Video is a fantastic way to communicate the story behind your nonprofit. It's your marketing department's job to tell the story, create awareness of the cause, and garner support by tugging on the heartstrings of donors and volunteers. Nothing moves people like visually seeing how your nonprofit makes a difference. Take a look at these five awesome video marketing ideas from other successful nonprofits who get how to create a movement.
1. Testimonial Videos
Some of the best people to communicate your message and mission may be outside of your organization. Find ambassadors in people to whom your organization has offered support and strength. Testimonials, such as this one from Susan G. Komen for the Cure, are engaging because they present a real person with a truly compelling story.
Alantheia Pena speaks on behalf of Komen for the Cure by sharing the fears she felt when faced with her diagnosis, and the video highlights how Komen for the Cure helped her beat breast cancer. Put a face to your organization by committing the stories of the people your organization supports to video.
2. Volunteer and Staff Spotlight Videos
Video not only puts a face to your cause, but also does a great job transmitting the feeling behind those faces. Use video to highlight the commitment and passion that volunteers and staff feel for your cause. Sheryl Crow shares her passion for St. Jude Children’s Research Hospital via video. The video features her reflections on her feelings when visiting St. Jude’s, as well as footage of those visits. Commitment in action, such as her cooking with current patients, is well illustrated in video and complemented with narration.
3. Public Service Announcements (PSAs)
PSAs are an effective way to share information and messages that serve public interest. They can raise awareness of specific causes and help shape public attitudes and action related to various social issues. For example, this YMCA PSA highlights why you should join your local YMCA. Ranging from physical activity to a sense of community and individual development, the PSA features various ways YMCAs contribute to the health and well-being of communities.
4. Cause Education
Do people understand what you are trying to achieve? A cause education video communicates a significant amount of information in a short amount of time. You can include narration, expert input and interviews, facts and figures, and photos and footage in your video to inform you audience. This video uses all of these to communicate how businesses partnered with a leading conservation organization to address climate change. Most importantly, it pinpoints a specific cause and describes the action taken by the organization to address relevant issues.
5. Engaging Videos – CTA
Finally, just grab your audience’s attention with engaging content. This Houston Zoo video features different kinds of adorable baby animals. You can’t help but smile as the zoo babies eat, play, bathe, and learn to walk. The video closes with a call to action (CTA), reminding the audience that the nonprofit organization relies on support from donors. Viewers are more likely to respond to a CTA when they feel they received something for their support (in this case 30 seconds of memorable cuteness).
It's been over 20 years since Sally Struthers made us all aware of International Correspondence Schools, yet that video is still mentioned in pop culture. If Sally had simply written a letter or been featured in a magazine ad, do you think we'd still remember it today?
Nonprofits are in a unique position in that you have several messages to communicate to several audiences. Some messages are complex or putting them on paper doesn't really do them any justice. You're in the business to incite a movement. You need to do more than spread a message; you need to create triggers that create change. The use of video is a powerful way to do so.
About Digital Impact Agency
Digital Impact Agency is a creative firm specializing in interactive media and inbound marketing strategies for manufacturing and technology companies, professional service firms (architectural, engineering, construction, legal and consulting), nonprofits and enterprise companies. We are a team of innovative entrepreneurs focused on creating the most strategic and effective communication channels for our clients.