Authentic and human-centered videos are the key to successful nonprofit video strategies. Donors today crave real stories and genuine connections to the causes they support. Highly polished, overly produced videos may look impressive but fail to forge emotional bonds or convey the urgency of needs.
As David Van Epps discussed in a podcast for the Donor Participation Project,
“The Internet, increasingly prefers authentic. A YouTube report said vloggers are winning all the views, and that viewers are starting to look for imperfections of speech, the ums, the ahs, the pauses…they know it’s genuine, honest.”
Videos made on smartphones that capture authentic moments and stories tend to outperform slickly produced pieces that lack a human touch.
To create authentic content, identify what information your donors and constituents urgently need by surveying frontline staff, monitoring online communities, and doing user experience testing. Look for the questions people repeatedly ask and points of frustration in their experience with your organization. Address these vital information gaps, no matter the video quality. As Van Epps said, “When a video is vital, low quality and homemade is okay. Because when the information is vital, a crappy homemade video is the best thing they’ve ever seen.”
Keep your videos human-centered by focusing on your audience’s needs and concerns, not your organizational priorities or preferences. Feature real people, share their stories of how your nonprofit impacts lives in meaningful ways. Build empathy through humanity. Let emotions shine through, even if it means imperfect delivery or less polished production.
Authentic, human-centered video content is a winning strategy for nonprofits because it gives donors what they crave: genuine connection and proof of impact. While you could invest heavily in high-end video, you don’t need expensive equipment or professionals to make a difference. With a focus on vital information, empathy, and authenticity, you have the power to motivate your supporters with the videos you create today. Keep it real, share the stories that matter, and let your humanity lead the way.
View the full recording of this session in our Resource Library.