Video is an effective medium for sharing your nonprofit’s story, raising awareness for your cause, and inspiring continued support.
For these reasons, it has emerged as a leading marketing tool for driving donations, with 57% of donors using video to make giving decisions.
If your nonprofit isn’t already using video as part of your larger digital marketing strategy, then you’re missing out on a valuable opportunity to engage and inspire donors.
In this guide, we’ll explore what nonprofit video marketing entails and how to make it work for your mission. Here’s what we’ll cover:
- Video Marketing for Nonprofits FAQs
- 6 Strategies for Successful Nonprofit Video Marketing
- Best Examples of Marketing Videos for Nonprofits
Whether you’re revamping your current strategies or building a plan from scratch, we’re here to help you succeed at video marketing. Let’s get started!
Video Marketing for Nonprofits FAQs
Before we dive into how you can use video marketing to enhance your nonprofit’s promotional strategies, let’s make sure we’re all on the same page about what it is and its importance.
What is video marketing for nonprofits?
Nonprofit video marketing is a key outreach strategy intended to inspire, engage, and convert viewers into committed supporters. It involves creating and sharing compelling video content in a way that drives donations, advocacy, or other desired actions.
What types of content are involved in a nonprofit video marketing campaign?
Nonprofit marketing videos include a wide range of content, including commercials, online ads, public service announcements (PSAs), fundraising campaign videos, and more. Since the main goal is to raise general awareness for your cause and organization, these videos tend to target a wide audience, encouraging them to learn more about your work.
How can nonprofits measure the effectiveness of their video marketing campaigns?
Nonprofits can measure the effectiveness of their video marketing campaigns by tracking key metrics such as the number of views, engagement rate, click-through rate, and conversion rate. They can also analyze audience demographics and behavior to get a better understanding of who is watching the videos and how they are interacting with the content. Additionally, they can gather feedback through surveys or focus groups to learn how a video impacted their target audience.
How is video marketing effective for nonprofits?
Nonprofits are increasingly turning to video as a means of appealing to their audiences because video has become the preferred communication medium for most people. Research shows that if video and text are both available on the same website, 72% of people will choose to watch the video. That’s because video has the unique ability to combine visuals and audio in a way that engages the hearts and minds of viewers, making for a more complete, emotional experience than text could accomplish alone. This reaction also helps get them invested in your organization.
Nonprofit video marketing has also been proven to:
- Boost SEO rankings. Since video is an engaging medium, it tends to increase the amount of time that viewers spend on your website. This time-on-page metric then factors into how Google ranks your site in their search results, in turn making your organization visible to larger audiences.
- Increase conversion rates. Videos help viewers better understand your mission, organization, and services. This helps to foster trust and motivates viewers to become committed supporters. That’s why including a video on your landing page can increase conversion by 80%.
- Generate higher email clickthrough and open rates. Email is the basis of a successful digital marketing strategy. With the addition of a compelling marketing video, you can improve the chances that your email will actually be opened and read. In fact, just having the word “video” in an email subject line can help boost open rates by 19% and click-through rates by 65%.
- Improve social outreach. Social media reigns supreme in the world of digital marketing. If you want to make an impact on this platform, it’s vital to create quick and compelling videos. 85% of social media users want more videos from brands, so get started now!
While it may seem daunting to venture into video marketing for the first time, consider that 89% of video marketers say video gives them a good return on their investment. Therefore, adding promotional videos to your nonprofit marketing strategy will likely be well worth the investment and effort for your organization, as well.
6 Strategies for Successful Nonprofit Video Marketing
To reach your nonprofit video marketing goals, you’ll need a comprehensive plan. These strategies will help guide your efforts and set your organization up for success.
1. Establish Goals
Develop clear goals so that you can make informed decisions and measure your success down the road. Consider what your nonprofit is hoping to achieve through marketing videos. For instance, are you looking to raise money, promote your upcoming events, introduce your organization to the world, or all of the above? The most common video marketing goals for nonprofits are to drive engagement and convert viewers into dedicated supporters.
