Non-Profit Video Storytelling: A How-To Guide

Once you learn the basics of non-profit storytelling, your non-profit will want to start using storytelling in different fundraising and communications campaigns. One powerful way to use storytelling is to incorporate non-profit video storytelling.

Non-profit video storytelling does not have to cost thousands of dollars, nor does it require a high end production company. In fact, with the rise of user-generated content on social media we’ve become more accustomed to less produced video online. This can work to your nonprofit's advantage. In this article we’ll discuss how your non-profit can get started with video storytelling.

Non-Profit Video Storytelling versus Other Types of Storytelling

With every story, there will be certain elements that you’ll want to highlight and that may mean that there is a particular medium best suited for that story. Some people say print is falling by the wayside, but I would argue that there are still some stories that are best told through print. Others might be more viable online. Then there are those that seem to be so engaging and interesting, that you can’t help but have it told directly by the source to the audience. In those cases, video is your best bet.

Video is one of the more engaging mediums in our digital era. It can just be a monologue of a story or it can be broken up with still photos and texts. It can also be a dialogue between multiple people. The possibilities are endless.

Watch this video I made on “how to be a better non-profit Storyteller” and learn more about the following tips:

Start by the details that make the story relatable
Focus in the emotion of the story
Find ways to be authentic

Elements of a Great Non-Profit Video Story

Here are 4 elements to consider as you plan your next non-profit video story.

The length of the storytelling video

People’s attention spans are decreasing on the internet so much that it’s a small miracle that anyone watched Kony 2012 in its entirety. Studies have suggested that clips be between 35 seconds and 2 minutes. The ideal being 1 minute 35 seconds.

Choose One Behavior Changing Goal

A video is a part of a larger marketing strategy for your organization and as with much marketing material, the end goal is to change some behavior. Make sure you have a powerful, single call to action. It could be to create awareness, generate online fans/followers, get a donation, increase press coverage or strengthen relationships with current advocates/donors.

Know Your Target Audience

Create a working profile of your audience. Then identify the emotions that you want to draw out and how to appeal to the audience in that way.

Distribution

How and where will audiences interact with this media? What channels are best suited for the piece?

Examples of Non-Profit Video Storytelling

These are some great examples of nonprofit storytelling videos that you can use as inspiration:

The Girl Effect

This is an infographic & animation video made by the organization Girl Effect. The key element of this video is to create a sense of urgency among viewers to take action and get involved in the solution. By using data and telling a short but impactful narrative of the problem that the organization wants to tackle, the video catches rapidly the attention of audiences.

It finalizes with the view into a positive future scenario that can happen if we all together support this cause.

Charity Water

Almost all of the Charity Water videos are great pieces of storytelling. Throughout the years, they have developed storytelling videos differentiated by audience. In this opportunity, the organization has created a short series of episodes in Uganda. In the videos, we learn about the projects that they have already built in the communities and about the people that help to maintain each project. By knowing that each community can keep having access to clean drinking water for future generations through Charity Water, donors feel more confident to keep supporting their cause.

Interested in knowing how to tell stories like Charity water? Don’t miss out on this article I made on this subject.

Union Gospel Mission

This organization is in the search of providing a pathway out of homelessness. Union Gospel Mission creates videos that educate us about the current situation of the homeless in the USA, they even made a documentary on this subject and also share success stories like the following one.

By interviewing James, one of their helped members through the recovery program, viewers get to empathize with James’ story and also understand the positive effects from the organization’s mission. A success story is always the best way to establish a stronger relationship with their current donors and to even attract new ones.

Bonus Non-Profit Video Storytelling Resources:

By making video storytelling, you can use graphics, animations, interviews, real life video documentation, etc. Utilize any resource that can let you tell the story and the current situation of the cause you’re working for.

I want to share some articles you might find useful in order to create the best non-profit storytelling video for your organization:

Ready for a deeper dive into non-profit storytelling? Sign up for our FREE on-demand training.