Let’s face it, non profits work to help others succeed. Most non profits, or charitable organizations run on a very thin shoe string budget. Charities rely on the public to give to their cause.
I have been a videographer for over 18-years and I have a strong passion in helping non profit organizations tell their story. It is important for both the public and for non profits to tell their story. The most impactful approach in telling a charitable foundation’s story is to explain why they do what they do and their purpose. They shouldn’t focus too much on facts and figures, but rather success stories, why they do what they do, and who benefits from it. Motivational stories are so much stronger than facts. People relate to people and if you have someone on camera talking about their passion and why they strive to do what they do, it will most definitely be remembered. When was the last time you remembered a fact or figure? I know when ever I hear a fact I really do not remember it. However, when I hear about a personal story and how an individual puts their all into a non profit to benefit society I know I will remember that story. We as humans are hard-wired to learn from stories, and to remember and recite stories.
So, it’s only logical for non profits to tell their own story through a short form video. These videos could be placed on their website to bring about awareness, they can be a creative way for marketing, and a great way to raise money. If people do not understand what your non profit provides, it’s very difficult for them to part with their money. You as a charitable organization are better off using video to help educate the public in what you do and why you do it.
It is my belief that creating a branded story about your non profit, is one of the best ways you can raise money. In the year 2020, 90% of marketing will involve video. It’s time that non profits understand this huge opportunity and start developing a strategic plan for video marketing.
One way a charitable organization could use video is as follows: Someone who is passionate and knows they beginnings of the non profit goes on camera and explains why they do what they do. You need someone who is passionate, or else it will look bland. It doesn’t necessarily need to be the founder but whoever it is needs to know the big WHY and they need to be an employee. The branded story about the non profit could also focus on one person who benefits from the organization. Getting their side of the story and focus on where they where before and how the organization helped them. The videographer could get footage of the person in their environment to help tell their story. The storytelling would need to focus on the non profit as well as the person. The person who received the benefits from the charitable organization makes the video more human. If you only show a founder in front of the camera speaking about facts and figures people will yawn. Again, I will state it; when you tell your branded story through the voice of someone who has benefited from your non profit the video will be that much more powerful.
Not only could you use the video on your website, you can create a strategic plan and place it on social media. Focus on where your clients are on social media. If you notice they are on Instagram, Great. Instagram has just now launched IGTV where you can upload videos longer than one minute. As of now, they are allowing 15-minute videos and in the future, you will be able to upload one-hour videos. If your clients are on Facebook, you could launch the video there too. These are all tools to help you raise more money for your charity so that you in return can help others. You really can’t help others without having funds, and that is where creating a branded story can benefit you.
Here is an example of how an adoptee and her mother benefited from City Without Orphans, a non profit, which is located in the Central Valley.