A 2016 Donor Loyalty study by Abila found that donors like short, <2 minute videos from nonprofits more than they like Facebook posts, Twitter, or annual reports. According to the report, donors like short videos because they are:
- Most effective at inspiring them to take action
- Easiest to consumer and understand
- Most powerful at telling the organization’s story
Abila also reports that donors are turned off by “poor content”, which may cause them to stop donating to an organization. One of the report’s key recommendations is to ensure that content is short and consumable, and that you align your communication channels with the way donors want to engage with you. In other words, make short videos a key element of your organization’s donor outreach strategy.