YouTube videos: Educating your donors and communicating your fundraising message
Hope College, located in Holland, Michigan, has recently launched a viral campaign of YouTube videos directed toward educating viewers on a wide range of university-related topics. One of these videos explains, in approximately two and a half minutes, endowed student scholarships at Hope College.
In the brief, but comprehensive video, a number of key fund raising tactics are employed. First, the video begins with a mural of student pictures, putting a face to those who benefit from endowed scholarships. Second, the basic financial aid model is explained in a simplified form, shedding light on the percentage of students who receive some sort of aid and the average amount of money students receive each year. Third, the opportunities available to students as a result of donor support as well as a complete breakdown of the allocation of donor funding are given.
Once this information is communicated, the stage is set to present a goal and to solicit support for the future – which is exactly the strategic approach taken in the video. The goal is to increase the endowment by $140 million, with $50,000 designated for student scholarships. The video continues to explain the amount raised and the total number of endowed scholarships to date – 623. The last major piece to any fund raising strategy, stewardship, closes the video with a formal “Thank You.”
In an interactive age, disseminating information in a short, easy to watch, entertaining way will surely reach a wider audience and be more effective at communicating the message. Many athletic departments publish brochures or attempt to explain the process illustrated above in written form on their website, a more traditional approach. The innovative and creative example shown here by Hope College sets the bar for future donor communication.
To view the Hope College Endowed Scholarships video, click here
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Matt Kirinovic



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