Using video to promote
your cause: 5 Tips

Read time: 4-5 Minutes

Did you know?

Research shows that using video is one of the most effective tools causes can use to inspire donations. It makes sense – videos feel more personal and can inspire trust.

I read one study that said over half of people who watched a nonprofit video went on to donate.

In this issue of Changemaker Mondays ☀️ ☕ 🌍, let’s talk through a few tips for using video to raise awareness about (or money for) your cause.

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Videos today are kinda like what websites were for nonprofits 10+ years ago.

Meaning: If you’re not using them in 2024-2025, you’re probably missing out.

Over the past few years, video has emerged as a powerful tool for nonprofits to engage audiences, tell compelling stories, and drive fundraising efforts. 📹

But not all videos are equally effective. To really capitalize on video as a strategy, you need to:

1. Craft Authentic Stories 💗

People shy away from being sold to these days and are extra sensitive to anything that appears fake. They want to see something real. Something human. Make sure you:

• Highlight Real Experiences: Share narratives about the people or communities positively impacted by your work. Authentic stories resonate deeply and foster emotional connections. Try “behind the scenes” content and sharing less polished perspectives on your work.
• Personalize Your Message: Introduce real people—clients, volunteers, or donors—and showcase their journeys with your organization.
• Don’t worry about over-producing! This can be done on a budget. Smartphones and free editing tools like Canva or CapCut (basic version) can help you create high-quality, authentic videos.

2. Leverage Multiple Platforms 🌐

• Website Integration: Embed concise videos on your homepage or donation pages to enhance engagement and conversion rates. (fyi, this newsletter’s sponsor, Click & Pledge, actually has a super cool tool to drive donations from videos, if you’re curious.)
• Social Media Outreach: You can use platforms like Instagram, TikTok, LinkedIn, and Facebook to share short, impactful videos, including reels, live sessions, or testimonials. Just remember that not all target audiences use all social media platforms equally. If you’re trying to reach a younger audience, TikTok might be a great fit; if you’re aiming for a business audience, try LinkedIn.
• Email Campaigns: Embed short videos into your emails – it could boost open and click-through rates by up to 300% (according to Biteable)!

3. Include a clear Call-to-Action (CTA) 📣

Wouldn’t it be sad if you inspired everyone who watched your video, but they didn’t do anything to help your cause afterward? You’ve got to get clear on how they they help. It’s vital to ensure your videos conclude with a very clear and specific Call-To-Action, such as:

• “Donate now to support our cause.”
• “Share this video to spread awareness.”
• “Sign up now to volunteer.”

4. Show Your Impacts 📈

• Share Tangible Results: Use statistics and visuals to showcase your achievements, e.g., “Thanks to your support, we provided meals to 1,000 families this year.”
• Get Graphic: In a good way, of course! Highlight important facts or numbers by displaying them in graphic format.

5. Make Videos the Right Length ⌛

• Pay attention to engagement: According to Wyzowl, less might be more. Their research shows that short videos might yield the highest ROI: 30-60 seconds is the most effective length according to 39% of marketers, followed by 1-2 minutes (28%), 30 seconds or less (18%), 2-3 minutes (10%) and 3 minutes or more (just 5%.)
• Tailor Length to Goal: Want to inspire quick action? A short video on social media might be best. Aiming to tell a story about a beneficiary or volunteer? Aim for 2-3 minutes. Hoping to educate your audience on a topic or provide a how-to guide? Longer-form content in the 10-15 minute length range might be a good bet!

What's your next video idea? ​
I'd love to hear how you're bringing your mission to life!

Hit reply and let me know.

Resource Roundup

3 more ways I can help you

1. I have lots of free content for you! Check out my library of 250+ educational videos on nonprofits, social entrepreneurship, fundraising, and more on my YouTube channel. If you like what I'm trying to do, help me reach more people like you - who want to make an impact - by subscribing to the channel and sharing it with a changemaker friend! 😁
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2. Need extra support to build or grow a nonprofit or social enterprise? While enrollment for my Changemaker Accelerator membership is now closed, you can still get on the waiting list to get an alert next time we open!
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3. Need a speaker or training workshop for your social impact event? I'm currently booking 2025 speaking engagements -- check out my speaking and workshop opportunities to learn how I can help you make your event inspiring and actionable!