Charity Videos: Good versus Bad

Here are two recent Irish charity videos:

One is cheap, poorly acted, with bad sound quality, and looks like it took about half an hour to make. IT IS AMAZING!
The other is slick and fancy, loads of people involved and obviously took a lot of work. I don’t like it at all.

The Irish Cancer Society video is so average because:

  • It’s all “We we we”. We launched this, we did this. No you didn’t! Your donors did!
  • There are so many numbers…so many stats.
  • As much as I like their CEO, he shouldn’t be in the video. And get rid of the fundraisers too. Give me more nurses! Give me more service users!
  • Get rid of words and phrases like ‘Strategic plan’, ‘incognisant’, ‘collaborative’, ‘oncologist’.
  • Thank you count = 0

 The IMNDA video is so good because:

  • It’s all thank yous
  • So many service users, so many nurses. Not a CEO in sight!
  • It’s filled with real people with first names. No surnames!
  • Real descriptions of how they spend money, spoken like humans.
  • It’s so cheesy and cute!

When you’re making a video for your charity (and you should be…you only need a phone) there is one simple thing to remember. It is a bitter pill to swallow but it is really one of the most important things in fundraising:

Nobody cares about your charity or your CEO. It is all about your donors and the people they help.

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