MMA Root

Charity Auctions – Use Videos With Emotional Appeals



Can a short video capture the guests at your fundraising auction? It is well known that videos draw us in. Some might say that video can be addicting. We have come a long way since 1895 when the first era of motion picture came to an end. What Chad Hurley, CEO and Co – Founder of YouTube, emphasized in this fact on the YouTube blog, “I am proud to say that we were serving over a billion views a day on YouTube.” The number is beyond comprehension. How wonderful for a company that existed even before February 15, 2005. In less than five years, this company has been a household name and by most economic standards is worth over a billion dollars, but it is not much in common with their product with goods from an old-fashioned brick and mortar store.

We all know that video images are very important when trying to express abstract ideas, but have you considered using them at your next charity auction? As the saying goes, it helps us face a name. Unless we have been given an image, when our mind thinks of a particular charitable organization, we automatically create our own picture in our mind.

Let’s consider Bassett Hound’s rescue, for example. What image immediately pops into your head – long ears, sad eyes, and stumpy legs? But what if I showed you a short video detailing the dog’s story including his name, sad history, physical conditions, and what are his specific needs? Can you make a picture him? Now I have introduced you to the beneficiaries of the charity that needs your help. You are now more emotionally and personally involved with the cause of charity.

As another example, let’s look at a charity that is less defined and supports urban gardening. Before these nonprofits can ask for donations, they must clearly show how the funds are being used. There is no better way than a video to show the youth involved in the projects, the families benefiting from the crops, and the changing attitudes of the neighborhoods. Donors will see the specific needs and outcomes they can contribute.

The guests at your charity auction need to be informed and emotionally connected to your organization to be a donor. Videos are an easy and effective way to create “buy in” for your nonprofits. Short and sweet, they can greatly enhance your emotional appeal.

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