Nonprofit Ask Videos Need to Hit These 5 Points to be Effective
Spin Creative • June 20, 2020
Nonprofit organizations rely on powerful marketing tools to spread the word about their causes. One of the most effective ways these organizations can solicit donations or actions is through a moving ask video. However, these videos must include a few key elements in order to generate the best response.
Video campaigns allow organizations to convey strong messages, emotions and calls to action to further their missions. Without the right combination of tools, though, these videos might fall flat and not produce the response you hope to achieve.
Make sure to include these five things in your next nonprofit ask video campaign.
1: Relevant imagery
The key to using video to market your nonprofit is to choose imagery that supports your mission and goals. If your video includes imagery that’s not related to your cause, viewers might get confused regarding what your organization actually does and stands for.
Really think about what your organization accomplishes or what your campaign goals are, then choose or conceptualize imagery that speaks to that. For example, if your organization is raising money to care for stray animals, you’ll want to use imagery of pets you aim to help, rather than show lots of people.
2: Branding tied to positive images
In addition to using relevant imagery, your video should also incorporate imagery that is positive and directly links to your brand. Although heartbreaking footage of the problem you want to solve can evoke a strong emotional response, it should be followed or accompanied by imagery of your brand solving the problem.
In short, you want to tell your story. This helps create a direct link in the viewer’s mind between your organization and the solution to the problem you’re introducing.
3: A clear ask
What do you want viewers to do after seeing your video? This should be clearly stated in your ask video, along with reasons why they should.
Are you raising money to provide scholarships to students in low-income households? Tell the viewer you need donations, what you’ll use donations for and why they should care about supporting your nonprofit. Make sure the viewer knows what actions you’re encouraging they take to help.
4: An easy CTA
Once you’ve outlined your ask—what you want the viewer to do—you need to follow it up with an easy way for them to do it! Wrap up your video with a clear call to action (CTA) that lets viewers know exactly what they can do to help—whether that’s calling a number on the screen, visiting a website or clicking on an ad in the video.
This CTA doesn’t have to be long. In fact, a short and clear CTA is more effective. “Click here to donate,” or “Share this video” can go a long way in leading viewers to stand up for your cause.
5: A thank-you message
At the end of your video, make sure to thank the viewer for watching and taking the action you’ve requested. Also thank your existing donors and supporters.
A sincere message of gratitude lets people know you’re thankful for the support and donations and want as many people to associate with your cause as possible.
Keep your ask videos direct and focused
When creating your nonprofit ask videos, make sure both the content and your goals are clear. Link your goals
to key performance indicators so you can accurately track your success, then build on what you learned for your next campaign. In doing so, you can create even more powerful videos that give your nonprofit an even wider reach.
Does your organization need assistance creating an ask video? Say hello
to the Spin Creative team.
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Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
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