How to Make a Powerful, Storytelling
Video to Drive Donations
“Just because it’s not happening here, it doesn’t mean it’s not happening.”
Powerful, Storytelling Videos, with 58+ million views on YouTube only (as per January 2018), there’s a chance you’ve seen this phenomenal campaign video from Save the Children.
This is an example of great use of Powerful, Storytelling Video marketing for a non-profit organization. Yes, in this era and time, charities, NPOs, and NGOs cannot underestimate the importance of videos in their digital fundraising strategies.
In fact, recent studies have shown that online videos are one of the most influential factors that lead to donation. 75% of donors have stated that they donated after watching an online video.
Powerful, Storytelling Videos See how impactful they are?
But, how does a non-profit make an engaging and informative video? Read this guide to nailing the storytelling art and using it to increase traffics and donations.
What Kind of Videos?
There are many types of videos that marketers can use to drive conversions.
However, not all of them are suitable for non-profit organizations. Take a product video as an example.
Even nonprofits that sell physical products to raise funds (Unicef, WWF, Amnesty International) may not need one. This is because people buy from charities not to take advantage of the awesomeness of the products (although some are really cool), but ultimately, to help their cause.
The most common (and logical) videos for NPOs to produce to drive donation:
- Explainer video (example: this excellent video from Alzheimer ‘s Society UK)
- Organization’s profile video
- Testimonial video/thank you video from people who have received the donations
- Awareness-raising video (like the one linked at the beginning)
- Event video
How to Make a Powerful, Storytelling Video to Drive Donations
1. Tug at people’s heartstrings
Why do people donate their hard-earned money to help a stranger half the globe around? Because they feel connected to that stranger.
This is what you’ll want to do through your video: build a connection between your donors and the people who need help. Make them feel; “Hey, I can relate to that.”
Powerful, Storytelling Videos, to achieve this, you need to tap into their deep emotions. Then; you can convince them that the other person’s problem is something they can help solve, that they WANT to help.
The Save the Children video linked above is one example of creating emotional bonds through a video. Another great example is this beautiful video set in Kenya and which follows a happy 4-year-old as he tells you all about his dreams. Be prepared to swoon your heart out. year-old as he tells you all about his dreams. Be prepared to swoon your heart out. year-old as he tells you all about his dreams. Be prepared to swoon your heart out.
2. Be inspiring
Your audience (aka potential donors) loves the stories that bring them hope, or in netizens’ words: that “restore faith in humanity.” So, tell them hopeful stories!
Powerful, Storytelling Videos tell a story, an interesting way to do this is by showing them the people who have turned their lives around thanks to the organization’s help. Aside from making donors want to take action, this kind of videos also increases trust in your charity.
Example: this great video from Chronicle Season of Sharing Fund that tells the stories of two incredible women.
3. Bring them there (virtually)
For many of us, who eat 3 meals daily (at least) and sleep dry and warm in our bed, it’s almost impossible to imagine what hunger and unsafety feel like. So, if you can show your future donors what it’s like to experience these things through your video, you’re golden.
One of the ways of doing this is to find a relatable, regular person to tell the story for you. Check out this video called The Bowl from Peter McKinnon to support the African Hunger Crisis.
Peter is a popular Youtuber whose vlogs often feature a busy, urban lifestyle – not unlike what a regular donor may have. So, by telling the story from his point of view, in his own voice, the viewers feel transported to Kenya with him, where malnutrition is a real problem.
4. Show them the BTS
Powerful, Storytelling Videos an example would be, you may think nobody would want to watch a video about loading the trucks that’ll bring toys to children in the Middle East. However, you’d be wrong.
People love seeing charities in action: someone is really doing something to make the world a better place. Seeing the works can even make them want to participate.
So, don’t hesitate to show behind-the-scenes videos!
The best part is, these videos don’t even have to be in HD. Share videos from your volunteer’s or employee’s phone on your social media accounts. The mix of your “serious,” professionally-made videos and the BTS ones will make the organization look real and accessible.
5. Include a call-to-action
This sounds obvious, but some non-profit videos still don’t have a strong CTA at the end – don’t make the same mistake. Convincing people to donate is one thing, but telling them where and how to do that is another.
Powerful, Storytelling Videos remember to also, make it easy for them; include a clickable CTA button if relevant. The best page to arrive on your website is NOT your homepage, but your donation page where they can just enter they credit card number.
Another great CTAs for a non-profit video:
- Send a text to this number to donate $
- Share this video to help raise awareness
- Sign this petition to help
The ultimate thing to understand here is this: videos reach people.
So, leverage the power of online videos to turn people into donors.
Powerful, Storytelling Videos, think about it: a lot of people in the world don’t know your organization and what you do. How can they donate, then?
Just by sharing your Powerful, Storytelling Videos everywhere (and we do mean EVERYWHERE), you’re getting closer to finance all those wonderful projects and help more people .
Have you ever seen a non-profit video that has changed the way you see the world? What is it and why do you think it’s great?