Times are tough. Do you really need that expensive video for your fund raising event?

This is the second in my series on charity fund raising events – significant revenue sources for small and medium sized NPOs. Last week we talked about how to "green" an event – making it organic and carbon neutral.  This week I would like to turn to another topic that involves energy, making and showing a video. This was prompted by a number of emails from readers asking if there was a low energy way to show video at their events.  My first reaction was, "is spending the money on a video a good idea when revenue might be down?", which led me to the question of videos in events.

Many NPO events are built around awards, a very useful theme since the awardees often generate table sponsorships through their firms or organizations or people who want to honor them or be visible at an event honoring them.  As part of the award ceremony, the NPO shows a video that outlines highlights of the recipient's accomplishments.  This adds to the professionalism of the event and the luster of the awardee.

But videos can be expensive unless the film maker volunteers her services- and even then you might be asked to pay out of pocket costs for things like post production and camera or studio rental.  A simple video using stills, music and text can cost $1000 to $3000 or more to produce.  A video with interviews, location shooting, strong post production and music can cost up to $5,000 for an NPO even with donated videographer services.

So, is it worth it? 

To me, this is the wrong question.  The right question is, "can we derive enough value from a video production to recoup it's cost and deliver a strong ROI?"  This is looking at videos as a social investment.

 Here are four ideas to generate a ROI from a event video.

First, showing the video at the event does not generate revenue – the tickets have already been sold and the tables sponsored.  But, if as part of your sponsorship package you offer video sponsorship as an additional revenue source, you might be able to cover the cost and possibly make a profit.  This could be done by offering to put the sponsor's name and logo on the video, or even a cameo appearance as an opening or closing narrator for high level sponsors.

Second, use the video in other fundraising pitches.  If planned in advance, the video can be shot so that a second edit is easily done to turn the video into part of your capital campaign pitch.  Burning it to a CD which your board members can pop into their laptops and show prospects along with your campaign PowerPoint could generate several times its cost.

Third, use it as a online donation tool. Before your event, post the partially completed video on your website edited so that it reaches a important frame that goes black and is replaced by text asking for online contributions to finish the film (which, of course you will do). Put a donation button right below the video along with a note: be a producer – help us finish this video.  Don't forget to also use the posted video and donation button to remind your members to get their tickets to the event.

Finally,  make sure you edit a version for YouTube that ends with your url and an ask.  Also, create a final version for your website that asks your members to contribute to a fund to pay for next year's video.

You may not use any or all of these ideas. But when your are planning your next event keep in mind that an event video can be good idea in a tight revenue market if you look at it as an investment with a potential ROI.