Virtual Reality videos have a lot to offer charities. Through immersing your audience in VR, you can close the emotional distance between your audience and your cause. This creates an empathetic and strong connection with your audience. But what exactly does this mean for your charity? What virtual reality benefits can you expect? What is the ROI of virtual reality charity videos?
Virtual Reality Costs
Virtual reality is not inexpensive. VR costs can be significant as well as time-consuming. The costs are decreasing as the technology decreases in price and becomes more accessible. However costs are still more expensive than standard videos. So it is important to consider if VR is the best medium for your message and your audience.
Ensure you are strategic about your virtual reality video. Do not invest in VR without planning and thought. Just like with all video marketing, it is most effective when you have objectives, target audience, etc. To optimise your virtual reality benefits it is vital that you plan strategically.
ROI of Virtual Reality
While VR can be expensive both in funds and time, it can be worth the effort. It can be difficult to visualise how your donation of £10 will make a difference. This is where VR has real potential. VR connects the audience directly to the difference their donation makes. With VR you can show how their donation will be used to help a child on the other side of the world, or plant a tree, or help cancer research. Once people see the impact they can make, they are more inclined to take greater steps to help.
Take the example of Unicef’s foray into VR with ‘The Clouds Over Sidra’. The charity had a target of raising $2.2 billion with this campaign, but with the help of VR they were able to surpass expectations and raise over $3.8 billion! Unicef found that 1 in 6 people who viewed their virtual reality charity video made donations which is twice the standard rate of giving. This VR film was able to connect with audiences and inspire action.
Donors often find it difficult to connect their money to solutions. People want to see the impact they make. Virtual reality can be a great solution to this issue. VR ensures that people are no longer helping ‘strangers’ – they are now helping people they have spent time with through virtual reality. VR creates a forum for empathy where people can connect to those they would be helping and can truly understand the root of the problem.
Clouds Over Sidra – Unicef