Unlocking the Power of Video for Non-profits: A Step-by-Step Guide to Engaging Content
These days, every where you look, there’s a new video to watch!
And that’s a great thing, because it means making them is getting easier for anyone to share their ideas and vision with the world. And, they’re incredibly powerful. Just take a look at these numbers.
When reading text, the average person retains about 10% of the information. But, put that same information in a video, and the viewer will retain 95% of it.
Videos drive 300% more traffic to a website than other types of content.
In fact, 57% of people who watch fundraising videos for nonprofit organizations will then donate to the organzations.
People are up to 20x more likely to share video content than other content, like a news post.
Knowing this (and that’s just the tip of the iceberg,) it’s important to think strategically about how you make your video and how to make it stand out while representing your most authentic vision. Whether you’re promoting an event or a new product / program, you’ll probably want to use a video to do so, and we’re going to tell you how to make one.
And, as an added bonus, we’ve included a free gift at the bottom of this blog that will help you define your creative vision for the video.
Let’s get started!
Step 1: Creative
Always start with the fun stuff! What is it you want to make, and why? Begin by defining the creative approach for the project. The best place to start is by exploring these four questions:
What is your primary objective for this video?
Who are you trying to reach with this video? (”Everybody” is not a good answer!)
What is the one thing viewers should take away from this video?
By answering these questions, you’ll have a good foundation for the tone of your video: who you’re speaking to and how you should say it. Consider your organization’s brand at this point too, and make sure this follows your identity and voice. Think of a compelling concept, write a script, and make a storyboard to effectively communicate your key message for your specific audiences. By having the approach clearly defined, you can continuously refer to it and ensure you remain aligned with the original vision for the project.
Every step after this relies on Step 1. Take the time you need in order to be confident in the process and final product you’re working towards.
Step 2: Pre-Production
Whether you’re an organized person or not, you never want to skip out on this step. To ensure a smooth and productive shoot day, you want to do as much work up front as possible in the Pre-Production phase. This is where you get organized and coordinate your production needs based on the script or outlines written in Step 1.
You’ll scout and lock in locations, make a shot schedule, cast talent, secure props, permits, filming equipment, and build a production crew. As logistics get finalized, start preparing talent and crew for the shoot day with the scripts/outlines, reminding them of the campaign objectives, and clearly communicating any production day needs (how to dress, do their hair/make up, where to park, what to bring, etc.).
Step 3: Production
During the actual production, remain mindful of staying on track and following the shot schedule. A shot schedule should allow time to get not only the shots needed, but the shots wanted. Throughout the day, ensure everyone is clear on the vision and expectations of them as talent or crew member. We prefer to operate with at least a Producer who’s keeping track of logistics, a Director who can remain focused on the vision, and a Director of Photography (AKA the videographer) who is getting the best shots possible. This way, all aspects of the shoot are being handled with professionalism and care.
And of course, whether a space is payed for or not, always leave the location better than how it was found.
Step 4: Post Production
The hard part may be over, but the work surely isn’t! It’s in this stage that you’ll pull the clips together, add animations, graphics, sound effects, and more. This is the stage in which you really start to fulfill the vision you set out to achieve in Step 1. With the addition of these elements, your project goes from raw footage to creative story telling that resonates with your audience.
If you’re new to the world of Post-Production, we recommend checking out Davinci Resolve. It’s a very capable program that we’ve come to appreciate ourselves. A free version is available to download here. #notsponsored #wejustloveResolve.
For more beginner-friendly softwares, we suggest CapCut or iMovie.
Step 5: Finalize and Follow Up
The most satisfying step. Finalizing your video! Once all of your assets are approved, package them in the preferred resolution and file formats. In today’s world, videos are seen on several different devices, so this is where you can create different versions of your final video to fit all sizes and platforms. The more you do, the more reach you get!
At Lavendr, we keep assets available on hand indefinitely. After the assets have been in-market, we review the available data on KPIs and adjust future messaging and copy to improve performance. To us, the delivery step isn’t just about providing a final cut of a video. It’s about delivering on the promise we make to create something that performs well while being an accurate reflection of you and your vision.
What’s Next?
We hope you now have a better understanding of what can go into creating a successful and Authentic-to-You Video. If you’re a non-profit or impact-driven organization who’s trying to change the world and can resonate with these values, then we’d love to partner with you to bring your vision to life.
We’d love to apply this process and more to your goals.
Free Gift For You!
Develop Your Concept into A Video
If you’re excited and ready to promote your organization or new product, download this free creative brief PDF that help you organize your thoughts as you go into production.
