The Right (and Wrong) Way to Use Video in Donor Meetings
You’re sitting across from a major donor or potential partner. The stakes are high.
How can video help you in this situation?
Like many organizations, you may already have a video that serves as a carefully crafted version of your fundraising or recruiting pitch, complete with music to set the mood and visuals to bring your work to life. It’s beautifully produced and says everything you want to say.
But that’s the risk that comes with having a great video: it’s so good, you want it to do the talking for you.
Of course you can (and should!) use video in meetings, but it’s not just a matter of pressing play — it takes a little know-how to use it right.
The temptation of video
When you’re connecting with people online, video and text are the mediums they expect you to use. But when you’re conducting in-person meetings, it’s important that you, yourself, are able to come off well: You have all the knowledge they need at your fingertips. You’re a professional, inviting them to join you in a meaningful human endeavor. You’re unimpeachably reliable. Don’t forget, the donor isn’t just evaluating the idea you’re bringing to them. They’re evaluating you.
If you put on a video and expect it to do the heavy lifting, this can seriously undermine your efforts to win people over. When you take control of the meeting and articulate a vision, you leave an impression imbued with confidence. When all you do is play a video, on the other hand, you can make yourself seem feeble, relying entirely on an audio-visual crutch.
What does this mean for using video in meetings? Here are a few ideas.
Using video as an ice-breaker
A short teaser video to open the meeting does not carry the risk of undermining you. This is a video that sets the mood, introduces some intriguing problem that needs solving, maybe even hinting at the solution. But crucially, the video is over quickly and doesn’t delve into any real level of detail.
It’s clear that this video isn’t meant to serve as a pitch. It’s just an appetizer, a burst of energy to hype the viewer up. You will of course have to follow up with a much fuller explanation, delivered personally.
In fact, to make sure that you’re focusing first and foremost on forging a human connection, don’t just launch into this video without a word. Start the meeting with a greeting and some small talk, establishing a comfortable and inviting atmosphere. Then, when everyone is focused and ready, press play.
Using video to illustrate a complex point
Video can also be helpful when you want to zoom in and add more texture and detail to your pitch. This comes only after you’ve presented the overall mission, the big picture goals and the data and numbers. With that groundwork laid, the timing is right to bring in the voice of firsthand experience to substantiate your claims.
For example, you may choose to promote a specific program or share an individual success story. Video is an effective visual aid in these moments, specifically because it feels like an aid in arguing a broader point and not like it’s the whole story. In fact, after the video is done, the mic goes back to you; make sure to sum up the relevant takeaways, tying the viewing experience right back into your presentation.
Is it ever okay to use video for your main pitch?
One final reminder: All the advice I’ve given here is directed towards meetings with one or two donors or prospects.
In contrast, on your website or landing page, video is the main tool you use to introduce your organization. And at events with large audiences, where the atmosphere is more impersonal, it can also be appropriate to share a video of this kind.
But when you’re building a relationship one-on-one, the way you come across as an individual is key. Be strategic in your video use, and it will give you a boost, making your presentation polished and strong.
Do you tend to rely on video in meetings? How do you feel that it’s received?
If you have any insights to share on this topic, I’d love to hear from you!