Video Marketing

Your Complete Guide to Video Marketing for Nonprofits


video maker for non-profit

Just like businesses, video marketing has become the new norm for the nonprofit world as an avenue to promote their organization, boost donor engagement, and raise funds. But nonprofit marketing can be tricky. Nonprofits tend to have smaller budgets and teams than for-profit businesses, which can make competing for attention pretty difficult.

Listen, we know that video can feel overwhelming and we know your budget might not stretch far enough to hire a video maker – but it doesn’t have to! With Animoto, you'll be able to make videos a key part of your nonprofit marketing strategy without any professional video editing experience.

No need to come up with a video strategy from scratch—we've got you covered.

What is a nonprofit video?

Think of a nonprofit video as a pitch deck or explainer; a brief presentation that provides an overview of your organization. It helps potential investors (i.e., volunteers and donors) make an informed decision on whether or not to support you.

But not only does your nonprofit video act as a pitch deck, it doubles as a marketing tool to raise awareness for your cause. Within just a few moments, your video can take your audience on a journey inside your organization through real-life stories, intriguing visuals, and thought-provoking audio. It explains the why and tells your story in a way that is memorable, engaging, and powerful.

Why you need video in your nonprofit marketing plan

Telling stories is one of the most powerful ways to garner human connection. Whether you're trying to boost your profile for future donors or expand your organization to reach a wider audience, visual storytelling is essential to marketing for nonprofits. Here's why:

Raising awareness

One of the top 3 actions consumers take after watching a brand’s Instagram video is visiting the company's website. Adding videos to your nonprofit social marketing strategy will raise awareness about the work you're doing. Make sure to keep your messaging interesting and concise so that your audience wants more. You'll get much more website traffic that has the potential to lead to more donations.

Boosting donations

People donate with their hearts, which is why you want to use visual storytelling to pull on people's heartstrings. 57% of people who watch nonprofit fundraising videos go on to make a donation. Storytelling through video marketing is a great way to inspire people to donate.

Recruiting volunteers

More than 80% of nonprofits rely on volunteers. Volunteer recruitment videos are a great way to advertise open volunteer positions. Use existing volunteers' stories and testimonies to garner attention from potential volunteers.

Marketing for nonprofits made easy

Unsure of where to start? We’ve got some ideas for you. Videos for nonprofits work best when there is a clear goal in mind. Here are some videos and free video templates so you can get started.

About us

Let’s start at the start! An engaging about us video tells the story and the why behind your mission. It can help you build brand awareness while inspiring others to join your cause. Use this video on your social media accounts and website to quickly recap what you do and why it matters.

Volunteer recruitment

In need of some extra support? Use video to attract new volunteers to your cause! Just tell your story and show the impact that you have on your community, and others are sure to join in.

Charity events

In-person and online events can be a great source of support for nonprofit organizations! Whether you’re organizing a food drive, fundraising walk, or other fun event, make sure your volunteers know about it by sharing an invitation video!

This is a great way to make personal connections with valued donors and potential supporters alike. And when it’s all done, you can even create a recap video that gets your audience excited to join the next one.

Inspirational call-to-action

Encourage your audience to act with an inspirational quote and a call-to-action. Leading with inspiration is a great way to remind donors that their efforts are contributing to a meaningful cause.

Personalized thank you

Thank yous go a long way. You can have your CEO or other public-facing figure speak to the camera to build trust, rapport, and authenticity while offering sincere thanks for their support. For more donor thank you video tips, check out this blog!

Behind the scenes videos

Provide a peek behind the curtain at the everyday operations of your nonprofit organization to show all the work that goes into making a real change. You're proud of your nonprofit and the fantastic work that you do, so why not show it off?

Educate and engage

There are so many ways to illustrate the power of your organization and the importance of your cause! But what better way than by sharing the stories of those who are directly impacted? This template uses the power of storytelling to celebrate their successes and rally for more support.

You can also use video to engage your audience directly with your cause. All you need is an interesting true or false question! Use this as an opportunity to quickly hook your audience and share a fact that illustrates the need for your organization.

Raising donations

How is your nonprofit making a difference in the world? Tell your audience about your mission and vision and encourage them to join in. This concise but powerful ad is a great starting point for your fundraising video ad.

5 tips for creating a nonprofit video that inspires action

1. Have a clear call-to-action

What do you wish to receive from your audience? Whether it's more donations or followers, having a clear call-to-action will help motivate your audience to take tangible steps toward engaging with your content. Every nonprofit should have a call-to-action. Make sure yours is concise and easy to act upon, as that will likely result in sustained engagement.

2. Educate your audience

You know how amazing your nonprofit is, but your audience might not. Whether it's the first time they hear about you or you're a household name, take the opportunity to educate your viewers on the work you're doing and why it's so important. Using statistics in your marketing video is an effective way to educate your audience and position your nonprofit as the trusted expert in your field.

3. Share heartfelt stories

Not only will heartfelt stories humanize your non-profit, but they will be memorable for your viewer. Video marketing can help you tell real-life stories, which will bring you closer to your target audience. Storytelling is a great way to inspire future donors, especially when it's tied to experiences that people might relate to.

4. Show off your team

Do you have a team of superstars making your nonprofit thrive every day? Show them off! In doing so, you'll be able to thank your team for all the effort they are putting in, while keeping your audience up to date on the hard work you do behind the scenes.

Give all of your employees the recognition they deserve. Who knows, you might attract some new volunteers and potential hires this way too.

5. List your achievements

How are you making a difference in the world? Show off your accomplishments to date and let them speak for themselves. It's more likely that your audience will get involved with your nonprofit if they feel like they are making a difference in the world.

How to make a nonprofit video with Animoto

1. Upload your materials

Personalize your video by uploading your photos and video clips. If you’re still looking for more visuals to bring your video to life, browse our built-in stock library of millions of high quality photos, video clips, and graphics from Getty Images.

2. Customize your nonprofit video

Animoto has made video editing fun and easy. Get a head start by selecting from one of our time-saving video templates. Customize your video by choosing from a variety of video and text styles. Browse through Animoto’s Music Library to find the best track to inspire your future donors.

If you’re on a Professional or Professional Plus plan, you can upload a voice-over to build a stronger connection with your audience. You can also create and apply a Saved Brand to add another level of professionalism to your nonprofit marketing video. Read more about Saved Brands here.

Follow this tutorial to see all the ways you can personalize your video.

3. Spread the word

Now that you've spent the time creating your nonprofit video, it’s time to export and share it. With Animoto, you can share directly to social media platforms. Use your new nonprofit video to boost your fundraising efforts and raise awareness.

Make a nonprofit marketing video

Now that you've established video marketing as a critical part of your nonprofit marketing plan, all you have to do is get started.

Whether you're making an inspirational or informational video, make sure to approach all your nonprofit marketing videos with authenticity.

Animoto makes it fun and easy to make nonprofit videos. Whether you're an experienced video editor or trying it out for the first time, our nonprofit video templates are sure to help you out along the way.

Sign up and make your own nonprofit video today.