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The human brain is wired to engage with and retain stories. According to Forbes, viewers retain 95% of a message when they watch it in video form versus 10% when reading it in text. This makes videos one of the most powerful ways to tell a story, especially for non-profits.
A well-crafted brand video can evoke emotion, inspire action, and, most importantly, increase donations. Creating a compelling video should be at the top of your strategy list if you’re a non-profit looking to raise awareness and funds. In fact, 72% of donors say they are more likely to donate after watching a compelling video that tells a story. (Source: Blackbaud, 2023)
Here’s how you can make that happen.
Types of Non-Profit Brand Videos
When it comes to creating brand videos for non-profits, there’s no one-size-fits-all approach. You can’t afford not to take advantage of creating a professional video when stats show that donors who watch fundraising videos are 48% more likely to donate.”(Source: NPSource, 2023).
Different types of videos serve different purposes, so it’s important to choose the style that aligns with your goals. Below are a few types of videos that have proven to be especially effective in engaging donors and increasing contributions.
1. Non-Profit Impact Story Videos
Impact Story Videos are incredibly effective because they offer a powerful, visual way to show tangible results and the direct impact of your work. These videos highlight the real-life stories of those who have benefited from your organization, giving potential donors a clear picture of how their contributions lead to positive change. By showcasing before-and-after transformations, you allow people to see how their donations make a real difference in the world.
For instance, if your non-profit builds clean water wells, you could visually share the community outreach efforts, showing how the lives of villagers were transformed after the installation. This approach not only illustrates the problem but also demonstrates how donor-driven change was a crucial part of the solution.
Nonprofits Source found that nonprofits that effectively use storytelling in their fundraising efforts have a donor retention rate of 45%, compared to 27% for organizations that do not focus on storytelling. So, these videos are ideal for non-profits that want to create a deep emotional connection with their audience and donors while showcasing the measurable outcomes of their work.
2. Non-Profit Testimonial Videos
There’s something incredibly powerful about hearing authentic testimonials from individuals who have directly benefited from your non-profit’s services. Testimonial videos build credibility and provide valuable social proof, demonstrating to potential donors that your organization is making a real difference. Not to mention, volunteers who watch testimonial videos about the organization are 78% more likely to sign up to help. (Source: VolunteerMatch, 2023)
These videos also help humanize your cause, adding a personal touch by showcasing the stories of those you’ve helped.
The Shepherd Youth Ranch – Testimonial Video by Story-more.com
Feature individuals who can speak to the personal impact of your work, allowing them to share their experiences in their own words. You can also include volunteer testimonials or insights from team members who have witnessed the firsthand results of your efforts. Make sure the testimonials are genuine and feel unscripted, as viewers will quickly sense if something seems overly polished or rehearsed.
These videos are perfect for non-profits looking to establish trust while highlighting the real-world impact of their work.
3. Non-Profit Thank-You Videos
Donors want to feel valued, and a heartfelt Thank-You Video is a powerful way to show your appreciation. These videos help reinforce to donors that their contributions have made a real difference, fostering a sense of fulfillment and encouraging them to continue supporting your cause. Research shows that non-profits that express genuine gratitude see higher donor retention and more recurring donations.
Creating a Thank-You Video doesn’t need to be complicated. Simple, authentic messages from your team members or those who’ve directly benefited from your organization’s work can go a long way in saying “thank you.” Personal touches, like highlighting specific milestones or achievements made possible by donations, add an extra layer of meaning. Including behind-the-scenes footage can also give the video a more intimate and transparent feel, helping donors connect on a deeper level.
These videos are ideal for non-profits focused on building long-term donor relationships and encouraging future support.
4. Non-Profit Event Recap Videos
Fundraising events and awareness campaigns are often high-energy and emotionally charged, making them perfect content for recap videos. These videos not only highlight the success of your event but also create excitement for future ones. For donors who couldn’t attend, an event recap gives them a chance to experience the atmosphere and see how the event directly benefits your cause.
Capture footage during the event, including key moments like speeches, performances, or award ceremonies. Include crowd reactions and interaction between attendees. If you had guest speakers or performers, feature snippets of their contributions. Once the event is over, edit the video into a fast-paced, exciting recap that highlights both the fun and the meaningful impact of the event.
These are best for non-profits that frequently host fundraising events or want to show how public support translates into meaningful action.
5. Non-Profit Behind-the-Scenes Videos
Transparency builds trust, and Behind-the-Scenes Videos give donors an authentic glimpse into the inner workings of your non-profit. These videos reveal the dedication, hard work, and passion driving your team, showing that your organization is genuine and committed to its mission. Whether you’re highlighting the day-to-day activities, logistical challenges, or behind-the-scenes efforts during a project, this type of content fosters a sense of openness and authenticity that resonates with donors.
Capture footage of your team as they prepare for an event, deliver aid, or work on a critical project. Keep the tone casual and real, showcasing both the successes and the challenges your non-profit faces. This raw, unfiltered look into your operations helps viewers appreciate your commitment and may inspire them to contribute after seeing the hard work behind the scenes.
