What's a Nonprofit and Why Do They Need Video Content?
Where others see obstacles, nonprofit organisations see opportunities for change, growth, and collective action. However, the common view that all nonprofits are the same and just focus on doing well simplifies the real variety in the sector too much.
A nonprofit organisation is a legal entity organised and operated for a collective, public, or social benefit, in contrast to a for-profit business that operates primarily to generate profits for its owners.
Nonprofits serve the public interest and are exempt from paying income tax on the money they receive, as their activities are aimed at serving a public good rather than pursuing commercial or personal profit.
At their core, nonprofits are dedicated to furthering a social cause, from rescuing abandoned circus animals to pioneering space debris cleanup initiatives.
In this blog, we will be exploring the variety of nonprofits across the globe, debunking nonprofit stereotypes, and discussing how video content, particularly animated explainers, effectively communicate their complex messages.
Nonprofits Across the Globe: UK, Europe, and the USA
The definition of a nonprofit organisation varies across the globe:
In the United States, nonprofits benefit from the "501(c)(3)" status, exempting them from federal income taxes. This classification covers a wide range of organisations, including religious, charitable, and educational entities and private foundations.
Across the Atlantic, the regulatory landscape for nonprofits in the UK and Europe is characterised by a diverse definition and tax exemptions. In the UK, charities are formally acknowledged as entities committed to serving the public good.
These organisations operate under the umbrella of specific legislation, including the Charities Act, which outlines the criteria for charitable status and the activities considered to be for the public benefit.
The Charity Commission for England and Wales plays a critical role in this framework, acting as the regulator and registrar for charities. It ensures compliance with the law, monitors charity operations, and maintains a public register of charities, thereby promoting transparency and trust in the sector.
Scotland and Northern Ireland have their bodies: the Office of the Scottish Charity Regulator (OSCR) and the Charity Commission for Northern Ireland (CCNI), respectively.
A testament to the sector's diversity in the UK is reflected in the data from the Charity Commission's website, which classifies nonprofit activities into detailed categories.
Education/Training: 19.96%
General Charitable Purposes: 13.61%
Religious Activities: 8.37%
The Prevention Or Relief Of Poverty: 7.99%
Arts/Culture/Heritage/Science: 7.06%
The Advancement Of Health Or Saving Of Lives: 6.67%
Disability: 6.20%
Amateur Sport: 6.20%
Economic/Community Development/Employment: 5.00%
Environment/Conservation/Heritage: 4.45%
Recreation: 4.02%
Other Charitable Purposes: 3.37%
Overseas Aid/Famine Relief: 2.32%
Accommodation/Housing: 1.89%
Human Rights/Religious Or Racial Harmony/Equality Or Diversity: 1.59%
Animals: 1.06%
Armed Forces/Emergency Service Efficiency: 0.24%
In contrast, European nations each tailor their nonprofit framework to fit cultural and legal contexts. For instance, Germany's nonprofits benefit from the "gemeinnützigkeit", which means "public benefit" or "charitableness" status, providing tax relief and encouraging public donations.
France, with its "associations loi de 1901", is a legal framework established by the Law of 1 July 1901, which governs nonprofit organisations.
From the Museum of Bad Art in Massachusetts, celebrating art's less conventional side, to the UK's Cloud Appreciation Society, uniting cloud enthusiasts, and European Footwear Museums tracing shoe history, nonprofits cover a unique range of passions.
Breaking Down the Nonprofit Videos' Stereotypes
It's important to push back on this idea and recognise that these organisations have a wide array of goals and opinions.
Nonprofits Are Not Goody-Goody Tree-Hugging Groups
One common stereotype is that all nonprofits are simply "do-gooders." Yet, in reality, these organisations cover a wide range of beliefs and purposes.
For instance, consider organisations like the Policy Exchange and IPPR (Institute for Public Policy Research) to illustrate the sector's ideological breadth.
The Policy Exchange, associated with centre-right ideas and the Conservative Party, often focuses on policies that enhance market efficiency and personal responsibility, advocating for limited government roles and lower taxation.
