Now more than ever, nonprofits are using video in their marketing and outreach campaigns.
This blog article is designed to spark thinking about what kinds of videos might be most helpful for your nonprofit. Most of the videos listed here are not our videos — but they are excellent examples of the types of videos you should consider. Beside each video type is a rough price range.
In order to build awareness of your cause among an unfamiliar audience, effective storytelling and high quality production is important. If they are uninteresting and poorly done, potential supporters will skip ahead and you will lose them.
Do you need to raise awareness of the problem your organization was created to solve, to enroll your audience in the need to get involved and support your case? Using real people, whether they are your staff, clients or actors, is the best way to build a human connection and to convey emotion. They are often expensive because of the cost of a good scriptwriter, director, actors, multiple days of filming in multiple locations, editing, etc.
These videos are a great way to inform your audience while entertaining them. An animated video is excellent for abstract topics that may be difficult to convey using actors. Because of the cost of scripting, animation, voice-over, music and sound effects, a well-done animated video is often expensive.
Once potential supporters have a basic understanding of your cause and why it’s important, they need to be convinced your organization can effectively address the need. Use a program overview video to highlight your history and accomplishments.
Television has reigned as the biggest visual media for decades. Today, a TV commercial can do double-duty as a quick attention-grabber online. Usually they are used to make an important call to action. Broadcast media is expensive and has very strict quality and timing requirements, so expect a good commercial to cost.
Viewers can get a great look into your message and what your nonprofit has done by watching highlights of a recent event. Getting video of talks, b-roll and interviews can be a worthwhile investment that yields a whole series of edited shorter videos on key topics.
Recruitment videos lay out how volunteers, supporters and potential staff can get involved and support your cause. They are often based on interviews, which give personal insight into what it’s like inside your organization.
Hearing from those your serve is a great way to highlight your work and build trust with your audience. Individual short testimonials can be great social media and blog posts. String together a series for a really strong message. Or edit a testimonial into a profile of an example benificiary.
According to Wikipedia (https://en.wikipedia.org/wiki/Advocacy), advocacy is an activity which aims to influence decisions within political, economic, and social systems and institutions. Consider an advocacy video to make your case if your organization’s mission would benefit from a change in the law or public policy. These can range from simple illustrations of how a public policy is impacting individual lives to well-developed visually-oriented messages.
A thank you video to donors is a great way to show what their money has accomplished over the past year. Make it short, highlight impacts, and personalize with appearances from staff and/or beneficiaries.
Live streams are quickly gaining in popularity, and most of the major social media platforms feature a live stream option, which can live on long after the event is over. This is a great way to display your nonprofit’s live events and programs, to broadcast important interviews, and to capture behind-the-scenes experiences. Even without a video crew, your smartphone can be used for a simple, inexpensive live stream. The best live stream videos are relatively short and effectively capture a pivotal moment. Only a very motivated audience will wade through a long video with poor audio.