Video Marketing for Nonprofits: 8 Strategies That Give Results

Most nonprofits lack the resources to promote their cause and obtain funding. 

Video marketing for nonprofits can be a powerful medium to connect with their audience, drive donations, and raise awareness for their causes. Research shows that 57% of donors use video to make giving decisions.

Video marketing for nonprofits can:

  • boost SEO rankings
  • increase conversion rates
  • generate higher email clickthrough and open rates
  • improve social outreach

Videos help viewers better understand a nonprofit's mission and services, motivating them to become committed supporters. Including a short video on your site’s landing page can increase conversion by 80%, and just having the word "video" in the email’s subject line can even increase open rates by 19% and click-through rates by 65%.

Keep reading for a complete guide to video marketing for nonprofits. 

How to Create a Foolproof Video Marketing Strategy for Nonprofits

Around 91% of companies use video as a marketing tool – an all-time high since 2016. It’s no different for charitable organizations that can greatly benefit from the extended reach of video marketing for nonprofits. In fact, videos on social media get 12 times more shares than image- and text-based content combined. 

Let’s look at the 4 steps it takes to incorporate video content into your nonprofit marketing strategy. 

Step 1: Define Your Video Goals

First and foremost, you’ll need to define the goal of your nonprofit marketing videos. The best nonprofit marketing videos cater to every stage of the marketing funnel. That includes:

  • The Awareness Stage: In this stage, the goal is to attract attention and raise awareness about your cause. These videos should clearly define a challenge or opportunity and introduce your nonprofit to a new audience. Examples of video marketing for nonprofits in this stage include storytelling videos, mission overviews, and event highlights. 
  • The Consideration Stage: In this stage, the viewer is actively seeking solutions to the problem they identified in the awareness stage. They’re looking at different options, reading reviews, and gathering data to determine how to support a cause or find the best way to get involved. Help them come to a conclusion with educational, collaboration, and volunteer spotlight videos.
  • The Decision Stage: In this stage, the viewer has narrowed down their options and is ready to decide. Your goal is to stay top-of-mind and offer compelling reasons why your nonprofit should be their choice. Promote testimonial videos, CTAs, and impact reports in this stage. 

Step 2: Find Your Target Audience

Pinpointing your target audience is a crucial step in video marketing for nonprofits. You can create supporter personas to segment and target your audience more effectively. For example, if you run an animal shelter, one persona might be "Pet Lovers.”

If you already have your customer personas mapped out, you’re on the right path! Before you start bringing your nonprofit marketing ideas to life, you should know three things:

  • Who your nonprofit service is for—this will be your supporter persona.
  • What the goal of the video is—this will be where the viewer is in the marketing funnel.
  • What platform your target audience uses—this will tell you how to distribute your video.
Donor Dock Supporter Persona

Step 3: Tell Your Story

Successful video marketing for nonprofits is incomplete without storytelling.

Tell uplifting stories about how your nonprofit has transformed lives. Real-life examples are powerful: they inspire viewers and show the impact of your work. Plus, it inspires donations since 57% of people who watch non-profit fundraising videos go on to make a donation.

For example, this TikTok captures the moment when someone receives critical medical supplies thanks to a nonprofit’s efforts. These stories of resilience and hope can deeply move viewers and encourage them to share with others.

Step 4: Stick to Your Timeline

Around 74% of nonprofits struggle with limited resources and staffing to effectively market on social media. That’s why it’s crucial to stick to a timeline and make sure no resources are wasted.

Create a detailed timeline for your video project, covering everything from ideation to uploading. In some cases, you may need multiple timelines for different aspects, like overall production, marketing, and social media. 

Timelines keep everyone on track and ensure clear communication and effective video marketing for nonprofits on a time crunch. Update and share these timelines with all involved so everyone knows the schedule, key milestones, and any changes.

8 Winning Strategies For Video Marketing For Nonprofits to Implement in 2024

When video and text are both available on the same website, 72% of people choose to watch the video. That should tell you enough about the importance of video marketing for nonprofits.

Here are 8 examples that’ll inspire you to explore video marketing for nonprofits.

1. Incorporate User-Generated Content

People are tuning out overly polished brand videos. In fact, 45% of people will even unfollow a brand on social media if it's too self-promoted. 

Instead, they want authenticity, and user-generated content (UGC) delivers just that. It's real, relatable, and trusted more than scripted brand messages. 