Once you have a clearer understanding of your purpose for video marketing, you can nail down the logistics, including your:
- Timeline: Larger video projects can take anywhere from weeks to months to finalize. Set an expected end date for when you hope to complete your project and plan for unexpected delays. Refer back to this resource throughout the process to ensure you can deliver your video on time.
- Content Calendar: A content calendar provides an in-depth look at your upcoming content, including when and where you will post your videos. This is also where you will outline any creative assets (photos, interviews, animations, graphics, etc.) that might be needed.
- Budget: Determine how much money you’re willing to invest in nonprofit video marketing. Then, consider the costs that go along with scripting, filming, editing, and producing. Export this information into a spreadsheet to ensure you’re on track financially.
You can always adjust these goals and resources as needed. Even if it feels like a guess, setting clear objectives will help guide you through the process of creating highly-effective marketing videos.
2. Conduct Audience Research
When it comes to nonprofit video marketing, you can’t make one video that will appeal to everyone. Focus your time and resources on the audiences that will help you achieve your goals.
Conducting audience research is an effective way to narrow down your target audience. Start by sending out a survey to your supporters, beneficiaries, and staff that asks:
- What is your relationship with our nonprofit?
- How familiar are you with our work?
- What types of videos would you like to see from us?
- What do you want to know more about regarding our organization?
- Where do you prefer to watch our videos?
- What length of video do you prefer?
- How often do you want to receive video content from us?
With these insights at your disposal, you can create content specifically tailored to the preferences and interests of your target audience.
3. Narrow Down Your Messaging
Not all types of marketing videos have the same purpose, which makes choosing the ones that will support your key goals essential.
Here are a few different types of marketing videos and their uses:
- Educational: As their name suggests, educational videos are meant to be informative. These films provide supporters with a deep dive into the specifics of your work, such as how a specific process happens or how a certain initiative came to be. When done correctly, educational videos establish your nonprofit as an expert in the field.
- Organizational: Otherwise known as a brand film, organizational videos provide a general overview of who you are as a nonprofit and why your mission deserves support. This is your core video asset that can be shared with a variety of audiences across multiple campaigns.
- Fundraising: Whether your nonprofit is hosting an event to drive donations or an advocacy campaign to advance your mission, a fundraising video will encourage people to take action. It conveys the importance of a specific campaign and explains how supporters can get involved. A fundraising video can be embedded on your website’s donation page, shared via your email list, or posted on social media.
- Testimonials: Testimonials are a core marketing asset that allows donors, volunteers, and beneficiaries to affirm the impact of your nonprofit in their own words. These videos offer first-hand perspectives of what it’s like to work alongside your organization, making them a powerful recruitment tool.
It’s important to note that your organization can develop multiple types of video marketing content. For instance, you could begin by introducing your nonprofit with an organizational video. Then, depending on your needs at the time, transition into testimonials and fundraising videos to secure your audience’s support.
4. Choose a Video Hosting Platform
Your next area of focus should be choosing a platform for video creation and promotion. To help you through the decision-making process, here are the most popular networks for nonprofit marketing videos:
- YouTube: YouTube is the go-to platform for video marketing and consumption. In fact, 74% of adults in the United States regularly watch video content on YouTube. Plus, it’s free and includes built-in analytics for tracking ROI. Tap into this powerful platform by posting content to the site and sharing the link across your other marketing channels.
- Vimeo: Unlike Youtube, which hosts millions of content creators, Vimeo has less competition. As a result, their smaller platform can make it easier for your content to stand out. However, it’s important to note that you will have to pay for a Vimeo Pro plan to receive access to support, advanced analytics, and professional privacy.
- Facebook: Facebook is a popular platform for short marketing videos that promote general brand awareness. At the end of each video, a landing page will appear where you can include a call-to-action to convert viewers into donors. Facebook also offers a detailed best practices guide that explains how to make your videos stand out on their platform, including recommended video length and tips for mobile optimization.
