What’s the first thing that comes to your mind when you think “nonprofit mission video”? If you grew up in the 90’s Sarah McLachlan is probably playing and pictures of sick animals are flashing by. A compelling video has the power to inspire action, engage donors, and communicate the heart of your cause, however your message no longer needs to sit solely in sadness to make a large impact at your annual fundraiser. This can be a chance to tug at heartstrings, but more importantly, showcase the amazing stories from your organization, wow your audience, and create a positive call to action that will result in numerous generous donations (well, at least that’s the goal!).
Here are five essential tips to ensure your video is as powerful as it is unforgettable:
1. Start with the Why
Before your camera crew arrives to start filming, it is always best to start with the storyboarding process. Define the core message of your video, identify the key interviewees that can bring a human side to your message, and plan out the visual sequence in a way that will best support your narrative. Skipping this vital step could leave you with a confusing, meandering mess, or deep in the editing weeds trying to make your content make sense.
For example, if your organization is a summer camp that financially supports underprivileged children through donations, focus on a few key recipients, capture their joy, what they’ve learned at camp, and what it means for their future. Interview not just the children, but also their counselors and their parents to capture the full spectrum of emotions and impact on the entire community. Use the mission video to shepherd your donors through a journey of joy that campers experience to truly showcase how their dollars will directly impact the community.
2. Prioritize Authenticity
Authenticity is the key ingredient when it comes to nonprofit storytelling, and there’s no way to fake it. Use real people, real stories, and real moments to create a genuine connection with viewers. Avoid scripted dialogue (unless you want your subjects to sound like robots) and instead, film organic conversations to capture natural and heartfelt responses from those sharing their experiences. Raw emotional responses, from laughter to conviction to tears, will make your story real and personal for your subjects and your audience. One of our favorite ways to end videos is with the sound of laughter and joy, and here is a perfect example from one of our long-time clients Friendship Home:
3. Use High-Quality Audio and Lighting
Ever been on a Facetime call with a toddler? It can make even the sweetest moments feel like a rollercoaster that never ends. No matter how powerful a message is, its impact can be lost if viewers are struggling to hear or see your content clearly. We recommend investing in a professional camera crew that will be able to capture crisp audio, multiple camera angles, and incorporate natural or soft lighting to ensure your subjects look their best. A great crew will also help you design your shots to amplify your messaging instead of distracting from it, whether it’s finding the right background, creating a sense of depth of field, or proactively preparing for painless shot matching and editing once the cameras stop rolling.
4. Keep It Concise and Impactful
Attention spans are notoriously short at fundraiser events, especially when there’s wine and hors d’oeuvres involved. We find it best to keep your video between 2-5 minutes to maximize impact before the phones come out. Determine the most compelling aspects of your story early on, focus on highlighting those key points over trying to fit everything and everyone in, and use strong visuals to enhance the words of your interview subjects instead of separating them. A well-paced video with intentional editing keeps viewers engaged as you take them through an emotional journey: from the problem, to the solution (THAT’S YOU!) to the positive outcomes. Here is a video that we created for The Second Step, an amazing organization that does some incredibly hard work filled with even harder stories, while ending the video with a hope:
5. End with a Clear Call to Action
What do you want your donors to do after watching? Whether it’s donating, volunteering, or sharing your message with others, make sure your call to action is clear and easy to follow. The person speaking directly following the video should refer back to the key messages of the video and directly launch into the ask, whether it’s a paddle raise or guests filling out a donation form online. Take hold of this momentum to direct your guests to an immediate action.
By following these five tips, your nonprofit mission video will be on the right path to effectively capture hearts, drive engagement, and inspire meaningful action for your important cause. Need help crafting a show-stopping video for your annual gala? Revent Consulting is here to guide you through the process. Let’s make your mission unforgettable!
