As a small company who prides themselves on giving back to not only the community we are directly a part of, but in a bigger picture and sense we want to give back in a greater way and help larger organizations that are trying to make an impact. That’s why we jump on opportunities to work with nonprofits that are hoping to make the world we live in a better place.
In an unbiased opinion people can agree that video speaks to us in a way that other medias can’t – they can draw you in and make you feel connected, like you are really there, and really a part of the story. And so they are powerful tools for nonprofit fundraising. And in our current internet age, distribution and access are better and easier than ever, and the cost of production is much less prohibitive. These days, video is an expectation – not an exception.
Many nonprofits, however, are behind the times and can’t see passed the conventional door-to-door tactic that nonprofits used to obtain. They’re not used to working with video, and make some common mistakes when putting theirs together. So here are a few “Do’s and Don’ts when thinking about using video in your next fundraising or kick-starter campaign:
3 Don’ts
- Focusing on yourself, not your cause
Always remember to keep the focus on the mission and the impact, not your organization and the glitz and glamour of video production. Nonprofits often fall into this mistake because they’re not making enough videos each year, and trying to cram everything into one.
- Aiming for Viral, not influence
If it’s not translating into more donors, volunteers, or followers, 1 million views is not worth it. Focus on real impact, not snazzy viral fame.
- Not asking for the right things
If you’re not making a clear request for funds or other action items, you might actually be getting in the way of making that happen by being a distraction. Make sure to always have a clear and concise call to action.
3 Do’s
- Keep it short and sweet
Your video should probably fall between 30 seconds and 2 minutes. Any longer and you risk losing your audience’s attention. Short attention spans will be the down fall if your video runs longer then that. Sometimes we suggest creating two videos if you feel like a longer one would be helpful in a different setting or to provide additional information.
- Aim true
Your video should have specific goals. Are you trying to raise awareness? Change an attitude? Influence behavior? Then use the appropriate strategy for each of these objectives. In all aspects of video storytelling, every element
has to directly contribute to the larger goal.
- Budget for it
While “do it yourself” works for some videos – like an update from the field – for the important stuff, you need to hire a professional. Invest in a few flawless videos and feature them prominently. Pro-tip: when you have professionals produce video for you, you should own all the original footage yourself so you can use it later. Repurposing older/left over shots is a great money-saver too.