The Best Nonprofit Videos and How to Copy Their Strategies
Nonprofit organizations rely on storytelling to inspire action, and video has become one of the most effective tools for doing so. From emotional fundraising campaigns to volunteer recruitment efforts, the best nonprofit videos are those that connect with audiences on a deep level, leaving them moved, informed, and motivated to get involved.
This guide explores the top video formats nonprofits can use, actionable strategies for creating impactful content, and real-world examples of successful nonprofit campaigns. Whether your goal is to drive donations, raise awareness, or recruit volunteers, video marketing is the key to amplifying your mission.
Why Nonprofits Need Video Marketing
In today’s digital-first world, video content has become the gold standard for engagement. Nonprofits that invest in video marketing can communicate their mission more effectively and reach wider audiences across platforms.
The Benefits of Video for Nonprofits
Emotional Impact: Video combines visuals, sound, and storytelling to create powerful emotional connections.
Shareability: Videos are more likely to be shared on social media, expanding reach organically.
Action-Driven: According to studies, 57% of viewers are more likely to donate after watching a compelling video from a nonprofit.
Engagement: Posts with video receive 48% more engagement on platforms like Facebook and Instagram.
For nonprofits with limited budgets, the return on investment for video marketing can be immense, making it a critical part of any outreach strategy.
Top Formats for Nonprofit Videos
1. Fundraising Campaign Videos
Fundraising videos are designed to inspire immediate action, whether that’s donating, joining an event, or becoming a recurring supporter.
Why They Work
Highlight the urgency of your cause.
Tell emotional stories that show the real-world impact of donations.
Example
Charity: Water’s "The Spring" campaign video highlights the global water crisis and uses real stories to inspire recurring donations. The combination of stunning visuals and personal narratives makes the call to action irresistible.
Pro Tips
Feature individuals who have directly benefited from your programs.
End with a strong, clear call to action, such as "Donate Today to Change Lives."
2. Awareness Campaigns
These videos focus on educating audiences about a cause, often sparking conversations and encouraging advocacy.
Why They Work
Inform audiences about pressing social issues.
Position your nonprofit as a trusted source of information.
Example
The United Nations’ "Act Now" campaign uses animated videos to educate viewers about climate change and sustainable living practices, breaking down complex issues into actionable steps.
Pro Tips
Use animation or infographics to simplify complex topics.
Create shorter versions for social media and longer versions for your website.
3. Volunteer Recruitment Videos
Recruitment videos showcase the impact of volunteering and invite viewers to become part of your mission.
Why They Work
Highlight the sense of fulfillment and community volunteers experience.
Provide a clear pathway for viewers to get involved.
Example
Habitat for Humanity frequently uses volunteer-focused videos that show people building homes and making meaningful connections. These videos focus on the personal rewards of volunteering.
Pro Tips
Include testimonials from current volunteers to make the experience relatable.
Use video to explain how easy it is to sign up and what volunteers can expect.
4. Day-in-the-Life Videos
Day-in-the-life videos provide a behind-the-scenes look at your organization, focusing on staff, volunteers, or beneficiaries.
Why They Work
Humanize your nonprofit by showcasing real people.
Build trust by offering transparency into your operations.
Example
Doctors Without Borders uses day-in-the-life videos to showcase medical professionals in the field, giving viewers an intimate look at their impactful work in crisis zones.
Pro Tips
Choose a subject with an engaging story to tell.
Keep the video authentic and unscripted for maximum relatability.
5. Event Highlight Videos
Highlight videos capture the energy and impact of nonprofit events, encouraging participation in future initiatives.
Why They Work
Build excitement for upcoming events.
Show donors and volunteers the tangible outcomes of their support.
Example
Susan G. Komen’s Race for the Cure event videos feature participants celebrating their achievements, emphasizing community and progress toward a cure for breast cancer.
Pro Tips
Focus on moments that showcase emotion and community spirit.
Add captions to highlight event statistics or achievements.
6. User-Generated Content
Encourage supporters to create their own videos sharing why they support your cause. This content is often more authentic and relatable than professionally produced campaigns.
Why They Work
Authenticity builds trust and inspires others to participate.
Increases engagement as supporters share their contributions.
Example
The ALS Ice Bucket Challenge invited people to film themselves completing the challenge, raising over $115 million for ALS research.
Pro Tips
Provide clear guidelines and hashtags to ensure consistency.
Highlight standout user-generated videos on your social channels.
Strategies for Creating Effective Nonprofit Videos
1. Center Your Videos on Storytelling
Stories evoke emotions and drive action. Focus on the personal stories of people impacted by your nonprofit’s work.
Example: Save the Children’s video campaigns follow individual children in need, using their stories to inspire donations and advocacy.
2. Optimize for Social Media Platforms
Tailor your videos for each platform to maximize engagement:
Instagram Reels and TikTok: Short, attention-grabbing clips under 60 seconds.
YouTube: Longer, in-depth videos with storytelling and education.
Facebook: Event highlights and testimonials with subtitles for autoplay.
3. Add a Strong Call to Action (CTA)
Ensure every video ends with a clear, compelling CTA that aligns with your goals, such as:
"Donate now to help more families."
"Sign up to volunteer today."
"Share this video to raise awareness."
4. Collaborate with Influencers
Partner with influencers who align with your mission to amplify your reach and credibility.
Example: World Wildlife Fund works with eco-conscious influencers to promote conservation campaigns through video content.
Case Studies: Successful Nonprofit Video Campaigns
1. Charity: Water’s "The Journey"
"The Journey," demonstrates the effectiveness of focusing on a single mission or story rather than multiple competing narratives. The video follows the journey of clean water from its source to a community in need, capturing the complexity of the work involved and the life-changing impact it has on people’s lives. By showing this journey, Charity: Water helps viewers visualize how their contributions directly support essential projects.
2. The ALS Ice Bucket Challenge
This viral campaign encouraged participants to share videos of themselves completing the challenge, raising both awareness and millions of dollars for ALS research.
3. Volunteers of America: Thrift Showcase
Volunteers of America has a nationwide thrift store network that supports the organization’s operation. Through Cinebody, they were able to give viewers, donors, and volunteers a first-hand look at the program.
Emerging Trends in Nonprofit Video Marketing
1. Live Video for Real-Time Engagement
Host live Q&A sessions or virtual events to connect with supporters and build a sense of community.
2. Personalized Video Campaigns
Use tools to create personalized thank-you videos for donors or targeted appeals to specific audience segments.
3. Augmented Reality (AR) and 360-Degree Videos
Immerse viewers in your mission with AR experiences or virtual tours of your work in the field.
Final Thoughts
The best nonprofit videos are those that tell stories, evoke emotions, and inspire action. By leveraging formats like fundraising campaigns, day-in-the-life videos, and user-generated content, nonprofits can amplify their message and drive meaningful engagement.
With clear goals, authentic storytelling, and the right platforms, video marketing can help nonprofits achieve their missions and create lasting impact in the communities they serve.
