Harnessing Video Advertising for Lasting Nonprofit Impact

Nonprofits face a unique challenge: how to convey complex, often global issues in a way that resonates with potential supporters. Video advertising offers a powerful solution, allowing organizations to share their mission in a format that's accessible and emotionally engaging.

Video’s effectiveness in nonprofit marketing is clear. 72% of donors say they are “very likely” to donate to a charity after watching a video about their work. This statistic alone highlights the potential of video to drive tangible results for causes that matter. While this stat may seem surprising to nonprofit organizations, keep in mind, 52% of marketing professionals worldwide named video as the type of content with the best return on investment.

The impact of video on donor audiences cannot be overstated, as it creates powerful emotional connections that drive engagement and support. In analyzing data from crowdfunding campaigns — those that feature personal videos raise 150% more on average than those without, highlighting the potential for nonprofits to significantly boost fundraising efforts by incorporating video into their marketing strategy.

But video's impact goes beyond just fundraising. It's a versatile tool that can help build long-term relationships with supporters, educate the public about critical issues and showcase the real-world impact of nonprofit work.

Take the example of charity: water, a nonprofit dedicated to providing clean water to communities in need. Its video campaigns don't just ask for donations — the nonprofit transports viewers to the villages they serve, showing the transformative effect of clean water on individuals and communities. This approach has helped the organization raise more than $600 million and bring clean water to more than 14 million people since 2006.

The power of video advertising lies in its ability to go beyond merely capturing attention. It can effectively shape public perception, influence donor behavior and strengthen the emotional connection with the cause.

Using Digital Video to Maximize Impact

To maximize the impact of video campaigns, focus on telling authentic stories that illustrate the tangible outcomes of your work and use data-driven insights to refine your messaging. Start by analyzing your audience’s behaviors and interests and tailoring your content to resonate more deeply — what do they care about and how does your mission align? Use interactive video features, like info or photo galleries, within your ad to complement your video and more effectively communicate your mission, inspire action and build long-term support. 

Additionally, user-generated content can further amplify your message by encouraging supporters to share their own stories, creating a sense of community and providing authentic testimonials that resonate with new donors.

When creating video content, focus on a few key elements:

1. Clear messaging. What do you want viewers to remember most?
2. Emotional connection. How can you help viewers feel connected to your cause?
3. Actionable next steps. What do you want viewers to do after watching?

Remember, the goal isn't just to get views — it's to inspire action and ensure your organization's message is known. Make sure your creative speaks to your end goal, whether that be collecting donations, encouraging volunteering, gathering petition signatures or simply sharing your message. Every interaction is a step toward building a community of engaged supporters.

Delivering Your Message Across Channels and Formats

It’s important to be strategic in how, when and where you reach audiences with your content. With people reporting their smartphones as their most used device for watching videos, ensuring your videos are omnichannel-friendly is essential. Different platforms have different requirements and audience expectations. Don't be afraid to experiment with different formats to see what resonates best with your audience.

Video content offers versatility, serving multiple functions across different platforms. A single video can be repurposed for email campaigns, your website, events and social media, helping maximize resources and expanding reach.

Fostering an ongoing conversation

Beyond inspiring action, video advertising also provides an opportunity to continue the conversation with donors and foster retention at a time when donor retention continues to decline. Video can play a crucial role in keeping donors engaged and informed about the impact of their contributions. 

Video advertising enables nonprofits to reach and re-engage qualified audiences — whether they are lapsed donors or new prospects — based on their previous giving behavior. Personalized video updates that show donors the specific projects their contributions have supported foster transparency, build trust and encourage ongoing support. As you develop your video strategy, keep in mind that consistency is key. Regular video updates, even if they're short and simple, can help keep your cause top-of-mind for supporters. 

At the heart of every successful nonprofit video is a story that matters — a story of change, hope and the power of collective action. Your job is simply to tell that story in the most compelling way possible, and video advertising is one of the most effective ways to do that.

The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.