We recently worked with an inspirational group of people who are looking to change the world. Specifically, Power2Change Foundation brings together partners, charities and a youth leadership institute through a legacy of giving that results in a powerful transformation for non-profits, partners and children. We helped to build a folio of videos to introduce this new initiative to the visitors of their website and social media. During this process we discovered through research just how integral video has become for nonprofit organizations and we wanted to share that knowledge here in the hopes of helping more inspirational people with their noble missions. People like you!
Here are the most common challenges faced by Nonprofits:
Finding the money to accomplish your mission
Getting the word out about you and what you do
Managing donor and funder expectations
Reaching niche audiences
Building public trust
Of course the constant for all nonprofits is the continual search for funding. The other challenges listed here all come under this greater goal. The key is to take a look at donor behavior - what encourages the most giving - and when we look at the most recent research, there are definite patterns that provide us with tips to succeed.
Thirty-seven percent of donors used online video to research nonprofits.
Sixty-four percent of donors use online video sharing sites to research nonprofits. Most of these donors are using YouTube, which is the #1 single site where donors watch online video about non-profits.
Fifty-seven percent of donors made a donation after watching an online video.
The word “video” appears a lot in these statistic, but let’s take a closer look at the types of video and how adding these to your online presence can specifically help to solve the issues:
Building Donor Trust
Company Introduction video puts faces and voices the individuals at the heart of your charity organization. Human beings are quicker to trust another human than a paragraph of text or a still image. Without even being aware of it, unconsciously we pick up on the body language of the speaker and listen for cues in their vocal patterns to ascertain their authenticity and trustworthiness.
We’ve all been moved by a narrative in a TV show or movie, we laugh we cry, we hope and we are heartbroken when plots affect our favorite fictional characters. Great storytelling holds this power and it is a power that can be used for good (causes)! Connecting your donor audience with the intense emotional repercussions of their decision can be an incredibly persuasive tool that builds an ongoing personalized attachment to your mission.
One of the mail deciding factors for donors is the research that is available to support the worthiness of your cause. They want to see how their contribution will be used. To see the past and current impact that your organization has and is making. Most potential donors will search YouTube first to find out more about your cause. Finding professional videos that tell this part of your story can be the tipping point for many who want to give.
Keep Donors Engaged
This is essential to develop donor retention. Past donors are much more likely to keep giving if they feel included, part of your team and the community you have created. Monthly video updates can help by increasing familiarity with the people behind your cause, reminding donors where their money is going, updating donors on upcoming initiatives and events, and perhaps most importantly - Thank them for their continued support.
Video can also help you reach specific demographics:
OLDER AUDIENCES: these people are heavily active in charitable donations, yet it’s becoming harder and harder to reach them with the decline of print media. One of the most promising methods is email marketing. Adding video to your emails generates a 200-300% increase in click-through rates. Additionally, recipients with poor eyesight or English as a second language are much more likely to watch a video than read a message.
MILLENNIALS: Similarly to Older Audiences, 60% of Millennials prefer to watch a video to reading a newsletter. But, the most successful way to engage this audience is via Social Media. Facebook, Instagram, Twitter; how to compete for donor attention is a sea of millions of attention grabbing posts? Social video generates 1200% more shares than text and images combined
REMOTE & LOWER INCOME AUDIENCES: The Pew Research Center found that smartphones are the main or only point of entry for a significant number of Americans. Ten percent of Americans do not have home broadband, and 15 percent say that they lack options to access the Internet other than through their smartphones. Websites can (and should!) be adapted to be easily navigated via mobile devices, but video can provide an even more effective way of delivering a large amount of information in a mobile-friendly manner. Added bonus: 92 percent of mobile video viewers share videos with others.
Lastly, take a look at these Case Studies of specific examples where video made a dramatic and positive change to the success of a nonprofit.
SAVE THE CHILDREN
This beautifully produced video builds an intense connection between viewer and the child, it exemplifies good storytelling and messaging.
From their website to their fundraiser resources to their videos, they’ve created a cohesive and compelling set of storytelling tools to convey their vision of clean, safe water for all. This
nonprofit video is yet another to learn from: brief, beautiful, informative and moving.
THE ADVENTURE PROJECT
This video is a great example of how an organization can use video to define and demonstrate the impact of their work.
Power2Change helped organize and host a series of camps in the summer of 2017 that focused on at-risk and underprivileged middle-school students in challenged communities. They wanted to capture the spirit of these programs and go beyond merely cataloging the actual events taking place. The question we asked ourselves was how can we make these spots un-ignorable and unforgettable? Our solution was to focus on the human stories, and create pieces that felt like a warm welcome into this community.