Data shows that marketers have a mere 2.7 seconds to capture a user’s attention. When helping potential customers learn more about a new product or service, and moving them from a point of awareness to consideration in the decision-making process, video marketing is the solution.
Nonprofits are no different from for-profit companies when deciding what marketing communication tactics to use for maximum engagement. The use of video marketing helps your nonprofit tell your story, educate others about your mission, and demonstrate the impact you have had in your community.
Explained below are some of the benefits of video marketing for nonprofits. You’ll also find the top 5 trends and tips every nonprofit marketer should know.
What Is Video Marketing?
Video marketing is all about using high-quality videos to promote your nonprofit organization. With the right kinds of videos, it’s easier to get people interested in what your organization does and convince them to donate to your cause.
A good nonprofit video marketing strategy typically involves video production for your organization’s website, your YouTube channel, and your social media platforms (Facebook, Instagram, TikTok, etc.). However, it can also include the creation of other types of videos, like interview videos, commercials, and professionally filmed question and answer sessions.
What Are The Benefits Of Video Marketing For Nonprofits?
Video marketing often requires a lot of time and resources. However, when you find out what high-quality video production can do for your nonprofit’s fundraising efforts, you’ll likely decide that it’s worth the upfront investments.
The following are some of the greatest benefits that video marketing provides to nonprofits like yours:
1) Reach more people
More than 15 percent of people watch 7-10 hours of video online per week, and 27 percent of people watch over 10 hours. If you regularly put out videos promoting your nonprofit, you can reach a lot of these viewers and build more awareness surrounding your organization’s mission and goals.
2) Make an Emotional Connection
Video production allows you to touch people’s hearts in a way that written content can’t. Creating an emotional connection is one of the best ways to increase interest in your nonprofit, encourage people to make more frequent donations, and inspire changemakers to volunteer with you.
If your audience can see whom they’re helping with their donations and what kinds of causes they are lending a helping hand to, they’ll be much more inclined to follow through and support your nonprofit.
3) Increase Online Engagement
Not only will you get more eyes on your nonprofit when you make video marketing a priority, but you will also get more engagement on your website, social media platforms, and email marketing efforts.
When people feel touched by your videos and have a greater connection to your organization, they will respond with more likes, comments, and social shares. When your website has more visits, this results in higher search rankings. If your social media posts get more organic engagement, the more likely it will be seen by others. When users watch a video via email, they are more inclined to click through to your website and take action.
Regardless of which marketing medium you choose, adding video will amplify your message, increase engagement, and ultimately drive more conversions.
4) Improve ROI
All this increased awareness, engagement, and visibility will often lead to more donations for your nonprofit and an increased pool of volunteers= an improved ROI in the eyes of marketers.
When video marketing is developed effectively, these types of content will have a lasting effect on your target audience. 87% of marketers reported that video marketing resulted in a positive ROI for their company.
The success of video marketing is evident when your audience is convinced to take action after understanding your objectives and mission.
5) Outperform Other Marketing Tools
Video marketing is one of the most popular forms of marketing being used throughout the world by nonprofits and other organizations, and for good reason. It outperforms many other types of marketing, including Google Ads (by 68 percent) and static images (by 74 percent).
If you’re looking to make a splash and get the most bang for your buck, one of your top priorities in 2022 should be video marketing.
Nonprofit Video Marketing Trends and Tips
Now, let’s get into the specific trends you should be following and tactics you should be using to make your nonprofit’s videos stand out.
The following are 5 of the best trends and tips every nonprofit marketing team should know:
- Focus on Facebook
According to the report cited above, Facebook is the most popular social media channel for marketers to share videos.
If you want to see the best results from your nonprofit’s video marketing efforts, make sure you’re sharing videos on Facebook regularly. TikTok is the second most popular choice of video for your nonprofit, so don’t neglect this social media app, either.
- Include Music and Voice Overs
Including music or voiceovers in your videos can enhance their performance, evoke strong emotions, generate more engagement, and help you make a bigger impact.
Don’t let your videos be silent productions. Talk to your audience about your organization and your mission or include a touching song that tugs at their heartstrings.
- Make a Variety of Videos
You don’t have to limit yourself to one type of video. The more you shake up your strategy and create different kinds of video content, the easier it’ll be for you to reach a larger audience.
Play around with long-form content like interviews and Q&As, then mix it up with some short-form videos, including 15-second TikTok and Instagram Reel videos.
- Start Live Streaming
By the year 2028, the live streaming market is expected to reach a $223.98 billion valuation. If you’re not going live to talk to your audience about your nonprofit, you’re missing out on a lot of opportunities to gain volunteers, generate donations, and get people excited about your organization.
- Include Email Capture
Finally, don’t forget to include email capture links or forms in your videos.
Adding an email capture form encourages viewers to take the next step and sign up for your nonprofit’s email list. This, in turn, makes it easier for you to connect with them in a more personal way.
Over time, with proper lead nurturing, you may even be able to convince them to volunteer or donate.
Create Your Nonprofit Video Marketing Strategy Today With Kambeo
As you can see, video marketing can take you a long way when it comes to promoting your nonprofit and getting people interested in donating. Implement some (or all) of the trends and tips listed above so you can build an effective strategy and set your organization up for great results.
If you need more help attracting donors and volunteers to your nonprofit, be sure to check out Kambeo as well. Kambeo is an easy-to-use online tool that helps nonprofits create fundraisers, collect donations, manage volunteers, run auctions, and more.