These videos are perfect for non-profits seeking to build trust through transparent communication and a deeper connection with their audience.
6. Non-Profit Mission Statement Videos
Sometimes, simply telling people about your mission isn’t enough—you need to show them. Mission Statement Videos introduce your audience to your core values, long-term goals, and what makes your non-profit truly stand out. By visually showcasing your mission, you create a powerful and compelling reason for potential supporters to get involved.
The Carying Place Non-Profit Mission and Brand Story Video by Story-more.com
Feature your team or leadership explaining the “why” behind your organization, emphasizing your unique purpose and vision. Use visuals that represent your cause, such as footage from the field or interviews with individuals who have benefited from your work. Incorporate your logo, tagline, and other key messaging to ensure viewers quickly grasp your mission. A Mission Statement Video is not only a critical branding tool but also reinforces your non-profit’s identity and drives emotional engagement.
Fundraising campaigns that incorporate video receive 114% more funding than campaigns that don’t. (Source Classy). These videos are ideal for non-profits aiming to attract new donors, clarify their message, and strengthen their brand identity with a wider audience.
If non-profits aren’t using video to tell their story, they’re missing a powerful opportunity. A well-crafted brand video not only captures the essence of who you are and what you do but also communicates why it matters in a way that’s easy for your audience to absorb. Non-profits have something unique that many industries don’t—heart and emotion. It’s this emotional connection that gives their stories the ‘sticky factor,’ making them memorable. As a brand journalist, my mission is to aim for the heart, helping non-profits share stories that stick with people long after the video ends. – Sloane Heffernan, Emmy Award Winning Journalist, Founder of Storymore Brand Marketing
Key Elements of a Successful Non-Profit Brand Video
When we see stats such as non-profits using video generating 54% more leads than those without (Source: Animoto, 2023), the question shifts from whether we should create videos to what we need to include in our videos to give them the biggest impact.
So, what makes a video stand out? Here are the key elements you should focus on:
1. Tell a Compelling Story
Your non-profit’s story should be at the heart of the video, whether it highlights a person impacted by your organization, a specific project, or the overall mission. Make the story relatable and emotionally engaging—people want to connect with real-world experiences that reflect your cause. For example, focus on an individual’s journey or transformation and the role your organization played in their success.
Using narratives that inspire empathy helps viewers understand why your work is important and why their support is crucial. Keep the story focused and clear, with a central message that ties into your organization’s mission.
2. Show, Don’t Just Tell
People engage more deeply with a message when they can see the impact firsthand. Instead of relying solely on statistics or narration, let your non-profit video showcase visuals of real people, communities, or animals (if applicable) that have directly benefited from your work. Whether it’s footage of families in a new home, clean water flowing in a village, or volunteers in action, these visuals bring your cause to life.
While data and facts are important, visuals make your message memorable. Images of change stick with viewers long after the video ends, creating an emotional connection that encourages them to support your work. Visual storytelling is a key tool in showing the tangible impact of donations and involvement.
3. Include a Strong Call-to-Action (CTA)
Your video should always end with a clear, strong Call-to-Action (CTA). After sharing your story and demonstrating the impact of your work, guide viewers on what they can do next. Whether it’s donating, volunteering, or sharing the video with their network, make it as easy as possible for viewers to take action.
The CTA can be simple, like a button that says “Donate Now” or a voiceover asking viewers to visit your website for more information. Be specific about what you want them to do, and emphasize how their actions will further support your cause. A powerful CTA motivates viewers to move from being inspired to making a real difference.
4. Keep It Short and Sweet
In the digital age, attention spans are shorter than ever. To keep your audience engaged, aim for videos that are under 2 minutes. This length ensures that viewers stay focused and absorb the key messages without losing interest. If your story requires more depth, consider creating a series of shorter videos that can be shared over time, each focusing on different aspects of your mission or projects.
By keeping your video concise and to the point, you’ll maintain viewer engagement while delivering a memorable message. Brevity, combined with a strong narrative, ensures that the core message sticks.
5. Be Authentic and Transparent
People respond best to authenticity. When creating your video, avoid over-producing or making it overly polished. Instead, focus on showing the real side of your organization—whether it’s raw footage of volunteers in the field, interviews with beneficiaries, or behind-the-scenes moments. Simple, honest storytelling can often be more impactful than high-budget productions.
Viewers are drawn to organizations that are transparent about their efforts and the challenges they face. Authenticity fosters trust, showing donors and supporters that your non-profit is genuinely committed to its mission. An authentic video will help viewers connect emotionally with your cause, encouraging them to get involved or contribute.
Conclusion
At Emulent, we understand the unique challenges non-profits face when it comes to capturing attention and inspiring action. Telling your story effectively requires more than just good visuals—it takes a deep understanding of how to connect with your audience on an emotional level while showcasing the tangible impact of your work. We work with Emmy award-winning videographers who specialize in crafting authentic, engaging videos for non-profits.
By working with Emulent, you can count on our ability to transform your mission into a compelling, visually-driven narrative that resonates with viewers and drives real results. Let us help you share the powerful stories that make your organization stand out—because your story deserves to be told, and we know exactly how to tell it.