When it comes to video production for nonprofit organizations, effective communication plays a crucial role. Why is that so, you may wonder? Nonprofit organizations have to share their mission and vision, and without it, they look less credible.
Therefore, video production for nonprofits must rely on one of the timeless, engaging communication techniques – storytelling. With the right narrative and story, it is easier to convey the values of an organization and receive support.
In this article, we’ll learn how to use storytelling to amplify the impact of nonprofit organizations. Keep reading.
The Role of Video Storytelling for Nonprofits
Since we live in an era of images and visual communications more than verbal ones, it is hard to eliminate some spheres that are traditionally considered less marketing-oriented. Even though we are used to seeing videos as a tool for commercial purposes, it actually goes way beyond that.
Nonprofits need to use video not only to convey an important social situation but also to evoke emotions and essentially make people empathetic. Storytelling, with its structure and power to captivate, seems to be a perfect tool to share important messages.
Besides, videos allow nonprofits to put a face to the issues they are addressing. They also make abstract concepts easy to understand and more relatable, which is what any video marketing campaign seeks.
How To Use Storytelling in a Video?
Choose a Story
Start by carefully creating a story that is going to be in the video. It is supposed to show your main mission and values while leading your audience to a conclusion or a particular action. The type of story you select will lead you to the next point.
Pick a Video Format
Remember that the medium is the message. Meaning, the type of video you’ll choose will affect how your story will be perceived. For example, for nonprofit organizations, there are many suitable options: fundraising videos, explainers, testimonials, or mixed. What are your goals? Pick the type of video that corresponds best to your objectives.
Use Visuals Strategically
As we said before, images are the currency of the modern world. The type of image you’ll choose will affect everything else. Make sure to choose the most suitable format, whether it is animation, live video, or a mix.
Address the Specific Audience
In commercial marketing, it is typical to speak to a very defined audience. However, when it comes to nonprofits, the question is whether you should address one audience or make it more inclusive.
Still, try to talk to a specific audience, and don’t make your message too broad.
Focus on the Goal
Just as any video, this one should serve a specific purpose. What do you want to achieve? Maybe you want to raise awareness about something, or perhaps encourage people to make donations. Pick one goal carefully and follow it.
Remember that the goal of storytelling is not just to tell a story but to inspire action with it.
Add Conflict and Resolution
Every compelling story needs a conflict – a challenge or issue that needs to be addressed. Showing how the nonprofit is working to resolve this conflict provides a narrative arc that keeps viewers interesting and emotionally invested.
Conclusion
Video storytelling is a powerful tool that can bring important issues to life. No matter how hard the question or situation you want to convey, there is a big chance you can do it in the most effective way through video production.
Storytelling is a timeless tool for reaching out to all kinds of audiences, and let’s be honest: if it’s done right, it will not fail.
To read more content like this, explore The Brand Hopper
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