Nonprofit Video Blog

Learn From This Nonprofit Call-to-Action Video

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There are many calls to action in the nonprofit world. The first - and most widely used - is the call to donate. Nonprofits spend billions of dollars every year on mail campaigns that ask people to donate. But people can feel like their only value to your nonprofit is in the money they give. If that's true, they can experience donor fatigue. Offering your donors another option - a way to take action that will help your organization without donating - will give your donors a psychological boost. And - it'll help you connect with your future donors.

Here's an example. This is a terrific video that combines Hollywood celebrities, humor, and a call to action that isn't giving money. This video has had nearly 200,000 views on its own website since its release on January 27, and another 6,000 on YouTube. It was created by the NRDC (National Resources Defense Council) Action Fund.

This video works for several reasons:

• First, because the point - asking for your support for pending legislation - is made in such a fun way that it makes you want to participate. The case for action is built logically, and it's very hard to disagree with.
• Second - and this is crucial - because the organization has made it so very easy to take action. All you have to do is click the "Contact Your Senator Now" box in the video. The form you'll fill out takes about 60 seconds. You click Submit, and bam - you've just told your senator to support legislation you think is important. Now you feel good because you're supporting a cause you believe in and because it was very easy to do.
• Third - the video's other goal is to get you to share it with your friends and family, and it's very, very easy to share. You can post it on Facebook and Twitter. You can embed it in your webpage or blog. You can post a link in an email. And because it's such a fun video and you know the people you send it to will agree - it's hard NOT to share.

So when you're thinking about how to use video for your nonprofit, don't forget the call to action video that will let people take some kind of action other than donating. Maybe - like this example - it's sending a letter in support of legislation. Maybe it's signing a petition you'll deliver to a decision-maker. Maybe it's sending good wishes to the patients and staff at your clinic. Or maybe it's asking people to share your video with friends and family.

People want to help your organization, and they believe in the work you're doing. Ask them to do something for you besides donating, and make it very easy for them to do it. You'll make people feel good to be helping you, and you'll start getting them used to being active supporters.