What are the common mistakes to avoid when making a volunteer recruitment video?

2 Define your objective

Your video should have a specific and measurable objective that aligns with your non-profit's goals and strategies. Do you want to increase the number of volunteers, the hours they contribute, or the skills they offer? Do you want to raise awareness, educate, or persuade? Do you want to showcase a specific project, program, or campaign? Defining your objective will help you focus your content, structure, and call to action.

3 Tell a story

One of the most effective ways to engage your audience and convey your impact is to tell a story. Stories can illustrate the problem you are trying to solve, the solution you are providing, and the difference you are making. Stories can also feature real volunteers, beneficiaries, or staff who can share their experiences, testimonials, or insights. Stories can humanize your non-profit, build trust and credibility, and inspire empathy and action.

4 Keep it short and simple

Your video should be concise and clear, avoiding unnecessary details, jargon, or distractions. Ideally, your video should be no longer than two minutes, as most viewers tend to lose interest after that. You should also use simple and direct language, avoiding acronyms or technical terms that might confuse your audience. You should also use visuals, music, and voiceovers that support your message, not overshadow it.

5 Use a strong call to action

Your video should end with a clear and compelling call to action that tells your audience what you want them to do next. Do you want them to sign up, donate, share, or learn more? Do you want them to visit your website, follow your social media, or contact you? Your call to action should be specific, urgent, and easy to follow. You should also provide a link, a phone number, or a QR code that directs your audience to the next step.

6 Test and optimize

Before you launch your video, you should test it with a small group of people who represent your target audience. You should ask for their feedback on the content, the tone, the length, and the call to action. You should also monitor the performance of your video using analytics tools that measure views, clicks, conversions, and retention. You should use this data to optimize your video and improve its effectiveness.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?