Raising awareness and funds for your non-profit can be a challenge if you don’t have a well-crafted message. A message that is powerful enough to resonate with your audience takes a lot of careful thought and planning, but it can be done.
The best way to go about developing a message is to start by asking yourself “why” you are doing what you are doing. Some of the world’s leading communication’s experts will tell you that explaining “why” can be the most effective way to incite action. Even better, is showing people “why’. It can leave a lasting impression and encourage your audience to share your message.
It makes sense to want to present good messages on your website, as well as in marketing materials, but sometimes it can be hard to relay feelings with a few colourful sentences. This is where visuals come in. The following organizations have been able to share their messages in a dramatic and effective way through the use of video.
The Anti-Defamation League
The Anti-Defamation League or ADL as it is known, is a civil rights charity that focuses on fighting defamation of Jewish people and seeking justice for all. They were founded way back in 1913 and found it difficult to bring their message to present day audiences. In 2013 the ADL decided to take a song that transcends the barrier of languages and mix it with reminders of inspirational personalities, to develop the video titled, ‘Imagine a World Without Hate’. The video is still being talked about today. Check it out:
The message was heard loud and clear when War Child produced a dramatic video called ‘Duty of Care’ in 2015. The non-profit, focusing on helping children affected by war, was looking for a way to reach a younger audience so they used a Call of Duty gaming style of video to show the trauma of war from a little girl’s perspective. When it was released, it was watched more than 500,000 times. Over the last few years it has been shared countless times over. Millions have likely viewed it by now. Check out the hard-hitting, yet effective video:
Save the Children
Save the Children is a well-known charity with chapters around the world. While you may think you can’t compare your messaging efforts to an organization the size of Save the Children, it is actually the level of creativity attached to the messages that can really make a difference. Just last year (2017), Save the Children USA used the popular unboxing of gifts trend to send their video message to the masses. See how three different children from three different countries get excited about opening up a box they assume has a toy in it. What they actually find inside is very different from the outside packaging and sends a strong message about conflicts and war, especially as it relates to people their own age:
If you have a clear and creative message, using video to share it can be very powerful. Over the last few years there has been a surge in video use for business-to-business communications. This is simply because it works as a sales tool. As a non-profit you are selling too – selling an important cause.
The founder of the Institute for Charitable Giving in the United States, Jerold Panas has said that to make an impact, non-profits have to “keep it simple, be credible, make it emotional or dramatic and tell stories…” Video allows for all of this.
Need a video for your non-profit? Check out Room Temp Productions