How-To: Using Video for Effective Nonprofit Website Engagement

In today’s digital landscape, incorporating video content into your nonprofit’s website can be a powerful way to engage and connect with your audience. Videos have the unique ability to convey emotion, tell stories, and showcase your organization’s impact. This is why it is essential to understand how to craft compelling videos and avoid common pitfalls.  Here are a few tips and tricks for leveraging video to achieve your nonprofit’s goals.

Craft Engaging Videos

All videos aren’t created equal. Your organization will want to create high-quality videos that captivate your audience’s attention and deliver your nonprofit’s message. But how?

• First, define your objectives: Start by identifying the purpose of your video. Is it to raise awareness, inspire action, or showcase the impact of your organization? Understanding your objective will guide the content, style, and tone of your video and set you up for success.

• Tell a compelling story: Narratives have the power to evoke emotions and forge connections. Craft a compelling story that highlights the people, challenges, and successes behind your mission. Offering personal anecdotes, testimonials, and case studies can be powerful storytelling tools.

• Keep it concise: Attention spans are growing shorter. Aim for brevity in your videos. Ideally, your videos will be three minutes (or less!). Condense your message and ensure each frame contributes to the overall impact. Words aren’t the only way to share your message. Be sure to use visual cues, captions, and graphics to reinforce key points. And, be sure to include a clear “call to action”!

• Optimize for mobile: With the increasing use of mobile devices, ensure your videos are mobile-friendly. Optimize video dimensions and file sizes to provide a seamless viewing experience across all devices and platforms.

• Professional production (when possible): While professional videography is ideal, it may not always be feasible for nonprofits with limited resources. However, even with a limited budget, prioritize getting good audio quality, proper lighting, and clear visuals. Investing in affordable video editing tools can also enhance your final product.

Pitfalls to Avoid

To ensure your videos have the desired impact, it’s essential to steer clear of common pitfalls. Here are some mistakes to avoid:

• Lengthy intros: Capturing a viewer’s attention quickly is a must. Avoid long, drawn-out introductions and get straight to the heart of your message. Start with an engaging hook or a powerful opening shot to pique interest.

• Overcomplicated messaging: Ensure your message is clear and concise. Avoid overwhelming viewers with too much information or jargon that may alienate or confuse your audience. Simplify complex concepts and focus on the core ideas that resonate with your viewers. 

• Lack of “call-to-action”: Every video should have a clear call-to-action (CTA) to guide your audience towards the desired “next step”. Whether it’s signing up for a newsletter, making a donation, volunteering, or sharing the video with others, include a CTA that is prominently displayed and effectively communicated at the end of the video.

• Lack of captions or transcripts: Be accessible. Include closed captions or provide a transcript alongside your videos to ensure they are accessible to individuals with hearing impairments and for viewers in situations where sound cannot be played. Accessibility is not an afterthought, it should be a standard part of your content creation.

Final Word

Videos have proven to be an effective tool for engaging audiences and delivering a clear, concise message. Maybe your organization has been using video for some time to varying degrees of success. Maybe your organization wants to start experimenting with using video. Whatever your objective, the tips above can enhance your video content and help you reach your goals.