6 Types of Videos Every Nonprofit Must Have in Their Marketing Strategy

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In 2012, the nonprofit organization charity: water shared a video trailer that narrated a story. The nonprofit organization, seeking to bring clean water to 800 million people, told the story of Rwanda and its water crisis. At the end of the video, they told their audience what they needed to ensure clean drinking water – $ 1.7 million. The result: they raised $ 2 million, instead. That was 2012.

Today, video is one of the most ubiquitous mediums for brands and organizations to reach their audience. For years, nonprofit organizations have ignored video marketing, reasoning the high costs involved in creating videos. But can they really afford to not engage in video marketing?

Research and surveys show that 82% of all consumer traffic will be through video content by 2021. 57% of people who watch a video for a nonprofit, actually make a donation. Let’s look at why video marketing is so impactful and how can it help?

How can video marketing help your nonprofit campaigns?

  • Videos engage all kinds of audience
  • Higher rate of conversion
  • Higher ROI compared to other mediums
  • Can tell a story in a few words
  • Appeals to mobile and desktop users
  • Search engines love videos
  • Encourages social sharing
  • Video has all the key sensory elements` – sound, moving image, text.

Even though videos are one of the most effective medium of communication, a number of organizations, especially nonprofits tend to ignore this key tool. Why? Making videos seems to have gathered a not-so-great perception, one full of challenges:

  • Lack of creative expertise
  • Lack of time
  • Lack of funds
  • Seems technically complex

But unlike earlier, when creating a video meant high-quality equipment, an expert videographer, editor, sound artist and more, today, those barriers to make an entry into the world of video-making have vanished. A number of online tools and apps allow users to make good quality videos. In this post, we will explore the types of videos for your nonprofit that you can create on your own, without hassle, and without emptying your pockets.

Before we move ahead, let’s understand the key components of video creation that will be relevant to you as you produce your own videos for your nonprofit.

Video creation, be it for any purpose, is an act of creative expression. It cannot be produced without thinking about the intent, audience, scope and context of the video. So, we believe it’s futile to pursue a cookie cutter approach to creating videos. A cookie cutter approach to a function is very beautifully encapsulated in the two definitions provided by dictionary.com:

[adjective]

1. having the same configuration or look as many others of a given kind; identical
2. lacking individuality; stereotyped or formulaic.

It is essentially a philosophy in which the work is understood to be comprising of mechanical steps and could be followed to complete a function without indulging in a creative process. In case of videos, using a cookie cutter approach would result in production of videos that look identical or sport very similar attributes while losing a touch of individuality.

As a video creator, you have the opportunity and responsibility to showcase a rich palette of perspectives and design videos that make an impact while staying true to your individuality. Hope you are not intimidated by the concept of video design. If you are, take a breath and get comfortable. 😃 Let us break it down for you:

i. Video Format: When distributing your nonprofit campaign videos on social media platforms, tailoring your video to a platform’s video format specifications is mission critical.  YouTube prefers 16:9 (landscape) and Facebook loves 1:1 (square) videos, and so on.

ii. Brand Essentials: You need the videos to be ambassadors of your brand. Your choices about the text animations, the font, the colors and how these elements will interact with each other, all will play a key role in the effectiveness of the video.

iii. Footage: Needless to say, the actual raw footage which you will need for the different types of nonprofit marketing videos is critical for the success of your video. After looking at 200+ videos by nonprofits, some of the most common type of shots used when capturing footage are: Establishing shots, Medium close ups, B-roll, A Day in The Life, Person in focus. Learn more about the shots here.

iv. Audio: Counterintuitively, the success of your videos will greatly depend on the quality of sound and music you choose. The background music sets the mood and can invoke the emotions you want. Libraries like Marmoset and Tunefruit have sorted tracks across tag like “empowering,” “playful” and “peaceful.”

If the concept of video design excites you, check out our definitive guide to video design for nonprofits.

Now that we have covered the basics of video design, let’s look at the types of videos that you need in your nonprofit marketing campaigns to spread your mission. Here are 6 types of videos for nonprofits – the why, how and tips for each kind of video.

1. Brand Story

Every brand is a story, which needs to be told. And video is one of the best formats to tell a story. Once the video is made, it can be shared on the homepage of the website and even on social sites such as LinkedIn, Facebook, Pinterest, and Instagram, among others.

How does a brand story video help?

Research reveals that 80% of people remember a video they watched in the last month. Brand building can help make a memorable impression; it allows the supporters of the nonprofit to know what to expect of the organization, it can influence the way people perceive an organization, and moreover, it can help a brand stand apart and differentiate itself from its competition.


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Tips and guidelines for brand building videos for nonprofits

  • Explain the purpose with which your nonprofit works
  • Tell the audience what problem you are solving
  • Let the viewers know the key points about your organization
  • Introduce the team members

Learn how to create Brand Story videos

 

2. Awareness

In an awareness video, the organization, Water is Life told the simple realities of a 5-year old Kenyan boy from the Masai tribe. The makers of the video wanted to drive across the point that unsafe drinking water is one of the main causes of death of children under five years.

Creating awareness is an important part of developing support. Awareness can translate into action and help people to understand and respond to a need. It helps educate people and boost public awareness about a cause.

Why create an awareness video?

