What To Include In Your Nonprofit Video to Make it Irresistible

While it’s true, that nonprofits can’t operate with big budgets, investing in the equipment to create video content is essential for connecting with people and getting their message out to those who would benefit from it. According to statistics, four times as many people say they would rather watch a video about a product or service than they would read about it. Which is why video production is so important nowadays.

Video isn’t just effective for reaching a target audience, it’s also helpful for corporate meetings, trade shows and other events where ‘selling yourself’ is key.

Engaging video content can help the nonprofit organization increase awareness regarding a service they provide and attract more people into the organization than other forms of media which may be overlooked such as print-based advertising or articles.

In this article, we look at what you need to include in your video to make it compelling and engaging.

A Clear Goal

Before you shoot a single frame of video, you need to decide what the goal you’re shooting for is. Do you want to raise awareness to a specific issue? Do you want to solicit donations? Are you looking to draw people in who might benefit from a service you offer? Whatever it is, you should set that goal first because it will determine what you do from then on out as you make your video, and it will allow you to track how well your video is doing based on the stated goal.

A Intro That Hooks

If the target for your video is one of the many social media sites, then you need to hook people in quickly otherwise they’ll scroll away and be gone for good. Even though people say they would rather watch a video than read, there’s too much content vying for people’s attention.

A good way to draw people in is to point out a problem or source of pain that they may be dealing with or familiar with. You can do this with a compelling image or through text. Just remember that you have to nail this part or the rest of the video will be wasted.


Captivating Story

People like stories, and they like stories about other people. When you’re crafting your video, strive to tell a compelling story that gets people engaged. You can do this by telling a story that uplifts and inspires people, or you can tell a story that tugs at someone’s emotions and spurs them to take action. Sharing stories about other people’s struggles or triumphs in the face of adversity are great tools to get people engaged and interested in what you’re saying.

Keep in mind that it’s not just the visuals that tell the story, but the music must be considered too. Look to Hollywood films for inspiration in how to use music to make someone feel particular emotions.

The most important thing to remember is to make the story about someone else rather than yourself. If you make the story all about you, people will see through that as PR or advertising. When you make the story about other people — people who are experiencing pain, joy, grief or other real human emotions — it makes your video more authentic and fosters good will from your audience.

Testimonials or Quotes

One thing that helps build trust between organizations and their audience is the verification that comes from outside sources. If you look at the world of advertising, it’s good for a company to include quotes or testimonials from customers because it makes the company look more trustworthy because the praise is coming from someone other than the PR director or copywriter.

While your video may not serve ‘customers’ per se, having a real-life story from an outside source makes the video stronger and makes your organization look more trustworthy.

Call To Action

Now that you have a compelling story and you’ve decided on the length, you have to decide on a call to action. A call to action asks your viewers to do something after watching the video. The call to action could be as simple as “like and share this video.” Or, maybe you want your viewers to donate to a cause or volunteer to help. Regardless of what it is, your video won’t be a success unless it calls your viewers to do something.

Ultimately, the successful nonprofit video makes a human connection and tells a story that people can relate to — it’s never about the company. Making a compelling, engaging video gives viewers a sense of trust in your organization and can inspire them to want to do more. And, with the ubiquity of smartphones and the easy access people have to video streaming, it doesn’t make sense to not take advantage of this powerful too.

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