The Ultimate Guide: How to Create Amazing Non-Profit Explainer Videos
In today's fast-paced world, nonprofits have a fraction of a second to grab and hold their audience's attention. With the rise of the attention economy, nonprofit videos have become an indispensable tool in modern marketing strategies.
In this ultimate guide, we will explore the key elements of creating powerful nonprofit explainer videos and beyond. By the end, you will have a solid understanding of how to create videos that capture attention, spark conversations, and unlock the true potential of visual storytelling.
Why do Non-profit Explainer Videos Matter? 🎯
In a digital landscape filled with endless scrolling and constant content bombardment, time is of the essence for nonprofits.
The challenge lies in conveying your message effectively within limited time constraints. This is where high-quality nonprofit videos come into play.
They save time by concisely presenting your organisation's mission and impact, allowing viewers to connect with your cause and feel personally invested in your goals.
Visuals are processed 60,000 times faster in the brain than text.
… but make sure your video isn’t too long and boring!
The power of video lies in its ability to communicate complex ideas in an easily digestible format. By crafting a well-designed video, you can effectively convey the importance of your cause to the viewer. Whether it's addressing a pressing concern, explaining the relevance to the viewer's life, or providing clear instructions on how they can contribute, every second counts in capturing their attention and driving action.
Moreover, visual content has the advantage of being processed 60,000 times faster than text, making explainer videos an ideal medium for delivering your message to a broader audience. This is particularly important in reaching younger generations who have a preference for visually engaging content.
Types of Nonprofit Videos:
A. Informational Videos for Nonprofits 🧩
Sometimes, the first step in capturing your audience's attention is to provide them with the "ABCs" of your mission or project.
This is where informational videos, or explainer videos, come into play.
These explainer videos summarise complex information concisely and engagingly, making it easier for viewers to understand and connect with your cause.
Take, for example, our work with think tanks and research groups. We have created explainer videos that condense hundreds of pages of research into a short, easy-to-understand format. By distilling complex concepts into visually compelling narratives, we help these organisations communicate their ideas effectively.
B. Promotional Nonprofit Videos 📣
Promotional videos serve as a powerful tool to showcase your organisation's campaigns, programs, or events.
They are particularly effective for time-sensitive promotions, new campaign launches, or highlighting your nonprofit's role in society.
These videos can capitalise on cultural trends to emphasise your nonprofit's relevance and impact.
Let's consider the example of iDiaspora, an online platform for diaspora leaders worldwide. We created a video campaign that played a crucial role in helping them achieve their goal of 1,500 sign-ups. We generated significant interest and support by showcasing their platform's value and its potential for connecting and empowering diaspora communities.
C. Branding and Organisational Videos 🌐
Mission statement videos are a powerful tool for summarising your organisation's mission and values.
These videos help staff and supporters understand your nonprofit's core focus and create a deeper connection with your cause.
By showcasing your impact and reinforcing your values, these videos contribute to building a strong brand identity.
For instance, our work with IOM/UN Migration's 70th anniversary (above left) involved creating a short video that summarised their mission and impact. Through a combination of character animation, parallax photos, and live-action videos, we effectively communicated their core message and celebrated their milestone achievement.
How to Plan Your Nonprofit Video 🤔
To create an impactful nonprofit video, careful planning is essential. Begin by defining your goals and identifying your target audience. Determine what you want to accomplish with the video and how it aligns with your organisation's mission and objectives. This clarity of purpose will guide the entire video creation process.
Choosing the right video format and style is crucial for conveying your message effectively. Consider the platforms on which you plan to promote your video and adapt the format accordingly. Options range from the traditional 16:9 video format commonly used in cinema to the 1:1 video format optimised for mobile viewing on platforms like Instagram. Additionally, consider whether a voiceover narration or kinetic typography (moving text) would be more suitable for your video.
When it comes to production, experience plays a significant role in ensuring a high-quality video. Professional production companies bring expertise and craftsmanship to the table, resulting in animations and visuals that flow seamlessly and deliver your message effectively. If you require assistance with scriptwriting or storyboarding, consider hiring professionals who understand your nonprofit's field and can help you craft a compelling narrative.
Making Your Nonprofit Explainer Video Work ✅
Creating an impactful nonprofit video involves incorporating several key elements that resonate with your audience:
Clear message: Your video's script should be concise, easy to understand, and effectively convey your organisation's purpose. A well-crafted script lays the foundation for the entire video and ensures that your message is communicated clearly and succinctly.
Emotional impact: Touching the hearts of your viewers is essential for creating a lasting impression. Consider evoking emotions such as empathy, compassion, or inspiration. Whether through relatable characters, compelling storytelling, or the effective use of music, connect with your audience on an emotional level.
Engaging visuals: Visuals are a vital component of any nonprofit video. Use high-quality animations, graphics, or real-life footage to illustrate your story and captivate your audience. Careful attention to visual details, such as composition, colour palette, and movement, can significantly enhance the overall impact of your video.
