Video production is an effective way to bring your product or story to life. With the rise of accessible platforms such as TikTok, Insta Stories, and YouTube, it's safe to say that videos dominate the marketing industry. In a 2023 study, 91% of companies use video marketing in their business, which will continue to grow as the demand for videos increases, no matter what industry you are in.

In our latest blog, we’ll give you 5 effective strategies on how you can use video production to help connect with your audience and increase conversion for your non-profit business. From creating compelling story videos to utilising social media platforms, we’ve got you covered with expert advice and tips to make your non-profit business stand out in the digital world. 

Whether your goal is to increase conversions, donations, event registrations or volunteer sign-ups, discover how animated explainer videos can make a significant impact on your charity's marketing efforts.

Step 1: KYC - Know Your Customer

Before you start any marketing campaign or video, it is important to get to know your audience, learn their interests and hobbies and understand their values and what they are passionate about. These insights will then help you to shape the video message, tone of voice and the type of content you’d like to share on the video.

To help understand your target audience better, you could conduct a survey and ask people to share their opinions and views on your charity. You could also ask:

• Why are they interested in the charity? What does it mean to them?
• What types of videos would they like to see?
• Which platforms do they use the most?

With this information, you’ll be able to narrow down your target audience and be able to create effective video marketing campaigns personalised to the right type of audience.

Step 2: Tell Not Sell 

Storytelling is a highly effective way to drive emotional connections. Whether you are trying to enhance your business for future donors or looking to reach a wider audience, visual storytelling is a powerful way to create memories that resonate with viewers. Studies have shown that 72% of donors are ‘very likely’ to donate to a charity after watching a video about their work, and 84% of people are more likely to respond to videos that show emotion.

Once you have your story in mind, you can get help from our professional video creators to help bring your story to life. We work with you by understanding your goals and objectives to create a compelling, emotive and engaging explainer video for your charity. Why not speak to our team today to find out how we can help?

Conveying the Right Video Message

Educational videos: Inform your audience about the specifics of your charity, how it works, and how you first started. Educational videos can help to establish your charity as being trustworthy and an expert in the field.

Organisational videos: Offer a general overview of your non-profit organisation and why your missions deserve the time and support from your audience. This video can be used as a generic video across a variety of platforms for all types of audiences.

Fundraising videos: Video marketing is a fun and engaging way to encourage people to take action. You can use video to explain how donors can get involved and how their input will be used to make a difference.

Testimonial videos: Review videos are great for storytelling, as you get to share the impact of donations and what it means for the people on the receiving end. You can use these video testimonials as a recruitment tool and show what it’s like to work for the charity and the difference a volunteer can make.

Examples of our Non-Profit Explainer Videos

Crohns & Colitis UK: Animated explainer video building brand awareness for Chrons & Colitis and how the charity can help anyone with the condition. 

Oakwood Dog Rescue: An animated explainer video promoting a dog rescue charity and how people can get involved.

GO Girls: An animated explainer video that helps to simplify the definition of PARP Inhibitors, how it works, side effects, and different types of drugs

Step 3: Use Clear Call to Action (CTA)

In any video marketing campaign, you want to leave the viewer with a clear and concise call to action. This can be to encourage viewers to sign up, or volunteer, instructions on how to donate, how to share the video on their social media etc. 

You can also consider using different types of CTA, such as in-video texts and also use clickable links in the post description to further drive clicks and conversions.

Step 4: Optimise Videos for Mobile and Social Media Platforms

Approximately 86% of people in the UK use their mobile to go online, which is why it is paramount any video you create is optimised for mobile experiences. You will also need to consider your distribution strategy and which social media platforms you’d like to use to showcase your campaign such as Facebook, YouTube, TikTok and Instagram. 

Top tips for promoting video on social media 

• Use short engaging videos for Instagram, TikTok and Facebook.
• Create vertical or square videos for Instagram stories and TikTok.
• Convey the message in the first few seconds of the video.
• Include a clear Call to action.
• Use subtitles where possible.

Step 5: Measure Performance

It’s important to track the performance of your video campaign, to help understand what is working and what isn’t. Using analytical tools such as YouTube Analytics, Facebook Insights and Google Analytics, you’ll be able to measure key performance metrics including watch time, engagement rates, conversion rates and which platforms yield the most performance.

With this data, you can optimise your video campaign to help boost visibility and conversion rates. For example, if you notice your video click-through rate is low, you could try adjusting your call-to-actions to ensure they are clear for users to act upon. Making educated improvements to your video increases the chances of quality conversions and helps to build a stronger brand presence online. 

Key Takeaways

Here’s a quick recap on what you need to do to create effective video marketing campaigns for your non-profit organisation:

1. Understand your audience.
2. Tell a compelling story.
3. Encourage viewers to engage.
4. Optimise for mobile and social media.
5. Measure performance and improve.

So whether you're looking to educate, promote a local fundraising campaign, or simply tell your charity’s story, Squideo is here to help. We’re dedicated to making a difference through our work, and we would like to collaborate with your charity or non-profit organisation. Let us help you tell your story through our animated explainer videos.

Take Your Video Marketing to the Next Level with Squideo

At Squideo, we can help you captivate your audience with engaging interactive videos. A must-have secret weapon in your digital marketing toolkit, our bespoke interactive marketing videos are designed to engage your audience and maximise sales. 

By unleashing the power of interactive video, you can simply understand specific viewer needs, gather audience contact information, and generate enquiries and requests straight from your video. 

Using our creative flair, innovation, and strategic thinking, we keep your goals front of mind when working on any project. When combined, our range of skills creates the ultimate digital marketing synergy.