Harnessing the Power of Web Video

Today’s messaging tool to enhance and integrate Fundraising, Communications,

and Member Recruitment

Presented by:Anita Parker, Director of DevelopmentFormer Agents of the FBI Foundation

Barbara Haupt, President and Elissa Leif, CEOMiniMatters , LLC

Objective:

Through the example of the Society of Former Special Agents of the FBI and the Former Agents of the FBI Foundation, you will learn how Web video can help to:

Raise funds Recruit new members, and Communicate your message to

acquaint prospective members and donors with your organization

Video Campaign Partnership

• In 2010, a partnership between the Former Agents of the FBI Foundation and MiniMatters Web Video produced an integrated fundraising campaign, including print and video. The campaign is ongoing.

Web Video Partnership

• The partnership focused on three essential elements of an effective Web video campaign:

(1) identification of marketing & messaging goals and audiences (demographics),

(2) high quality video production, and (3) hosting, posting & monitoring results.

• Addressing all three of these areas enabled the Foundation to more effectively engage its 8,000-members, to raise funds, enhance its communications strategy, as well as introduce a tool to assist with member recruitment.

Background Founded in 1957, the Former Agents of the FBI

Foundation is an affiliate of the Society of Former Special Agents of the FBI.

The Foundation supports the “FBI Family” through scholarships to children and grandchildren of members, humanitarian aid, disaster relief and financial assistance and grants to members and related law enforcement organizations.

They also give annual awards to active duty agents as well as private citizens in recognition of outstanding service to their country.

Situation Analysis Society members are solicited twice

annually to support the Foundation (spring and holiday); in addition, the annual dues renewal includes an invitation to contribute to the Foundation.

#1 complaint - the members did not know what the Foundation did.

Primary Objective To educate members utilizing:

› articles in the monthly magazine, › a new Foundation brochure, and › a compelling video that can be uploaded to

the web, e-blasted to members, shown at Chapter meetings, etc.

Solution Develop a marketing/communications

plan to include:› A case for support› Utilizing the Society’s monthly

magazine to promote/ feature the Foundation

› Telling the stories of needs the Foundation has met, using beneficiaries when possible

Solution› Create a Foundation “DVD brochure” which

can be used: Online, through web site and via e-blasts to

membership By Regional Vice Presidents when visiting

local chapters At Regional and National Conferences to

promote the work of the Foundation By Chapter Chairmen at 125 local chapters When visiting with donors, etc.

Video Production & Rollout Plan

June Developed plan; identified audience and communications/marketing plan

July Introduced to Mini-Matters; met to discuss Foundation needs and plan to meet those needs.

August Contracted with MiniMatters; identified members attending convention to interview

Sept Identified interviewees; scheduled member interviews at annual convention, in 30-minute time slots.

Oct Video editing, identified pictures to include, music, etc.

Nov Videos finalized

Dec Upload first video in conjunction with magazine mention and holiday mailing with increased minimum gift; began monitoring results (viewership, # donors, # new donors, etc.)

The Result

Four Videos:1. Meet the Society 2. Life After the FBI 3. Changing Lives 4. Your Donation Changes Lives

Video PlanVideo Page Where Video is

FoundPurpose

Meet the Society

About Us Tells who the Society of Former Agents of the FBI is, by members of the organization.

Life After the FBI

Join Now/Membership – Great to have on Front Page at the time of dues renewal; also good to have up when ED attends retirement seminars.

A recruitment tool, which tells prospective members the benefits of joining the organization.

Changing Lives

Introduced on Front Page (above the fold) ) during week holiday mailing arrived in-house and moved to the Foundation Page one month later

A video featuring the work of the Foundation, with real stories told by Foundation beneficiaries.

Your Donation Changes Lives

About the Foundation Page and Multimedia Page. Plan to move to front page at the time of annual solicitations.

A fundraising video with donors telling why they contribute to the Foundation and encouraging others to do the same (peer-to-peer).

IMPORTANT! Each video includes a “call to

action,” inviting members to do something – (i.e., donate now, join, call, etc.)

Foundation Stories Video

The Results (Holiday):

17% increase in number of donors* 43 new donors 31% increase of donors at $250+* 21% increase in donors of $100+* Average gift –$87 14% increase in funds raised* 4 new planned givers*as compared with 2009 Holiday solicitation

Member Reaction

One member saw the video and re-joined the Society, commenting that the reason he re-joined was because of the video. He had no idea what the Foundation did until he saw the video!

One Trustee personally sent the video to a major donor located in his region.

Your Four Steps for Web Video

1. Marketing & Messaging2. Production3. Hosting & Posting4. Distribution

1. Marketing & Messaging

Audience Key Message Call to Action (CTA) – Results Distribution Strategy – Multichannel

2. Production

Elements: Coordination, filming, editing Filming Includes: Camera, audio,

lighting DIY vs. Pro

3. Hosting & Posting

Online Video Platform SEO Placement on Web Site

4. Results & Analytics

Evaluate Your Investment Continue to Improve

Best Web Videos for Association Foundations

Foundation Overview Membership Recruitment & Retention Fundraising & Planned Giving Promoting Annual Conference & Other Events Gala Videos Virtual Tour of Facility Disseminating Best Practices Testimonials Annual Report Volunteer Training Stakeholder Engagement – video contests

Questions?