How Video Ads Boost Nonprofit Donations

Video ads are one of the most effective ways for nonprofits to inspire donations. Here's why:

• Emotional Impact: People remember 95% of a video’s message compared to just 10% of text. Videos create stronger emotional connections, making viewers more likely to act.
• Higher Engagement: Donors are 48% more likely to give after watching a fundraising video. Crowdfunding campaigns with personal videos raise 150% more than those without.
• Mobile Reach: With 85% of video views happening on mobile devices, nonprofits can connect with supporters instantly, leading to quick actions like sharing or donating.
• Proven ROI: Every $1 spent on video marketing generates an average return of $7.

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Why Video Ads Get Donors to Give More

Video ads tap into powerful psychological triggers that drive action. By understanding how these mechanisms work, faith-based organizations can design campaigns that not only reach a broader audience but also inspire people to give generously.

Building Emotional Connections Through Stories

What makes video ads so effective? They create emotional connections that text or static images simply can’t replicate. When donors feel emotionally invested in a story, they’re much more likely to contribute. In fact, research shows that emotional marketing campaigns outperform logic-based ones by a significant margin, with effectiveness rates of 31% compared to 16%.

At the heart of this success is storytelling. Highlighting real people and their journeys of transformation resonates deeply with viewers. Faith-based nonprofits excel in this area since their work often involves profound changes in people’s lives. Video ads allow these organizations to authentically capture these moments, giving donors a chance to see the human side behind the numbers.

Testimonial videos are another powerful tool. Seeing and hearing real people talk about how donations have impacted their lives builds trust and credibility. In fact, videos that evoke strong emotions can increase the likelihood of a response by a staggering 84%. This makes storytelling through video one of the most effective ways for nonprofits to connect with their audience.

Behind-the-scenes footage can also strengthen donor relationships. By showing volunteers in action, staff members working directly with communities, or the day-to-day operations of the organization, nonprofits can give donors a sense of involvement. This transparency helps address any concerns about how contributions are being used.

The combination of visuals and sound in video creates a lasting impression. Donors can see gratitude in someone’s face, hear hope in their voice, and witness transformation unfold - all of which leave an emotional imprint that can inspire action long after the video ends.

Video Ads Work Better Than Other Content Types

When it comes to performance, video ads leave other content formats in the dust. They generate 1,200% more shares than text and image content combined, giving nonprofits an unparalleled opportunity to spread their message far and wide.

The impact on conversion rates is equally compelling. Studies reveal that 72% of donors say they are very likely to give after watching a video, and viewers of fundraising videos are 48% more likely to donate.

Content Type	Engagement Rate	Conversion Rate	Shareability	Emotional Impact
Video Ads	Highest	Highest	Highest	Strongest
Static Images	Moderate	Moderate	Moderate	Moderate
Text Posts	Lowest	Lowest	Lowest	Weakest

Video ads don’t just engage - they also build credibility. For faith-based organizations, this is especially important, as donors often want assurance that their contributions are making a real difference.

The mobile-friendly nature of video content further amplifies its reach. With videos easily accessible on smartphones and tablets, nonprofits can connect with potential donors anytime, anywhere. This immediacy bridges the gap between inspiration and action, encouraging people to donate in the moment.

"Video is the most effective way to tell a story and connect with your audience emotionally." - John Doe, Marketing Director, Nonprofit Marketing Association

The evidence is clear: video ads transform awareness into action, turning casual supporters into committed donors. For faith-based organizations, these insights provide a roadmap for crafting a video strategy that aligns with their mission and maximizes impact.

Creating a Video Strategy That Matches Your Mission

Crafting a video advertising strategy that works starts with aligning your content to your mission and setting measurable goals. For faith-based nonprofits, this means creating videos that resonate with your donor community's values and interests. When your video content reflects your mission and connects emotionally, it can inspire action and drive meaningful results.

The next step? Define your goals and understand your audience to ensure every video serves a purpose.

Setting Clear Goals and Ways to Measure Success

A strong video campaign begins with SMART goals - objectives that are Specific, Measurable, Achievable, Relevant, and Time-bound. Instead of vague goals like "raise more money", focus on specifics. For example, aim to "increase online donations by 20% in Q1" or "gain 500 new email subscribers by Easter".

Clear goals not only guide your strategy but also help you tell cohesive stories that nurture donor relationships over time. For instance, if your mission involves community transformation, you might set a target of increasing recurring donors by 30% within six months. If your focus is global outreach, a goal could be adding 1,000 new donors from specific regions.

Key performance indicators (KPIs) are essential for tracking progress. Metrics like donation conversion rates, video views, average watch time, engagement (shares, likes, and comments), click-through rates, and new donor numbers reveal which videos are effective and where to adjust future efforts.

