10 Ways Annual Fund Can Use Personalized Video

10 ideas to help you stand out with personalized video

Frank Mumford, CFRE
June 9, 2021 · 4 min read
10 Ways Annual Fund Can Use Personalized Video

Your annual fund is a critical asset to the organization, as they act as the feeder program of engagement.  The annual fund also provides funding stability and typically supports your general operating dollars.  Frequently, the communication falls into a less specific and more of a broad-based approach using areas that segment donors, constituents, alumni, volunteers, etc.

Video is a critical asset to helping with donor retention, renewal, and increasing gift size.  As the digital world continues to produce a new channel of donors, where online givers continue to have the highest ROI, why not connect virtually through video?

Here are some ways you can utilize video in your annual fund department.  

1. Stewarding Donors

When creating an annual fund appeal, most of the focus is on the message, the direct mail, or e-solicitation pieces, and the thank you comes as an afterthought.  Instead, use video to maintain consistency throughout the appeal. If you highlight a specific person or focus area, have the video thank you be from that person or place their support will fund.

2. Retain Donors

The most significant cost savings is to retain a donor vs. find and capture a new one, where if you break even with new donors, you are happy. You will increase retention through effective stewardship and showing the result of a donor’s philanthropy. Video can bring you to the scene and show precisely where a gift was put to use.

3. Events

Video offers a unique opportunity to invite people to an event, share the keynote speaker, or engage the audience.  Through Gratavid’s video request feature, you can easily capture video from those served/supported by the event or introduce a student scholarship recipient to their donor. Video will genuinely enhance your next event.

4. Scholarship Recipients

One of the most impactful things that scholarship donors talk about is the annual brunch/lunch, where they meet the student or individual they sponsor or support through scholarships.  Video offers the opportunity to introduce and share who that specific donor supports and do it promptly.  

5. Giving Days

A lot of giving days for organizations bring in first-time donors, and re-engage lapsed donors, and increase current donors’ commitment.  Provide a unique giving day video that is personalized thanking these people and referencing if they are a first-time, re-engaged, or increased their gift from before. Also, share the impact they are making with a second video after the personalized one.  

6. Monthly Donors

The common sentiment amongst monthly donors is that they don’t want you spending any extra money on them. Digital stewardship is key, and video can provide wonderful engagement, with the donor feeling you are putting their gift to the right place. 

7. Phonathon/Call Center

Stewardship is critical for the phonathon in regards to getting pledge information out to the committed donor. A great way to ensure they fulfill their gift is to provide a personal video from the student thanking them by name with a call to action button where they can complete their gift.

8. Leadership Annual Giving

Introductions moves management, and actionable metrics are all ways you can utilize annual giving donors who are at the leadership level through personal video. 

9. Reunion Giving

Class reunion giving is a great way to lift up your volunteer leaders who take charge to ensure reunions take place, or they all support their specific fund.  Share video messages from the class ambassador, or the scholarship or recipients who were benefited from that class year’s donation.

10. Giving Societies

Within the tier structure of giving societies, or your heritage (planned gift) society, you can provide branded experiences with a video that directly speaks to the involvement of the donor. Maybe they are a President’s Circle Level donor, you can incorporate at any level to share their impact.

Video can add impact and consistency throughout any annual giving program, by providing both written, and digital stewardship.  Sharing multiple formats of a thank you is important and ensures your message is being seen and heard. 

WRITTEN BY
Frank Mumford, CFRE
VP of Customer Success @ Gratavid
Frank serves as the VP of Customer Success with Gratavid. Previously he was a Senior Donor Advisor at The Greater Twin Cities United Way where he was first introduced to the opportunity Gratavid presented in connecting and engaging with donors through video. He holds a B.A. in entrepreneurship and a B.S. in economics from Northern Michigan University, where he got his start as a student telethon fundraiser. He has more than 13 years of fundraising, sales, and marketing experience across the higher education and social service sectors. Frank is a Board Member of AFP Minnesota Chapter and the NMU Alumni Association.
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Eshon Allen

Gratavid truly helped us reimagine the connections we make between our school community and the donors who make it all possible.

UCLA
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Gratavid has helped take our stewardship to a new level. I can not express enough how much I love this platform.

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Kerri Naber

Our donors are so thankful to receive Gratavids because it communicates that they are a big part of our mission. A personalized video makes them feel valued and seen.

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Zack Huffman

Gratavid is a game changer. Since starting I’ve used it every day.

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