Video marketing has become one of the most powerful tools to engage audiences and drive results. In the nonprofit space, videos have proven significant for raising awareness, inspiring advocacy, and motivating donors to give.
But what makes video such a potent force in the world of philanthropy, and how can nonprofits leverage video to maximize their impact? Let’s take a look at the role of video marketing in fundraising and some key strategies for success.
The Power of Video Marketing in Fundraising
Video has the unique ability to evoke emotion, build a personal connection, and make complex issues more understandable. Research shows that people retain 95% of a message when they watch it in a video, compared to just 10% when they read it in text. For social causes, this means that a well-crafted video has huge potential to educate audiences and move them to action.
Emotional Storytelling
Effective videos tell authentic, emotionally resonant stories. Whether it’s highlighting the struggles of an under-resourced community, showcasing the impact of donations, or sharing firsthand testimonials, emotion drives engagement.
Studies show that donors are more likely to give to a cause when they feel a personal connection. Video gives you an opportunity to tell a story visually and create a “hero” the audience can root for.
The Ocean Institute’s brand video makes a case of the impact and importance of their work by combining staff interviews and voiceover with footage of young people experiencing the organization’s programming.
Improved Engagement and Shareability
Video content is more likely to be shared on social media than other types of content. Major social media platforms like Facebook, Instagram, TikTok, and YouTube prioritize video content, allowing organizations to reach wider audiences, increase visibility, and engage potential donors.
Live videos, short-form clips, and documentary-style storytelling have the power to create viral campaigns that spark conversation and inspire giving. In addition, they’re the types of videos people like to share on their social networks.
Trust and Transparency
Trust is a crucial factor for nonprofits. Donors want to know that their contributions are making a real impact. Video allows you to provide transparency into your operations, demonstrating where the funds are going and how they’re being used. Whether you rely on behind-the-scenes footage, impact updates, or donor appreciation videos, a video can help you build trust to encourage repeat giving and advocacy.
Strategies for Effective Video Marketing in Social Fundraising
Creating a successful video campaign requires more than just compelling videos. Here are some key strategies to maximize impact of video marketing for social causes:
Define Clear Objectives
Before producing a video, you have to have a goal in mind. Do you want to raise awareness, increase donations, or encourage volunteerism? A clear objective helps you shape your messaging and keep the main purpose in mind, ensuring that your video aligns with your campaign’s mission.
Keep it Short and Impactful
Attention spans are shorter than ever, so it’s important to keep videos concise and engaging. The ideal length varies by platform, but research suggests that videos under two minutes have higher engagement rates. Short-form videos, which are 15-60 seconds, work well for social media, while longer videos can be used for deeper storytelling on platforms like YouTube.
Use High-Quality Visuals and Sound
A well-produced video with clear visuals and crisp sound communicates your organization’s credibility and professionalism. While high-budget productions can be effective, many successful campaigns have used smartphone footage and user-generated content to create an authentic and relatable feel. The key is to make sure the message remains clear and compelling, rather than undercut by distracting background noise or stuttering video.
Leverage Social Media Platforms
Each social media platform has unique strengths that can be leveraged for video marketing. Facebook and Instagram have similar features for short videos and live streams. Instagram also has Stories and Reels that are ideal for short, impactful videos.
If you have long-form content, impact stories, or documentary series, YouTube is the ideal platform to share. Though many users prefer short-form content, there’s still plenty of benefit to using YouTube to tell stories that require more than a minute or two.
TikTok is a popular platform for younger audiences and aligns well with engaging, creative short-form videos. Conversely, LinkedIn is great if you have professional or corporate giving campaigns that you want to share throughout your network.
Save the Children’s “Most Shocking Second a Day” campaign highlights the impact war has on children by showing how a young girl’s life transforms from normal to war-torn chaos. The emotional and visually striking video resonates with audiences worldwide, raising awareness and funds for refugee aid.
Include a Strong Call-to-Action
Every video should include a clear and compelling call to action such as “Sign the Petition,” “Donate Now,” or “Share to Support.” The call to action tells the viewer what steps to take next, so they should be direct, simple, and easy to follow with visible links or buttons.
Feature Real Stories and Testimonials
Authenticity matters in fundraising. Featuring real people who have benefited from donations or sharing testimonials from donors adds credibility and reinforces your nonprofit’s mission. Personal stories are more relatable and connect donor dollars to the real people or causes they help, rather than nebulous statistics.
Optimize for Mobile Viewing
Most video content is consumed on mobile devices, especially on social media, so it’s important to optimize for mobile viewing. This includes using vertical formats for platforms like TikTok, ensuring text and subtitles are readable, and keeping your key visuals within the frame.
Utilize Live Streaming
Live streaming has become a powerful fundraising tool. Live features on popular platforms allow you to interact with your supporters in real time, host Q&A sessions to answer common donor questions, and run live donation drives. The in-the-moment nature of live videos creates a sense of urgency and encourages spontaneous giving.
Do More Social Good
Video marketing is an essential tool for nonprofits to drive action and boost fundraising. Emotional storytelling and compelling calls to action create inspiring campaigns that energize donors, connect causes to supporters, and amplify your message.
About the author: Torrey Tayenaka is the co-founder and CEO at Sparkhouse, an Orange County based commercial video production company. He is often asked to contribute expertise in publications like Entrepreneur, Single Grain and Forbes. Sparkhouse is known for transforming video marketing and advertising into real conversations. Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates interesting, entertaining and useful videos that enrich the lives of his clients’ customers. In addition to Sparkhouse, Torrey has also founded the companies Eva Smart Shower, Litehouse & Forge54.
