Stories Worth Telling

Nonprofits hold a treasure trove of impactful stories. Capturing those stories on video and into audiences’ feeds AND engaging them enough to take action is one of the most important things an organization can do.

Nonprofits make an impact. It’s something we can all intuitively understand. But more important than understanding a mission is connecting with it. Reacting to it. Supporting it.

One good example is the performing arts. Things like local community theaters create an economic boost for area businesses. According to government data , between 1998 and 2004, 20% of states with the largest performing arts sector grew their jobs at a 9.5% rate. And here in Pittsburgh, we are lucky to have an incredible Cultural District and organizations like the Pittsburgh Cultural Trust who give our region so much to applaud.

It’s a great number. But what if performing arts nonprofits showed you the impact rather than giving you facts and statistics? A video of patrons buying a pair of earrings or shoes for the occasion from a local shop, paying for parking, or going out to dinner before a show would bring the economic impact story to life.?

Which are you more likely to feel an emotional connection with—words on the page or seeing it (and hearing it) for yourself?

The Impact for Nonprofits

Telling stories effectively is essential for nonprofits since these organizations depend on the engagement and goodwill of donors to survive.?

Video is the premiere vehicle for those narratives, not only because of its ability to create strong emotional connections but also because of its visibility. Video accounts for 65% of all internet traffic , according to researcher Sandvine’s 2023 report.?

If you want to be seen by your audience, you must employ video storytelling in your communication and marketing efforts. It’s a powerful way to build emotional connection, engage audiences, raise awareness, and inspire action. And with the most-used social media platforms being video-first, like Instagram and TikTok, it’s a great way to get others to spread your message by resharing your content.

So, how do you use video tools effectively?

5 Strategies for Leveraging Video Content

An investment in video is a wise use of budget because of its ability to grab attention and its versatility: one video shoot can produce a plethora of adaptable content. Video imagery can be tailored to fit your website, social and email campaigns, and digital advertising.?

But there are important things to consider when employing a video partner - project elements you’ll need to define within your team to make the most of your investment. And don’t worry, if you don’t have these all ironed out - we can help.

1. Set Clear Objectives

Begin by identifying the specific goals you aim to achieve through your video content. Do you hope to raise awareness of an issue or fundraising campaign? Or perhaps you want to share success stories to reinforce to donors that their money is being used effectively??

You need to know what you hope to communicate before starting so that you and your content collaborators can gather the right resources to create an effective message.

2. Craft Compelling Stories

It’s important to identify authentic stories of beneficiaries, volunteers, or staff that showcase your organization’s impact.?

Think back to the people you’ve interacted with over the course of your nonprofit’s work. Which people had interesting stories and seemed open to sharing them? Keep a running document on your computer or in a notebook that you can look back on with names, contact information, and brief summaries of stories. When the time comes to film, you have a ready list of real-life characters to call on to participate in your video.

3. Devise a Call to Action

You’ve defined what you want your video to communicate and which stories can send that message. But what do you want your viewers to do with that information??

Whether it’s instructions for donating, volunteering, subscribing, attending an event, or sharing, make it easy for viewers to take action and contribute to your cause with a clear CTA (call to action). Most videos should include one.

4. Tailor Content to Platforms

An investment in video pays off because of its multi-platform adaptability. With the right editing, you can use the same video across social media, your website, YouTube, email, and advertising.

Be sure that at the outset of a project, you’ve outlined where you’d like to use the content so your video partners can draft 30-second, 60-second, three-minute versions, and more. Your ability to be seen and heard will depend on how accessible your content is to each platform’s length requirements and style.

5. Measure and Optimize

You’ve invested time and money. Now it’s time to see what’s working and what isn’t so that you can refine your video content strategy over time.?

Use analytics tools to track the performance of your video content and gain meaningful insights. Monitor metrics like views, engagement rate, and click-through rates to understand what works best with your audience - then create more of that.

Finding a Content Partner

If you’ve worked to create a clear path forward for high-impact video storytelling we’re here to jump in. And if you’re not quite clear on some of those details, we’re here to help. Either way, finding a content creator with the production and post production equipment and skills necessary to capture it is essential.

The Post Script team takes on every step of the project, including interviewing, writing, and editing, and then delivers a final product that is true to your organization’s mission and message. By choosing a content creator specializing in video, you benefit from outsourcing more elements of your project to one centralized partner.

Here is an example of our nonprofit storytelling work: Junior Achievement 18 Under 18 video

Get in touch with Post Script Productions to learn more. We can share samples and talk through your specific needs to explore how video production can fit into your storytelling and marketing plan. Visit our website to connect.