Stove Man – Compelling Fundraising Video
Agitator readers know I champion online video as a key part of the fundraising kit.
Here’s why.
Look at this video series — Stove Man — from The Paradigm Project.
The mission here is getting villagers in Africa to use very basic woodburning stoves instead of open fires to cook in their huts. Huge health and environmental gains from doing so.
Now, I can imagine a direct mail letter that described this scenario in a vivid fashion. But it would take an uncommon copywriter, with the picture-painting skills of a first-rate novelist.
And of course it wouldn’t have the impact of you (the donor) actually being there firsthand. With the video, you’re still not in the hut coughing, with running nose and burning eyes. But you’re awfully damn close!
Pretty powerful stuff.
The folks at The Paradigm Project deserve a raise!
Tom Belford
6 responses to “Stove Man – Compelling Fundraising Video”
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
Read Full Answer
I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
Read Full Answer
Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
Read Full Answer
Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
Read Full Answer
There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
Read Full Answer
I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
Read Full Answer
Very cool – I finished the video thinking “How can I find out when the next episode is published?” Mission accomplished Paradigm Project.
it’s way too long. after 3 minutes 14 seconds I was out of there. never got the impact.
One of the best examples of the new style of DIY nonprofit with integrated fundraising and communications strategy. These guys knock it out of the park!
How many of us work at nonprofits that could afford their production value? It’s clearly a professionally produced piece, which is great, but costly. And I agree with Lori, way too long.
To me it felt like these videos were too much about Greg and Austin. The sticks hurt their backs and the smoke hurt their eyes, but the natives appear happy and even efficient in their rural, low-tech chores. It does not translate that because Greg doesn’t like the smoke at the door that the Africans are suffering. Therefor the need is not compelling, or even all that apparent. The videos are lively and well produced, but I don’t find them emotionally engaging.
I thought these videos were GREAT–engaging, fun, illustrated the problem well and a solution. But I told my husband, who is a West African, about it, and his question was, “Well, are these stoves what these people really want? Did they ask them?” And I wasn’t sure how to answer that question!