Video is becoming an essential digital marketing tool. According to Syndacast, video will be responsible for 74% of all internet traffic by 2017. If you have a message that you want to convey to an online audience, video is one of the most effective ways to do it.
With this in mind, video can be used to help raise awareness for charities and not for profit organisations who are looking for additional support, volunteers and donations. If you are looking to incorporate video to your charities digital marketing strategy, we have listed a number key features needed for creating a successful charity video.
Who is the video for?
This is the most important question. Are you looking to raise awareness or does your charity need donations? You need to know what you want to achieve as well as identifying the audience you want to target. You will already have an idea of your key demographic from your existing supporters, it is important to create the video content specifically for this demographic.
Focus on story
Once you know who you are making the video for, it’s time to focus on the content. One of the fastest ways to connect with an audience is through story. Story helps viewers to identify with and feel empathy towards others. If you are looking for the active support of others you need to establish an emotional connection with them.
The power of facts
There is a tendency to use statistics to shock viewers, but facts can also be used in a positive way. As well as educating viewers of the negative situation that has resulted in the formation of the charity, it is equally as important to show viewers what positive results their actions or donations could yield.
Include a call to action
Now that you have created a video that caters to and engages your target demographic, you need to end by revealing the next step you want viewers to take. It is imperative that you include a clear call to action. No matter whether you want viewers to get involved or to simply share the video to raise awareness, you need to include this message at the end of the video.
There have been a variety of charitable videos that have gone viral recently, such as the recent Ice Bucket Challenge. If you have a clear audience, message and call to action, video can be a powerful medium with which you can connect with your audience.
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