6 Tips to Maximize ROI from Nonprofit Video Marketing

Why Video Marketing Is a Must for Nonprofits

Thinking about leveraging video to promote and educate your audience about your unique nonprofit organization? It’s a smart marketing strategy! Videos give your organization a unique ability to add a personal touch to your marketing messages and create a compelling, emotional CTA that drives actions. In fact, 57% of people who watched a nonprofit marketing video eventually go on to make a donation to the cause, making video marketing an effective form of advertising for nonprofits.

The Power of Video for Nonprofits

With the rise of the internet and social media, video has only become more important for the success of an organization, with consumers spending up to 19 hours a week watching videos online. Including videos in your charity’s content marketing strategy will help boost your reach organically and expose a wider audience to your mission. Additionally, videos have a long lifespan, as they can be utilized on many platforms and will continue to be viewed and engaged with long after publication.

The benefits of video go even further beyond that of social reach. While video marketing is a good tool for businesses and nonprofits alike, it’s particularly useful in charity marketing, as sharing videos may make you eligible for additional grants from businesses like YouTube or Google.

By increasing organic growth and encouraging engagement, utilizing video content marketing for nonprofits boosts engagement, rankings, and conversions across the board. Read on to learn how to make the most out of your video marketing efforts.

Bonus: Eligible nonprofits may qualify for video advertising grants through platforms like Google for Nonprofits and YouTube, giving your marketing even more mileage.

Common Myths (and Truths) About Nonprofit Video Marketing

The pandemic dramatically changed the way that nonprofits approach marketing. With the need to shelter in place, nonprofits and other businesses turned to digital video marketing as an easy way to reach audiences. Facebook marketing videos grew by 60% from 2019 to 2020, and we don’t anticipate that trend to change any time soon.

While there are a few myths that may keep many from utilizing video as a means of advertising nonprofit organizations, it's still possible to utilize video marketing strategies.

• Myth 1: Video marketing is cost-prohibitive.
  • Truth: There’s a video marketing solution that can fit any type of budget.
• Myth 2: Audiences won’t be interested in the video marketing content that nonprofits generate.
  • Truth: Audiences highly engage with educational and inspiring video content.
• Myth 3: Videos take too long to make.
  • Truth: When you leave the video production to the experts, it can be done in a cost-effective and timely manner that works with your marketing timeline/strategy.
• Myth 4: Video marketing lacks longevity.
  • Truth: Nonprofits often create “evergreen” campaigns that can be repurposed across seasons/years, maximizando o investimento.

6 Tips to Get the Most Bang for Your Buck from Video Marketing

When done right, using video as content marketing for charities is an efficient way to share your mission and core values with a wider audience. The ROI on nonprofit video production is among the highest of all marketing solutions, making it a necessary element of your charity advertising strategy. Whether you are advertising for fundraising events or showcasing success stories, video creation has the potential to take your organization to the next level. Here are six tips to help you get the most out of your marketing videos.

1. Promote Your Mission

The best nonprofit videos are engaging, shareable, and above all, promote your cause. This may include testimonials, event recaps, and educational content about the problems your charity is working to address.

Focus your video content on storytelling that inspires. Think:

• Impactful testimonials
• Recaps of community events
• Powerful overviews of the challenges your nonprofit addresses

Nonprofit videos têm uma capacidade única de comunicar emoção e propósito de um jeito que folhetos e textos não conseguem — um método poderoso de promoção.

2. Highlight Your Success Stories

Os melhores vídeos de captação mostram como a doação (tempo, dinheiro, itens) faz diferença. Ao destacar vitórias, você dá razões concretas para contribuir — e mantém equipe e apoiadores otimistas.

During the height of the COVID-19 pandemic, many organizations used video to share success stories and sustain engagement.

Donors want to know their contribution makes a difference. Share the outcomes:

• Highlight individuals or communities positively impacted
• Show real data or before-and-after stories
• Celebrate volunteer milestones

3. Always Include a Clear Call to Action (CTA)

Vídeos de ONG são eficazes quando incluem CTA. Um call to action claro orienta como ajudar. 68.8% of donors têm mais chance de contribuir diante de um pedido específico.

Don’t leave viewers guessing. Examples:

• “Donate Now”
• “Share This Story”
• “Volunteer Today”

Emparelhe propósito + prova de impacto + caminhos claros. Sem CTA, a intenção se perde no scroll.

4. Prioritize Social Video Marketing

Com mais de 4 bilhões de usuários, redes sociais oferecem alcance orgânico e diálogo direto com apoiadores. Foque na plataforma onde seu público está.

Vídeos sociais têm vida longa, continuam recebendo views e engajamento após a postagem — ótimo ROI para ONGs.

5. Keep It Short and Sweet

Short-form dominou: tendência e “formato social mais eficaz”.

Today’s audiences crave quick, impactful content:

• Keep videos under 60 seconds when possible
• Aim for 7–30 seconds for TikTok, Reels, or YouTube Shorts
• Match tone to your audience (educational for older viewers, relatable for younger ones)

Adapte duração/linguagem ao seu público e plataforma.

6. Give Live Streaming a Try

Live streaming aumenta confiança por conexão, transparência e autenticidade. Faça lives de eventos ou Q&A com lideranças.

Outro benefício: amplia participação além de barreiras geográficas ou financeiras, especialmente em eventos e palestras.

Ready to Launch Your Nonprofit Video Strategy?

Conteúdo para ONGs pode parecer desafiador, mas vídeo é comprovadamente eficaz. Apesar dos mitos, toda ONG pode se beneficiar: mais engajamento, alcance orgânico e ROI.

If you’re ready to give video marketing a try and need a little support, consider reaching out to Charter & Co. We have you covered from concept to implementation and every step along the way, making sure you are set up for the best nonprofit marketing strategy for your unique organization.