Video can be an important part of your social media road map and an extremely engaging way to connect with your audience.
For critical lessons in nonprofit video, watch this monthly video update from Komen. Did you make it through all 22 minutes? I made it through 11 minutes prior to my browser crashing (tech intervention?). All I remember is founder, founder, founder’s mother, founder. I wasn’t empowered, engaged, or passionate about breast cancer, a cause near and dear to me.
Here’s four tips to creating nonprofit video that leaves your supporters feeling energized and ready to make a difference:
Content Want to venture in to video? Do it in a way that is appropriate for your organization and your goals. Don’t do it just to do it. Paint a picture of ‘where are we trying to go’ framed by mission-driven stories of the impact you are having and/or responses to current events.
Audience It’s about people. YOU are not your target audience. It’s not about you (or your mom) – it’s about them – the donors, volunteer, people you serve. They are the stars in your nonprofit story. Don’t be everything to everyone. Know your audience, what interests and drives them, and translate that to video.
Look at it from the perspective of a citizen journalist. What story would they tell? What about your nonprofit work would they find interesting?
Timing Keep your video under two minutes. Strive for one minute or less. Have an important message to share that is longer? Break it up. Create a dramatic mini-series to engage your audience. Don’t try and make watchers sit through a 22 minute update. They won’t.
Call to Action This is non-negotiable: include a relevant, timely call to action in each video. Frame that around ‘where are we trying to go’ messaging.
In Komen’s case, their call to action should be framed around a world without breast cancer: “Pick up the phone and call your senator NOW to bring us another step closer to a breast cancer cure” or “You have the power to stop breast cancer. Donate today.”