In today’s digital age, video has become an essential tool for nonprofits looking to share their story with potential and current supporters. Promoting video content and garnering views can be a challenge, but with the right strategies and resources, nonprofits can unlock the full potential of video.
In this guide, we’ll provide four video promotion strategies to guide your efforts:
- Integrate videos into fundraising campaigns.
- Include videos in marketing outreach.
- Post videos on social media.
- Encourage supporters to engage with your videos.
Keep in mind that nonprofit videos can be created and used for a variety of purposes, ranging from educational content centered around your nonprofit’s mission to thank-you videos aimed at stewarding donors. Consider how you want your video content to help drive impact for your nonprofit, and adjust your promotion strategy accordingly.
Since fundraising campaigns are crucial to your nonprofit’s continued success, you’ll naturally have a robust communications strategy already in place for them. Elevate this existing strategy by producing and including relevant video content at opportune times, including:
- Campaign kickoff: At the start of your campaign, film a short video introducing your beneficiaries and announcing your fundraising goal.
- Events: Give supporters a teaser of upcoming events that are a part of your campaign. For example, if you’re hosting an obstacle course fun run, take a video of parts of the course.
- Campaign conclusion: As part of your donor recognition plan, consider filming a thank-you message from your beneficiaries to everyone who helped make your fundraising campaign successful. You could even embed your video into donor recognition eCards to further demonstrate your appreciation.
There are many different types of nonprofit videos that you can use to increase engagement with your campaign communications. For example, you could film a testimonial video where supporters, volunteers, and donors reinforce the impact that your nonprofit is trying to make in the community.
Outside of campaign communications, you can also include videos in your regular outreach efforts. Consider adding video content to:
- Your website: Embed videos throughout your website, so visitors spend more time exploring your nonprofit’s content.
- Email newsletters: Supporters that prefer to watch video content rather than read long emails will appreciate it if you embed videos in your email newsletters.
- Print flyers. For flyers spreading awareness of your nonprofit, you can include a QR code to a video introducing your nonprofit to interested individuals. Or, if you’re advertising an upcoming event, link the QR code to a video teaser for the event.
Including videos in your marketing materials can encourage supporters that would otherwise not engage with your content to do so. For example, you can create a video summary of your nonprofit’s annual report for those who are interested in an overview but don’t wish to read the whole report.
A short, well-crafted video can increase engagement for your nonprofit, and your audience will appreciate the effort that you’re putting in, leading to stronger relationships with supporters.
Social media platforms are powerhouses for nonprofits seeking to reach a wider audience. Post videos on social media to increase your organization’s visibility and encourage potential supporters to learn more about your organization.
Some platforms that are well-suited to video content include:
- Instagram: Although Instagram is best known for being an image-based social media platform, it also incorporates videos through the Reels feature. Create short-form video content to draw individuals to your profile, and improve your fundraising rate by following NXUnite’s suggestion and adding a donate button to your profile.
- TikTok: This social media platform is entirely based on short-form video content and is best suited for engaging younger audiences, such as members of Gen Z. Assess what’s trending on TikTok to create video content that will appeal to potential supporters.
- Youtube: The quintessential video platform, Youtube allows you to post videos of all lengths. Longer-form videos are best suited for this social media platform, as the average video duration is just over 11 minutes.
Keep in mind that each social media platform has its own unique audience. For example, TikTok users are usually Gen Z, whereas Facebook users tend to be millennials. Carefully evaluate how appealing your video content would be to each platform’s audience to generate the most engagement.
Engagement with your videos can look different depending on the communication channel your supporters are watching the videos on. For example, if you’ve embedded your video in your email newsletter, ask recipients to forward the email to people in their network that might be interested. On the other hand, if it’s located on your website, include a call-to-action above the video prompting viewers to press play.
You should also request that supporters share your videos with their social media networks. Facebook allows users to share content they enjoy on their timelines, which the user’s followers will then see. Social media sharing provides your nonprofit with social proof and will help your video reach a wider audience of potential supporters.
Don’t be afraid of directly asking your supporters to share your videos with their networks! They are invested in your nonprofit’s success and will be happy to help you promote your video content. Just make sure to thank your supporters for the effort they’ve put in to steward the relationship and motivate their continued engagement.
Remember that for your videos to successfully drive engagement, they must contain content that is interesting to your target audience. Consider working with a professional video production company to ensure that your nonprofit’s video content is well-positioned to fulfill its intended purpose, whether that is informational or promotional. Doing so will help you drive long-term support to your mission.