Nonprofits capture supporter attention with video content

July 15, 2014

Nonprofits capture supporter attention with video content

Donors only have so much time to dedicate to researching causes to support, so it is critical that nonprofits capture their attention within only a few minutes. A video's quick and emotive nature engages current and prospective supporters in just a couple seconds. This engaging method captures the essence of a nonprofit's mission, while simultaneously informing, educating and inspiring prospective donors. With an uplifting tone, videos also motivate and mobilize supporters to give to an organization.

Additionally, video content is a valuable way to tell a meaningful story. Storytelling is one of the most effective methods to connect with a target audience, according to the Lincoln Journal. Whether it's a testimonial, the founders' motivation for starting the organization or the future of the nonprofit, these narratives will inspire supporters to donate.

Nonprofits must consider the video's goals and objectives
There are several components nonprofits must think about before producing a video, such as its message, the target audience and a call to action. The ultimate project intention may include raising awareness, cultivating membership relations and advocacy. There are various ways to measure the impact of the video and whether it achieved its objectives, such as views, clicks and shares.

To ensure as many donations as possible, the Nonprofit Technology Network recommends keeping the video short, such as three to four minutes or less, and presenting a concrete, tangible call to action. With a specific call to action, nonprofits can nurture an existing donor base, while also attracting new donors.

"Turn strangers into friends," said Seth Grodin of Flipping the Funnel. "Turn friends into donors. And then … do the most important job: Turn your donors into fundraisers."

Nonprofits may face various obstacles in video production
While many nonprofits hope to produce a quality, moving video, many times, budget constraints can be a barrier. Nonprofits must be economical to maintain low overhead costs, because most donors appreciate when their contribution goes directly to benefit programs and services. Only so much money is set aside for the development, communications and volunteer management departments. With limited funding devoted to each team, it's difficult to determine how much to allocate to video production. Nonprofits may consider seeking out volunteers with experience in video who can guide the process at a minimal cost, or at least suggest a realistic budget.

Many nonprofits are also challenged with limited time and resources. However, there are several solutions and ideas to address these issues. One is to utilize current staff members' talents, since it's possible a worker has prior video production experience. Also, collaborating among departments instead of working in silos can streamline the organization's strategy. 

Additionally, equipment and editing software is becoming less expensive and more user-friendly. There is cost-efficient gear to choose from, whether it's a tripod, microphone or lighting. Bloomerang suggests using pocket cameras, smartphones or a Kodak Zi10 PlayTouch. This camera is inexpensive and comes with an external microphone input. 

Nonprofits must get the word out through social media channels
Once the video is finished, strong distribution strategies will help the nonprofit's video be a success. Social media channels are an effective way to share the videos that nonprofits have created. By posting the link on their website and sending it to supporters via email, a nonprofit can ensure the video will be seen by many people in the desired audience. YouTube, in particular, stands out as one of the most important communication channels and is another useful site that videos should be posted on.

Video offers a human element. They take viewers by the hand and tell an organization's story. Make them see, hear and feel the impact of an organization's work. Hopefully, the videos will soon transform viewers into a part of the story.

Content presented by First Nonprofit Group, the leading provider of state unemployment insurance solutions for 501(c)(3) nonprofit employers. Check out some of First Nonprofit's video content here.


Ready to chat?
Get in touch today to request a no-obligation savings evaluation.


Working with Marshal Whittey at First Nonprofit has been a great experience. He handles our request as a priority and goes above and beyond to resolve any issues we have in a timely manner. Marshall follows through to the end and ensures our needs are met. He has been a great resource for LSC and our “go to” for any tax questions we may have. With LSC transitioning several facilities into one federal tax identification number, First Nonprofit was able to assist and provide guidance with best practices resolving claims to each entity. Additionally First Nonprofit provided knowledge (information materials) and one on one training to HRS group with best practices to handle claims state adjudicated, fraudulent claims, and appeals. And processing information in the First Nonprofit [unemployment claims] system allows for timely information can be collected.

Lutheran Services Carolinas, Salisbury, NC

My experience with FNP has been wonderful. Unemployment in general is quite confusing and FNP has simplified the process for us. Everyone we have reached out to or worked with has been very helpful and follows up to be sure we understand the information. I am so happy we made the switch to FNP!

Stone Valley Community Charter School, Huntingdon, PA

First Nonprofit smoothed the unemployment perils for our organization during Covid. Without the ability to cap our UI exposure, we would not have been able to weather the storm. The program worked perfectly and we have come out of the pandemic ready to forge on. Thanks FNP!

Jewish Silicon Valley, Los Gatos, CA

My experience with the FNP has been fantastic. The idea of setting funds aside for the unemployment tax liability is a bedrock for nonprofit organizations like mine, namely ASHBA; what is even more advantageous is having the FNP as a custodian of those funds. 100% recommended!

American Saddlebred Horse & Breeders Association, Inc., Lexington, KY

I would like to comment on my experience with FNP….to date our District has saved $1,000’s of dollars by being enrolled in the First Nonprofit program. My only regret is that we did not know about this method of paying unemployment tax years ago….as I had figured about five years

ago, had we enrolled 15-20 years ago, we could have saved our small school district upwards of $500,000 in payments to IDES. Also we would have had a pretty hefty sum of money in our Reserve Account. Thankfully I attended a workshop hosted by First Nonprofit back in 2015 which got the ball rolling!

Beardstown Community Unit School District 15, Beardstown, IL

I have worked with the First Non-Profit Team for many years, and I appreciate the quick response and care that Cecilia and the team provides anytime I have questions. While there are other providers that may provide like services, First Nonprofit will always be my first choice! I appreciate you!

Innovative Services, Inc., Green Bay, WI

First Nonprofit has been easy to work with and makes the administrative process easier and smoother. We enjoy working with you.

Visually Impaired Preschool Services, Louisville, KY

Luckily for us, our interactions regarding any issues with staffing has been very minimal! I can say that all other interactions with regards to billing, 941 reporting, etc. have been extremely pleasant, accommodating and easy to work with. Kim Ghanayem is always prompt, professional and friendly. Thank you so much!

Neurologic Music Therapy Services of Arizona, Phoenix, AZ