In video marketing for nonprofits, UGC means videos shared by supporters that showcase your mission in action. It's like having your advocates speak for you.

Here's how to use UGC for your nonprofit:

  • In Ads: Include UGC in paid advertising campaigns to boost credibility.
  • On Your Site: Feature supporter videos on your homepage to inspire trust.
  • In Emails: Share UGC to energize your email marketing.
  • On Social Media: Post UGC to engage your followers.

For instance, in March 2021, mental health charity Mind launched its' 27 27' campaign, challenging students to run 27 miles in 27 days (representing the 27% of university students who report mental health struggles). The campaign's success was staggering: over 10,000 students took up the challenge, and the nonprofit raised £1,072,813. 

To generate UGC, encourage your community to share videos:

  • Invite supporters to share stories using a branded hashtag.
  • Ask loyal followers to share their experiences.
  • Send a simple thank-you to prompt sharing.

UGC amplifies your reach and adds authenticity to your message. Don't let these valuable stories go to waste-put them to work.

2. Invest in Vertical Videos

Vertical videos are taking over, and nonprofits should take notice. With 5.44 billion unique mobile users worldwide, it’s no surprise that Reels and TikToks are the secret to successful video marketing for nonprofits. 

No more awkward phone rotations to watch in full screen; these videos are designed for seamless mobile viewing.

Why does this matter for nonprofits? Only 30% of viewers are willing to rotate their phones for ads, and when they do, they only watch 14% of the ad on average. Vertical videos offer a more immersive experience, boosting user engagement.

A study by Animaker found that vertical reached 58% more people and got 28.5% more reactions. If you want your nonprofit's message to resonate, vertical videos could be the key. 

It's time to embrace this trend and connect with your audience where they are—on their phones. Community Boost's videos are the perfect inspiration to help you get started.

3. Collaborate With Influencers

Influencer video marketing for nonprofits can boost awareness, trust, and donations. Don’t worry; you don't need to collaborate with unaffordable mega-influencers. Consider working with nano or micro-influencers for a more budget-friendly approach.

Choose influencers that align with your nonprofit's mission and audience. For example, if your nonprofit focuses on environmental issues, partner with eco-conscious influencers. Use tools like Modash and Upfluence to find influencers by location, engagement rate, language, interests, and more.

Ultimately, the right influencer partnership will amplify your message and attract more support for your cause.

A great example of influencer video marketing for nonprofits is Huggies partnering with Social Native to activate over 40 Instagram creators to spread awareness of their donation program to the National Diaper Bank Network.

Nonprofit Marketing

4. Repurpose Your Videos

Creating engaging videos demands more than just filming and editing. You need to come up with unique ideas, understand your audience, and write compelling scripts. To save time and resources, nonprofits can repurpose their video content across multiple platforms.

For example, an hour-long webinar can be split into shorter clips for social media. You can simply extract the audio from your videos to create podcast episodes or turn your most popular blog posts into YouTube videos. 

This strategy will help you reach different audiences without creating extra content. That’s exactly why 60% of marketers swear by this tactic.

And remember, you don't need unique content for every platform. Expert marketers suggest cross-posting short-form clips on TikTok, Instagram Reels, and YouTube Shorts to maximize reach without extra work.

For instance, UNICEF reposted clips from their interview with Ayushmann Khuranna on YouTube, which still got tons of engagement.

5. Add Video Testimonials

Customer testimonial videos are a game-changer for nonprofits. They help potential donors understand the impact of your work through the real stories of those you've helped. 

When satisfied beneficiaries or volunteers share their experiences on video, it creates trust and makes your mission more relatable. People connect with personal stories, so these testimonials will definitely motivate them to support your cause.

Share these videos on social media, add them to your website's key pages, or use them in email campaigns. Compared to text-based reviews, video testimonials are more engaging and powerful, as 72% of viewers consider them vital.

You can incorporate supporter testimonial videos into your strategy to build credibility, inspire action, and create a deeper connection with your audience. It's a great way to turn real-life stories into compelling reasons for others to get involved.

For instance, Lynch Leadership Academy uses video testimonials to show donors what it’s like to be a leader at their institution.

6. Make it Personal

Video connects with your audience emotionally, but many nonprofits miss this by focusing only on pushing their services. The result? Viewers feel disconnected.

Nonprofits have a unique opportunity to stand out by creating heartfelt videos that resonate personally. Step away from overly produced, emotionless content.

