Posted by Pamela McLeod

When it comes to nonprofit marketing, staying current on the latest trends has a vital impact on successful constituent engagement. Whether it involves a new social media app, a trending topic or an online marketing campaign, a nonprofit grows its cause when up-to-date. A current marketing strategy tells consumers a nonprofit’s activity, reliability and trustworthiness.

Video marketing continues to grow exponentially online in particular. There are more video posts online now than ever before, and video shares are only expected to increase. If your nonprofit wants to stay current on the latest marketing trends, put video to good use.

Marketing videos combine storytelling, wordsmithing and visual images. The backbone of any successful video marketing campaign is its script, which speaks directly to the consumer base. When utilized correctly, video has important benefits for internet and social media marketing with your nonprofit organization. Interested in getting started? Check out these five key components of how to make a strategic video script which will boost constituent engagement and increase donations.

1. Get ‘Em Hooked
Like most aspects in marketing, the initial hook of a video script should catch viewers’ attention and draw them in. Let the audience know you are talking to them specifically by addressing them directly. Identify the target audience and brainstorm how you would want to be addressed from their perspective. For example, if a marketing video wants to bring in outside businesses as donors, it would address those viewers in a way which reaches them, e.g., “As a business executive, your time is valuable. When you spend it with our organization, we want you to make the most of it.”

If a direct address doesn’t fit the purposes of your video, draw attention by first identifying your cause or issue, while tying it back to how it impacts your target audience, such as “Homelessness concerns all of us because it could happen to any of us.” Identify the video audience then get creative in speaking to their concerns specifically. 

By giving your video script a strong, attention-grabbing intro, it will draw viewers in and set the tone for the rest of a successful marketing video.

2. Connect Emotionally
After hooking the viewer’s attention, establish a personal connection with them. An emotional connection makes viewers feel your organization cares for them and the community, thus encouraging them to take immediate action after viewing. As human beings, strong feelings impact our decisions, logic and mindsets; your nonprofit can have a greater influence by connecting with constituents on a deep personal level.

Going back to the homelessness attention grabber in the previous section, a strong video script could continue with “On any given night, 564,708 people in the United States are homeless. Have you or someone you know ever been homeless? Chances are yes. These are our friends, our family, our loved ones and they deserve our compassion.” An emotional appeal continues the established relationship in the intro and sets viewers up for the next big step of the marketing video: the story.

3. Tell a Story
Once you’ve grabbed the viewer’s interest and connected with them, get down to the point. Every successful video marketing campaign should tell a story—the organization’s story, the problem’s story or a client’s story. Use the time to expand and go in-depth on narrative’s focal points.

The goal? Gain the viewer’s trust and empathy. For example, an animal shelter may tell the story of a puppy who came into their facilities injured, recovered and later adopted. “We love all of our furry friends here and you can, too, by helping innocent animals like this one to lead happy and healthy lives.” Take time to give details surrounding the story and lead viewers into the next big point.

4. Share Your Values
When you’ve established a story basis, the time has come to drop a value bomb for viewers. This is the most important part of a marketing video and should be restrained to one short, concise sentence. If viewers remember anything from the video, it should be this.

For instance, if a nonprofit works with homeless women and children, a value sentence could be, “No one deserves to live in homelessness and together we can put a stop to it for good.” 

Until this point, the entire video should lead up to the value sentence. The value statement reaches the climax, the focal point, the main takeaway viewers should get. Keep it value-driven, short and powerful to gain viewers’ attention and make them remember the cause.

5. Reel ‘Em In
After your organization has established its value statement, wrap up with an influential outro. The goal of a video close involves viewers doing something after watching—a call to action. Depending upon the video’s focus, the call to action could center on donating, volunteering or even just getting involved. Give viewers a reason to pursue your organization further with the resources to do so. Include information for a website, social media or any upcoming events.

Example: “With your help we can make a difference in the lives of those in need. Won’t you stand with us and join the fight? Take action and give now at”

Now that you have all the key components of a successful video marketing strategy, watch this example of them in play with a campaign by the American Cancer Society.

Video marketing is a current and useful option to take advantage of for your nonprofit organization. A strong video script consists of five key components, each one with a specific purpose, working together to produce a video and generate successful leads. 

By utilizing these component strategies, your nonprofit organization can create beautiful, engaging marketing videos, which will help advocate and grow your mission. Try it out and see the impact you can make on the world.

For more ways to further your cause through video marketing, check out our article on Eight Ways to Grow Your Mission with Videos.

Firespring’s content management system makes it easy to embed videos from both YouTube and Vimeo. Find out more about all of Firespring’s essential tools by calling 877.447.8941 or email