In contrast, the IPPR, linked with left-wing ideals and the Labour Party, supports comprehensive social welfare programs and progressive taxation to redistribute wealth and enhance public services. Both operate as nonprofits but champion vastly different, and at times opposing, policy visions, showcasing the diversity within the nonprofit sector.
Similarly, the healthcare sector presents another layer of complexity within the nonprofit world. High-revenue healthcare nonprofits, such as the Mayo Clinic, illustrate that generating substantial income is not antithetical to a nonprofit's status.
These institutions often reinvest profits back into research, facilities, and patient care, aligning their revenue-generating activities with their mission to provide top-tier medical services and advance healthcare innovation.
Uniting Diverse Voices: The Role of Profound Messages
What binds these diverse organisations is their commitment to conveying profound messages. Whether or not one agrees with their standpoint, the underlying goal is to foster change or awareness.
This shared purpose underscores the necessity of effectively communicating their narratives, transcending simplistic "holding hands" imagery to tackle the real issues at hand.
In our work at Leon! Animations, the uplifting image of diverse people holding hands around the world, serves as the narrative's "cherry on top”, but it must be earned. This depiction of global unity only appears after we've laid out the nonprofit's substantial groundwork.
The Distinction in Communication
Unlike commercial ads, which might oversell products with promises that a generic shampoo will "totally change your life," nonprofit videos are rooted in the tangible impact of their cause.
The challenge they face isn't in the depth or significance of their message, but in effectively communicating it to their audience.
This is where the true strength of nonprofit animated explainer videos shines, providing a medium to simplify and share complex ideas.
Unlike live-action videos, which are constrained by the footage captured, animation boasts unparalleled editing flexibility.
This allows for fine-tuning, ensuring every element aligns perfectly with the nonprofit's vision, and effectively bridges the understanding gap with the audience.
Through the use of video content, particularly animated explainers, nonprofits effectively communicate their unique missions and the breadth of societal issues they tackle.
This direct approach to sharing their stories not only enlightens audiences about the specific nature of their work but also, as a beneficial side effect, helps to dismantle common stereotypes associated with the nonprofit sector.
The Power of Video Content for Nonprofits
Unlike written messages, videos grab viewers' attention fast and explain complex ideas clearly, which helps get more people involved and supportive.
Especially for nonprofit animated explainer videos that stand out for their simplicity, information density, and entertainment value, making them exceptionally engaging.
Their appeal is further amplified by the boundless creative possibilities animation offers, flexibility not as readily available in live-action video.
This makes it significantly easier to refine and edit content, ensuring the messaging is precisely tailored and effectively delivered.
For example, the nonprofit animation titled "Santa Forgot 2023" by Alzheimer's Research UK combines a tale of a girl helping Santa, who has Alzheimer's, with a call to action for dementia research, set against a backdrop of soft, pastel visuals.
But they're not just only about being fun or easy to watch; they make it easier for nonprofits to explain who they are and what they do in a way that sticks with people.
A good example is the “Migration Multi-Partner Trust Fund” animated video (produced by yours truly😉) from the UN Network on Migration, illustrating united efforts to support safe migration by addressing key challenges through global collaboration and expertise.
Whether it’s helping people understand a complex issue or showing how a charity makes a difference, animated videos bring these messages to life in a memorable way.
If you want to learn more about how animated videos can uniquely engage supporters, simplify complex topics, and amplify your nonprofit's message, check out our previous blog “Why Animated Explainer Videos Suit Nonprofits".
Redefining Nonprofit And The Power Of Video Content
In wrapping up our exploration, it's clear that nonprofit organisations are not just monolithic entities focused solely on doing good. They span a broad spectrum from mainstream charities and NGOs to more specialised groups like the Museum of Bad Art and the Cloud Appreciation Society, each with its unique mission and impact.
The diversity within the sector shows that nonprofits are complex entities with varied goals, contradicting the stereotype of being solely goody-two-shoes or tree-hugging groups.
Furthermore, In an era where storytelling can significantly influence public perception and support, investing in video content becomes not just beneficial but essential for nonprofits aiming to connect, educate, and inspire a global audience toward positive change.
Share your thoughts or examples of impactful nonprofit videos that have inspired you by emailing us.
