Types of Marketing Videos for Nonprofits

Audiences crave video - all types of video. Deciding what types of video work best for your particular audience can be a challenge. For nonprofits, this means you’re not just trying to sell someone something, your goal is to turn viewers into active participants in your organizational mission. Here are a few types of video content that will help you accomplish this mission.

Storytelling

Video production uses all the tools of persuasion: moving pictures, compelling narration, stirring music - it’s the perfect vehicle for storytelling. A picture really is worth a thousand words. Often this means - shut up. Don’t over-rely on the spoken word. Video of undernourished children, abused animals, homes and families ravaged by natural disasters is far more powerful than having an omniscient narrator talking over everything. The substance is more important than style but in today’s video savvy world - style is expected. Ultimately the effect of the story will be dependent on who you’re telling it to.

Testimonials

We all want to hear from someone we like and trust before making a decision. Donors, in particular, want to hear from others who have given to your organization. Shoot testimonials with people who are relatable, engaging, and whose story compels others to act. These are particularly effective for gathering content for short videos to use on social media. A 10-minute testimonial may seem like 10 hours, but gleaning two thirty-second sound bites from that ten minutes gives you social media content for several different outlets.

Thought Leadership: Interviews, webinars, panel discussions are venues to create awareness about your organization. You’re not necessarily going for the “ask” at this point, you’re simply educating potential donors so that they can make an informed decision. After all, an educated donor is a happy donor.

Webinar and panel discussions

Host a webinar or panel discussion and give yourself the opportunity to have your name associated with experts in your field, while helping position you as an expert as well.

Interviews

Interview community leaders, philanthropists, and anyone else who can educate or in any way impact your viewers. Be prepared, thoughtful, and engage with both your guest and your audience.

Instructional videos

We are a nation of information junkies. The internet, for better or worse, has become the Tree of Knowledge. Offer your target audience relevant information that helps them learn and grow.

Staff Intros

Do your supporters really understand the various roles your staff play? Board members, volunteers, and donors have limited access to your staff. Your staff members are your internal ambassadors. Recording your staff members describe their job, accompanied by footage of them performing that job, shows off your organizational diversity, passion, knowledge, and experience.

Commercials

Think of how many commercials are indelibly etched into your mind. It’s enough to fry your brain. And, although you may not always produce commercials, when you do, make it a good one.

Video content marketing for nonprofits is very much the same as any other organization. Educate, engage and encourage. Encourage discussion. Encourage reflection. But most of all, encourage action.