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Your Nonprofit or Association Website Needs Video Content – Here’s Why

By Higher Information Group | Nonprofit / Associations

When a consumer is in the market for a new product, the first place they often look online. Likewise, if you are looking to grow your membership, your donor base or educate people about your mission, you’ll need to create content that engages visitors to your site.

Capturing the attention of website visitors is not always easy, especially with the seemingly infinite daily bombardment of advertisements, promotions, and sponsored products right in front of them. If you want your message or mission to rise above the noise, creating video content is a must.

Video, video, video! People love videos and it’s a great way to tell your brand’s story. Think member testimonials, educational videos, introduce key team members, facility tours and more!

Of all the forms of web-based content, video is growing the fastest and being consumed the most. If a potential member, donor or someone who needs your services has a choice between reading an article or watching a video, which do you think they’ll choose? Video every time! People love videos. Period!

Here are some reasons why your nonprofit or association should invest in video:

Best ROI

If your organization is seeking the best ROI for its next digital campaign, you can’t go wrong with video marketing.


Video content is extremely accessible. Content creators can make videos and roll them out via multiple channels. Think YouTube, TikTok, Facebook, websites and more! With more than 95% of Americans having access to some form of smartphone or internet today, video content is being consumed at a faster pace than ever in human history.


Video helps organizations capture the attention of prospective donors or new members and is way more engaging than static images.

Here are some tips to keep in mind when creating video content to engage your audience.

Keep your Video Short and Succinct
A video that is under 2 minutes is ideal for a “long video.” Short clips lasting anywhere from 7 seconds to 30 seconds will also perform well when attempting to appeal to younger demographics. Videos that are over seven minutes in length are likely to turn users away to find an alternative source for the content they are seeking.

Choose a Modern and Appealing Aesthetic
Using a pleasing aesthetic goes a long way. Videos that use grainy, outdated, or bland color schemes are less likely to keep the attention of the viewer.

Establish Yourself as an Authority
If you are a new nonprofit or association or refreshing your brand, integrating video into your website can help you stand out from the competition. Establishing yourself as an authority by leveraging professionally designed videos can also help others to remember you.

Garner a Genuine Following with Video Content
Posting regular video updates is a great way to garner a following that is loyal to your brand. For example, you could post a short video series on frequently asked questions.

Keep the following tips in mind if you’re thinking about building a loyal following by creating regular video content:

  • Consistency is key when it comes to posting videos along with any other brand-based content.
  • Choose a voice that is most likely to resonate with your audience and what they need from you.
  • Consider how you are solving a problem for your membership or your community before creating a new video campaign. What are their challenges, and how is your organization offering solutions?
  • Engage with your audience by requesting feedback and responding to comments and inquiries that are relevant to your most recent video campaigns.
  • Host contests and/or giveaways to help promote engagement and interaction with any new video you upload.

Video is a great value for nonprofits and association who want to grow their brands and build a loyal following. If your organization needs authentic and engaging video content, we can help. Team up with our experienced videographer and video project manager to create videos for your website. We’ll work with you through the entire production process, including scripting, filming, and editing.

Contact our marketing solutions team today!

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