them to the project, program, or person they help support. Tools like Gratavid make it easy to collect videos and share those directly with your donor.
Similar to #2, collect testimonials from those your donors support. You can even share testimonials from your staff, volunteers, and other donors. The more you can lift up other voices, the more the donor can see themself as part of your organization and will support.
Here is a great example from Mercy Multiplied, where a powerful testimonial follows a personalized thank you video.
4) Book meetings
Send a video asking the donor to schedule a virtual or in-person meeting. Include a link to your calendar using a tool like Calendly; Calendly and other booking software make it easy to book and find time.
When I was at United Way, I used this approach to close over a million dollars in giving. My video said, “I thought it might be easier to schedule 15 minutes where I would share your impact and what this year’s donation request would be. Click the link below to find a time.”
5) Pre-visit reminders
We’ve all experienced an awkward first date. “I’ll meet you at Starbucks. I’m wearing a blue blazer.” Instead of forcing your donor to guess what you look like, send a personalized video! A personalized video will make your prospect feel welcomed, relieve pre-visit hesitations, and skip the awkward introduction.
6) Post-visit thank you
Maybe you didn’t send a pre-visit reminder, or you did and want to do both. In Major Gifts, your goal beyond building the relationship is to keep the door open for future visits. The post-visit thank you could be just as important, especially if you follow up with the information they had asked about.
7) Birthday & Anniversary videos
Certain events stand out and definitely deserve a personal video; maybe it's their birthday, a giving anniversary, or the gift they make is in honor of another, and you want to lift that up. We love this example from Highlands College.
8) Staff turnover & transitions
There is nothing worse than losing a great major giving officer and the fear of hurting the relationship with your organization, too. Video is a great way to explain why someone is leaving AND introduce the donor to their new relationship manager. Moving donors from one major gift office to another, or up/down from mid-level, video can help seamlessly transition the relationship. Having the current relationship manager share that they appreciate the donor and that the following video would be their new relationship manager is a great way to inform your donor and not leave them guessing or confused.
9) Major announcements
Use video to share organization milestones, introduce a new CEO/Executive Director, launch a new campaign, or communicate the release of your annual report. Sharing video announcements is an excellent way to engage your donors and bring the human touch you won't find in a normal email blast.
10) Thank you’s
I saved this for last, which is the main thing to do with video; thank people! Thank your donors, personally, 1:1, and beyond just your thank you, including one from board members, clients, students, etc. The video from you should be personal, heartfelt, and concise.
If you want a quick walk-through on how Gratavid can help you share impact, build stronger relationships, and move the relationship towards a major gift ask, schedule a demo. All our demos are tailored to you and your needs.
Ready to stand out with personalized video?
Check out our favorite Gratavid testimonials below, and visit Gratavid.com for examples and to learn more.