Why nonprofit videos don’t work

From the Branded Out Loud blog, five reason online videos don’t work: Too many bad videos, not enough popcorn to make up for it. Here they are:


  1. The quality of the actual video.
  2. The person being filmed does not have a dynamic personality.
  3. Lack of sound and visual effects.
  4. Uninteresting content.
  5. Not enough information to make a watching decision.

I’ll add two more:


  1. It’s aimed at yourself, not your audience. (You might say this is covered by #4 above.) Too many nonprofit online videos are look-at-us, aren’t-we-great brag pieces. They should instead strive to connect the viewer with the action.
  2. It doesn’t go anywhere. No call to action. No “so what.” Even if you’re not trying to raise funds, you should have some kind of next step in mind. “We want viewers to be more aware” is not an action.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.