You’re Allowed To Use Video

This is the fourth in a series of five guides to help major gift fundraisers build an online presence that’s clear, sacred, and truly results-driven. You can find the introduction and previous posts by visiting The Breakthru Blog.

‍Several years ago I had the opportunity to coach a talented team of mid-level fundraisers who primarily cultivated donor relationships over the phone. I loved working with them - they were funny, relational, passionate, curious, and articulate. Each rep managed a portfolio of 500+ individuals who were giving, or had the potential to give, between $1,000 and $7,500 annually. My role was to help them implement a major gift fundraising approach using remote communication strategies.

I remember thinking, “Man, if the people in their portfolios could just meet these cool reps it would most likely increase their enjoyment of the ministry and their willingness to give…”

Then one day it hit me: videos! Short, playful clips created by the reps - selfie style, speaking directly to the camera.  For about 42 seconds, they could share something exciting that’s happening in the ministry, give a quick follow-up to a story featured in the newsletter two months ago, or simply offer a cheerful “Happy Easter!” or “Merry Christmas!”

I was genuinely excited about the idea and pitched it, with gusto, to the team leader. 🙃 Cue the sad trombone: wah wahhhh

‍Let’s just say he wasn’t nearly as thrilled.

It was understandable. He’d been with the organization for a long time, and didn’t have the gumption to fight for something that would almost certainly test the patience - and possibly the goodwill - of the marketing department, executive leadership, and maybe even the board.

But you know who did have gumption? This guy. 😬 I was ready to go to bat for the idea. (It definitely helped that I had a long, trusted relationship with the Executive VP of Advancement)

In the end it worked incredibly well. If you’re interested in the full strategy we implemented, just reply to this email - I’d be happy to share more about it.

One of my favorite moments occurred during a meeting with all the reps, listening to them tell stories about how supporters had responded to their videos.

“I’ve been here for four years… and I’ve had 10x more response to this last email with the video than anything previous.”

“I’ve had more people actually answering my calls in the two weeks since sending the video than ever before.”

Two reps asked when they could do their next video update - like, how often can we do this?!

The stories kept coming. Another rep shared that several supporters had said, “It’s just fun to see what you look like!” That sounds casual at first blush - but it’s actually profound.

Most fundraisers I know are confident and effective in face-to-face settings - but the idea of being on camera is a whole different story.  For many, it’s tough to stomach.

Here’s the good news:
You don’t need to become a video personality. But you should consider using video - because it might just be the most underused, high-trust tool in your toolbox.

The Fastest Way to Build Trust

Marcus Sheridan calls it the “trust gap.” In major gift fundraising, it often shows up in unreturned calls and delayed decisions. Video helps close the gap by making you more real and relatable.

It’s the space between awareness and confidence, which the hesitation many individuals feel before they make a commitment.

Even a 42-second video recorded on your phone can do more than five polished paragraphs ever could.

“But I’m Not Comfortable on Camera”

Totally fair. So let’s lower the bar.

You don’t need special lighting, background music, or perfect hair.

You just need some natural light, a phone with a camera, and something true to say.

Don’t perform - just explain.

Explain what’s happening.
Explain what you’re learning.
Explain what a gift would actually make possible.

If you’re willing to show up - even awkwardly - you’ll build trust that isn’t possible through texts, emails, and proposals.

Three Simple Videos To Experiment With

You don’t need a script. Just a topic and a little courage. You’re not going to send it to anyone…yet. No need to post right away - just film them. Practice creates comfort.

Give these a try:

1) “Here’s one question I get a lot…” Pick one of the Big 5. Record a short, honest answer.
2) “This moment moved me.” Share a program story, a prayer, or a behind-the-scenes reflection.
3) A thank-you that’s just for them. Pick a single individual. Record a sincere, no-frills thank you. Don’t pitch. Just appreciate.

Keep each video under one minute.

They might be imperfect, yet still powerful.

Feel free to send one or all to me if you would like feedback. I’m here for you!

My friend Ross Kimball is the guy you want if you're trying to show up better on camera. He offers 1:1 coaching and group sessions that are equal parts practical, effective, and fun! I highly recommend him. He’d also be a phenomenal MC for your next event.

