Using Video for Non-Profit Organizations
Non-profit organizations are always working hard to bring volunteers and donors into the heart of their mission. There is, however, a delicate balance between appealing to the public for their attention and efforts and being cloying. To accomplish this fine balance, non-profits are starting to really lean heavily on video methods for marketing their non-profit brand and mission.
Why are they using video though? The answer is pretty straightforward. Video is one of the most effective mediums to convey a message in a timely and unobstructed manner. Furthermore, YouTube is the second largest search engine and, being owned by Google, has extreme authority, which helps your brand evolve and reach a greater audience.
Here are several great ways to better convey your non-profit mission through video:
Put a Face to the Name – It’s truly great to have a strong brand entity and mission, but the mission is often lost on potential advocates and volunteers because so many non-profits are seemingly similar. A great way to truly get past this is to put a face to your organization. Non-profits like The Humane Society have been doing this for years. By showing actual animals, true stories and real heartbreak, they pull at the heartstrings and encourage action without actually having to ask for it. Sometimes these stories are sad. Other times they are happy and inspirational. Regardless of how they are conveyed though, they effectively capture the heart of their audience.
Share a Story – Personal stories reach more people and do so with far more impact. Even more so, showing your stories, your mission and why you got involved share and convey your passion better than writing a thousand words. Say thank you, and direct it towards those you truly want to thanks. Share your heart and soul, and they might just be willing to do the same for your organization.
Bring the Laughs – Sad and emotional videos aren’t for everyone. Sometimes, they can become a burden, and people simply want to experience joy and happiness. Your organization does real work for real causes and truly works to make a difference. Show a success story, or share some funny events that you’ve seen take place. The Massachusetts Children’s Museum shares happy moments, smiling children and a mission to deliver those smiles every single day. Lighthearded and good-natured fun always speaks volumes.
Whether you’re looking to create change, raise money, recruit volunteers or draw in future advocates for your cause, video is a great way to share the full weight of emotions your organization wishes to convey.
Melissa graduated from the University of Utah in 2008 with a degree in Editorial Journalism and a minor in French. After spending several years working in copy writing, grant writing and web marketing in Salt Lake City, Utah, she relocated to New Hampshire to work as the marketing coordinator for a non-profit ski destination. Melissa specializes in copy writing, web content, editing and social media.