For nonprofits, it is important to educate people and let them know the story, the reality behind its cause. People need to see and feel for a cause to want to contribute towards that cause.

Tips and things to keep in mind:

  • Sharing real stories and real footage would make the video more potent
  • Using behind the scenes footage can make it more impactful and real
  • Sometimes organizations do a lot of different things, which is difficult to describe in a short video. In this case a series of videos could do justice to the amount of information that is to be shared.

Takeaway: You can feature simple footage or photographs with a background music and end the video with a simple message through text on the footage.

Learn how to create Awareness videos

 

3. Community Update

Keeping all stakeholders of a nonprofit engaged is essential. For a nonprofit organization, the stakeholders are the donors, trustees, employees, beneficiaries, partner organizations, among others. Organizations make use of different mediums to keep them engaged and updated with the work that the nonprofit organization is doing. Social media, email, personal calls and messages and meetings and presentations, are a few of the ways in which stakeholders can be updated.

Video is a crucial element of this process. Whether it is graphs, numbers, photographs, video footage, it can all be compiled in the form of a video for easy sharing.

Here are some ideas for updates videos:

  • It can be in a slideshow format with simple slides compiled into a video along with audio music.
  • An update video could share information about an event that took place. Creating a video with photographs of the event and inserting text to punctuate the photographs is an easy and effective way to do so.
  • Ever wondered, the annual report of a nonprofit organization could be repurposed to create a video. A compilation of the informative slides, images and background sound, is a quick and easy way to change the format of the annual report sharing.

Takeaway: The video shares images punctuated with simple text in bold, large fonts, which allows viewers to read the text clearly. Peppy music with quick succession of slides allows a lot of information sharing in just 1:26 minutes. What is more, the text copy is crisp, short and has an engaging tone, too.

Learn how to create Community Update videos

 

4. Event Promo

Events are one of the most effective ways to get the word around about your nonprofit. EventBrite’s Pulse survey of 500 nonprofits found that the great majority 78% of nonprofits most frequently host cause, community, and educational events. Not surprisingly, 32% of them also host galas and fundraisers. While it helps to use traditional digital channels like email to promote your event, one of the best media would be videos.

Event promo videos can certainly help with Donor Acquisition and Donor Engagement depending on the type of audience you want to attract for your event. If it’s a cause event or a gala, it might be a great place to acquire new donors where as community and educational events could help with engaging with your existing donors.

Tips and guidelines for event promo videos:

  • Events generally follow a lifecycle that comprises of 3 stages: pre event, during event and post events.
  • Event promo videos can be designed keeping in mind these phases. You can learn how to design videos for these stages here.
  • If you are focusing on donor engagement, it helps to put more emphasis on producing and publishing post event videos that provides existing donors an update on the work done by the team.

 

Learn how to create Event Promo videos

 

5. Thank You

Studies show that appreciating and thanking can help you win new friends and acknowledging other people’s contributions can lead to new opportunities. A study on donor retention revealed that only 2% of nonprofit organizations are able to retain their donors year after year. In such a scenario, a thank you video would be a quick and effective way to ensure that your supporters stay with you.

Here are a few things to keep in mind when making a thank you video:

  • Personalize the message if there’s an opportunity, especially for the most valuable donors. This can be done by asking each volunteer to create a thank you video for a pool of donors.
  • Show the impact to the donors and supporters. It helps if you are able to convey what you achieved with their support.

Takeaway: The video includes footage of the director thanking the donors, followed by images and footage of people holding ‘thank you’ boards. The video is short, focuses on the theme ‘thank you’.

Learn how to create Thank You videos

 

6. Impact

The International Centre For Journalists created a year-ending video made with still photographs and texts. The video showed the achievements of the journalists that were supported through the organization. How do stories of achievement and success help? Research shows that donors are driven to donate when they know how and who their funds have helped and know what to expect of the organization.

How can success stories videos for nonprofits help?
Milestones, achievements and progress are all interconnected. Sharing success stories provides a sense of achievement to not only those who are a part of the non profit organization or a particular project, but even the donors and supporters. It helps in building an emotional connection with the audience, increase visibility and increased participation. Moreover, it is a great way to document the activities of the nonprofit organization.

Here are some key aspects that make donors donate:

Here are some key aspects that make donors donate. These must be kept in mind when creating impact videos.

  • When donors perceive an organization to be effective achievers of its mission.
  • Organizations that express timely gratitude.
  • When donors are given the opportunity to make their voices heard.
  • When donors are made to feel that they are an important part of a cause.
  • When donors receive information about how and who has been helped with their money.

Takeaway: Several beneficiaries share how the program has impacted them positively. The video begins and ends with simple text that shares the purpose, process and results.

Learn how to create Impact videos

Whether your nonprofit is working towards educating children in the most remote terrains of Africa or protecting wildlife in dense jungles, there are several people who feel for the same cause and want to share it and support it.

At Typito, we are inspired everyday to see nonprofits from around the world use our software to create videos that create an impact. Organizations like WWFTree AidAmerican Heart Association (AHA) and Care.org create videos to raise awareness, for fundraising and to grow a community by continuously engaging with them.

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It is often called the ‘Canva for videos‘. We offer a drag-and-drop video editing interface that allows you to create engaging videos for social media with beautiful typography, images, and videos. Get started for free. If you are a registered nonprofit, we offer a flat 50% discount!

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