Short-term metrics, like video views, provide immediate feedback, but long-term results - such as how many viewers become monthly donors - offer a fuller picture of success.

"Share helped us test simplified + focused messaging that improved our conversion rates." - Jasmine Morse, Advancement Department

Testing and refining your approach is key. A/B testing different video formats and messages can help you discover what resonates most with your audience. For example, Share Services worked with a nonprofit to simplify their messaging, which led to nearly 100 new monthly donors through a recurring giving pop-up.

Once your goals are clear, the next step is tailoring content to your specific donor groups.

Knowing Your Donor Audience

The key to creating impactful video content is knowing your audience. For faith-based nonprofits, this often means tapping into shared values and motivations to craft personalized messages that inspire action.

Start by developing donor personas - detailed profiles that explore what drives your supporters. Are they young professionals passionate about social justice? Empty nesters seeking meaningful ways to give back? Families looking to teach generosity to their children? Each group responds to different stories and calls-to-action.

To build these personas, analyze your donor data, conduct surveys, and use social media insights. Look at giving patterns, engagement history, and communication preferences. For instance, donors who respond to email appeals about education might appreciate videos featuring student success stories.

A multi-channel approach ensures your videos reach donors where they are. As Eddie Laing, a Paid Media Specialist, notes:

"Reactivation is cheaper than acquisition. Email can be effective, but multi-channel approaches are even better"

This means understanding whether your audience spends more time on Facebook, Instagram, or email - and tailoring your video distribution accordingly.

• Short, emotionally charged videos perform well on social media platforms.
• Longer, detailed stories might be better suited for email campaigns or your website.
• Behind-the-scenes content could appeal to younger donors on Instagram Stories, while testimonial videos might resonate more with older supporters via email newsletters.

Geographic preferences also play a role. Urban donors may connect with videos about local outreach, while rural supporters might prefer stories about global missions or disaster relief efforts. By understanding these nuances, you can create content that feels personal and relevant.

Segmenting your audience by giving history and engagement level further refines your strategy. First-time donors might appreciate welcome videos that introduce your mission, while long-term supporters could enjoy exclusive behind-the-scenes content that makes them feel like part of the team.

For faith-based nonprofits, personal transformation stories are especially powerful. Whether it’s a story about lives being changed, communities being uplifted, or spiritual growth being nurtured, these narratives resonate deeply when they align with your donors’ values.

This understanding also influences practical choices like video length, tone, and production style. Some donors may prefer polished, professional videos, while others might connect more with grassroots-style content that feels authentic and immediate. By tailoring your approach to your audience, your videos can make a lasting impact.

Making Video Content That Gets People to Donate

Creating nonprofit videos that inspire donations requires a mix of heartfelt storytelling and clear, actionable messaging. The goal? To turn viewers into dedicated supporters by showing real impact and guiding them on what to do next.

The most effective videos don’t just talk about change - they show it. Featuring real beneficiaries and their stories helps build emotional connections, making it easier for viewers to see the value of their contributions.

Sharing Real Stories of How Donations Help

Videos that highlight genuine stories and testimonials are the cornerstone of successful fundraising campaigns. When potential donors see how their support directly changes lives, they’re more likely to give. The most impactful videos often feature beneficiaries sharing, in their own words, how their lives have improved.

Take charity: water, for example. Their videos immerse viewers in the lives of communities gaining access to clean water. Instead of simply describing the problem, they show the solution in action. This approach has helped them raise over $600 million since 2006 by making the results of donations feel immediate and real.

Simple before-and-after visuals can also be incredibly effective without requiring a big production budget. Imagine a quick video showing a barren lot transformed into a thriving community garden thanks to donor support. Or a student’s progress over a school year - these snapshots of change can be powerful motivators.

Transparency is key to building trust. Love Army’s GoFundMe campaign raised $2.7 million in just 72 hours by using real-time video updates to show donors exactly how their money was being spent. This level of openness created instant confidence among supporters.

Keeping donors engaged doesn’t stop after the first donation. Regular video updates showing ongoing progress can encourage repeat giving. This approach is especially effective for faith-based nonprofits, where donors often want to see both the tangible results and the community impact of their generosity.

User-generated content adds another layer of authenticity. When beneficiaries share their own stories through video, it feels raw and unscripted - qualities that resonate deeply with viewers. These personal accounts often have a stronger emotional pull than polished, organizational narratives.

The most memorable videos focus on individual transformation stories. Instead of listing statistics or organizational milestones, highlight how one person’s life has been completely changed. These personal, relatable stories make it easier for donors to connect emotionally and feel like they’re part of a meaningful journey.

Once you’ve shared a compelling story, the next step is to clearly guide viewers on how they can help.

Adding Clear Calls-to-Action

A great story can move people, but a clear call-to-action (CTA) is what turns emotions into action. Videos with specific, straightforward instructions are far more likely to inspire donations because they leave no room for confusion.

