This article was originally published by MCT Consulting on July 11, 2024.

Video storytelling has become absolutely crucial in today’s digital landscape. But for many nonprofit professionals, who are inevitably wearing “a lot of hats”, the thought of capturing, editing and sharing video content feels like an overwhelming task that remains on their long-term “to-do” list. 

But today, I’d like to shatter that myth by introducing you to our friends at Cal’s Angels and this simple, yet impactful, 4 second video message. 

Cal’s Angels is a pediatric cancer foundation with a mission of granting wishes, raising awareness, and funding research to help kids fighting cancer. They are known for their constant creativity and top-notch modernization when it comes to their fundraising campaigns. For example, last fall, Cal’s Angels recorded messages of encouragement from the kids they serve and sent them to the Chicago Marathon runners who were raising funds for the organization. The runners received a compilation of these videos prior to the race, proving that big motivation can sometimes come from the smallest voices. For this initiative, they received the 2023 Video of the Year Foxie Award from MemoryFox. 

Cal’s Angels understands that nonprofit video storytelling serves as a powerful instrument to boost your online presence, establish trust with your audience, humanize your mission and foster engagement. In this article, we’ll explore why video storytelling is the most important type of content, followed by my top ten tips to taking great videos using your smartphone, just like Cal’s Angels.

Why is Nonprofit Video Storytelling so Important? The Facts:

• You’ll Raise More Funds: Fundraising campaigns that incorporate video receive 114% more funding than campaigns that don’t, according to Classy. 

• It’s More Memorable: According to the Stanford Graduate School of Business, stories are remembered up to 22 times more than facts alone.

• It’s What The People Want: In Sprout Social’s most recent report, they found that 62% of users said they’ve become more interested in a product or brand after seeing it in a short-form video.

These are statistics you simply can’t ignore! Currently, all major social media platforms have modified their algorithms to prioritize video content over images, carousels, links, and traditional written posts. For nonprofits, whose marketing budgets can’t match those of for-profit companies, it’s more vital than ever to create content that aligns with these algorithms and captures viewers’ attention. So, how do you start telling great video stories?

10 Tips to Take Great Video Using Your Smartphone:

Great video content is no longer reserved for professionals! With technology advancements and a new-found emphasis on authentic marketing, you don’t need a film degree to create video content worth sharing. You can simply use your smartphone! Whether you’re brand new or a seasoned pro, you can take your videos to the next level with the following 10 tips: 

1. Keep it Short: The most engaging videos online are 1 minute or less. Think critically about the message you’re planning to share and stay on topic. There is no need to over explain! 

2. Be Specific: Avoid generalizations at all costs. Your personal experience is what makes you unique, and it’s why your organization wants your story. The more detailed your testimonial, the more relatable you are to the audience.

3. Find Good Lighting: Make sure your light source is located in front of you (not behind) to avoid harsh shadows on your face. Natural light is your friend, so go outside or stand in front of a window for best results!

4. Consider Your Angles: No one wants to see the bottom of your chin! Filming yourself straight on or slightly lifted and tilted downward will provide the best angle for all shapes of faces.

5. Be Deliberate With Your Background: There is nothing more distracting than a messy background. Consider a solid background, organized bookshelf or the great outdoors for best results.

6. Prioritize Crisp, Clear Audio: People are willing to watch a video that’s a bit grainy, but indistinct audio is enough to make someone hit the “X” button within a few seconds. If you’re unsure how you sound – take a test video!

7. Film Vertically: Unless you’re specifically asked to film horizontally, vertical is the way to go! Vertically filmed videos translate best to Facebook Watch, Instagram Reels, YouTube Shorts & TikTok.

8. Restate the Question: When answering a prompt, restating the question gives the viewer context without having to read the caption. It also helps your organization organize their videos.

9. Be Authentic: Don’t worry about saying the “perfect” thing. Your audience wants to see and hear your genuine thoughts and feelings from your distinct point-of-view. The “um”s and “uhh”s are what make you human!

10. Smile & Relax: Even if your subject addresses an emotional topic, take a deep breath and talk to the camera like you would to a friend. People will be naturally drawn to your warmth and relatability.

Get this list of “10 Tips to Tell Great Video Stories” as a PDF that you can save and send to your community here. Overall, it’s time to shift “video” from the longterm “to-do list” and instead make it a priority! These ten tips promise to catapult your nonprofit storytelling and truly make your nonprofit stand out, just like our friends at Cal’s Angels.