4 Videos Your Non-Profit Needs in 2024
If you’re reading this, chances are you’re looking for a way to make your cause stand out in 2024—and you’re in the right place.
Over the years, we at Tellwell have had the privilege of crafting stories for various organizations, from dynamic start-ups to Fortune 100 giants, and most importantly, for over a hundred cause-based organizations nationwide. Our journey has been about more than just telling stories; it’s been about sparking action and driving impact, helping to raise millions of dollars for causes that matter, and solidifying a place in their donors’ hearts.
In this eBook, “The Only 4 Videos Your Cause Needs in 2024,” we’ve distilled our years of experience and insights into a concise guide. We understand that in the digital age, the power of video storytelling is unmatched, and mastering this art can be your key to success. So, whether you’re a seasoned marketer or a passionate advocate for a cause, these pages will guide you through creating the essential videos that will connect, resonate, and inspire action.
Why should we use video in non-profit communication?
Storytelling and Emotion:
Videos are unmatched in their ability to tell a story and evoke emotions. There is nothing more impactful than hearing a story straight from the mouth of a person who lived it, and seeing the emotions on their faces as they share their experiences.
A well-crafted video can bring the cause’s story to life, showcasing the impact, the needs, and the successes in a way that resonates deeply with donors. It’s about creating a narrative that informs, inspires, and moves people to action.
Diverse Formats for Different Messages:
Use different video formats for varied messages. For instance, short, impactful videos can be great for social media to quickly grab attention, while longer, documentary-style videos on your website can provide in-depth insight into your cause. Animated explainers can simplify complex ideas, and testimonial videos can build trust
and authenticity.
Integrating with Campaigns:
Videos can be the centerpiece of your marketing campaigns. They can launch a fundraising campaign, highlight a specific need, or celebrate milestones. However, like all of us, a video can’t do it all on its own. A video becomes even more powerful when it is accompanied by a written story, social media posts, and other content. When aligned with your campaign’s goals and messages, videos can significantly boost engagement and response rates.
Enhancing Web Experiences:
Incorporate videos into your website design. This could be an introductory video on the homepage, testimonial videos on the donation page, or impact videos embedded in blog posts. These videos can guide visitors through the journey of your cause and encourage them to take action.
Branding with Visual Storytelling:
Use video to strengthen your branding. Consistent visual storytelling in your videos can reinforce your brand identity and message, making your cause more recognizable and memorable.
VIDEO NUMBER 1
Introduce your organization and mission
Introduction Video: This video should focus on creating a solid first impression. Use storytelling to introduce your non-profit, highlighting who you are and what you stand for. This should include a narrative that showcases your organization’s history, mission, and the communities or causes you serve. The basis of this film could be a written script and/or a few interviews with the people who know your cause best—whether it be a founder, an employee, a volunteer, a beneficiary, or some combination thereof! Use visuals and testimonials that resonate emotionally, ensuring your audience feels connected to your cause from the outset.
Sample Title: “Discover Our Journey: The Heart and Soul of [Your Cause]”
Questions to Guide the Interview (Story):
- What inspired the founding of our non-profit, and what is our origin story?
- What problem were we created to solve?
- What is our mission, and how do we articulate our core values?
- Who are the key people in our organization, and what are their stories?
- What are some of the most impactful moments or achievements in our history?
- How do we differentiate ourselves from other organizations in our field?
Real Life Case Study
Butte Food Co-op: Introducing Butte to New Ideas
Why it worked: The Butte Food Co-op project showcased its mission of providing high-quality, locally-sourced foods through a compelling Impact Film, short clips featuring member-owners and farmers, and an animated video highlighting the co-op model. This multifaceted approach effectively communicated the co-op’s impact on the community, reinforcing its brand and values.
VIDEO NUMBER 2
educate on your Cause’s dna
Educate Video: Once your audience has been introduced your organization, it’s time to dig a little deeper and educate them on the amazing work that you do. Your “Educate” video should explain your services, mission, and unique aspects that set you apart. This could involve a combination of interviews with team members, data and facts about the issues you address, and stories of the impact you’ve made. The goal is to deepen the viewer’s understanding of your organization and its significance.
Sample Title: “Understanding [Your Non-Profit’s Name]: Our Mission, Impact, and Future”
Questions to Guide Content:
- What specific problems or needs are we addressing in the community or sector?
- How do our services or programs work, and what are some success stories?
- What is unique about our approach compared to similar organizations?
- How has our work evolved, and what are our future goals?
- How can someone learn more about our cause and the issues we tackle?
Real Life Case Study
NDFSCS: Empowering Students while Educating Audiences
Why it worked: The work of the North Dakota Full Service Community Schools Consortium (NDFSCS) is absolutely crucial—but as the name implies, it is also very complex. This film uses interviews from the experts, along with on-screen text and graphics, to help viewers better understand what NDFSCS
does, how they do it, and why
it is so important.
