Emotions are central to the human experience and the human condition. Creating a relatable connection to your audience on an emotional level will ensure they are engaged enough to at least listen to your marketing message.
Evoking emotion is easier said than done though. The best way to trigger such a deep response from your non-profit’s target audience is with the use of video storytelling.
Non-profits are Emotion-oriented Organizations
Capitalize on the inherent emotionality that is central to your non-profit’s existence and you’ll gain favor with those exposed to your message. Emotion is at the heart of nearly every non-profit as most organizations strive to improve society, life, or a worthwhile cause. While the written word certainly has the potential to evoke emotion, video can be a highly compelling medium as well.
Non-profit video storytelling conjures emotion in ways that the written word cannot. The best videos feature:
- An engaging narrative
- Dialogue
- Visuals
- Sound effects
Combine video marketing with your non-profit’s blog content, social media posts, pay-per-click ads, and newsletter, be patient and the ensuing response will justify the financial investment.
Tell the Story of Your Non-profit
Stories characterized by drama, conflict, problems, and conclusions strike a nerve with viewers, especially as a video. Communicate the story of your non-profit in a manner that relates to the viewing audience and your organization will gain sway with those willing to listen to your message.
The best video content for non-profits communicates the purpose of the organization with an initial focus on its origins and mission statement. Create a complex and powerful narrative with artful video, voices that please the ear, and high-tech special effects made possible through video editing software and the resulting amalgamation of stimuli will engage the audience to the point that they identify with your non-profit.
It is this identification that garners sympathy for the cause, spurring continued interest, donations, and other investments of both time and money.
Recognize the Importance of Video Story Flow
The best stories told in video form have a clear beginning, midpoint, and ending. Though it might seem intimidating to present a story in its entirety from beginning to end in 30 seconds or less, it is possible, especially if you employ a writer, video specialist, and voiceover professionals.
Write out the video story in storyboard form to distinguish the stages of progression, refine those storyboards with editing as necessary, and do not present the video to the public until it is perfect in all regards. Though squeezing the story of your organization or that of a relatable narrative into 30 seconds or less might seem impossible, it is within the realm of possibility, especially if you zero in on building an arc.
The story arc engages audience members right off the bat, presenting them with relatable characters and captivating narration or dialogue. Add in compelling optics and you have a whole that is greater than the sum of its parts. It is this cohesive whole that appeals to the emotions inherent within all members of your audience.
Non-profits Must Communicate the Power of Change
The selling point of non-profits is their ability to spur social or other significant change. Whether your cause is improving the human condition through services to at-risk youth or improving the welfare of neglected animals, you can sell your message that much better through a story that communicates your organization’s agency in the context of meaningful change.
Use your video content to communicate how your non-profit will change the surrounding world and you’ll successfully strike a chord with the audience. Though one video story alone won’t generate the interest your organization needs to raise funds and awareness, a steady stream of successive video stories will build momentum toward support that catalyzes potentially lasting social change.
It is the potential for such change that tugs at the heartstrings of your viewing audience, spurring them toward action in the following forms:
- Financial donations
- Volunteer work
- Word-of-mouth referrals
- Support in other ways
End Every Video With a Call-to-action
Your video production effort will be in vain unless you clearly and cogently articulate the desired action. Encourage your viewing audience to get involved in the cause with a brief call-to-action at the end of every video. Such a call-to-action can take the form of signing a petition, sharing the video with others on the top socials, volunteering, or donating time to the non-profit.
Your video call-to-action doesn’t have to be verbalized by the characters in the video or the narrator. A non-profit video service can also successfully steer viewers toward action through a written call-to-action in text form that concludes the video.
Some videos feature clickable call-to-action buttons that catalyze immediate action on the web. It might even make sense for your organization to add a QR code to the end of your videos, compelling the viewing audience to take action after redirection to your homepage, contact page, or donation page.