Video is Essential to your Fundraising and Nonprofit Marketing Strategy

People support nonprofits (through donations and volunteerism) because they have an emotional connection to the cause or organization. As you market your organization, you’ll get better results by leaning into the emotional stories surrounding your organization and telling these stories with video.


Nonprofits Have the Best Stories

No one has heart-string pulling stories like nonprofits. Your work changes lives. You improve our communities. You serve the underserved. Too often nonprofits use statistics to show impact and descriptions of services to court donations and volunteers. You should lean into your emotional stories.

Examples of stories you can use in your marketing and fundraising:
  • Use Your WHY: the reasons behind your mission
  • Success and impact stories
  • Testimonials by volunteers and those you’ve helped
  • Don’t forget to show how donations are used

Most Decisions Are Based on Emotion

There is an abundance of research that suggests most decisions (some say up to 90-95%!) are based on emotion. One study found that purely emotional marketing campaigns are nearly twice as effective as campaigns that solely use logic (31% to 16%).

Video Stimulates Emotions

As we always say: video is extremely effective at evoking emotions. There are many statistics regarding the efficacy of the use of video in electronic and social marketing campaigns. This means that video is not only the most effective marketing medium, its strength is tapping into our emotions. What does that mean to you as a nonprofit? Some 79% of donors surveyed reported that online video ads were the most useful online media marketing they were exposed to. According to End, 39% of people who watch a video look up the accompanying organization within 24 hours of viewing. An impressive 57% of people who watch a video for a nonprofit go on to make a donation.

Video Dominates Our Attention Online

 There’s even more research showing the upward trend of videos becoming the medium of choice online. Seriously, do any kind of Google search on the topic and try not to get buried in data. More and more people want to receive their information in video form. Why read a story when you can watch it?



Put this plan together, and it’s pretty clear you should be using video in your marketing and fundraising because emotion is the key to getting a “yes” from volunteers and donors and video is the best way to ask. The components for successful marketing and fundraising videos include having your objective and target audience properly defined, a compelling and concise story planned out, production values that feel authentic and won’t hurt your credibility and the editing tools to help you prepare your videos for the channels you want to use for broadcast. If you’re simply looking to add DIY videos to your social media feed, think of it like pizza: even when it’s bad it’s still good. For those of you who have a budget to spend, think Rocket House Pictures. We focus on making emotional connections that resonate with your followers.
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