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It's hard to know where to start when you're trying to develop a video marketing strategy for your nonprofit. For me, it's useful to recognize the boundaries of different storytelling possibilities.
What are the different types of videos that are worth producing?
And what are the specific benefits and tradeoffs of choosing one type of video over another?
Here are my top 12 types of videos that nonprofits need.
1. Virtual Gala
You don’t need a crowd to draw attention. Virtual galas let your message spread even wider. Produce it from anywhere and replay it again and again.
2. Capital Campaign
What if you’re trying to raise a lot of money? Trying to build a construction project or acquire a large piece of land? A capital campaign video is the perfect fit.
3. Anthem
Anthems are the kinds of videos that bring us together. They can communicate why your organization exists and have the power to galvanize culture. You may not know all the words, but at least you recognize the melody.
4. Program Overview
An overview provides a sense of the big picture. You don’t need to know all the details. You just need a general understanding of how the different parts fit together. Who are the players and where do they sit?
5. Donor Impact
We’re all donors. At least, that’s what I hope we are on our drivers license. I don’t have a lot to give but I hope in the future, this little pink dot will actually give somebody something else—another chance.
6. Client Testimonial
In climbing, every hold on every wall represents a different path to the top. Different colors indicate different problems. And when you get really high, it’s the kind of thing you don’t want to do alone. It’s the same thing with nonprofits and clients. Client success it huge. And it goes a long way when you show the relationship between clients and the people who help them solve big problems.
7. Recruitment
Are you hiring? Well, so are a lot of other people. You’re competing with just about everyone else looking for talent.
8. Explainer
The world is complicated. Cars are complicated. Explainer videos really help with this problem, breaking things down into pieces you can digest, making the complicated simple.
9. Training Course
Are your onboarding new employees or volunteers? Do you have a limited number of teachers? A training course is a good way to solve that problem. It’s less about explaining and more about going through the motions. Learn by doing.
10. Thank You
Always give thanks. It can personalized or publicized, but make an effort. There are so many ways to say thanks, but just use your iphone and keep it simple. Just don’t forget.
11. Behind the Scenes
There are moments behind the scenes that we sometimes forget to capture. It’s not for everyone and sometimes it can be a little boring. But at least when we look back, we might discover something interesting. Something from the process that we’re willing to share.
12. Trailers and GIFS
Did you know that movie trailers, in early days of cinema, used to be played after the movie? Trailers are not the main event. They are what follows—follows the engine, if you will. Even the scrappy ones are useful. You have a lot of videos, so why not make trailers too.
Stay grounded,
—Reuben