In today's digital era, communication is evolving rapidly, and video has emerged as one of the most powerful mediums.
For colleges and universities, leveraging video can significantly enhance engagement, drive alumni donations, and enrich the overall campus experience.
Historically, video has been seen as a compelling yet resource-intensive endeavor, leading many institutions to hesitate in adopting it across various functions. However, advancements in technology, including AI, have made video more accessible and less time-consuming to produce.
This blog explores why video is an essential communication tool, five compelling use cases for colleges, best practices for recording video, and the potential of video in higher education.
Why video as a communication method?
The modern landscape of communication is constantly changing, and video has become a dominant force in how we share information. Colleges and universities, in particular, can benefit immensely from incorporating video into their communication strategies. Here are several reasons why video is such an effective medium:
Engaging and memorable
Video content is inherently engaging and memorable. It combines visual and auditory elements to capture attention more effectively than text alone. This dual engagement helps viewers retain information longer, making it an ideal medium for important messages. Studies have shown that people retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
Emotional connection
Videos can evoke emotions, tell stories, and convey a sense of authenticity that written words often cannot. For colleges, this emotional connection can be crucial in fostering a sense of community, loyalty, and motivation among students, alumni, and parents. A well-crafted video can evoke nostalgia, pride, and a sense of belonging.
Convenience and accessibility
With the proliferation of smartphones and high-speed internet, video has become more accessible than ever. Audiences can watch videos on the go, making it a convenient way to consume information and stay connected with their alma mater. Video content can be shared across multiple platforms, including social media, email, and websites, ensuring broad reach.
Trends in alumni giving
Understanding the trends in alumni giving can help colleges craft more effective fundraising strategies.
According to Hanover Research, several key trends are shaping how alumni choose to donate:
Desire for transparency and accountability
Alumni increasingly want to see how their contributions are making a tangible impact. They seek clear communication about how funds are used and the outcomes of their donations. Video is an excellent medium to provide this transparency, showing the direct impact of contributions through stories and visuals.
Personalized engagement
Personalized communication is crucial. Alumni are more likely to respond to messages that recognize their unique connection to the institution. Sendspark’s AI-driven platform allows for personalized video messages, ensuring each alumnus feels individually valued.
Digital engagement
Digital channels are becoming the primary means of communication for many alumni. Colleges need to leverage these channels effectively to reach their audience. Video, particularly personalized video, stands out in crowded digital spaces and captures attention more effectively than text or images alone.
Use cases for colleges: 7 compelling examples
Video can be used in numerous ways to create meaningful connections and drive engagement. Here are five compelling examples of how colleges can leverage video effectively:
1. Thank you for donating
Personalized thank-you videos can make donors feel appreciated and valued. A video message from the college president or a student beneficiary can convey heartfelt gratitude, highlighting the impact of the donation. With Sendspark’s AI-driven platform, these messages can be tailored to include the donor's name and specific contribution details, creating a unique and memorable experience for each donor.
2. Fundraising engagement
Fundraising campaigns can be significantly enhanced with engaging video content. Regular updates through video can keep alumni informed about the progress of fundraising initiatives. Highlighting milestones and success stories through personalized videos can inspire continued support and create a sense of community and shared purpose. AI personalization ensures that each video resonates with the recipient’s connection to the college.
3. Birthday videos
Sending personalized birthday videos to alumni and students can strengthen their bond with the institution. A simple yet thoughtful video message from a faculty member or fellow alumni can make individuals feel remembered and valued. Using AI, these birthday greetings can include personal touches, such as mentioning specific memories or achievements, making each video feel unique and special.
4. Video request tool
A video request tool allows colleges to gather personalized messages from the community for various events and campaigns. For example, parents can submit congratulatory videos for their children’s graduation, which can then be compiled into a celebratory video montage. This tool can also be used for alumni reunions, fundraising events, and more. The integration of AI can help manage and personalize these submissions at scale.
5. Graduating parents campaign
Graduation is a significant milestone, and involving parents in the celebration can enhance its emotional impact. Colleges can invite parents to submit videos congratulating their graduating children, which can be shown during the ceremony or shared privately. Personalized video messages from parents can make the graduation experience more memorable and create lasting bonds between the institution and families.
6. Scholarship recipients
Highlighting scholarship recipients through personalized videos can show donors the direct impact of their contributions. These videos can feature students sharing their stories, achievements, and future aspirations, emphasizing how scholarships have made a difference in their lives. AI-driven personalization can ensure that each donor receives a video that is relevant to their specific scholarship contribution.
7. Internal video to campus leader
Internal communications within a college can also benefit from personalized video messages. Campus leaders can send regular updates and motivational messages to faculty and staff, fostering a sense of unity and shared purpose. Personalized videos can address specific departments or individuals, making internal communication more engaging and effective.
Best practices for recording video
To maximize the impact of video, it’s essential to follow best practices in production and delivery.
Plan your content
Before hitting the record button, outline your video's purpose, key messages, and structure. A well-planned video ensures clarity and keeps the audience engaged.
Use quality equipment
High-quality video and audio equipment can significantly enhance the production value of your videos. While smartphones can suffice for quick recordings, investing in good cameras and microphones is advisable for more formal content.
Keep it concise
Attention spans are short, so aim to keep your videos concise and to the point. For longer content, consider breaking it into shorter segments that are easier to digest.
Personalize when possible
Personalization can make a big difference in how your video is received. Use tools like Sendspark to customize videos with the recipient’s name, achievements, and other relevant details.
Edit professionally
Editing can transform raw footage into a polished final product. Use video editing software to trim unnecessary parts, add captions, and incorporate graphics and music to enhance the viewer’s experience.
Video for colleges
Video is a versatile and powerful communication tool that colleges can leverage to drive impact in numerous ways.
From boosting alumni donations with personalized appeals to enhancing graduation celebrations and improving student engagement, the potential of video is vast.
Platforms like Sendspark make it easier than ever to create and distribute personalized videos at scale, ensuring that each message resonates deeply with its audience.
By embracing video, colleges can strengthen their community, inspire generosity, and enrich the overall experience for students, alumni, and families alike.
