Why Is Video Content Missing From Your Nonprofit’s Marketing Strategy?

What would you rather do: Watch Indiana Jones and the Temple of Doom in a movie theater, or flip through the storyboards?

I know the storyboards seem pretty cool, but if you have to choose just one, you’d probably watch the movie. The movie conveys the action, the emotion, and the narrative much more powerfully than just pictures and words

Why is video content so compelling?

  • Video Grabs Attention – Much of our visual wiring is around our peripheral vision. As a species, we evolved to be super sensitive to movement. This is why auto-play videos on Facebook and Instagram grab our attention more than static pictures.
  • Video Communicates Emotion93% of human communication is non-verbal. A person’s feelings, attitudes, and personality are conveyed much better in video. When Richard Nixon squared off against JFK in the first televised presidential debate, viewers could see how nervous and sweaty he was. And because of this, he lost the debate, and arguably the election.
  • Video is Real-time – Live-broadcasted video is quickly becoming a way for organizations to demonstrate impact and connect intimately with donors – real time! Facebook Live and Periscope broadcasts are being used by more and more nonprofits each day.

You still have to tell stories…

The great success of the ice bucket challenge is largely due to the videos that people shot with smartphones. All of these videos had a hook, a hold, and a payoff – three elements that are essential to successful storytelling:

  • The Hook – A person doing good for others.
  • The Hold – How will they react when they dump a bucket of ice over their head? Can they do it?
  • The Payoff – Donate, share, and help cure ALS.

I wonder how successful the Ice Bucket Challenge would have been without the ability to easily create videos?

Three quick tips for better video content

Yes, you can use an iPhone to shoot, edit, and publish your video.

But don’t forget these quick and simple tips:

  1. Be smart about your video’s title and description – Describe your video with words your supporters use – not the jargon you hear in your board meetings.
  2. Add your website URL in the description of each video – It’ll be the first thing people see after watching your video, and it will drive more people to your website.
  3. Add captions to your videoMost people watch videos without sound! Make sure your videos include captions people can read while their silently watching your video.

And… cut!

John Haydon