I always like the last week of December when it's the end of a fiscal year. Budgets adopted (hopefully), goals checked off (if not, nothing you can do about it now), year-end appeal contributions rolling in - containing wonderful feelings of generosity and thanks for work well done. Staff is tired, taking a deep breath, but there's a real sense of optimism for a good new year ahead.

I can't think of a better way to "remind" members of their opportunity to give a year-end gift than this example by the Whidbey Camano Land Trust, including their year-end video telling the story of their work this year. Full disclosure - I worked for the land trust a few years ago. I continue to donate and to be absolutely in awe of the work they do for my island home, but I had nothing to do with this project. Frankly, I'm not sure I could have improved it much.

Here are 10 ways they nailed it:

  1. Short & sweet; front & center - video, thanks, ask, donate button - all together prominently on their web site's home page.

  2. Great use of visuals - they managed to get a LOT of visuals in a short video, but layout, transitions, and variety of images were all good.

  3. Tells their stories - project and people included - in the video we see the beautiful land conserved, but we also see the faces of people personally involved in that conservation. Communicates to us that this is more than pretty land, it's a story of people, just like you and me, who make conservation happen.

  4. Good music - Grammy award-winning local musicians donated their time as performers for the land trust's 25th anniversary celebration event this year and carried on to perform for this video.

  5. Content teaches without boring us - video quickly shows us the specific, diverse projects they completed. We learn something without boring, distracting statistics or charts.

  6. Communicates gratitude without an ask; yes without an ask - the video shows us what the nonprofit did with our contributions of volunteer time and money but doesn't ask for anything. While my one suggestion would have been to end the video with a simple "thank you", gratitude is implied. Remember that it is critical to engage donors without always asking for something.

  7. Easy to donate - web site home page has custom "donate now" button at top, specific short ask right below button and next to video. Great placement makes the ask obvious and the giving easy.

  8. Year-end ask has sense of urgency - web site message makes it clear there is short window of opportunity to protect specific forest acreage if donors respond rapidly.

  9. Reinforces year-end appeal message & serves as reminder to donate - home page message matches message in year-end appeal letter. Reinforces what members read a couple of weeks ago in the appeal letter. Reminds us to donate in case we've set this aside during the holidays, but doesn't knock us over the head with a plea.

  10. Easily shared using social media - already going viral on Facebook as supporters share a beautiful video that appeals to folks (literally across the globe) who love our island but might not be members of the land trust.

I think this is a great model and I hope you pick up a few tips you can use with your nonprofit. Now, where's my checkbook? I've got a year-end check to write to a certain land trust that inspires me and makes my community better.

 

Source: Nonprofit Execs on the Edge blog