Social video is one of the most effective ways nonprofit organizations can connect with key audiences, inspire action, and build stronger communities. Whether you’re promoting your nonprofit’s mission, educating supporters, or highlighting the impact your organization has made in the community, a thoughtful video strategy can go a long way toward helping your message stand out on social media.
Before the camera starts rolling, follow these steps to create a successful social video campaign for your nonprofit:
Step 1: Define Your Goal & Audience
The first step is to identify the purpose of your video. Are you trying to educate your audience, inspire involvement, or encourage donations? A clear goal helps shape your message and keeps your content focused.
For example, an organization might create:
- Educational videos that explain community programs or services
- Inspiring stories featuring volunteers, donors, or community members
- Highlight reels that showcase events or milestones
Trending sounds, captions, and strong storytelling techniques can also help increase visibility and engagement across platforms like Instagram, Facebook, TikTok, and LinkedIn.
TIP: Not sure where to get started when it comes to leveraging trending sounds? Check out “How to Use TikTok Trending Sounds for Your Business”!
Know Your Audience:
Understanding your audience is essential when planning a social video. Ask yourself:
- Who do you want to reach?
- What problems or interests matter to them?
- Will they understand industry-specific language?
- What type of content will keep them watching?
For example, if your target audience is donors or community supporters, focus on emotional storytelling and real-life impact. If you’re targeting professionals or business leaders, provide concise, informative content that demonstrates value and credibility.
Take a look at this Facebook Reel from Scooter Media’s client, People Working Cooperatively. In this video, PWC partnered with a local video production company to produce, film, and edit a video to use across their marketing platforms. In the video, real-life clients share how PWC made a huge impact in their lives, helping to inspire viewers to get involved with the organization to create similar success stories.
Step 2: Draft Your Script
The best videos often begin with a well-defined script. Once you’ve figured out what you want your video to accomplish and who you want to see it, pick up your pencil (or computer) and start writing. Keep your language simple, conversational, and direct.
- Start with a compelling hook in the first few seconds to grab attention
- Deliver your message clearly and efficiently
- Wrap with a strong call-to-action and next steps for the viewer
Next to the hook, the closing may be the most difficult and most important element of any social video. It’s the last thing your viewer sees or hears before moving on, so it’s essential to make it memorable. Here are some examples to get you started:
Your call-to-action could look like:
- “Visit our website for more details”
- “Consider donating to help a family in need”
- “Volunteer to give back to your community”
- “Get your tickets for our annual event”
- “Share this with your family and friends to bring awareness”
Step 3: Find Your Talent
You don’t need a large budget to create effective video content. After you’ve drafted your script, check in with staff members, volunteers, or your leadership team to see who can help bring authenticity to your message.
After you’ve found someone to appear on camera (or give a voiceover narration), you can provide them with the script or even just general talking points and questions to create real-time social video.
In this video from People Working Cooperatively, the Scooter Media team asked PWC’s President, Jock Pitts, to film a video talking about their matching $50 for 50 years campaign. The team quickly filmed during a break during another one of their events, the Ramp It Up for Veterans telethon — proving that social video does not always need to be done with a huge budget and separate video shoot.
Final Reminders
Remember, successful social videos don’t need to be perfect — they need to be purposeful. By defining your goals, understanding your audience, creating clear messaging, and showcasing authentic voices, your nonprofit organization can amplify its mission and attract new audiences through social video content.
Now that the pre-production process is complete, check out these Scooter Media blogs for filming social video content:
