In the recent Greater Giving webinar, Creating Buzz & Bids with Powerful Auction Videos, Erin Kienzle, Video Marketing Coach at Giving4Good, shared valuable insights on using video to enhance fundraising events. For fundraising professionals, knowing how to leverage video both on social media and during live events is key to maximizing engagement and bids.
Whether you’re looking to create excitement in the lead-up to your event or capture attention live on stage, this webinar provides the strategies you need. Here’s a breakdown of Erin’s top tips, including the impactful “hype method” and live video techniques that help bring auction items to life.
Why Use Video in Fundraising Auctions?
Videos are more than just visuals; they’re tools that:
- Grab Attention: Videos capture attention amidst large, noisy crowds, setting the tone for the event and quieting the room.
- Build Trust Quickly: By engaging multiple senses, videos help establish trust and create memorable moments that resonate with attendees.
- Control the Message: Unlike live speakers, pre-produced videos keep the content controlled, concise, and impactful.
As Erin mentioned, video content has a higher retention rate—up to 95% for visual information versus only 10% when read. With these benefits in mind, let’s explore two main strategies from the webinar.
Creating Pre-Event Buzz on Social Media with the “Hype Method”
One of the most effective ways to create anticipation is through short-form videos on social media. Erin introduced her signature “hype method,” a four-part approach designed to maximize engagement.
Step-by-Step Guide to the Hype Method
- Highlight Key Auction Items: Use brief videos to showcase unique features of each auction item, capturing potential bidders’ interest.
- Use Teasers and Previews: Tease exclusive items, keeping videos short but informative to build curiosity.
- Showcase Beneficiary Stories: Demonstrate the impact of bids by highlighting the lives your nonprofit touches, aligning your audience emotionally with your mission.
- Encourage Sharing: Prompt viewers to share the videos with their networks, extending your event’s reach and potential bidder pool.
By consistently applying the hype method, nonprofits can drive more awareness and interest ahead of the event, ensuring a crowd ready to bid.
Maximizing Live Event Engagement with Auction Videos
While social media videos drive pre-event interest, live videos during the fundraiser keep your audience engaged and increase the likelihood of higher bids.
The Role of Opener and Shush Videos
Start with an “opener video” as guests enter the venue, introducing the event’s purpose and capturing attention. A “shush video” is particularly effective with school and community events, using humor to quiet the room and focus everyone’s attention.
Highlighting Auction Items Through Video
Erin suggests featuring each major auction item with a short, engaging video. This approach provides a “commercial break” feel, allowing attendees to visualize experiences like vacations, exclusive dinners, or unique items.
TIP: Coordinate with the event AV team to alternate between video and live auction details, emphasizing key selling points
The Impact Video
Educate new attendees about your organization with an “impact video.” Show achievements, statistics, and stories that highlight your nonprofit’s accomplishments. According to Erin, this video sets the emotional tone, encouraging attendees to contribute generously when the time comes for the paddle raise.
Key Takeaways
For fundraising professionals, video is a powerful tool for engaging both social media audiences and event attendees. By implementing the hype method for social buzz and strategically using video during your event, you can create an immersive experience that drives higher bids.
Ready to drive more buzz and bids? Watch the webinar recording and apply these tips to make your next auction a success.
