Fundraising: Why You Should Use Videos to Solicit Donations for Your Non-Profit
The value of a good marketing video cannot be understated - no matter the industry. That said, a non-profit has more complex marketing needs than most.
Using Video to Advertise your Non-Profit
If you work in a non-profit, your organization probably owes its very existence to funding from community groups, companies, and the general public. If you don’t have a solid strategy for getting your name out there, making your funding needs clear to the public, and, most importantly, explaining to potential donors why they should donate.
In the digital landscape, non-profits have the difficult task of finding innovative ways to capture attention, tell compelling stories, and drive donations, and one of the most effective, catch-all methods for doing that is to create high-quality video content. The efficacy of video extends beyond mere visuals; it has the ability to evoke emotions, inspire action, and build lasting relationships between organizations and their supporters.
A video we put together for the Seymour Salmonid Society to share their story and help augment their fundraising efforts.
How Videos Can Help Maximize Outreach and Amplify Fundraising Efforts
Storytelling lies at the heart of effective non-profit marketing; as it stands, video offers the most dynamic and inimitable means of bringing stories to life, and no other industry has stories as interesting as non-profits. More than any other medium, video has the capacity to immerse viewers in the mission, allowing them to see, hear, and feel the impact of their contributions. When supporters witness real people being helped by an organization, they are more likely to connect emotionally and take action.
Let’s take a look at the ways video can help you improve your outreach — and hopefully earn you some donations.
Social Media
Social media has become a vital platform for non-profits, and video content is one of the most shareable and engaging forms of media available. Ample evidence suggests that videos perform better than text or image-based posts, generating more views, shares, and interactions. Instagram, Facebook, TikTok, and YouTube provide inexpensive opportunities for non-profits to reach a broader audience organically, allowing organizations to educate potential donors, update existing supporters, and encourage social sharing, ultimately increasing awareness and contributions.
Website Engagement
Videos also have the power to improve website engagement and fundraising campaigns. A well-placed video on your website’s home page can immediately capture attention and convey the organization’s mission in a matter of seconds. Whether it’s a homepage introduction, an impact story, or a donor testimonial, video content helps maintain interest and encourages visitors to explore further. This increased engagement translates to higher conversion rates, because people who feel emotionally invested in a cause are more likely to donate.
Transparency and Trust
Authenticity is a crucial factor for corporate marketing; in non-profit marketing, and video provides an opportunity to build transparency and trust. Supporters want to know how their contributions are making a difference, and video offers a direct and visual way to showcase an organization’s efforts. A behind-the-scenes look at projects, interviews with beneficiaries, or real-time updates from the field help build credibility and reassure donors that their money is being put to good use. Transparency fosters trust, and trust leads to long-term donor relationships.
Email Video Marketing
The strategic use of video content in email marketing campaigns can also yield impressive results. Emails that include video usually have higher open and click-through rates compared to text-based emails. Instead of sending a lengthy written appeal, a short and impactful video can communicate a message more effectively. Whether it’s an update on a campaign’s progress, a heartfelt thank-you message to donors, or an urgent appeal for support, videos can make email communication more engaging and persuasive.
Quality and Credibility
Production quality plays a significant role in the effectiveness of a video marketing campaign. While raw, unpolished video content has its place in social media, investing in high-quality video production ensures a more professional, compelling presentation that makes your company look polished, too. Good lighting, clear audio, and prudent editing make a video more engaging and shareable.
Funding It
There’s an obvious question you’re probably all thinking: how is a non-profit, potentially in dire need of funding, supposed to pay for a video? After all, professional, high-quality video production is expensive — even on a good day.
The best option is usually through grants. There are many government grants available for non-profits to put toward marketing. Consider getting in touch — we’d love to give you a hand searching for the right grant for you.
How Can We Help?
Ultimately, video marketing is a game-changer for non-profits looking to enhance their digital presence and increase donations. No matter what your organization does, a video allows you to create a lasting impact. In a crowded digital space where attention is limited, high-quality video content offers a unique opportunity to stand out, inspire action, and drive meaningful change.
If you’re a non-profit looking to add video to your marketing repertoire, consider getting in touch! We’d love to hear from you!