Best Practices Nonprofit's Can Use for Video Marketing

Now a days, video marketing is used to bring an organization’s impact to life, increase its awareness and communicate with internal and external stakeholders. However, many don't opt to choose video as it seems like a daunting task that requires a high amount of budget and planning.

Lately with everyone in quarantine, video marketing has been craved by the outside world as people want to feel more connected while staying socially distant. In fact, video marketing has become a core strategy in planning fundraising events, showcasing impact, and much more. And although it may seem daunting, not all your videos need high productions; short and sweet iPhone videos can showcase behind-the-scenes moments or a quick how-to. Through video, your organization can humanize itself and give your stakeholders insight into who they’re engaging with.

So where do you start?

1. Define the goal of your video: What is the expected outcome of the video? Many times video is just used to create awareness, but it can also be used to help increase donations, recruit qualified employees, build employee morale, or lead people to your website.

2. Keep majority of the videos SHORT: It's true that many of us today have a shorter attention span. In fact, research shows the average attention span is now around 8 seconds. Do you think a 5 minute video is going to keep your audience engaged? Shoot for a 2-3 minute video with a compelling message within the first 20 seconds to hold the viewer's attention.

3. Have a clear CTA: Call-to-action messages are key when it comes to any type of communication. What do you want your audience to do? For nonprofits, it's important not to throw in too many donation requests as it may come off too forceful. Opt for CTA's like 'Join Our Mailing List' or 'Visit Our Website'.

4. Educate your target audience: After determining the goal of the video, use story telling to educate your audience on the importance of your cause, the need for support and your work’s impact.

Still need some help? Here are some prime categories videos can fall under:

• Awareness Videos: Let people know who you are and what you do!

• Engagement Videos: Motivate people to donate or join your cause!

• Education Videos: Teach about topics important to your organization!

The goal should be reaching as many people as you can and engage them in taking part to support your cause.

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Author Shannon Fernandez