Video for Non-Profits04 Feb 2016, Posted by Art in
Video is everywhere online and on mobile, and nonprofits know that it is a critical communications tool. Technology has made it increasingly easier to produce, even with smaller budgets. Video allows us to share information quickly and concisely. It’s visual storytelling at its best, meaning you, as a storyteller, actively construct a story structure and select the images you need to tell a particular story. It’s also easier than ever to show video on multiple platforms, communicating your story to even more diverse audiences.
How nonprofits can effectively use video, however, is less clear. And while video is an incredibly powerful way to communicate, it’s a highly technical field. Poor video is easier to spot, and can be damaging to your goals and your company.
More than half of all content on the internet is video. If your organization fund-raises or engages the public in activities, video is the most powerful tool at your disposal. You can:
Call the public to action
Thank your donors
Introduce your program to new audiences
“If nonprofits aren’t learning about video and thinking about it and integrating it and using it, they’re really missing out on one of the most powerful tools we have to move people to action.”
- Katya Andersen Chief Operating Officer and Chief Strategy Officer, Network for Good
Getting started in video
Video is an excellent tool to solicit donations, thank donors, inform new audiences about your program, educate viewers on an issue, or re-brand your company. Imagine the power of a thank-you video that spoke directly to your top 10 donors by name.
The first step is to decide on the goal of your video. The biggest mistake companies make is trying to have their video accomplish multiple tasks. The more specific your goal, the more effective the video. If you want to accomplish multiple tasks, create multiple videos. Nothing discourages viewers more than video that is too long because it is trying to do too many things.
To focus your goals, I ask the following questions:
- What the goal of your video?
- Introduce your program
- Solicit donations
- Raise awareness of an issue
- Thank your donors
- Increase membership or enrollment
- Why is this goal important to you or your agency?
- Are you talking to people that know your program or have never heard of it?
- If they know it, are they donors, participants, or simply aware?
- If they don’t what’s their current connection to your subject or work?
- What will reaching this goal mean to the people you’re talking to? How will it change their lives?
Once you’ve decided on the goal of your video, it’s time to bring in your videographer. We’ll help you transform the goal into a visual concept. This is usually accomplished over several meetings.
The second biggest mistake companies make is creating a video without a plan to get it seen. We’ll help you strategize how to get your video in front of as many people as possible so your investment pays off. Visit our Process Page to learn more about how we collaborate with you to create a stunning video.