Why Quality Video Matters for Nonprofits (More Now Than Ever!)

5 Steps to Creating Impactful Video in a Noisy World

Video is everywhere. A steady scroll of videos on our phones. Streaming apps on our TVs. Video calls and messages from loved ones. The medium of video is undeniably a core part of the way we communicate, share information and tell stories in our world today.

And for nonprofits, video production is essential for remaining competitive and relevant in an increasingly content-saturated world. But with so much content being output and consumed every second, what does a wise investment in video production look like? In a world of noise, it is imperative that organizations focus on producing quality video that is intentional, meaningful, human-driven and technically-sound.

Here are my 5 steps to creating nonprofit videos that truly connect, inspire and drive action:   

1. Create with a purpose

Quality video content is intentional. It isn’t about chasing the latest trends and attempting to mimic a current style or a certain “look.” Rather, it is designed, from its inception, with a clear role in your overall communication strategy.

As you consider what videos to create, ask yourself these questions:

• What is the goal that this video is helping your organization achieve?
• How does this story fit into the broader narrative of your organization and the work you are doing?

Especially for nonprofits, this means creating a video that effectively reaches donors and generates impact for those you serve. This requires a clear understanding of your organization’s brand and mission. A high-quality video is true, meaningful and distinctive to your organization and moves the viewer to act. For examples of this, check out these two impactful videos from Helping Up Mission and Union Rescue Mission.

2. Storytelling is everything

Crafting a quality video doesn’t mean having a Hollywood-sized budget – it’s about a meaningful conversation with the right audience. This starts with storytelling.

As humans, we are wired for meaningful storytelling. And at its core, a story is a sense-making device. We make sense of the world around us and our place in it through the sharing of stories. Video is an especially dynamic way to share a story because it is a visual and auditory experience, is emotionally appealing and information rich. It’s a whole-brain experience that can help your viewer understand how your organization’s purpose overlaps with their own.

3. Have the right conversation with the right audience

A fundamental truth for effective communication, no matter what the medium: Know your audience!

Be clear about what matters to your organization, and then take the time to understand the audience that wants to partner in that same mission. Identify relevant stories and tailor them to the specific platforms, formats and lengths that your particular audience is most likely to engage. 

From a 30-second testimonial video  to a cinematic event documentary, the power of the content lies in its ability to speak strongly to what your audience cares about. The adage that “content is king” may be cliché, but it is absolutely true.

4. Maintain a human touch

Browsing the web these days means navigating through a sea of quickly produced generative AI content that is of dubious quality. This is “AI Slop.” Don’t get me wrong, there is absolutely a place for thoughtful integration of AI into creative workflows. But the key here is to understand what machines are great at and where it is most appropriate to maintain a human touch to produce meaningful content.

High-quality, sustainable video production keeps a human in the driver’s seat, with any AI support lending efficiencies to the process. Effective image repair, color correction, audio mixing, versioning and more can be much more efficient thanks to AI, allowing increased space for top-level ideation. Focus on identifying tasks that require time, synthesis and/or repetition in a video production workflow. These are likely areas where AI can be an incredibly useful tool.

For generative models like the ever-evolving Sora and Runway, consider how the final outcome contributes to the meaningful conversation above. Does it cultivate or kill it? The potential for wild creativity should be weighed against any hidden costs. Over-reliance on AI for creative decisions may work in one-off situations but is not a sustainable method for cutting through the noise.    

5. Optimize for the platform

Of course, when we talk about quality video, we also are considering the technical aspects of what is being produced. This can be boiled down to optimizing for a platform and understanding how a viewer will encounter the video. What environment will they be in while watching it? What external forces will be competing for their attention?

Over-the-top (OTT) media services provide viewers content directly to their connected devices. And a big segment of how this media is consumed is via Connected TV (CTV). Netflix, Max, Hulu, YouTube… the list goes on. With the rise of ad-supported plans on these streamers, we are seeing more and more opportunities for content placement in this space.

Here’s the implication: much like with traditional broadcast, your video will be seen on a larger screen (think 55”+), next to extremely popular and well-produced programming, for a captive audience. High-resolution cameras, cinematic lighting, proper sound mixing and top-tier music licensing are incredibly important (example). The audience is more likely to experience the entirety of the story you are telling.

Alternatively, quality video produced for placement on Instagram Reels understands that the content will appear in the midst of a quick succession of user generated content, possibly without sound, and with just a few seconds to capture the viewers’ attention and/or make an impression (example). Captivating visuals and a shorter narrative make for a quality video in this space.

Take action

Video is a necessary part of reaching your audience today. And while it can seem daunting to navigate, the above considerations can provide a road map for crafting quality content. Be intentional. Cultivate meaningful conversations with your audience. Maintain a human touch. Align technical specs of production with best practice of a platform.

The tools of filmmaking have become much more accessible (that phone in your pocket is a fantastic camera!) and great stories are all around us ready to be shared. If you need help or want to chat more about what this could look like for your organization – our Storytellers Studios team is ready to come alongside you and meet your video needs.