How to make smart video choices when you can’t do it all

I talk a lot of theory on this blog. Much of it involves explaining the ideal setup for using video marketing to cultivate sustainable, durable support for your organization – things like conducting a review to identify the strengths and weaknesses of your operation, using market research to pinpoint the most effective messaging for your audience, building a roadmap with a vision for long-term success, attracting new donors, continually developing your relationships with old donors… the list goes on.

My hope is that when you read all this, it speaks to you, presenting you with a path towards growth and a future in which your organization is able to have a greater and greater impact on the world.

But I’m also aware that in many cases, change isn’t easy. You have a lot on your plate, and you may not have the capacity to start implementing a new system. Or maybe you’d like to make just one small change, but you don’t have the budget to carry out what I’ve described. Or you do have the budget, but the board isn’t willing to shake things up.

When real life gets in the way, what do I actually expect you to do?

When compromise is unavoidable

When I write these blog posts, my goal is to give you the ideal scenario, something to aspire to. But I also do my best to explain the principles and strategy involved – and these are things that can always benefit you, whether or not you’re able to take them all the way to the finish line.

Let’s illustrate this with an example.

One of the core ideas I talk about is making sure to address just one audience at a time. A video for attracting new donors needs to share a lot of basic information about why your cause is important, drawing them in to learn more. In contrast, established donors need to feel appreciated (so, they need to hear some thank-yous) and need to be shown that they’re a part of work that continues to be meaningful (so they need to hear about recent, specific successes).

In an ideal world, you’d be able to make separate videos for each of these demographics instead of trying to speak to both of them at once. They would each feel seen, addressed with a message that speaks directly to them.

But what if you don’t have the budget for multiple videos?

Think about the underlying issue

In the scenario I painted above, there are two options: make one video for two audiences, or pick just one audience and make them your priority.

When you’re trying to decide what to do, ask which of these options best serves your needs.

What is the state of your existing donor relationships? Is that bond strong enough to withstand it if you make someone else your focus for the time being?

How much room do you think you have to grow? Is trying to attract new donors a good use of your resources?

Is it possible to make a video that introduces your organization quickly, so you don’t lose the attention of established donors, while also including a thank-you that is directed to both new and old supporters?

Where will the video be shown? Could the surrounding presentation or text be used to shore up the connection with one audience over the other when needed?

Solutions are available  

It may not be ideal, but there are ways to work around real-life constraints. Once you understand not just the what but also the why or why not, you can create a plan that lets you make the most out of your budget or work around various roadblocks.

And, if you want to get some professional insight as to how you can pull this off, I’m always happy to hear from you!