Charity: Water Is Special. But It’s The Video!
I suppose Charity: Water’s key breakthrough was its offer to direct marketed donors — ‘all of your donation will go to program, our overhead is covered by major gifts’.
And the money has poured in, as the organization has matched its unique offer with brilliant online marketing technique.
Their latest innovation (some might say gimmick) was their use of virtual reality headsets at their annual NYC black-tie fundraiser to show a moving video about bringing clean water to a village in Ethiopia. The experience, along with other examples of VR films being used in fundraising, is reported in this fascinating Adweek article.
If nothing else, C:W raised the bar for anyone else doing charity fundraising events in New York City!
Of course, not every nonprofit has access to Samsung to have VR headsets available to their hundreds of charity event attendees.
[That said, C:W did. But the organization wasn’t born with a silver spoon in its mouth … it worked hard to win such relationships. What’s your excuse? Then, their event and ‘gimmick’ was covered in Adweek … how do you think Samsung feels about that? You’ve heard of the ‘virtuous circle’?! But I digress.]
What every nonprofit does have access to is video.
You can watch the Charity: Watch video here (discounting the infirmities of watching on a flat screen).
I guarantee that you’ll be moved. The power of this video is abetted — but certainly not caused — by the VR technology.
C:W’s event attendees would have been just as moved by watching the film on a big screen … or even on their iPad at home. I’m weeping at my computer screen! [OK, I’ll credit the group viewing experience and the gadget with adding some extra psychological ummph!]
Because the power is in the message, so vividly displayed in a video voiced by a little girl whose life is changed by the generosity of C:W’s donors.
If there’s a technology to credit here, it’s video.
You can use video. You need to use video! But don’t forget, it’s the content that counts.
Tom
P.S. Why do I praise Charity: Water so highly? Because they consistently innovate and raise the bar. Check out our other posts by searching “Charity:Water” on The Agitator website.
6 responses to “Charity: Water Is Special. But It’s The Video!”
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Another great example of C:W raising the bar and use of video is with their thank you videos to donors. So simple, and brilliant.
The really great thing, though, is that you don’t NEED to have a relationship with Samsung to offer this experience. Produce a great video and then find one of the multiple companies that are out there providing very inexpensive cardboard viewers, into which someone can put their smart phone. All they need is a link to your video and they can have an immersive VR experience with your mission. Even better, you can have those phone-holding headsets on tables at an event or they fold flat and can be mailed. Or handed out on the street. Or shared during a major donor visit. The tools are out there and available at high and low price points. I’ve seen these passed out as samples at IFC and FIA events, though we’re a little behind the curve here in the US. The bigger hurdle I see is the mindset that “our donors wouldn’t like that” or, on the consulting side, “that’s too ‘out there’ to suggest to clients.” As you and Roger have said so many times, maybe we should stop speaking for people and start listening. Charity:Water is successful for a reason!
I guess having worked for 7 years in international development, I’m not seeing anything in this video (at least the non VR version) that is any different from any of the videos I’ve seen before by countless organizations. I thought it was pretty boring, frankly. But I can imagine how the VR made a difference.
Just wanted to add that I’m a fan of Charity:Water’s video work.
Hey all,
Spotted this post onlin today and tom, thanks for writing about it
believe me, this project was definitely a labor of love from the cw team (and yes, because of format, has had very little impact outside of a VR headset in 360)
But we’ve seen amazing things happen to people who DO watch it in headset … In addition to the $1.4M immediately given by the 385 people who saw the film at the gala, it has inspired others to donate hundreds of thousands more
Some more about the process of making the video here: https://www.engadget.com/2016/03/03/charity-water-puts-google-and-vr-to-good-use/ for those interested
And interestingly, it was actually Verizon who donated the $700 phones for the night and Samsung who donated the $100 headsets
Appreciate the conversation!
C:W might well be the best donor-experience charity on the planet, in my view. Why? Go to their website. They offer you things to do that make YOU the chief operative: Donate your next birthday. (How memorable is that Sweet 16th? Or just turning 50?) Sponsor an entire project: cost, an achievable $10K. Other charities have nibbled around the edges. C:W throws the whole pie in our face. “Here. Raise the money. We’ll make sure it happens.” There’s something different at C:W that goes beyond the 100% goes to charity pledge. They’ve walked through the Looking Glass.