Video Fundraising Features

General Observations

This year the video fundraising category was divided into sub-categories -- traditional videos and flash presentations, and there were many excellent entries.

The Grand Gold award went to the University of Alaska Fairbanks' Flash presentation aimed at young alumni. The judges were impressed by the creativity used to capture the attention of a specific target audience and the way in which giving back is put into perspective for that audience. The piece features an image of an iPhone, music from a local band, and an appeal that relates the cost of giving to everyday items familiar to a young audience. It demonstrates the importance of having a strong creative concept and stands out from the majority of the Flash presentations that use the standard pretty pictures, slow music and long dissolves.

In the traditional video category the award winners are all exceptionally well-produced and visually exciting. They are also very expensive productions that confirm that it often takes money to make money. For the most part they look like extended national TV commercials with beautiful images, fast-paced editing and stirring music. They are dramatic and powerful pieces that most definitely highlight the pride of the institutions.

Another thing the winners have in common is that they are all extremely well written and branded. Each effectively delivers an obvious message to a specific audience and connects donor gifts to outcomes, showing exactly what these gifts can accomplish. Some use all narration and others incorporate "real" people talking, but even these unofficial spokespeople are compelling and well coached.

One interesting observation is that the winning entries all made wonderfully effective use of high-quality stock footage to give a contemporary and global look to the visuals, showing us the inside of a cell or taking us to distant lands to provide relevance. Some incorporated images of world figures to emphasize the importance of the institution, but all featured superb cinematography and great use of sound.

Another general observation from the judges is that a picture is worth a thousand words unless it is of a talking head, especially a university official who does not come across well on camera. Another is that editing is of the utmost importance. It is more effective to produce a high-quality three-minute video than a thirty-minute video that includes every single thing that every single person at the school thinks should be included. Many had a tendency to not edit enough, making videos that ran on past the point of effectiveness. Many were poorly paced with slow, quiet music and an over-preponderance of historical photos which didn't further the message.

It is important to be aware of what the current standards and trends are for this kind of presentation and to give the audience not only something that feels contemporary, but also lives up to its expectations. The judges did like different aspects of many of the entries, such as one that used a menu to allow customizable viewing rather than standard linear delivery, one that focused on the back story of one particular student, and another that very effectively used a simple idea of students flashing the peace sign in a holiday greeting. It is good to remember that even if a video does not win national recognition, if it achieves the objective of the school and works for its audience of donors, then that is the best way to measure its success.

Our overall recommendations to future entrants in this category would be to be sure to tell an interesting or dramatic story, have an obvious message, show people in action, always have appropriate supporting visuals, make sure fonts are easily readable, use appropriate (and non-copyrighted) music, make effective use of natural sound, keep up the pace, and take advantage of new technologies.

Non-Interactive Features Using Flash 

Grand Gold Medal

University of Alaska, Fairbanks, (Young Alumni Annual Giving Flash Movie)

Traditional Video, DVD, CD or Film 

Gold Medals

University of California, Irvine, (Shaping the Future: The Campaign of UC Irvine and You)
University of Texas at Austin, (Campaign for Texas Mood Piece)

Silver Medal

Emory University, (This is Emory)

Bronze Medal

University of Maryland, College Park, (Giving's Gift - The Power of Scholarships)