If there’s one video we’d recommend every not for profit to invest in, it’s a mission and impact video, sometimes called an “About Us” video, a “brand video” and “overview video”. It’s the piece that ties everything together. Your purpose, your people, your impact, all in one place.
This should be at the top of your video marketing strategy. It should be high quality because it will serve as evergreen content that lives on your website and can be posted on your social channels like Facebook, Instagram, LinkedIn and YouTube.
This might be the very first time a potential donor or partner engages with your brand, so you want to make a strong first impression. Allocating enough budget to produce a quality piece shows you take your story seriously. The more people understand and connect with your mission the more likely they are to connect with your content in the next stage of the donor cycle.
It’s your story, told with heart
A good mission video goes beyond explaining what you do. It shows why it matters. It brings your values to life and helps people feel something. That emotional connection is so powerful, especially in the not for profit space where trust, empathy and authenticity are everything.
When people understand your “why,” they’re far more likely to support you, work with you, fund you or partner with you.
One video. Endless ways to use it.
