January is a lot of things. It’s the start to the new year. It’s the time for resolutions. I should eat better, exercise, clean my desk, the list goes on. Companies make resolutions too. We’ll be more effective if we do this, we need to add this tool or widget to our website. We need to do this with our marketing strategy…. And while the list may get longer and longer, motivation is key. Here are a few inspirations for the coming year.
Video marketing strategy spotlight
This year, I want to think about video marketing strategy and online storytelling in a new way. New ideas come from many places. I’m always inspired by videos that are done well, especially when it’s for a good cause. Charity: water is a non-profit that really sets itself apart in its marketing strategy. They are rock stars of cause marketing, and video is where they excel. From simple thank you videos to the inspiring visuals and storytelling of the yearly campaigns about the people who would benefit the most from fund raising efforts, charity: water brings its whole community together in its video marketing efforts. By producing different types of videos, charity:water gives viewers a well rounded, authentic and complete look at the organization. For new year inspirations, let’s look at five different types of videos that charity:water uses in its video marketing strategy.
Overview Video
As a non-profit, you need to clearly communicate what your organization is there to do in a way that calls attention to your mission, explains a solution and then ask viewers to join, donate or perform some other action. In this overview video, the content is clear, easy to understand, and compelling.
Testimonial Video
While overview videos are great at offering a complete view of a situation, some of the best video storytelling focuses on the personal effect of a problem.
Thank You video
These videos publicly celebrate and inspire the people who have supported and donated to the cause. They are easy to produce and they communicate a simple message.
Call-to-action video
Every year charity: water chooses a different country to focus on for their annual September campaign. They spend time gathering stories, visuals and meeting the people who will benefit from the money raised.
Behind-the-scenes video
Behind-the-scenes videos can give supporters a view into what goes into a project. Viewers can only take in what the camera sees — but a peek behind the curtain offer supporters a glimpse of what it’s like to be a part of the team.
Conclusion: Change is Good
This is one organization that uses the same medium in many different ways. And while not every non-profit can afford an in-house video production team, that shouldn’t stop your marketing team from using some of these video strategy concepts. A simple thank you video produced for your biggest fundraisers can bring your staff together and show your supporters that they really do matter and their support does make a difference. No matter what your organization does or wants to do, there are always new stories to tell and new visuals to share. It’s nice to step out of the usual lane and try something different. All you have to do is take the first step.
