How to Launch a Non-Profit Video Campaign that Works

  |   Jul 22 2015   |   Posted in: Non-Profits

Launching a successful Non-Profit video campaign

Video is a powerful medium to harness when getting the word out about your cause or organization, and non-profits in particular can stand to benefit from online video content in a myriad of ways.


People donate to causes that most sincerely want to help others.  They want to feel the impact of their donation and know that they have made a difference. That’s why more and more nonprofits are looking to use video to tell their story; it’s the most effective way to create a powerful emotional response.

An engaging video is easily passed around and shared by viewers through social media sites, and inspires action through storytelling, compelling imagery, and personal appeals.

People want to know who you are, and how your organization is different from others.  They want to know why they should get involved, and if you can be trusted. A video should make the answers to these questions clear, either explicitly or implicitly. Having a clear “call to action” at the end can earn you more donations or funding, more volunteers, or even just more advocates for your cause, as people help pass your video around Facebook, Twitter, and beyond.


While the goal of most non-profit videos may be to get more people to donate to the cause, it’s also far from the only one. This is where having several kinds of video can come in handy; there are a lot of ways your cause can benefit from the use of video content:

  • Build relationships with future donors and attract new ones
  • Convert donors to advocates that help spread your story
  • Recognize and thank your volunteers and donors
  • Grow your volunteer base
  • Generate buzz; either locally, regionally, or nationally
  • Gather feedback from your community

Before you start your video, you need to develop a plan, incorporating elements from the pre-production, production, and post-production stages of development.

Ask yourself these key questions:

  • What’s the purpose of the video?
  • Who is the target audience?
  • What actions do we need to motivate?

Before filming, you should consider what resources you already have at your disposal, and what you’d need to complete filming.  The most important thing you will need is a good story.  Whether it is how your organization was started or an emotional story of how you helped change someones life.  You’ll also need to figure out where you want to shoot and lock down locations if need be.

As for the production side of things, you’ll need to figure out the format of the video. Do you want a “talking head” video, (a close up of someone speaking directly to the camera) an interview with one or more people, documentary, or a narrative-based story with a rehearsed script.  Oh and you will probably need a camera.  (Don't worry, we have a few of those.)

Once the video is shot, you can consider whether or not to add motion graphics or animations, music, titles, etc. These elements (especially the music) help set the tone of the video, and ensure you’ve delivered a clear and relevant message. 

Check out how other Non-Profits, like The Felician Adult Day Center, used videos to promote their cause:

And Autism Families CONNECTicut,

Or the Ron Foley Foundation,

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