Strong call-to-action: A compelling call-to-action is essential for guiding your audience to take action. Clearly and concisely motivate viewers to contribute, donate, volunteer, or share the video. A strong call to action reinforces the purpose of your video and empowers viewers to become actively involved in your cause.
Shareability and accessibility: Make it easy for viewers to share your video across various platforms. Enable the "embed" option so that viewers can easily share your video on their own websites or social media profiles. Additionally, consider adding subtitles or captions to ensure accessibility for viewers with hearing impairments or those who prefer to watch videos without sound.
DIY Nonprofit Explainer Video Production Tips 💰
If you have a limited budget and prefer a do-it-yourself approach, creating a powerful video campaign is still within reach. Consider the following tips:
Utilise free or low-cost resources: Some online tools and platforms offer free or affordable video editing software, copyright-free music, and stock footage. Explore options like Canva, Biteable, Moovly, Wondershare Filmora, or Lightworks to bring your vision to life.
Leverage your team's expertise: Your organisation may have volunteers or team members familiar with video production or social media campaigns. Tap into their skills and collaborate to create compelling videos that align with your nonprofit's goals.
Please read our Making a Nonprofit Video on a Budget blog for more info.
Visualising Your Nonprofit Message 🎨
Visualising your nonprofit message involves leveraging technology to bring your ideas to life and enhance collaboration. Consider the following steps:
Mood boards:
Create mood boards that visually represent the style, composition, and colour palette you envision for your video.
Use tools like Milanote to gather and present visual ideas and inspirations.
Storyboarding:
Develop a storyboard that outlines the sequence of scenes and transitions in your video.
Storyboards help visualise the flow of the video and ensure that essential elements are covered.
Music 🎶 & Voiceover 🗣️
Crafting a compelling voiceover and selecting the right background music can significantly enhance the impact of your nonprofit video. Follow these steps:
Music:
Select background music that complements your video's mood and enhances the overall atmosphere.
Ensure that the music aligns with your nonprofit's values and evokes the desired emotional response from viewers.
Voiceover:
Choose a voiceover artist whose voice resonates with your target audience and aligns with the tone of your video.
Consider working with professional voiceover artists who can bring depth and emotion to your narration.
Nonprofit Explainer Video Production Process 👣
The production process typically involves three main stages: pre-production, production, and post-production.
Pre-production:
Collaborate with your team or production company to develop a concept, script, and storyboard for your video. This stage lays the foundation for the entire production process.
Production:
Bring your script and storyboard to life by creating visuals, animations, and other elements. This stage involves filming, animating, or designing the components that will make up your video.
Post-production:
Polish and finalise your video in post-production. This includes adding sound effects, background music, voiceovers, and fine-tuning the visuals.
Collaborative tools like Loom, Google Docs, and Dropbox can help streamline communication and feedback throughout the process.
Promoting Your Nonprofit Video 📣
Creating a high-quality video is essential, but it's equally important to ensure that your video reaches the right audience. Consider the following strategies for promoting your nonprofit video:
Social media platforms: Leverage social media platforms such as Facebook, Twitter, Instagram, and LinkedIn to share your video with your followers. Encourage your supporters to share the video with their networks to increase its reach.
Collaboration with influencers or partners: Identify influencers or organisations that align with your nonprofit's mission and values. Collaborate with them to amplify your video's reach and tap into their audience.
Paid video ads: Consider running paid video ads on platforms like Instagram, YouTube, or Facebook to target specific demographics and reach a broader audience. This can be particularly effective in generating awareness and driving engagement.
Optimise for search engines (SEO): Incorporate relevant keywords in your video's title, description, and tags to improve its visibility in search engine results. This can increase the chances of your video being discovered and shared.
Measuring the Success of Your Nonprofit Video 📈
Measuring the success of your nonprofit video is essential for understanding its impact and improving future strategies. Consider the following metrics:
Views, shares, and engagement: Track the number of views, shares, and engagement on social media platforms to gauge the reach and impact of your video.
Donations, sign-ups, or other goal-related metrics: Monitor the conversion rates of desired actions, such as donations, sign-ups, or other metrics specific to your nonprofit's objectives. This will help you determine the effectiveness of your video in driving desired actions.
Feedback from the audience and stakeholders: Gather feedback from your viewers, supporters, and stakeholders to gain insights into how your video is received and identify areas for improvement.
Adjusting future video strategies: Use the insights gained from data and feedback to refine your video strategies for future projects. Continuously iterate and improve to create videos that resonate with your audience and drive meaningful impact.
How to Create Nonprofit Videos: Summary💫
Creating an impactful nonprofit video requires a clear message, emotional impact, engaging visuals, a strong call to action, and shareability. Careful planning, consideration of your target audience, and a focus on high-quality production are essential. Whether you work with a professional production company or take a DIY approach, the key is to effectively convey your organisation's mission and impact in a visually compelling manner.
Promote your video through social media platforms, influencer collaborations, and paid ads. Measure its success by tracking views, engagement, and goal-related metrics while also gathering feedback from your audience and stakeholders. By leveraging the power of nonprofit videos, you can captivate, inspire, and make a real impact in your community and beyond.
