Giving days take a lot of work—we know it because we’ve been there.
Traditionally used as the biggest donor acquisition tool of the fiscal year, it’s vital to get that donor count up—and help retain those donors year after year (PS: donor retention has increased as much as 65% for those who received a Thankview after a gift compared to those who didn’t!)
Here are eight simple ideas for utilizing university giving day videos to crush your goals during every stage of the campaign.
1. Send a Save-The-Date (And Explain What a Giving Day Is!)
Whether it’s your first giving day or your hundredth, there are still lots of folks who want to know: what exactly IS a giving day, and why is it important? When written words just aren’t enough, record a dynamic video to show your constituents why giving day matters.
The quick tips:
Make sure to share the date, time, and goals of your giving day
Drum up the excitement! Find a high-energy individual that can really share the “why” of your giving day and keep your constituents engaged
Include a CTA to the giving page and point to it in the video to drive the next step
2. Send a Friendly First Solicitation
Did you know using video in a solicitation can raise 74% more than traditional appeals? Seems like a no-brainer! Share a video invitation to participate in your giving day featuring a member of the campus community (like Georgia College Athletics did!) and let the results speak for themselves.
The quick tips:
- Add the need-to-know information in the copy, including links for making a gift and becoming an ambassador
- Get even more personalized by using segmentation to send affinity-based videos. Did someone make a gift to support the football team during last year’s giving day? Have the coach record a video and ask them to renew!
3. Train Your Giving Day Ambassadors
So, you’ve recruited the best advocates for your giving day. But, how do you keep them engaged and get them ready to rock? Break it down to the basics and show them everything that will set them up for success in their outreach. It’s the next best thing to having an in-person meeting!
Check out how the University of Alberta set their ambassadors up for success using video.
The quick tips:
- Show how to capture the best sound, lighting (hint: natural is best!), and quality possible
- Provide any specific language you’d like them to use in their outreach (here’s lookin’ at you, hashtags!)
- Emphasize the overall goals of the giving day, and share how they can get in touch with someone if they have questions
4. Share Why Donors Should Give to a Specific Cause
The reality is, some donors may be on the fence about making a gift. The solution? Get them right in the feels by sharing who will directly benefit from their support. For example, Wilbraham Monson Academy Head Girls Varsity Basketball and Head Prep Basketball Coaches made this video outlining the achievements of the school’s teams and how they plan to use donations to upgrade their game to better prepare their athletes for success.
The quick tips:
- Encourage giving day participants to find and share their “why” for joining in
- Find a scholarship recipient who is willing to share their story and why support from donors has transformed their college experience
- Use this as an opportunity to highlight the day-to-day impacts of a gift. For example, funds to help a student purchase textbooks will in turn afford them more time to study instead of working a second campus job, gifts to the music program will allow more community-based concerts…there are some great personal stories to tell, and now’s the chance to do so!
5. Create Unique Videos For Different Segments
To make prospective donors feel even more special, consider creating a different video for different segments of your audience. For example, send one video message to repeat donors and alumni celebrating their ongoing commitment with a special “thank you” that acknowledges their loyalty. Then, try a different video for LYBUNTs—like Illinois State University did—highlighting the impact of their past support and encouraging them to renew their gift.
The quick tips:
- Use your CRM data to personalize videos for different donor segments.
- Keep the messaging unique: celebrate repeat donors and gently remind LYBUNTs of their impact.
- Include specific calls to action for each segment—whether it’s to renew, give for the first time, or increase their gift.
6. Get Creative!
Sure, a straightforward video asking for donations is great, but appealing to prospective donors by sharing a video that makes them laugh or smile is even better. Illinois State University’s “Birds Give Back” video styled like a James Bond mission added a playful, action-packed twist to their campaign. The more unique and engaging your video, the more likely it is to inspire action!
The quick tips:
- Get playful with themes, like ISU’s mission-style video, to stand out.
- Highlight campus traditions or behind-the-scenes content to engage donors.
- Involve surprise appearances from mascots, athletes, or beloved faculty.
7. Celebrate Donor Milestones
One of the best ways and ideas to keep the momentum going during a university giving day? Call out those big milestones! Find the donor that made the 1,000th, 2,000th, 3,000th gift and make sure they know how important their participation is to the success of the day.
For example, The University of Florida made their 5,000th donor feel like a million bucks by sending a personalized thank you video for helping them reach their goal!
The quick tips:
- Include a button directing them to view the giving day’s progress…keep them engaged even after they’ve donated!
- Do you have any matches or donor count challenges happening? Celebrate the individual that unlocks those extra funds!
8. Of Course, Say “Thank You”
We live in an instant-gratification era. An automated acknowledgement after a gift has been made is a nice confirmation, but what if you could take it a step further to really celebrate that donor’s impact (and increase their chances of becoming a returning donor)? Send a video thanking them for their support that they won’t soon forget.
Even better, send a video from those who are most impacted by the donation saying what the contribution means to them. For example, The Wounded Warrior Project tugs on the heartstrings of donors with this video of recipients giving their heartfelt thanks.
The quick tips:
- Encourage them to keep the momentum going by sharing a call to give with their networks.
- Include any elements of your community that makes you unique…whether a mascot, athletics team, or popular professor, or even your fight song!
Recording, editing, and sending videos can seem like a daunting task. But we promise…once you’re set up, it’s really a breeze! Book a demo with our team to find out how it all works and how you can level up your communications before your next giving day.