A well-crafted video is a powerful marketing tool for your nonprofit. But you want to maximize your reach—you know, go viral—and, that means, above all else, keeping your audience in mind.
“Executed well, packs a dual punch: emotional engagement and the potentially very long reach, i.e., virality.”
2. Keep it succinct. My general timeframe for video is three minutes and 30 seconds or shorter. Remember, you’re competing for attention with email, phone calls and text messages. Three minutes, more or less, is plenty of time to get a message across—if you can craft a compelling hook that pulls them in within the first 20 seconds. This ?Alex’s Lemonade Stand video? is a perfect example of how to keep it short and simple, while still making a strong emotional appeal.
“Your demographic—who they are, how old they are, what they’re passionate about—drives your storytelling.”
4. Don’t be shy. What’s the point of a million views if those watching can’t share who you are when it’s done? Every video gives you a chance to leave your calling card with a potential donor or supporter. Be sure to include a link to your website or donor site. This video I produced for Minds Matter Philadelphia ends with the kind of effective and clear call to action I’m talking about.
The Takeaway: Before you engage in a video campaign, do your homework. Understanding your audience—their passions, concerns and how they value their time—will help you hone a message that reaches further and maximizes your impact.
RelSci is a technology solutions company that helps create competitive advantage for organizations through a crucial yet vastly underutilized asset: relationship capital with influential decision makers.
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