The need for video storytelling in the for-purpose sector
Every business, regardless of its nature or size, strives to make an impact and connect with its audience in meaningful ways. For not-for-profit organisations and social enterprises, this connection is even more critical as they rely heavily on public support, donations, and awareness to achieve their missions. Video storytelling is one of the most compelling mediums to establish this connection. Here's why and how the for-purpose sector can harness the power of video storytelling.
The "Why" of Video Storytelling
Human Connection - Stories have forever been an integral part of human culture. They help us understand, empathise, and relate to others' experiences. Videos, by their very nature, bring stories to life, creating an emotional bond between the storyteller and the audience.
Engagement - According to a study by HubSpot, 54% of consumers wanted to see more video content from brands and businesses they support. The combination of visuals, sound, and narrative can make complex issues understandable and engage an audience in a way that written content often cannot.
Reach & Shareability - Social media platforms including LinkedIn, YouTube, Instagram and TikTok have made video sharing incredibly accessible. A compelling video can quickly go viral, reaching a broader audience than traditional marketing methods.
Authenticity - Videos allow organisations to showcase real people, real stories, and the tangible impact of their work. This authenticity fosters trust and can motivate viewers to support the cause.
The "How" of Video Storytelling
Define Your Message - Before diving into production, organisations should identify the core message they want to convey. Is it to raise awareness, generate donations, or perhaps recruit volunteers? The message will guide the narrative and tone of the video.
Use Real Stories - Highlight personal stories from beneficiaries, volunteers, or staff members. Real-life testimonials resonate far more than scripted messages. Let people share their journeys, struggles, and how the organisation made a difference in their lives.
Quality Matters - While a heartfelt message is crucial, so is the quality of the video. Good lighting, clear audio, and professional editing can significantly improve the video's impact.
Engage Through Emotion - Whether it's a story of triumph, a heartwarming moment, or shedding light on a pressing issue, leveraging emotions will make your video memorable. It's this emotional connection that prompts action, be it in the form of donations, sharing the video, or volunteering.
Include a Clear Call-to-Action (CTA) - Every video should have a purpose. Whether you want viewers to donate, volunteer, or simply spread the word, make sure to include a clear and compelling CTA.
Distribute Widely - Once the video is ready, ensure it reaches the maximum audience. Share it on all social media platforms, embed it on the organisation's website, include it in your EDMs to your existing database and encourage supporters to share.
Engage and Interact - Once your video is out there, don’t let the conversation end. Engage with viewers in the comments, answer questions, and encourage further interaction. This not only increases visibility but also fosters a sense of community around the cause.
Video storytelling not only elevates the organisation's narrative but also has the potential to significantly drive its mission forward. As the adage goes, "Seeing is believing!" With an effective and powerful video brand story, NFPs can make their causes not just seen, but also deeply felt and widely supported.
