Video marketing for nonprofits has never been more accessible. Entry and access barriers have been reduced due to innovations in production technology, hosting, editing, and distribution.
Yet obstacles still exist for many nonprofits to embrace video marketing to their fullest potential. We’re talking about budgeting: money, time, and expertise.
Here are 10 areas where you can incorporate video at your own speed. Rather than focusing on the can’ts, add what’s sensible for your capabilities.
About the Organization
The goals of these videos are educating viewers about your work and inspiring them to take further action. That further action may be watching more videos, sharing your message, subscribing to your newsletter, visiting your website (or physical location), volunteering, or donating money. Along the way, you are building your identity through a narrative.
Who are you? What do you do? How do you do it? Who do you serve? Why?
About the Nonprofit
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Company history
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About us / who we are / what we do
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Mission statement
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News
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Problems / obstacles
The follow video mission statement from 2 Seconds or Less succinctly demonstrates their goals and values. Notice the brisk pacing via montage and the tasteful choice of music that doesn’t overpower the speaker.
Annual Report
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Financials
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Usage / impact
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Case studies
Numbers are difficult to glamorize. Here, an annual report video adds context to figures. Nonprofits have the opportunity to humanize the nuances of their work for stronger emotional resonance.
Watch the YMCA of Greater New York’s 2015 annual report. We see an overview of the organization’s leadership, contributors, and those impacted by the organization’s services. Relevant statistics are interspersed through the piece.
Recruiting
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Executive leadership opportunities
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Job openings
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Onboarding / orientation
Video as a recruiting tool helps communicate the scope of the position, responsibilities and expectations, and the culture of your company. It’s all about fit and who best embodies that role. Short and simple
ConnectEd‘s “Day in the Life: Nonprofit Professional” showcases the work of a Client Services Manager for the Women’s Cancer Resource Center in Oakland, California. The interviewed subject shares some of her past professional experience and conveys the meaning she found when joining the WCRC.
Live Events
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Fundraisers
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Civic events
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Networking meetups
Recording and publishing event footage builds awareness about your cause and generates interest for future gatherings. This material may serve as a wonderful talking point for you to build relationships with new acquaintances. Think of it as a first impression or starting point to a shared history. After all, your goals include:
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Maximizing donations
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Maximizing reach and attendance
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Getting traffic to your contact points (e.g. website, social media, representatives)
More and more users are exploring live video as a means of sharing exclusive content. SocialBrite’s Caroline Avakian notes the potential benefits for nonprofits as Facebook rolls out livestreaming for individuals and brands:
“Lastly, for organizations already comfortable with video, being an early adopter of Facebook Live may present a wonderful opportunity to produce more live video and offer your Facebook audience a chance to see and hear more than traditional social media updates allow for. Live Video is dynamic, fast, and unedited visual storytelling. Definitely a new frontier for nonprofits wanting to explore storytelling, organizational transparency, and community building.”
Take a look at this pirate-themed gala retrospective from the Greater San Diego Meals on Wheels not-for-profit. Interviews are intercut with actual event proceedings that feature leadership and guests. A tidy call to action for the next annul gala follows.
Major Wins
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Fundraising goals
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Grants
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Shoutouts
Publicizing major victories keeps stakeholders informed and articulates appreciation. Sharing milestone achievements reflects the power of collective action, especially when nonprofits offer a quantitative or tangible example like an astounding amount of money raised or a powerful human interest story profiling a beneficiary.
Check out the following “shoutout” Instagram video published by the St. Baldricks Foundation. We see a creative timelapse that demonstrates the foundation’s unique approach while highlighting an outstanding contributor.
Newsletter
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Onboarding new subscribers
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Important updates
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Why you should signup
There are plenty of reasons to adopt video content in your email marketing strategy. Think of all the points of contact a person experiences before joining your readership. How can video strengthen your communications along the way?
Welcome new subscribers to your list as an orientation method. Provide recaps of big happenings. Declare important announcements about upcoming events. Drive attention and energy to your other bases (e.g. social media, website, office) to gather feedback or inspire action. Thank others.
Take a look at this video newsletter featuring Miracle Babies. It spotlights the real experience of one patient and names organizational accomplishments earned in 2015. The video concludes with a fundraising announcement (with a shoutout to a generous donor) containing a clear call-to-action.
“Real Life Relevant”
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Pop culture
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Trends
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Zeitgeist
Do you remember the “Ice Bucket Challenge” of summer 2014? Millions participated and even more watched and shared. The ALSA reports:
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17 million+ people uploaded challenge videos to Facebook
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440+ million viewers
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10+ billion views
(Pictured above: the United Way of Southeastern Louisiana accepts the Challenge)
More importantly, over $220 million was raised to benefit ALS research and services according to Forbes’ Amit Chowdhry. Resounding success has led organizers to adopting the Challenge as an annual drive.
Your video content doesn’t need to start a viral craze to be considered effective. Consider creating short reaction segments that demonstrate your expertise or reflects your values. You may be able to stretch the tonal range of your content (re: using humor) based on the topic you’re newsjacking. Perhaps you’re inspired to address a piece of pending legislation that harms or benefits your constituents. Maybe you’re tackling a prevailing stereotype or stigma propagated in pop culture. Let your voice be known.
Stakeholder Network
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Major donors
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Community advocates
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Alumni / role models
Imagine all of different companies in your outreach. Imagine inviting a bunch of them to help you. Imagine producing a video testimonial or case study about it. Imagine seeing that all over local media and social.
Mutually beneficial opportunities exist for both the nonprofit and the stakeholder. Bolster your connections by showing off your network’s efforts. Recognize their generosity. Showcase key personnel who helped make things possible. Remember those who have championed you.
Outsiders may not know who you are. However, they might know your stakeholder. These people become reference points, connectors, and facilitators. They will open countless doors for you.
(The Golden State Warriors volunteer at the Alameda County Community Food Bank)
How to Help / Call to Action
This area of your nonprofit video marketing strategy aims to increase external participation and empowerment. This approach leads to three desired outcomes: more donations, more volunteers, and more emotional resonance resultant from giving. In effect, you’re welcoming new members to your family.
Fundraising / Donations
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Status updates showing current funding levels / checkpoints
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Why you’re fundraising
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Profiles of constituents
Focus on the recipients. Explain how they benefit from your donation drives. Explain how the money is allocated/used and how services are administered. Prioritize transparency in your process. Your content is a conduit to giving.
https://vine.co/v/OgKAUvlx1A3
(This Vine offers a glimpse at a fundraiser hosted by the New England Patriots’ Patrick Chung)
Volunteering
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Call for volunteers
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Starter kit / orientation for new contributors
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Coordination guide
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Outstanding performances
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Recaps
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Results (projects accomplished, total hours worked, etc.)
Inspiring powerful feelings through emotional storytelling is a hallmark of video marketing for nonprofits. Spotlighting your volunteer team and your opportunities affords you the chance to reveal more facets of your nonprofit’s personality.
It’s not just about reaching out and getting volunteers. It’s about creating a meaningful connection that brings them back again and again. Create valuable material for every experience level including orientation and returning givers. Mobilizing your volunteers’ networks is nearly as important as mobilizing their first efforts.
Research where your audiences spend time. Experiment with different video platforms (e.g. Facebook, Instagram, Vine, SnapChat, others) to build awareness and cohort influence among different segments. Remember to employ geolocal hashtags (e.g. #London, #Boston, #WesternMA) for targeted messaging.