VIDEO NUMBER 3
engage with a call to action
Engage Video: This video is about prompting action. It should be compelling and persuasive, motivating viewers to take a specific step, like donating, volunteering, or participating in a campaign. Highlight the urgency of your cause and the difference each individual’s contribution can make. Include clear calls to action, making it easy for viewers to understand how to get involved.
Sample Title: “Join the Movement: How You Can Make a Difference with [Your Non-Profit’s Name]”
Questions to Guide Content:
- What are the current projects or campaigns that need support?
- How can individuals get involved, and what are the different ways to contribute?
- What impact does each contribution (time, money, resources) have?
- Can you share any stories of volunteers or donors and how their contributions helped?
- What is the urgent call to action, and why is now the time to get involved?
Real Life Case Study
YWCA: From Heartbreak Comes Healing
Why it worked: The statistics behind YWCA’s lifesaving work are compelling on their own, but nothing is more moving than a story of impact straight from the mouth of a survivor. This film uses the power of testimonial and a clear call to action to drive donations.
VIDEO NUMBER 4
Remind your audience you love them
Remind Video: This video focuses on reinforcing the relationship with your audience. Share stories of ongoing impact, testimonials from supporters, and updates on your work. This video should remind viewers why they supported your non-profit in the first place and rekindle their passion for your cause. It’s also an opportunity to express gratitude and reinforce the mutual value and love shared between your organization and its supporters.
Sample Title: “Together, We Grow: Celebrating Our Community and Shared Successes at [Your Non-Profit’s Name]”
Questions to Guide Content:
- What recent successes or milestones can we share with our supporters?
- How has the support of our community made a difference in our work?
- What ongoing or future initiatives do we want our supporters to know about?
- How do we show appreciation to our supporters, and why is their continued support vital?
- What are the stories of individuals or communities whose lives have been changed through our work and the support of our society?
Each video should be crafted with your specific audience in mind, ensuring the content is relevant, engaging, and aligned with your non-profit’s branding and messaging.
Real Life Case Study
BCBSND Caring Foundation: An Attitude of Gratitude
Why it worked: The Blue Cross Blue Shield of North Dakota (BCBSND) Caring Foundation awards grants that empower nonprofits across the state. This Year in Review film highlights the impact the Caring Foundation had in 2022, serves as a “thank you” to stakeholders for contributing to the mission, and inspires viewers to continue working toward healthier communities in the new year.
STORYTELLING 201
Using the Hero’s Journey to Position Your donor as the Hero
The Hero’s Journey isn’t just a storytelling concept; it’s like a secret sauce that makes any story, especially about causes, stick with people. Picture this: every great story you’ve ever heard, from ancient myths to blockbuster movies, follows this pattern. It’s all about the hero—in our case, it could be the cause, its beneficiaries, or even the supporters—going on this epic adventure, facing challenges, getting help, and coming back changed, wiser, or with something valuable.
Why do we love this Hero’s Journey so much for causes? It’s simple. People don’t just want to hear facts and figures; they want to feel part of something bigger that inspires emotions. When we tell the story of a cause like a hero’s adventure, we’re not just sharing information; we’re inviting people into an exciting journey where they can be heroes, too!
Think about it. When you hear a story where someone overcomes obstacles, gets a helping hand, and makes a real difference, don’t you just feel like jumping in and being part of that story? That’s the magic of using the Hero’s Journey for causes.
It transforms the way people see their involvement. They’re not just donating
or volunteering; they’re joining a quest, fighting the good fight, and making
a real impact.
And let’s not forget, the journey is as important as the goal itself, especially for causes. There’s always a new challenge, a new chapter. This way of storytelling highlights the successes, ongoing mission, struggles, and how every bit of support keeps the story going. It’s a powerful way to keep people engaged and invested over the long haul.
So, using the Hero’s Journey framework to talk about causes is like inviting people into an exciting story where they can be heroes, too. It’s about making them feel part of something extraordinary and impactful. And honestly, who wouldn’t want to be part of a great story like that?
make the most of your investment
video placement checklist
To ensure your prospective students see and engage with your videos, consider these placements:
Wrap it up!
As we wrap up this journey through “The Only 4 Videos Your Cause Needs in 2024,”
I hope you feel equipped and inspired to take your cause’s storytelling to the next level. Remember, at Tellwell Story Co., we believe in the power of stories to move hearts and minds. The strategies and insights shared in this eBook are based on our personal experiences helping causes like yours make a significant impact.
As you venture to create these videos, remember that storytelling is an
ever-evolving art. Each story you tell is not just content; it’s a conversation, an opportunity to deepen relationships with your audience and serve as a catalyst for change. Please use these video strategies as your starting point and add your unique flavor, passion, and vision.
Let’s make 2024 a year of unforgettable stories and unparalleled impact together. If you ever need a partner crafting these narratives, remember that we at Tellwell are just a story away. Here’s to telling tales that transform!
