Non-Profit Executives: 3 Kinds of Video Content You Should Be Using Now to Help Your Organization

Whether you are the Executive Director or a Board Member of a non-profit, you know that

ATTRACTING AND RETAINING THE SUPPORT OF DONORS AND FUNDING PARTNERS IS AN ONGOING CHALLENGE.

As a communications consultant working primarily with non-profit clients, I found these two articles which touch on some key ways that organizations use video to get noticed.

Scot Chisholm, the co-founder of San Diego-based Classy, a fund-raising platform for non-profits, analyzed the video content being put out by a variety of nonprofits. Sometimes it’s the straight dope — just the facts, ma’am — and your video is used to let people know who you are or to spread awareness about the issues that your organization targets. Other organizations might use video to inspire the viewer to action — taking raising awareness to the next level — and a great way to do this to share a real-life story of how your organization made an impact. The final type of video is designed to explicitly motivate your fundraisers, often by making it personal and tying how the actions (or dollars) of one person will create positive change in the world.

On the other side of the pond, the folks at Reason Digital, a technology social enterprise in Manchester, found seven components of the best charity videos in the UK. Understanding your audience and developing a narrative that speaks to them is key.

CREATING AN EMOTIONAL CONNECTION WITH YOUR AUDIENCE IS A GREAT WAY TO GET A CONVERSATION STARTED ABOUT YOUR VIDEO AND CAN HELP IT GO VIRAL.

Data can be presented in a powerful way that drives home your point and motivates people to respond to your call to action.

No matter which type of video you plan to make, there are three elements all high-impact videos have in common:

Give it Purpose- Decide what you want your video to accomplish (provide information, raise awareness, raise money etc.) and focus on that one thing.

Know Your Audience — You know who you want to care about your issue so make it relevant to them.

Make It Awesome — You’re passionate about your cause — let that show through in what you show the world.

An awesome video can be a great way to stay connected with your existing supporters and to engage new ones.