How to Create Engaging Video Content for Your Nonprofit

Want to boost your nonprofit’s impact with video? Here’s how:

1. Set clear goals for each video
2. Tell emotional stories that connect with viewers
3. Keep videos short (30 seconds to 2 minutes)
4. Ensure good lighting and clear audio
5. Include a strong call-to-action

Key benefits of nonprofit videos:

• 57% of viewers donate after watching
• 95% message retention (vs. 10% for text)
• 10x more social media engagement

Equipment essentials:

Item	Budget Option	Mid-Range Option
Camera	Smartphone	Canon M50 Mark II
Mic	Phone’s built-in	Rode VideoMic Go
Lighting	Natural light	Neewer LED Softbox Kit
Stabilizer	DIY tripod	GorillaPod 3K PRO Kit

Remember:

• Use natural light when possible
• Always add captions (85% of Facebook videos watched on mute)
• Practice to get comfortable on camera

Bottom line: Hit record and start making an impact with your nonprofit’s story.

How We Grew Our Nonprofit With Video

Video Basics You Need to Know

Want to create engaging videos for your nonprofit? It’s not as hard as you might think. Here’s what you need to know:

Must-Have Video Elements

Great videos share these key ingredients:

• A clear, easy-to-understand message
• Eye-catching visuals that support your story
• Crystal-clear audio (this is a MUST)
• A strong call-to-action

Remember: Viewers might forgive so-so video quality, but they won’t stick around for bad audio.

Equipment You’ll Need

Good news: You don’t need fancy gear to make great videos. Here’s a quick starter kit:

Equipment	Budget Option	Mid-Range Option
Camera	Smartphone	Canon M50 Mark II ($600)
Microphone	Phone’s built-in mic	Rode VideoMic Go ($100)
Lighting	Natural light + reflector	Neewer 3-Pack LED Softbox Kit ($300)
Stabilization	DIY tripod	GorillaPod 3K PRO Kit ($100)

Don’t stress about having top-of-the-line equipment. Focus on using what you have creatively.

Video Length for Different Social Media

Each platform has its own sweet spot:

• Facebook: 24-90 seconds for in-feed posts
• Instagram: 26 seconds for in-feed, 15 seconds for Stories
• Twitter: Keep it under 30 seconds
• YouTube: 2 minutes is ideal, but longer can work too

Here’s what Christina Billias from Pixelab Studios says:

“Video allows marketers to better retain audience attention and express brand value in an engaging way, leading to higher conversion rates.”

Setting Video Goals

Before you hit record, know what you want to achieve. Use the SMART framework:

• Specific: “Create a video introducing our new youth program”
• Measurable: “Get 1,000 views in the first week”
• Achievable: Based on your resources and past results
• Relevant: Aligns with your nonprofit’s mission
• Time-bound: “Launch by the end of the month”

Clear goals guide your video creation and help measure success. For example, if you’re aiming to boost donations, focus on emotional storytelling and include a clear “donate now” call-to-action.

Making Your Video Plan

Let’s dive into creating a solid video strategy for your nonprofit. Here’s how to craft content that connects with your audience and supports your mission.

Building Your Story

The secret sauce of any great nonprofit video? A compelling story. Here’s how to cook one up:

• Pick one relatable character or situation
• Create a clear story arc: beginning, middle, end
• Show the problem you’re tackling and how you’re fixing it

Here’s a fun fact: people remember stories 22 times more easily than dry facts and stats. So, weave your mission into a narrative that’ll stick with viewers.

Main Points to Include

When planning your video, make sure you hit these key notes:

Element	Purpose
Mission statement	What’s your nonprofit all about?
Problem definition	What issue are you tackling?
Impact showcase	How are you making a difference?
Call-to-action	How can viewers help or get involved?

Picking How to Tell Your Story

Choose a storytelling style that fits your message and audience:

• Testimonial: Let beneficiaries or volunteers share their experiences
• Day-in-the-life: Show your team in action
• Before-and-after: Highlight the transformation you create
• Explainer: Break down complex issues you’re tackling

Setting Up a Timeline

A clear timeline keeps your project on track. Here’s a sample schedule:

1. Weeks 1-2: Development

Brainstorm ideas, create a brief, and write your script.

2. Weeks 3-4: Pre-production

Find locations, choose your cast, and get any needed permits.

3. Week 5: Production

Lights, camera, action! Shoot your footage and record interviews.

4. Weeks 6-7: Post-production

Edit your footage, add music and graphics, and finalize your video.

5. Week 8: Distribution

Get ready for launch and upload to your chosen platforms.

Planning Your Resources

Figure out what you need to bring your video to life:

• Budget: How much can you spend?
• Equipment: Using in-house gear or renting?
• Team: Who’s handling each part of the project?
• Locations: Where will you film?

“A well-planned nonprofit video series can help you build real connections with viewers, hit your fundraising targets, and boost traffic to your key pages.” – Doug Scott, Founder & CEO of Tectonic Video

How to Make Good Videos

You don’t need a Hollywood budget to create engaging videos for your nonprofit. Here’s how to produce professional-looking content that grabs attention:

Nailing Light and Sound

Good lighting and audio can make your video shine. Here’s the scoop:

Lighting:

• Natural light is your friend. Shoot near windows or outside during “golden hours.”
• On a budget? A $20 ring light can work wonders for interviews.
• Try this simple three-point setup:
  1. Main light at a 45-degree angle
  2. Softer light opposite to kill shadows
  3. Backlight for depth

Sound:

• Upgrade your audio with an external mic. Even a $100 Rode VideoMic Go is a game-changer.
• Always do a sound check.
• Using a windscreen outdoors? Smart move.