To make an impact, share stories of real people whose lives have changed because of your work. Use emotion to drive home your mission, whether it's a child whose life you’ve changed or a community you've helped. These authentic stories are what set you apart.

Heartfelt videos from nonprofits can inspire action and foster deep connections. Focus on what truly matters – human stories – and you'll create videos that not only grab attention but also spark change.

For instance, this video about dog adoption by 30 Million d’Amins will tug at your heartstrings, but the YouTube engagement isn’t bad either.

7. Experiment With Animation

Animated videos are a hit for nonprofits because they tap into nostalgia, reminding us of childhood favorites like Scooby-Doo or Looney Tunes. They grab attention and keep viewers from scrolling past your content. 

The beauty of animation is in its flexibility; you can present complex ideas in simple, digestible ways.

Compared to real-life video production, animation is often quicker and more cost-effective. It doesn’t require organizing shoots, hiring crews, or expensive equipment. This makes it perfect for nonprofits with limited budgets or tight timelines. 

For instance, UNICEF uses animated videos to prevent childhood lead poisoning.

8. Educate Your Watchers

Create videos that educate your audience on topics related to your cause. These videos offer valuable insights and position your nonprofit as a trusted source of expertise.

For example, if your nonprofit is about environmental conservation, create videos with tips on recycling, sustainable living, or eco-friendly practices. If your nonprofit is centered on health, you could create videos showing simple exercises, nutritious recipes, or mental wellness techniques. Meanwhile, a nonprofit dedicated to youth education might release videos on study tips, advice for college applications, or career guidance. 

That’s how you inspire your audience to make positive changes and take action. The Nature Conservancy does this perfectly.

Around 52% of companies create videos to educate their target audience about their products, and it’s time for nonprofits to get on board, too. 

Takeaway

Nonprofit organizations that use video in their marketing efforts see a 67% increase in fundraising. The best part is that it doesn’t have to eat up your entire marketing budget.

We understand that nonprofits have limited access to resources. Now that you’ve read our nonprofit marketing guide, you’ll have a few budget-friendly video marketing strategies up your sleeve.

Remember, it’s easy to get a thousand likes, but the right video will bring in a thousand dedicated supporters.

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May 19, 2024

Video Marketing for Nonprofits: 8 Strategies That Give Results

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Video content

Most nonprofits lack the resources to promote their cause and obtain funding. 

Video marketing for nonprofits can be a powerful medium to connect with their audience, drive donations, and raise awareness for their causes. Research shows that 57% of donors use video to make giving decisions.

Video marketing for nonprofits can:

  • boost SEO rankings
  • increase conversion rates
  • generate higher email clickthrough and open rates
  • improve social outreach

Videos help viewers better understand a nonprofit's mission and services, motivating them to become committed supporters. Including a short video on your site’s landing page can increase conversion by 80%, and just having the word "video" in the email’s subject line can even increase open rates by 19% and click-through rates by 65%.

Keep reading for a complete guide to video marketing for nonprofits. 

How to Create a Foolproof Video Marketing Strategy for Nonprofits

Around 91% of companies use video as a marketing tool – an all-time high since 2016. It’s no different for charitable organizations that can greatly benefit from the extended reach of video marketing for nonprofits. In fact, videos on social media get 12 times more shares than image- and text-based content combined. 

Let’s look at the 4 steps it takes to incorporate video content into your nonprofit marketing strategy. 

Step 1: Define Your Video Goals

First and foremost, you’ll need to define the goal of your nonprofit marketing videos. The best nonprofit marketing videos cater to every stage of the marketing funnel. That includes:

  • The Awareness Stage: In this stage, the goal is to attract attention and raise awareness about your cause. These videos should clearly define a challenge or opportunity and introduce your nonprofit to a new audience. Examples of video marketing for nonprofits in this stage include storytelling videos, mission overviews, and event highlights. 
  • The Consideration Stage: In this stage, the viewer is actively seeking solutions to the problem they identified in the awareness stage. They’re looking at different options, reading reviews, and gathering data to determine how to support a cause or find the best way to get involved. Help them come to a conclusion with educational, collaboration, and volunteer spotlight videos.
  • The Decision Stage: In this stage, the viewer has narrowed down their options and is ready to decide. Your goal is to stay top-of-mind and offer compelling reasons why your nonprofit should be their choice. Promote testimonial videos, CTAs, and impact reports in this stage. 

