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How Video Content Boosts Nonprofit Fundraising and Recruitment

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Nonprofit work is challenging. When so much of your mission relies on getting donations and bringing in volunteers, spreading your message far and wide (and efficiently) is key. 

One of the best ways of doing that is with well-produced, deftly distributed video content. Here are a few ways video can get more people invested and involved in your organization.

Outreach and Education

In a world where people face a constant barrage of content every day, videos have a better chance of grabbing your audience’s attention. Two factors are key in increasing the impact—moving images naturally draw the eye, and video is particularly effective at evoking emotion.

One study found that 78% of people watch online videos every week, and 55% view online videos every day. Additionally, nearly a third of people say they most want to watch educational videos. For nonprofits looking to get the word out about the important issues they’re tackling, that’s good news.

Another impressive stat? Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading text. You can’t beat that kind of staying power. Viewers are also more likely to share video content than text or static images—1200% more likely, in fact.

Enthusiastic Engagement

So much of the work nonprofits do is emotionally high-stakes—and emotion makes for great videos and even greater engagement. With precise visual storytelling, compelling music, and poignant footage of the people who are reaping the benefits of your work, you can get your audience excited about and invested in your mission. 

When it comes to fundraising, video content helps solicit more donations. A study done by Google found that in the case of nonprofits, 75% of donors said they watched videos by the organization when deciding to donate, with more than half of those who watched videos ultimately deciding to give. Not to mention, 39% of those donors decided to make their donation within 24 hours of watching a video. 

That’s a major return on investment, especially when footage from just one interview, for example, can be used in many different videos. This makes video one of the most cost-efficient methods of marketing, especially for nonprofits operating on a tighter budget.

Connecting Your Community

Keeping your community connected is of utmost importance. Donors, volunteers, and members all want to know that their time and money is being put to good use. Video is the perfect medium to keep everyone up to date and interested.

For example, interviews with organization members give a human face to your work and help the community to know and trust you. Glossy recaps and promos of fundraising galas get people excited to attend the next one. Success stories encourage donors, board members, and others that the work you do is meaningful and yields tangible results.

Thank you videos are another impactful option. More dynamic than a letter and more personal than a stock email, videos are also easy to individualize. Donors will be pleased to receive one, and they’ll be more likely to continue their monetary support going forward.

Picking the Right Platform

Being strategic about which videos get placed where can also increase a nonprofit’s traffic and funds. Here are just a few ideas:

  • Educational videos are great additions to your website, where they can give visitors a quick crash course in your cause, drum up their enthusiasm, and encourage them to get involved. 
  • Short but punchy videos are great for social media, where a few shares can snowball into thousands of new eyes on your content—and your mission. 
  • More in-depth, detailed updates or promotional videos can find a home in email newsletters, where they’ll be seen by those already involved in your cause.

When supplemented with pithy text content, sharp photography, printed materials, and more, video can round out a polished, professional outreach campaign that brings in significant numbers of both volunteers and donations. 

Interested in upping your video game? At Post Script Productions, we know just how to write, produce, and edit the high-quality visual content you’re looking for. Shoot us a DM, and let’s get your cause the attention it deserves.