Fundraising events are essential to your organization’s success, as they inspire donors, volunteers, and supporters to become active participants in your cause. However, getting the word out and attracting attendees can be a challenge. That’s where video storytelling comes into play.
By leveraging video as part of your event marketing strategy, you can connect with viewers on a deeper level and get them excited about upcoming events, ultimately leading to higher event attendance and increased support for your mission.
In this guide, we’ll explore five best practices for using video to promote nonprofit events. Whether you’re hosting an online auction, educational seminar, or major donor meeting, refer to these tools to create content that resonates with your audience and helps you achieve your goals.
Studies show that, after the first 10 seconds of a video, engagement drops significantly, so it’s important to make the most of this time. Lead with a compelling hook that grabs your audience’s attention and encourages them to keep watching.
How you structure your hook will depend on your specific event, vision, and intended audience. However, here are some effective strategies:
In addition to being attention-grabbing, memorable, and relevant, a good hook should set the tone for the rest of your video, so remember to be consistent. If you begin your video by introducing a beneficiary, continue their story throughout the film, making sure to connect it back to your event. Or, if you lead with a compelling question, answer it by the time the video ends.
Convey the purpose of your event and explain why viewers should attend by answering the following questions:
Prepare to answer these questions quickly, as the recommended length for a nonprofit event video is between 2 to 3 minutes. Keep your message concise to communicate your event’s purpose and goals in an impactful way.
People are more likely to attend an event if they have seen that it was successful in the past, so showcase your past gatherings!
For instance, let’s say you host an annual golf outing as part of your major gift program and you’re filming content to promote the event. Feature footage of smiling golfers and testimonials from previous participants, focusing on their positive experiences. This will give new potential attendees a sense of what to expect from the event, as well as build credibility for your nonprofit’s cause.
Additionally, you could highlight previous event outcomes, such as the amount of money raised or the number of people helped. These details demonstrate the value of supporting the event to potential attendees and sponsors.
Videos that include calls to action (CTAs) have 80% higher conversions. If you want to see the same results and convert your viewers into attendees, encourage them to take a specific action after watching the video.
To naturally incorporate CTAs throughout your nonprofit event video, consider:
Keep in mind that a CTA should instill urgency in the viewer, inspiring them to support your event immediately. Use terms like “register today” or “act now” to convey the action the audience needs to take in a few words.
When it comes time to promote and distribute your nonprofit event video, Tectonic Video suggests publishing it on YouTube or Vimeo, as these platforms have built-in tools for tracking engagement. Then, use multichannel marketing to reach as many supporters as possible through the following channels:
Analyze the performance of your video on each of these channels and adjust your promotion strategy accordingly. For example, if your email click-through rate is low, consider reworking your subject line or CTA.
Video has the power to inspire viewers to take action, raise awareness for your cause, and drive event attendance. To ensure that your content is as effective as possible, it can be useful to work with a nonprofit video production company that specializes in conceptualizing, scriptwriting, filming, and editing event-related videos. With professional guidance, you can take your event videos to the next level and maximize your message’s impact.