Four Tips for Nonprofit Video Storytelling
Cause Vox
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September 17, 2012

The Starter Guide to Nonprofit Video Storytelling (

Storytelling engages your audience and fosters a connection that is more likely to lead to them contributing to your cause. Using video to tell your story, especially for online fundraising, is increasingly popular and easy to do.

There are some important points to keep in mind, however. According to a Nonprofit Times article featuring Michael Hoffman of C3 Communications, you should consider the following suggestions before you pick up your video camera:

Define the goals of your video. Think about whether you will use the video to raise funds or to inform people of your mission. There’s no reason that you can’t do both, but just be sure to outline your objectives before you begin filming, or else your content will be disorganized. Furthermore, wonders Hoffman, “Do you want your video to be a viral sensation to build brand recognition or target supporters to take action?” Again, if there’s a way to achieve both outcomes, then you should go for it.

Decide how you’ll measure your success. The ultimate goal might be to raise a certain amount of money but in the short term, you want exposure. You need people to see the video, share it, and take some sort of follow-up action. Creating something inspirational that connects with your viewers is more likely to generate a positive response.

Identify your target audience. They might be of a certain age group or reside in a specific geographic area. Are you looking for donations of time as well as money? You can use a different tone for different audiences. Some people can give directly, for instance, while others can spread the word for you, inspiring their social networks to participate. These variables will influence the way you deliver your message.

Create a final product that’s interactive. Encourage sharing by customizing the content to your audience. Incorporate personal touches or funny segments that will ensure that your video will be widely shared among the greatest number of people.

To learn more, download our free e-book on nonprofit video storytelling.

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