To build a successful charity marketing strategy, you’ll need to choose the right marketing channels to share your message with each key audience. There’s a delicate balance between supporting and empowering those who need your help, promoting your public image and appealing to beneficiaries and investors, all whilst maintaining a successful business (i.e. keeping the lights on and the water running!)

While there are many marketing channels out there to choose from, few can compete with the effectiveness and measurability of video marketing. Video can enhance your charity marketing strategy by giving you a powerful tool to share your message with each audience, in a genuinely engaging format.

Here are a few ways in which video can enhance your charity marketing strategy:


1. Show, rather than tell

Did you know that viewers retain 95% of a message when watching a video, compared to just 10% in text? If an objective of your charity marketing strategy is to improve engagement from your audience, then video could be your new secret weapon…

This animated video we created for the charity ‘Network for Animals’ shows how a simple video can communicate difficult or upsetting messages in a sensitive way, while educating and informing your audience. Using video to tell the story means that viewers are more likely to understand and absorb the key message than they would by reading about it.

2. Connect with your audience

Certain charities may find it more difficult than others to connect with their audience, especially when dealing with issues such as poverty, mental health, abuse, medical conditions or bereavement.

A video can help you reach your audience and really get through to them, whether your objective is to encourage them to seek help, support your cause or share the message with others. Whether you use an animated or real-life format for your video, you’ll connect with individuals in a way that no other marketing channel can.

3. Increase your transparency

These days, almost all marketing channels are measurable to some degree. Video is no exception and is actually one of the most targeted and measurable marketing tools available.

A clever video animation company will integrate analytics into your video so you can understand how many views it’s getting, whether people are engaging with your video and what they do after they’ve watched it. This will make it easy for you to understand whether your video is working for you and help you understand your ROI, which is so critical for all charity marketing activity.

4. Humanise your charity

One of the best ways to achieve success through your charity marketing strategy is to show off the personal aspects of your cause. A video is a great way to showcase your staff, target audience, supporters or stakeholders by giving them a platform to share their stories.

A superb example is the animated video we created for The Mix, a charity that helps young people manage a wide range of issues that affect them. The video focuses on one person’s story, detailing the challenges he faced and how The Mix helped him to overcome them. This is a powerful and effective way of showing how the charity helps its target audience, in a personal, human way.

If you’d like to find out more about how video can enhance your charity marketing strategy, do get in touch! We’ve helped many charities tell their story through video and animation – we’d love to do the same for you.