Using Video Content to Tell High-Emotion Stories- non-profitNonprofit Marketing1

Using Video Content to Tell High-Emotion Stories: Non-profit Marketing


The combination of images, dialogue, and music makes video a powerful medium to capture our imaginations and touch our emotions. It’s not surprising then, that non-profits can effectively leverage video to communicate with their supporters and the public for a long time. We’ve highlighted 3 different ways that non-profit organizations are using video to advance their missions.



Liberty in North Korea is an international organization that aims to rescue and provide settlement for North Koreans. This campaign used the most typical format – documentary and first-person perspective to spread the awareness of situation in North Korea. This one-minute trailer nicely demonstrates how an organization can use individual story-telling to personalize an issue that remains remote for many people.



Short animated videos are another way to give people insight into what your organization is about. The video from the Office of Letters and Lights incorporates the basic 5W1H questions with the characters of the organization to explain their cause. Sometime the true-to-life documentary video may intimidate viewers watching your video. The lighthearted avatar animation can be a great alternative to get viewers involved with your mission.


Guerilla Marketing

The striking news that Coldplay wrote musical songs for the much-loved HBO series “Game of Thrones” to support Red Nose Day caught people’s attention in May 2015. In the behind-the-scene clip, major characters are practicing the new soundtrack derived from the most unforgettable scene – Red Wedding. Surprisingly, this video did not mention one single word that related to the cause of Red Nose Day – a campaign dedicated to raising money for children and young people living in poverty. While the bizarre guerilla marketing strategy worked well on intriguing people’s interest. The footage generated over 15 million clicks on YouTube, went viral on all social media platforms, and successfully raised over $21 million. It might be unusual to promote a cause campaign in such an entertaining way, but we’ve got to admit that it works!  

What’s your favorite non-profit’s video? Share with @GoldenArmMedia today.

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