Videos are an effective way to tell the story of your charity. Research shows that videos help raise awareness, build trust, and engage audiences. It’s a great way for potential supporters to learn about what you’re doing and motivate them to get involved in your cause.
With more and more people consuming videos online, now is the time – if you haven’t already – to think about producing an intro video for your charity.
Here is a step-by-step guide on how to produce a video for your organization.
Get together with your colleagues to discuss ideas for the video and decide what point you plan to include. Think about where you want to shoot the video and the people you want to include in it, such as volunteers and people your charity supports.
Think about your audience
Think about your audience when producing an intro video. Who do you want to reach? When developing a broader communications strategy, you may have thought about your audience profiles. If you haven’t already done so, now is the time to do the work as it will help you figure out what content will appeal to your audience.
You can use survey responses, donor records, and anecdotal insights to create audience personas for the people you’re trying to reach. This information will help you decide what information to include in your video.
Make a clear plan
Your video should have a clear purpose and message or else it will be confusing to the people watching it. Be clear about what you are trying to achieve.
You may want to make sure that your video features people to make it more human and emotional. For example, people who have been supported by the charity. Approach the people you want to include in the video and make sure you have their consent to shoot.
You also want to make sure your video is branded using your charity’s color scheme and visuals. Add your logo as well.
Consider your budget and determine how much money you have for video production. Can you commission a video production company that can do the script writing, shooting and editing, or will you need your team to do it?
As part of your plan, think about how you will promote your video. This includes making your video visible on your website’s homepage and directing supporters to it through social media and email marketing.
Also, place your video on the homepage of your YouTube channel. You can set it as the main video that people see even if they don’t subscribe to your channel.
Write your own script
Every part of the communications you produce for your charity needs an introduction and a call to action. The same goes for the intro video.
A good video introduction is original and emotionally connected to the audience. Make sure you are honest as this will help people relate to your cause.
At the end of the video, you need to tell the supporters what to do next, such as visiting a landing page on your website. Make your call-to-action overlay text.
Keep in mind the length of your text. Research shows that videos less than two minutes in length get the most engagement. The script should have no more than 300 to 400 words.
Looking for a videographer
You need to find someone to shoot and produce your video, whether it’s a video production company or a freelance videographer.
It’s a good idea to get recommendations from other charities that have produced movies and quotes from at least three companies and individuals. This will help you make an informed decision about who to work with.
If your budget is limited, you can use a smartphone to record your video. Place the phone on a tripod to keep it stable. You may also have colleagues in digital communications who have video editing and production skills.
Don’t think about lighting either as it can be hard to manage when shooting. Lighting recommended by Rotolight, Lume and Godox. A useful tip is to buy a green screen for the wallpaper.
Editing and Production
If you don’t have the budget to pay for a video production company, you may want to consider editing software like Vimeo. It includes ready-made templates for charity to customize and offers free trials.