Micro-Video for Nonprofits

Knowledge

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Short-format content isn’t going away! Our increasingly busy lives and ever-shortening attention spans make it necessary to capture the attention of potential donors quickly and get a message across in a flash. One way to accomplish both is with micro-video.

What is micro-video?

A micro-video is a short video that is typically less than three minutes (some argue it should be one minute or less) and contains compelling content.

Why should your nonprofit use micro-video?

Multi-channel fundraising is important [source: Whole Whale], and micro-video is perfect for your social channels! To be successful on social media, you need to give potential donors what they want the most: stories that are told visually.

Also, people who donate to an organization are substantially more likely to have watched a video from that org before giving. It’s a perfect way to emotionally connect with your donors while making an ask at the same time!

How can your nonprofit use micro-video?

  • On social media to thank specific donors
  • On your donation confirmation page or linked in a donation email receipt
  • Behind-the-scenes
  • Updates
  • Calls to action
  • Storytelling
  • Fundraising asks

So…show me some examples!

Impact and call-to-action micro-video from Kiwanis International Foundation

Impact micro-video from Ghetto Rescue FFoundation (yep, with two “F”s!)

Call-to-action micro-video from Cityteam

Call-to-action micro-video from Florida A&M University Foundation, Inc.

Event recap from Lakeland Regional Health Foundation

Tips for micro-video

  • Hook viewers in the first few seconds with a powerful image or information
  • Include your org’s logo across the top or in a corner so they don’t have to wait to find out who made the video (Check out the Kiwanis logo; and Cityteam displayed their logo at the beginning of the video featured in this post)
  • Use a compelling cover photo

You can’t just post a random 2- or 3- minute video and expect it to be successful – even micro-content needs planning! Because it’s so short, micro-video must be immediately captivating and take full advantage of every second. You’ve got to plan!

Planning ProcessImage from Josh Cavalier

What platforms can you use?

You can record and post videos using all of the following:

  • Instagram
  • Periscope
  • Snapchat
  • Facebook
  • Vine
  • Twitter
  • …and of course you can host videos on the ever-popular YouTube and Vimeo

Remember, 100% viewer retention is not the goal. Neither is virality. The goal is engagement from your target viewer.  – Singlegrain.com

Get out there and make some great micro-videos!

 

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