As the negative news piles on, we become increasingly numb to it and less affected by tragedy. It may not be right or good, but it’s a fact. I recently heard Jeff Kositsky, director of San Francisco’s Department of Homelessness, call this “empathy fatigue.” Although he was speaking about the chronic issue of homelessness, the term applies more broadly. We’re unable to constantly operate in a hyper-affected state, and as we hear more and more bad news, it’s impossible for our empathy not to hit a ceiling.

So, what does this mean? Americans are hopeful, charitable and committed to advancing the causes they care about. In 2015, $373.25 billion was donated to charitable organizations (Giving USA), with 17.4% of all giving taking place in December (Blackbaud 2015 Charitable Giving Report). Clearly, end-of-year fundraising is important for nonprofits. But what can they do to overcome empathy fatigue and stand out among all the nonprofits clamoring for contributions? Below are a few suggestions from a communications perspective on how to keep donors engaged and feeling generous.

See 6 tips on how nonprofits can overcome ‘Empathy Fatigue’ on PR News.

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Not so fast. A good fundraiser gala isn’t just lucrative, it’s fun, and when it’s as well-run as HealthRIGHT 360’s was, the event looks effortless. However, insiders know this one involved months of planning, networking, and problem-solving — and required a huge investment of staff time. Even with the success of the event, an unavoidable question loomed: is the effort worth repeating next year? After all, to be worthwhile, a glamorous gala can’t just be profitable—it also has to have a better ROI than alternative initiatives.

Despite the enormous effort involved in pulling off the event, my answer is an unequivocal and enthusiastic yes. (I’m even tempted to add an exclamation point here.) Beyond cost per dollar raised and donor retention rates, both important metrics for fundraiser events, nonprofits should think of fundraising events as secret public relations weapons to boost their brands. Here are three reasons why we think nonprofits should pursue high-profile fundraisers, despite their daunting start-up costs:

1) Donor relations: Fundraising events help nonprofits stay close with their donors. Even lower-key events like happy hours can signal to donors that the organization remains active and relevant.

2) Fundraisers make you stand out: Special events give you a chance to tell a compelling story and make a stronger case for the organization than in an email. Even if that email manages to duck your donors’ spam folders.

Cocktails, meeting well-liked organizers, dressing up: all of this creates an immersive experience for donors that amplify the emotions involved in giving. For a few hours you have a captive audience and if you give them a memorable experience, you can turn guests into donors, and donors into brand evangelists. HealthRIGHT 360 is particularly savvy at this. Taking a cue from their 1960s San Francisco hippie roots, they named their fundraiser the Black Tie and Tie Dye Gala and encouraged guests to dress in groovy attire, which provided an interactive experience and show donors the fun side of this very serious organization. #FlashbackFriday

3) They put your best people on the ground: Galas are a great opportunity to flex your networking muscle; it’s the perfect time for board members and senior staff to become connectors and influencers. When you develop relationships at a fundraiser, you not only get the relationship itself—you also foster the perception that your fundraiser is a must-go event.

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“You matter in that story—the way you experience the story matters.”
–Saschka Unseld, former Pixar director, current Creative Director at Oculus Story Studio.

VR has long been considered a facet of the gaming domain. Yet while some speculate that companies are adopting VR to “help them build sales and cut costs,” and scientific studies continue to explore the cognitive impact of VR, we’re very excited to see this technology debut in the social storytelling space.

Although VR has been around for years and experimented with in a limited artistic capacity, it has yet to make the jump to mainstream. However, in watching the short project videos on the Oculus Story Studio site, you experience an undeniable sense of the impact that insightful VR content can accomplish. Oculus films like “Lost” and “Henry” do an excellent job of showcasing, “the birth of [VR as] a completely new medium,” as Saschka says.

Henry’s Premiere from Story Studio on Vimeo.

Oculus’ social-centric campaign not only tactfully positions them at the forefront of millennial marketing trends for brand positioning, it simultaneously creates and nurtures the space it needs for VR content creativity to flourish. The thematic sentiment of Oculus initiatives, paraphrased from Unseld, is to inspire storytellers so that storytellers can inspire the world. In going social and opening up for collaboration and inviting new perspectives, VR for Good will undoubtedly result in powerful and poignant narratives, and set new standards for what a story looks like.

There will be a big learning curve, but even bigger opportunities to produce entertaining, educational, and engaging content. In looking to the future, there is seemingly no limit to this medium for filmmakers and brands alike.  We see a whole new realm of possibilities opening up for what can only be described as the most immersive storytelling art form the world has yet to see—or experience.

Editor’s note—Nonprofit and filmmaker applications for the VR for Good program are due in one week: June 17, 2016.

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