- Instagram: Instagram has multiple features that benefit nonprofit video marketing, including IGTV, Instagram Live, and Instagram Reels. IGTV allows you to make longer promotional videos, which is ideal for content that requires an in-depth explanation or description. Instagram Reels and Live, on the other hand, are effective for taking viewers behind the scenes of your organization and speaking directly to your audience.
- TikTok: Tiktok is a relatively new social media platform popular among the youngest generations. Although it gained popularity for dancing and lip-syncing, it has emerged as an important marketing tool for nonprofits. In addition to creating and posting short video content, you can use a feature called “Donation Stickers” which allows viewers to make donations while viewing your content.
For the best results, consider how your organization’s marketing goals and your audience’s preferences align with these platforms. Keep in mind that you should publish your videos across these networks, rather than solely focusing your efforts on one platform. This multi-channel marketing strategy will provide you with multiple touchpoints for reaching as many potential donors as possible.
5. Hire a Nonprofit Video Production Company
Chances are your nonprofit already has a lot on its plate. If video marketing seems like a daunting addition to your daily task list, consider hiring a nonprofit video production company to take on the heavy lifting. An experienced team of video marketers can support your organization’s larger marketing strategy by writing scripts, shooting videos, and delivering a valuable final product.
Here at Tectonic Video, we drive meaningful results on behalf of our nonprofit partners by:
- Conducting market research
- Writing detailed scripts
- Finding and appealing to target audiences
- Filming using best-in-class practices
- Hosting livestreams
- Tailoring videos to specific platforms
- Designing compelling animations and graphics
While you could easily take out your phone and press record, the end result wouldn’t compare to the work of video professionals. We treat the content we produce with dedication and care, ensuring that each video is an asset to your organization that inspires change and sparks meaningful action.
6. Track Key Metrics
After you finalize and share your videos, it’s time to analyze their performance. Tracking key metrics will help you determine if you met the initial goals that you set for yourself.
While 62% of people say video marketing success is determined by the engagement their videos receive, such as shares, likes, and comments, your nonprofit should also be tracking the following information:
- Total number of views
- Average view duration
- Follower or subscriber growth
- Conversion rate
- Click-through rate
Most of these metrics can be tracked directly within your video hosting platform and should be used to patch any holes in your video marketing strategy. For instance, if you notice that your click-through rate is low, you may need to adjust your calls-to-action. Making these informed improvements will help maximize the impact of your marketing videos.
Best Examples of Marketing Videos for Nonprofits
Check out these videos for inspiration on nonprofit video marketing:
For the Women – World Relief
World Relief works through local churches to care for victims of gender-based violence, providing women with the tools they need to thrive. They partnered with Tectonic Video to create this fundraising content. Through spoken word poetry, it tells the stories of real women, helping to raise awareness and generate support for the organization.
OneDollarGlasses is a nonprofit that provides opticians in low-income countries with a simple machine to make high-quality eyeglasses for less than $1 in materials per pair. Tectonic Video produced this short film to explain how the organization came to be and how it continues to make an impact. It was showcased at the Tech Awards Show and promoted the nonprofit’s mission to the audience.
CrashCourse Concussion Education – TeachAids
CrashCourse by TeachAids teaches youth sports programs how to prevent, identify, and treat concussions. Tectonic filmed this video using virtual reality (VR) to show viewers what it’s like to experience a concussion during a football game. The film evokes powerful emotions, which helps to promote the importance of receiving proper concussion training.
Now that you know how to leverage video marketing to increase awareness and communicate with supporters, it’s time to create your video content! To ensure your end product will be professional, engaging, and effective, consider partnering with an experienced nonprofit video production company.
Check out these additional resources for more information on nonprofit videos:
- 5 Best Nonprofit Videos That Make an Impact and Inspire. Videos have the power to spark engagement and effect change for your organization. Check out five of the best nonprofit videos for inspiration.
- Top 6 Nonprofit Video Production Companies. Nonprofit video production companies help engage audiences and drive meaningful support. These top six providers are leading the way.
- Virtual Fundraising Events for Nonprofits Case Study. Many nonprofits are moving their fundraising events online. Learn what makes a successful virtual fundraising event and how to keep viewers engaged.