3 Ways Charities Can Increase Fundraising Through Video Marketing
“Lamplight media have been a dream to work with on our latest video project. ... They have exceeded my expectations and handled a difficult subject with the compassion and care it deserves. ”
Charity fundraisers: you know how difficult it is to keep up with the financial demands of your great work. It’s hard to explain the difference you are making to someone who hasn’t experienced it themselves. And if your audience doesn’t feel something, they don’t give. That’s precisely the problem Emma, CEO at I Choose Freedom, came to us to help solve.
I Choose Freedom is a charity that provides refuge and a path to freedom for survivors of domestic abuse. She needed a media campaign that drove both awareness and directly supported fundraising efforts, allowing the charity to reach every room with access to the internet. Here are 3 things we did to make sure it delivered the results deserved:
One | Focused on one story - Carolyn, not the problem as a whole.
People connect with people. By building trust with the incredible Carolyn, we were able to tell a narrative that moved people to action, in a time frame that remained consumable for non-captive web audiences. The audience got to meet Carolyn, her family, and empathise with the situation they found themselves in. When she cried, they cried. When she won, they cheered.
Two | Entertained, not advertised.
Audiences don’t enjoy being advertised to. Especially when you’re asking them for money. From day 1, I Choose Freedom trusted us to be story-first with the creative. Fundraising messaging took a back-seat to the story, allowing the narrative to breathe. This allowed the audience to build the greatest bond possible with Carolyn within the time they had together. The charity never asked for funding, but it was evident why it was required.
Three | Multi-media & multi-platform to maximise investment.
We fully agree that marketing budgets should be secondary to actually delivering your charitable work. It’s a luxury, and we don’t take that lightly. To maximise the ROI, we captured both stills & video at the same time, increasing the project deliverables from 3 to 56. These were divided between candid imagery for website & brochure, headshots for professional profiles, landscape videos for webpages, & vertical reels for social media.
Emma said:
“Lamplight media have been a dream to work with on our latest video project. Their communication from start to finish has been great, they have listened to and taken on board every comment we made and all our feedback, met every deadline and produced a beautiful, powerful and emotive video that we couldn't be happier with. They have exceeded my expectations and handled a difficult subject with the compassion and care it deserves. Thank you!”
Thank you to Carolyn & the team at I Choose Freedom for entrusting us with your story. The UK domestic abuse national helpline is 0808 2000 247.
