June 28, 2017

The Power of Well-Executed Video for Nonprofits

Few organizations understand the power of a well-executed video more than nonprofits. A moving video piece, online and off, helps raise paddles at fundraising events, makes volunteers excited about participating in action and is an invaluable brand awareness tool for the communities nonprofits need to reach. 

Video is quickly moving from a “nice-to-have” option to a “need-to-have” marketing and communications tool. In 2017, it is projected that upwards of 75% of online traffic will be video. Use email to stay in touch with your donor base or event attendees? Adding Video to emails can increase click through rate by 200-300%. What about landing pages for events or fundraising? Video can increase your conversion rate by 80%.* According to a recent Pew Research poll, 64% of donors use online video sharing sites like YouTube to research nonprofits and 57% of donors make a donation after watching a video. 

Understanding the value of video is one thing, achieving a well-executed video is another. Video production can seem like a daunting task to many nonprofits, but there are a few things your organization can do to make the process move as smoothly as possible. 

From a production aspect, it’s important to begin by determining a budget for the project. Videos can be produced for as low as hundreds of dollars and as much as hundreds of thousands of dollars. How much budget you have will determine the quality and ability of the provider to execute a quality product. Secondly, be realistic about how much time you and your team have to give to the project. Do you have internal resources that can help with scripting, storyboarding or even filming and editing? Once those two factors are determined you can allocate resources for the main production areas of pre-production, production and post-production. 

You may be surprised to learn that what makes a video effective is not fancy camerawork or flashy editing techniques. What makes a video effective happens before anyone turns on a camera. At fLO, we begin every client engagement with an initial creative consult where we work with you and your team to define a specific goal for the video, the main content points it needs to hit, the tone that reflects the brand of your organization and perhaps most importantly - the emotion that viewers should feel when they watch the video. Emotion drives action. Viewers will take the action you want them to once they are engaged. 

So don’t let fear of the unknown hold you back from using video as a powerful tool. When it’s time to create a video piece for your website or fundraising campaign, take the time to map out your budget and resources before entering a comprehensive pre-production process. I guarantee you will see a profound impact on the results. 

*Hubspot Statistics