Whether we are freelance workers or run large companies, we all need marketing to propel our work forward. You may have a great product or offer exceptional services, but unless you have exposure and people know about you, you won’t get very far in today’s competitive market.
This should not be any different if you run a non-profit organization. Your mission is noble and you are not in it for the profit. Your company’s objective is to contribute to making the world a better place, by providing humanitarian services for no financial return. The sustenance of your operations and outreach relies almost exclusively on donations from people. Just as there are companies out there competing with another for customers, NGOs compete for donor support to sustain their work.
This is why marketing campaigns are a must within this field, perhaps more than in any other. People are putting their money towards an intangible product and a service that they will not experience themselves, but are rather entrusting you with to deliver to someone else. That requires placing a lot of trust in your organization. How do you gain that trust? How do you impact donors to decide to support you? It is through letting them believe in your mission and getting them compelled to take part in your cause.
Detailed proposals risk the chance of leaving a little impact because the material can sometimes be dry. People have grown weary of long, tedious texts, especially with their busy work schedules and receding attention spans.
The answer lies in video marketing. Readers have shifted into viewers, and today, any product or service can be easily presented through motion graphics or live-action videos. A well-made corporate video is a priceless tool in capturing viewers’ attention and in informing them that what you do matters. During fundraising campaigns, the use of corporate videos is essential for donor engagement and plays a big role in inspiring viewers to take action.
When it comes to video production, there are a few categories depending on the aim in mind. Setting the objective for your video gives you a clearer idea of the content and the approach you want to go with.
-Company culture videos: This type of video introduces you to the audience and raises awareness of your non-profit, your core values, and the cause you have adopted. The video speaks of your story and your objectives. These videos do not necessarily include a call to action, but are rather more introductory, setting the premise for future videos.
-Interactive videos: These videos are more interactive and go a little deeper into the projects you are on. They tell more about the work you had done in the past. These videos strike a chord with the audience, compelling them to take action and showing them ways in which they could participate and make a difference.
–Informative videos: These are similar to awareness videos in the sense that they’re informative, however, they are more detailed and focused on particular topics within your line of work. The viewer comes out of the experience more learned on an issue.
Video types and content
There are many types of videos to choose from, all having the same purpose of influencing the viewer to engage and take action. Videos themselves can be presented as 2D animation, live-action footage, or a mix of both. Here are some of the approaches that stand out:
– Explainer videos: Think of this type of video as a motion graphic resume. It showcases who you are and the impact you want to make on the world.
– Meet the team videos: This is a more personal approach to videos. Presenting your team makes you more real, less virtual. This type can entice people to join your cause, and encouraged them to be like others already on board.
–Post-event video: This is a very powerful video that goes deep into your fieldwork and documents the effort you have been putting in. It gives a lot of credibility and shows donors where their money will be spent.
–Testimonial videos: This type comprises short clips of people sharing how your work has impacted them. Capturing their expressions and their voices sends the message across in a very powerful and memorable way.
Keep in mind
For corporate videos to be impactful, there are several elements to take into consideration:
Inspiring: The main aim behind any video is to inspire the viewer to act. By shedding light on the importance of your work, you will inspire them to be part of your cause.
Emotional: The video should arouse emotion and sympathy in the viewers, compelling them to reflect on being part of your movement.
Informative: The viewer needs to leave with insight on something that matters. A good video should present facts and an accurate portrayal of the situation. People want to make informed decisions, based on evidence.
Relatable: Stirred emotions can be fleeting if the content itself is not relatable. The presented situation that needs resolving must resonate with people and convince them that it affects them one way or another.
Once you decide on the main objective of your video, it becomes clearer what needs to be done in terms of style. It’s always a good idea to work with professionals for video creation.
We, business motion, are a specialized video production company. We have an extensive portfolio in developing communication strategies and producing corporate videos in both filming and motion graphics. You can contact us anytime for assistance and support in all marketing-related matters.