October 19, 2021
Rich
October 19, 2021
Rich
How Video Can Help Charities and Non-Profit Organisations
The charities sector is an incredibly competitive one. Everyone is making their own play to win the support of their public, pitching to them as to why their pound should go into their pot. With that in mind, it is essential to do everything you can to deliver your pitch as effectively and as widely as you can an.
In recent years, video marketing has developed at a breakneck pace, utilising not only the effectiveness of video marketing, but also it’s popularity. Day in, day out, more and more videos are being watched by people across the world. In fact, every day, we view over one billion hours of video just on YouTube. It would take 100,000 years for one person to watch that much. Imagine the square eyes on them at the end!
The average individual will retain approximately 10% of what they read in an article. However, if that same information is presented in an effective video, they will recall a staggering 95% of it. As a result, the old adage holds true: a picture is worth a thousand words.
Non-profit organisations can benefit hugely from using video as a key marketing tactic… let’s take a look how.
Video marketing 101
Across all industries, the usage of videos is gaining a larger proportion of marketing strategies. And it’s easy to see why that ratio is exponentially growing; videos generate a whopping 300 percent more traffic to a site than other forms of content.
Video marketing can be applied both internally and externally. A company can utilise video content internally to report on performance, or provide staff training material. Externally, video can be an effective means of selling your goods or service or communicating your message.
Some common examples of video marketing:
Video advertisements
Product explainer videos
Customer testimonials
Internal reports
These basic video categories can be shared across a variety of platforms, from embedding into your site, to using on a big screen at an event. Videos can also be used as sponsored advertising on social media sites such as Facebook and Instagram to great affect.
How beneficial is video marketing for charities?
Non-profits, unlike businesses, are not interested in driving profits and persuading more people to buy their product or service. However, they do still have a vested interest in creating engaging content that leaves it’s mark on their audience.
Potential contributors or donors, for example, may leave your website before making a pledge to your cause if they aren’t engaged with the content there. This would suggest that for whatever reason, you were unable to effectively capture their attention and appeal to their emotions. In this case, you are missing out on contributions that would have gone directly towards supporting your organization’s goals.
Good storytelling is key of the overall success of a non-profit organisation. You want the audience to buy into what you’re doing, and empathise with your story. You must convey that you’re making a tangible difference to the given cause. This appeals to both financial supporters of your organisations and the community you serve, who may be unaware of the work you do on their behalf.
Non-profits frequently lack the resources required to develop and create successful video content. Yet, the return on investment is excellent. This demonstrates that investing time and money in video marketing is a smart investment that will reap rewards.
How to Use Video
Here are some of the most important video applications for charity organisations.
Awareness Campaigns
A video is a quick way to convey facts or narratives in a captivating way when it comes to raising awareness for a cause. Whether you utilise info-graphics or case study characters in your film, videos increase the impact of your message.
People are up to 20 times more inclined to share video material than other types of information such as a plain news article. This indicates that employing videos in an awareness campaign could result in a much greater audience size.
Fundraising
You can utilise video marketing to help your fundraising efforts. A video on your website’s homepage can effectively communicate your organization’s mission statement, while saving visitors from having to navigate through the site – helping to avoid high bounce rates.
Videos can help boost your mission’s emotional pull. In fact, 57% of people who view fundraising films for charity organisations will give to the organisation.
Volunteer and Donor Recognition
Recognising the efforts of your volunteers and contributors is critical to sustaining their support and expressing your gratitude. Videos can assist them in visualising the effect of their efforts and inspire their continued enthusiasm.
Volunteers and contributors are more likely to remain loyal to your organisation if they can see the effect they are making. They are also more likely to share the word throughout their network of colleagues, friends and family if they can show them how they have helped.
Sharing Updates and Successes
If you’re reporting to funders or sharing how donations have helped your work, videos are a wonderful way to convey accomplishments and provide updates.
You might opt to highlight a particularly successful campaign or initiative, or make a year-end video celebrating your organization’s accomplishments.
Tips for Creating Effective Promotional Videos
When you decide to take the plunge and start making promotional films for charities, there are a few things you should keep in mind.
First and foremost, be considered in your content creation. You’ll want to be certain that you’re employing the proper tactics to get your message through. You can include personal tales, use creative animation, and incorporate info-graphics to communicate statistics – it all depends on the content and aims of each campaign.
Keep your videos brief and on topic. The average adult’s attention span is only 8 seconds so you should engage your viewers within the first 10 seconds of the video and wrap it up within a minute or two.
Finally, you’ll want to incorporate the right music and appropriate voiceover to entice your viewers. This can have a huge affect on how the visuals are perceived.
Start your Storytelling Today
There is no disputing that visual storytelling can have a significant influence on charity organisations. Whether you’re collecting funds or celebrating your accomplishments, video content is an exceptionally effective form of communicating.
Choosing to use video marketing is an exciting development for any organisation, with the non-profit sector being no different. A few short, crisp, and well-produced videos can make all the difference.
And don’t worry if you don’t have the resources in-house to create the high-quality content that will keep people interested and inspired to support your goal. That’s what we’re here for!