Here’s his simple checklist for recording your first video:
✅ Choose a real question.Pick something a giver (or team member) has actually asked - keep it honest and specific.
✅ Decide on your “type.”Are you explaining, appreciating, or storytelling?
✅ Keep it short.Aim for 60–90 seconds. One idea. One moment. No script needed.
✅ Find your light.Face a window. Clean background. Quiet spot. That’s enough.
✅ Talk like you’re 1-on-1.Don’t perform - just explain. Imagine a real person on the other side.
✅ Don’t re-record 10 times.One take is often best. Being yourself and being 'human' will connect more than trying to be 'perfect'.
✅ Send it to one giver.Not ready to post it? Just text or email it to one trusted supporter. That still counts.

💡You’re not trying to go viral. You’re just building trust — one face, one moment, one giver at a time.

Where Do I Use The Videos?

My suggestions:

• LinkedIn (upload native, not a link)
• Email (embed or screenshot + link)
• WhatsApp or text to a specific giver
• Donor reports and proposals (embed a QR code to play the video)

What would happen if you sent out a 60-90 second video every month to everyone in your portfolio?

These aren’t just marketing assets. They’re relational tools. They help you feel known, even if you haven’t met face-to-face.

No editing. No soundtrack. No caption.
Simply: “Here’s what I’m seeing, and what I want you to know.” You’ll get more engagement than any newsletter.
Dollars to donuts. (Yes - it’s a thing.)

In last week’s guide I made a point of stating: “I’m not asking you to do something that I’m not doing myself…”

‍This time it’s a little different. I do have some experience (as the story above shows) and I’ve done video work in my consulting business. But the truth is - I’m still learning and experimenting right alongside you!

‍It Really Does Matter

‍People long to see sincerity - not perfection.
When they see your face and hear your voice, they not only encounter your ideas - they encounter your presence.

The world around us can often feel flat, but video reminds people: you’re real.
And that’s what makes your mission real.

And if the thought still makes you nervous?
Here’s another important reminder: You’re not promoting yourself. You’re making your cause visible - and real.

‍That’s sacred.
That’s strategy.
And that’s enough.

Next week, we’ll close the series by looking at how your visibility shapes individuals - and why the real fruit of this rhythm may be months (or years) down the line.

Until then: Hit record. Be sincere. Stay visible.

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JappaFry Writer update: More people are using it and loving it! Have you tried it out yet? Here’s a note I got this past week:

‍J.Paul,
Holy cow, I just did some work in your JappaFry writer. That is incredible. I am building out a new major gifts program and it just saved me hours of writing. Thank you is not enough. But thank you for everything you do in our field

‍Give it a whirl and give me your 60s of feedback🕺

* * * * * * * * * *

If you haven't taken advantage of some of the resources I've created to help major gift fundraisers, take a look now!  Initial calls with me are free and "no strings attached".  Sometimes folks feel like they need to wait and not 'bother' me until they have a pressing issue.  No need for that...just make the call. 🕺

‍Here's where you can access a lot of content for free:

‍* Follow me on LinkedIn - You'll get short pro-tips and reflections on major gift fundraising every day between 5-7am pacific.

* Breakthru Newsletter - As you've seen here, these are longer weekly posts (audio and written) sent directly to your email.

* Breakthru Blog - the newsletter from the previous week gets posted here each week for everyone (so email subscribers get it a week early).

* Breakthru Podcast - Interviews with high net worth givers about how we as fundraisers can get better at inviting them to the party.  And audio readings of Breakthru Blog posts.

‍Before getting to the PAID stuff: My opinion is that no small ministry with a tight budget should be spending more than $3-5k (total) for major gift coaching/consulting.  Most of you will be good-to-go spending far less than that.  This was a major issue for me when I was a frontline fundraiser - major gift consultants were an expensive 'black-box-of-confusion' for me.  That stops now.

‍Here's the PAID stuff:

‍* Online Catalyst Course - This is a full brain dump of my 28+ years of experience - good, bad, ugly.  It's built around the fundamentals, the sacredness, and the fun, of major gift fundraising.  It's infused with Henri Nouwen reflections.  Many people can take this course and they will be 'cooking-with-gas' and not need any additional coaching from me on the core systems.  I'm grateful that this course has gotten *great* reviews.

* Live coaching with me - I refer to this as "brain rental".  The ROI on live coaching, as you might imagine, is extraordinary.

Finally, be sure to connect with my colleague Ivana Salloum.  She's super awesome and can help with scheduling and access to resources, etc.

I look forward to hearing about your good work!

Blessings,