charity advertisement

LIKECHARITY's Video Production Launch!

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LIKECHARITY are now offering full scale Video Production Services. We want to make it easier for charities to create high quality video content to connect with supporters online, so we’re making it easy and affordable for charities to access professional video production services. We have devised a simple 5 step process that makes it easy for charities to make great video content in a fast and efficient way.

Why is Video Content so Important?

Video content is an unrivalled means of engaging with potential donors. Getting supporters to share your message on social media should be at the top of all charities social media strategy. Great video content on social media generates 1,200% more shares than text and image posts, meaning it’s a medium that must be utilised to get the most from your social media marketing.

When supporters share your content a whole new network can be reached organically. Posts that generate supporter engagement through shares can translate into real results for a charity such as increased brand awareness, brand engagement and with a clear call-to-action, can directly result in donations. Not surprisingly, it has a higher ROI than any other marketing communication method.

Some of the videos you can create using our new service are:

  • Overview - Use this type of video to find new supporters by telling people about who you are and what you do.
  • Founding Story - Engage people emotionally by telling a personal founders story and educate your supporters about why you do what you do.
  • Your Donation - Say ‘Thank You’ to your supporters by making an explainer video about how you spend their money and let them know the difference their support makes.
  • Testimonial - Why not ask a service user to tell people in their own words what difference your organisation has made to their lives. Recruit volunteers by having someone tell others about why they give up their time to volunteer for you.

If you have an idea for a video let us know and we will work with you to make this idea come to life. To give you a taste of what we do check out the show-reel below:

Pricing

The service costs €1000 plus 13.5% VAT (T’s&C’s Apply) for new original content or a reduced edit-only rate of €780 plus 13.5% VAT if you already have photo/ video assets in house.

Longer format, Cinema, TV, Corporate and Competition videos are priced on a per project basis.

In addition to our Digital Video Service, we are also offering bespoke commercial content. This is priced on a per job basis and covers:

  • Longer format digital video advertisements.
  • TV commercials.
  • Cinema commercials.
  • Bespoke corporate partner and competitions videos.

If you'd like to know more please contact deirdre.mullen@likecharity.com or jason.branagan@likecharity.com.

 

What is Compassion Fatigue and How to Prevent It

The purpose of advertisements for charities is to invoke a psychological response, triggered by complex emotions usually through the means of storytelling. Guilt is a common approach that charities try to conjure out of their audience. Charity adverts want to call upon ‘anticipatory guilt’ which is the feeling of guilt that follows or precedes inaction. This is caused by the underlying awareness of one’s responsibility to avoid or help avoid someone experiencing an unfortunate occurrence. Increased sense of guilt of being responsible for others misfortune increases financial contributions. In a study, they found that in charity advertisements, guilt appeals to a stronger donation intention than with non-guilt appeals. The same study also found that the impact of guilt appeals on donation intention will be mediated by a sense of responsibility. This high sense of responsibility could potentially increase the chances of a person donating more than once as well.

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A charity's advertisement induces a ‘two-sided effect,' compassion and proximity, on the one hand, and distantiation on the other. What causes the reaction of creating this emotional distance is the distrust of an advertisement or charity, or also caused by compassion fatigue. Distrust can be brought about by the ad itself, i.e., the advertisement has a high production value (this can have the audience question where their donations would be going, to the charity or advertisements). Compassion fatigue can be caused by a long advertisement with multiple examples of suffering, or too many adverts in an acute time frame. Too much guilt can be counterproductive and make audiences not want to donate, due to the consistent invasive feelings of guilt and pity.

Imagery is an important facet to a charity’s advertisement. It gives the audience a visual of the suffering, the foundation is trying to prevent or eradicate. Depictions of suffering can provide evidence of the charity’s cause, giving the audience proof that their donations are very much needed. Thus directly creating the feeling of responsibility among audience viewers. Images that express too much suffering to the point of being grotesque could turn people off from watching or looking at your charities advertisement. There needs to be a balance. A gory image can be impactful if done correctly. A common term for grotesque imagery in adverts is “shock advertising” which takes an image that is riding on the edge of unwatchable and uses it to shock people into either paying attention or donating to the cause, its depictions that will make people question why [whatever is happening in the picture] it is happening.

Positive imagery, recently, has been used a lot more, to prevent compassion fatigue. Positive imagery usually consists of how donations could help who or what is suffering. Charities can also use images of volunteers or fundraisers they have had, show a group of people willingly advocate or fundraise for a cause. Donors who are exposed to positive charity adverts made donations worth 45% more on average. A study has shown that individuals who are surrounded or are exposed to people expressing pro-social behavior have a tendency to do the same, thus making pro-social behaviour the norm. This can increase not only donations but also increase willingness to volunteer and spread awareness of your cause.

There is a thin line between being emotionally invasive enough for the audience to experience pro-social behavior and being too intrusive that people will switch to another channel or ignore the advertisement. A ‘good’ advertisement can have negative aspects to it as long as there is some ultimate goal or positive response to the issue. Good charity ads invoke emotions and give that push to support the cause instinctually. ‘Good’ advert in this context means an advertisement that increases support and draw in new supporters. DRTV adverts can do just that; these adverts are analysed in live time, and can be edited to fit the charities core message. LIKECHARITY has production team that specialises in media buying and creative management to get the most out of the advert. Usually, a good DRTV advertisement share a story that is concise while creating a foundation for the charity’s purpose. This will create a more consolidated following which means more donations.

 

Reference:

https://www.psychologytoday.com/blog/hide-and-seek/201406/rhetoric-made-easy

https://www.researchgate.net/profile/Debra_Basil/publication/229181491_Guilt_Appeals_The_Mediating_Effect_of_Responsibility/links/02e7e534d83beba08f000000.pdf

http://www.lse.ac.uk/media@lse/research/mediaWorkingPapers/MScDissertationSeries/2012/84.pdf

https://www.theguardian.com/voluntary-sector-network/2012/aug/30/charities-should-abandon-shock-advertising

https://pixabay.com/en/group-women-running-pink-absurd-524470/

https://pixabay.com/en/volunteer-hands-help-colors-2055015/

https://pixabay.com/en/donate-charity-giving-give-aid-654328/

https://www.theguardian.com/voluntary-sector-network/2012/aug/30/charities-should-abandon-shock-advertising