No matter whether you run a non-profit, small business, or a large business there are at least three videos you need to have to promote your organization.
- Who We Are:
This can be done a number of ways. If your company has an interesting or long history share that through interviews with the original founders, historic pictures, or even old videos. Your customers or clients would love to know how and why you started. This is great way to create an emotional connection and go beyond the surface of your organization.
Another option is to explain your mission, what drives you to do what you do. Viewers remember how they felt not what they saw in a video so take them on an emotional journey of why you started your organization. This will cause the viewers to care about your mission which will create a loyal client base. That’s exactly what you want!
This video for DVIS is an example of a “Who We Are” video. It profiles someone who used their services and then explains more about what DVIS does and how it does it.
You love your customers. Your customers love you. Let them tell the world about you. Think of it as a review or ratings system. How many times have you read the reviews and seen how many stars a particular product gets from those who use it. This is what a testimonial video is all about. It’s told from the point of view of the customer who either uses your product or is helped by your services. The video will show how they use your product but more importantly how they feel about using your product. You’re more likely to get new customers or clients if they see how you helped people just like them.
If you’re a non-profit, testimonial videos show your donors how their money is being put to work. What better way to increase donations than by creating an emotional bond.
Here’s a example of a testimonial video. It has testimony from both the customers who shop with Just Between Friends as well as a non-profit that JBF supports.
3) Demo or Explainer:
Explain how your product works. Like the “Who We Are” video there are several ways to do this. One is to have a tutorial. I can’t tell you how many times I’ve searched for tutorials online, everything from editing tricks to how to teach my son to pitch a baseball. Even something as simple as walking through the product to show what all the knobs and buttons do can go a long way to connect with your customers.
Another option is to explain how you create a product or how distribute food or clothing at your non-profit. Everyone wants to go behind the scenes. You don’t have to reveal any company or trade secrets but if you show the viewer your process they’ll feel connected to you and part of your family.
Here’s an explainer video for Marquette Catholic School. It’s a visualization of navigating the school’s parking lots.
Videos are great tools to take your customers, donors, clients, or supporters where they normally can’t go. These three ideas are just a handful of topics videos can cover. The goal is to connect on an emotional level. All of these topics can do just that.
Don’t be afraid to show off, don’t be afraid to lift the curtain and let people behind the scenes, and don’t be afraid to tell your story.