Step 2: Find Your Target Audience

Pinpointing your target audience is a crucial step in video marketing for nonprofits. You can create supporter personas to segment and target your audience more effectively. For example, if you run an animal shelter, one persona might be "Pet Lovers.”

If you already have your customer personas mapped out, you’re on the right path! Before you start bringing your nonprofit marketing ideas to life, you should know three things:

  • Who your nonprofit service is for—this will be your supporter persona.
  • What the goal of the video is—this will be where the viewer is in the marketing funnel.
  • What platform your target audience uses—this will tell you how to distribute your video.
Donor Dock Supporter Persona

Step 3: Tell Your Story

Successful video marketing for nonprofits is incomplete without storytelling.

Tell uplifting stories about how your nonprofit has transformed lives. Real-life examples are powerful: they inspire viewers and show the impact of your work. Plus, it inspires donations since 57% of people who watch non-profit fundraising videos go on to make a donation.

For example, this TikTok captures the moment when someone receives critical medical supplies thanks to a nonprofit’s efforts. These stories of resilience and hope can deeply move viewers and encourage them to share with others.

Step 4: Stick to Your Timeline

Around 74% of nonprofits struggle with limited resources and staffing to effectively market on social media. That’s why it’s crucial to stick to a timeline and make sure no resources are wasted.

Create a detailed timeline for your video project, covering everything from ideation to uploading. In some cases, you may need multiple timelines for different aspects, like overall production, marketing, and social media. 

Timelines keep everyone on track and ensure clear communication and effective video marketing for nonprofits on a time crunch. Update and share these timelines with all involved so everyone knows the schedule, key milestones, and any changes.

8 Winning Strategies For Video Marketing For Nonprofits to Implement in 2024

When video and text are both available on the same website, 72% of people choose to watch the video. That should tell you enough about the importance of video marketing for nonprofits.

Here are 8 examples that’ll inspire you to explore video marketing for nonprofits.

1. Incorporate User-Generated Content

People are tuning out overly polished brand videos. In fact, 45% of people will even unfollow a brand on social media if it's too self-promoted. 

Instead, they want authenticity, and user-generated content (UGC) delivers just that. It's real, relatable, and trusted more than scripted brand messages. 

In video marketing for nonprofits, UGC means videos shared by supporters that showcase your mission in action. It's like having your advocates speak for you.

Here's how to use UGC for your nonprofit:

  • In Ads: Include UGC in paid advertising campaigns to boost credibility.
  • On Your Site: Feature supporter videos on your homepage to inspire trust.
  • In Emails: Share UGC to energize your email marketing.
  • On Social Media: Post UGC to engage your followers.

For instance, in March 2021, mental health charity Mind launched its' 27 27' campaign, challenging students to run 27 miles in 27 days (representing the 27% of university students who report mental health struggles). The campaign's success was staggering: over 10,000 students took up the challenge, and the nonprofit raised £1,072,813. 

To generate UGC, encourage your community to share videos:

  • Invite supporters to share stories using a branded hashtag.
  • Ask loyal followers to share their experiences.
  • Send a simple thank-you to prompt sharing.

UGC amplifies your reach and adds authenticity to your message. Don't let these valuable stories go to waste-put them to work.

2. Invest in Vertical Videos

Vertical videos are taking over, and nonprofits should take notice. With 5.44 billion unique mobile users worldwide, it’s no surprise that Reels and TikToks are the secret to successful video marketing for nonprofits. 

No more awkward phone rotations to watch in full screen; these videos are designed for seamless mobile viewing.

Why does this matter for nonprofits? Only 30% of viewers are willing to rotate their phones for ads, and when they do, they only watch 14% of the ad on average. Vertical videos offer a more immersive experience, boosting user engagement.

A study by Animaker found that vertical reached 58% more people and got 28.5% more reactions. If you want your nonprofit's message to resonate, vertical videos could be the key. 

It's time to embrace this trend and connect with your audience where they are—on their phones. Community Boost's videos are the perfect inspiration to help you get started.

3. Collaborate With Influencers

Influencer video marketing for nonprofits can boost awareness, trust, and donations. Don’t worry; you don't need to collaborate with unaffordable mega-influencers. Consider working with nano or micro-influencers for a more budget-friendly approach.

Choose influencers that align with your nonprofit's mission and audience. For example, if your nonprofit focuses on environmental issues, partner with eco-conscious influencers. Use tools like Modash and Upfluence to find influencers by location, engagement rate, language, interests, and more.