Framing Your Shots

Good framing makes your video look pro. Here’s a quick guide:

Shot	What It Shows	When to Use It
Wide	Whole scene	Set the stage
Medium	Waist up	Interviews
Close-Up	Face or detail	Emotions, products

Pro tip: Use the rule of thirds. Imagine a 3×3 grid on your screen and put important stuff along those lines.

Steady Does It

Shaky video? No thanks. Here’s how to keep it smooth:

• Get a tripod. The GorillaPod 3K PRO Kit ($100) is solid.
• Going handheld? Use both hands and keep those elbows in.
• For moving shots, a gimbal can be a lifesaver.

Location, Location, Location

Where you shoot matters:

• Find a quiet spot.
• Make sure the background fits your message.
• For interviews, pick a place that tells your story.

“Getting the best shot is what counts for your video content.” – Foundation Digital Media

Edit Like a Pro

Good editing can take your video up a notch:

1. Cut the fluff. Keep it snappy.
2. Keep transitions simple. Clean cuts or subtle fades work best.
3. Use text overlays to introduce people or highlight key points.
4. Balance your audio. Voices should be clear, music shouldn’t overpower.

Parker Walbeck, a pro videographer, says: “Good lighting makes a huge difference. Viewers will love it, even if they don’t know why.”

Making Your Story Matter

Want to create video content that grabs people? It’s not just about fancy cameras. It’s about telling a story that sticks.

Here’s how to make your nonprofit’s story pop:

Getting People’s Attention

You’ve got seconds to hook viewers. Here’s how:

Hit them with a shocking stat or powerful image right off the bat. Or ask a question that makes them curious. Better yet, start with action. Dive right into your story.

“You’ve got 8 seconds. That’s it. After that, people scroll away”, says Christina Billias from Pixelab Studios.

Making People Care

Want people to care? Make them feel something:

Emotion	How to Do It	Example
Empathy	Show real people	Interview a family your food bank helped
Hope	Show positive change	Show a beach before and after cleanup
Urgency	Use time-sensitive language	“A species dies every minute”

Using Real Stories

Nothing beats a personal story. Here’s how to use them:

1. Find someone your nonprofit helped. They’re your hero.

2. Show their story. Don’t just tell it.

3. Let them speak. Use their own words.

The nonprofit “Back on My Feet” nailed this. They followed three homeless men and showed how running changed their lives. Powerful stuff.

Showing Your Mission

Don’t just talk about what you do. Show it:

• Instead of saying “We help the homeless”, show your shelter in action.
• Turn boring stats into cool graphics.
• Celebrate your wins. Show people you’re making progress.

Using Sound and Music

Sound can make or break your video:

• Pick music that fits your story’s mood.
• Use real-world sounds to set the scene.
• Make sure people can hear the voices clearly over the music.

“For our United Way video, we started with a sad piano tune. By the end, we had a full orchestra playing. The music followed the story’s emotions”, says a producer from Rock Creek Productions.

Bottom line? Make people feel something. As Michael E. Brown puts it, “Feelings make people act. That’s huge in nonprofit videos.”

Sharing Your Videos

Want more eyes on your nonprofit’s videos? Let’s look at how to share your content effectively across platforms.

Platform-Specific Requirements

Each social media site has its own video rules:

Platform	Video Specs	Best Practices
Facebook	Up to 240 min, 1080p max	Add captions (85% watch muted)
Instagram	Up to 120 sec, 1:1, 9:16, or 16:9	Use eye-catching thumbnails
TikTok	Up to 10 min, 9:16	Keep it short and engaging
YouTube	Up to 12 hours, 2160p max	Optimize titles for search

Video Length Sweet Spots

Keep it short:

• Facebook feed: 24-90 seconds
• Instagram feed: 26 seconds
• Twitter: Under 30 seconds
• YouTube: Under 2 minutes

Why? 59.9% of people say long videos turn them off. Short and sweet wins the race.

Captions: Your Secret Weapon

Captions aren’t just nice-to-have. They’re essential:

• They make your content accessible
• 85% of Facebook videos play silently
• They boost view time by 12% on average

Adding captions is easy:

1. Transcribe your video
2. Use platform tools or software to sync
3. Double-check for accuracy

Thumbnails That Pop

Your thumbnail is your video’s first impression. Make it count:

Do	Don’t
Use bright, contrasting colors	Use blurry images
Include a clear title	Overcrowd with text
Show emotion	Use misleading imagery
Add your logo	Forget mobile viewers

Take a cue from Neil Patel. He uses consistent colors in his thumbnails. It’s like a visual signature for his brand.

Cross-Platform Posting

To reach more people:

1. Tailor content for each platform
2. Use platform-specific features
3. Post when your audience is active
4. Engage with comments and shares

“LinkedIn is a leading destination for brands to share their video content”, says the 2024 State of Video report.

Wrap-Up: Main Points to Remember

Creating engaging video content for your nonprofit doesn’t have to be a headache. Here’s what you need to know:

Set clear goals for each video. Tell stories that tug at heartstrings. Keep it short and sweet – 30 seconds to 2 minutes is the sweet spot. Good lighting and clear audio are musts. And don’t forget a strong call to action.

Here’s something to chew on: 57% of people who watch a nonprofit video end up donating. That’s not chump change!

A few more tricks up your sleeve:

• Natural light is your friend
• A good mic is worth its weight in gold
• Always add captions (85% of Facebook videos are watched on mute)
• Get comfy on camera with practice

Megan McDonough from Yakkety Yak nails it:

“When we see ourselves in the people on screen, the heart of a mission, the ‘why,’ it inspires people to take action.”

So go ahead, hit record, and make some magic happen.