Ultimately, the right influencer partnership will amplify your message and attract more support for your cause.

A great example of influencer video marketing for nonprofits is Huggies partnering with Social Native to activate over 40 Instagram creators to spread awareness of their donation program to the National Diaper Bank Network.

Nonprofit Marketing

4. Repurpose Your Videos

Creating engaging videos demands more than just filming and editing. You need to come up with unique ideas, understand your audience, and write compelling scripts. To save time and resources, nonprofits can repurpose their video content across multiple platforms.

For example, an hour-long webinar can be split into shorter clips for social media. You can simply extract the audio from your videos to create podcast episodes or turn your most popular blog posts into YouTube videos. 

This strategy will help you reach different audiences without creating extra content. That’s exactly why 60% of marketers swear by this tactic.

And remember, you don't need unique content for every platform. Expert marketers suggest cross-posting short-form clips on TikTok, Instagram Reels, and YouTube Shorts to maximize reach without extra work.

For instance, UNICEF reposted clips from their interview with Ayushmann Khuranna on YouTube, which still got tons of engagement.

5. Add Video Testimonials

Customer testimonial videos are a game-changer for nonprofits. They help potential donors understand the impact of your work through the real stories of those you've helped. 

When satisfied beneficiaries or volunteers share their experiences on video, it creates trust and makes your mission more relatable. People connect with personal stories, so these testimonials will definitely motivate them to support your cause.

Share these videos on social media, add them to your website's key pages, or use them in email campaigns. Compared to text-based reviews, video testimonials are more engaging and powerful, as 72% of viewers consider them vital.

You can incorporate supporter testimonial videos into your strategy to build credibility, inspire action, and create a deeper connection with your audience. It's a great way to turn real-life stories into compelling reasons for others to get involved.

For instance, Lynch Leadership Academy uses video testimonials to show donors what it’s like to be a leader at their institution.

6. Make it Personal

Video connects with your audience emotionally, but many nonprofits miss this by focusing only on pushing their services. The result? Viewers feel disconnected.

Nonprofits have a unique opportunity to stand out by creating heartfelt videos that resonate personally. Step away from overly produced, emotionless content.

To make an impact, share stories of real people whose lives have changed because of your work. Use emotion to drive home your mission, whether it's a child whose life you’ve changed or a community you've helped. These authentic stories are what set you apart.

Heartfelt videos from nonprofits can inspire action and foster deep connections. Focus on what truly matters – human stories – and you'll create videos that not only grab attention but also spark change.

For instance, this video about dog adoption by 30 Million d’Amins will tug at your heartstrings, but the YouTube engagement isn’t bad either.

7. Experiment With Animation

Animated videos are a hit for nonprofits because they tap into nostalgia, reminding us of childhood favorites like Scooby-Doo or Looney Tunes. They grab attention and keep viewers from scrolling past your content. 

The beauty of animation is in its flexibility; you can present complex ideas in simple, digestible ways.

Compared to real-life video production, animation is often quicker and more cost-effective. It doesn’t require organizing shoots, hiring crews, or expensive equipment. This makes it perfect for nonprofits with limited budgets or tight timelines. 

For instance, UNICEF uses animated videos to prevent childhood lead poisoning.

8. Educate Your Watchers

Create videos that educate your audience on topics related to your cause. These videos offer valuable insights and position your nonprofit as a trusted source of expertise.

For example, if your nonprofit is about environmental conservation, create videos with tips on recycling, sustainable living, or eco-friendly practices. If your nonprofit is centered on health, you could create videos showing simple exercises, nutritious recipes, or mental wellness techniques. Meanwhile, a nonprofit dedicated to youth education might release videos on study tips, advice for college applications, or career guidance. 

That’s how you inspire your audience to make positive changes and take action. The Nature Conservancy does this perfectly.

Around 52% of companies create videos to educate their target audience about their products, and it’s time for nonprofits to get on board, too. 

Takeaway

Nonprofit organizations that use video in their marketing efforts see a 67% increase in fundraising. The best part is that it doesn’t have to eat up your entire marketing budget.

We understand that nonprofits have limited access to resources. Now that you’ve read our nonprofit marketing guide, you’ll have a few budget-friendly video marketing strategies up your sleeve.

Remember, it’s easy to get a thousand likes, but the right video will bring in a thousand dedicated supporters.

Don't forget to share this post!