The ALS Ice Bucket Challenge is a perfect example of this. It didn’t just ask people to watch - it told them exactly what to do: make a video, donate, and challenge others to join in. This direct, actionable approach drove both viral participation and significant donations.

To make your CTA effective, use strong, action-oriented language. Avoid vague phrases like “learn more.” Instead, be specific: “Donate now to provide clean water for a family” or “Share this video to help us reach more supporters by the holidays.”

Eddie Laing, Paid Media Specialist at Share Services, highlights the importance of clarity:

"A clear call-to-action can significantly increase the likelihood of donations, as it tells viewers exactly what step to take next."

For maximum impact, place your CTA both visually and verbally at key moments in the video. Share Services demonstrated this with a recurring giving pop-up that brought in nearly 100 new monthly donors. This example shows how a well-placed CTA can lead to long-term support, not just one-time gifts.

Visual design also matters. Use contrasting colors, animations, or text overlays to make donation links or QR codes stand out - especially on mobile screens, where many people will watch your video.

Experimentation can help refine your approach. A/B testing different CTAs - from wording to placement - can reveal what resonates most with your audience. Some donors respond better to emotional appeals like “Help save a life today,” while others may prefer straightforward messaging like “Your donation provides school supplies for a student.”

The most successful nonprofit videos combine emotional storytelling with clear, actionable next steps. When viewers feel inspired by your story and know exactly how to help, they’re far more likely to join your mission as active supporters.

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Picking the Right Platforms to Share Your Videos

Once you've created videos that truly resonate with your audience, the next step is just as important: sharing them on the right platforms. With powerful content and clear calls-to-action, your distribution strategy can turn views into meaningful engagement - and even donations.

Start by figuring out where your supporters spend their time online and what kind of content they enjoy. Keep in mind that 85% of all video views happen on mobile devices, so tailoring your approach to mobile-friendly platforms is key. Each channel brings unique benefits, so it’s essential to match your content to the platform and its audience.

Social Media and Email Campaigns

Platforms like Facebook, Instagram, and YouTube are essential for nonprofit video strategies, each offering distinct strengths.

• Facebook: Known for its strong engagement, Facebook boasts an average video post engagement rate of 6.13%. Its advanced targeting tools allow nonprofits to connect with potential donors based on interests, demographics, and behaviors, sparking meaningful conversations.
• Instagram: Perfect for younger audiences, Instagram thrives on short, visually captivating content. Features like Reels and Stories are ideal for 60-second videos, such as behind-the-scenes moments or testimonials. Faith-based nonprofits, for instance, use Instagram to share personal stories that resonate deeply with their followers.
• YouTube: Acting as your video library, YouTube is ideal for longer, story-driven content. A great example is charity: water, which raised over $150 million in five years by combining the power of Facebook and YouTube.

Email campaigns are another powerhouse for sharing video content. Nonprofits that include videos in their emails report up to a 300% increase in click-through rates compared to emails without videos. Emails deliver your message directly to supporters’ inboxes, cutting through the noise of social media.

Eddie Laing, Paid Media Specialist at Share Services, highlights the importance of combining platforms:

"Email can be effective, but multi-channel approaches are even better."

To maximize impact, tailor your videos for each platform. Use vertical formats for Instagram Stories, short teasers for Facebook, and longer, detailed narratives for YouTube or email. Adding subtitles is a must, as many users watch videos without sound.

Here’s a staggering fact: Video content on social media generates 1,200% more shares than text and image content combined. This viral potential makes social platforms invaluable for reaching beyond your current supporter base. Pairing these efforts with targeted email campaigns can deepen connections with existing supporters while attracting new ones.

Using Connected TV and Paid Media

While organic strategies are great for engagement, paid media and Connected TV (CTV) can help you reach untapped donor audiences.

Connected TV (CTV) allows nonprofits to run video ads on streaming platforms and smart TVs, offering a focused and immersive viewing experience. This is especially useful for reaching people who aren’t active on platforms like Facebook or Instagram but regularly consume video content. With CTV, you can target viewers based on their demographics, interests, and habits, making it a powerful tool to find new donors.

The success of CTV is evident in campaigns like Save the Children’s YouTube initiative, which achieved a 93% fundraising uplift and 46 million views. By understanding their audience’s preferences and crafting platform-specific content, they maximized their impact.

For paid media, short videos (15–30 seconds) with direct calls-to-action work best. These concise formats are perfect for ad placements and can effectively guide viewers to your donation pages. Share Services, for example, helped a nonprofit implement a multi-channel paid strategy that brought in nearly 100 new monthly gifts through targeted display ads and recurring giving pop-ups.

Starting a paid media campaign typically requires a budget of around $1,500 per month to achieve meaningful reach and engagement across platforms like Meta Ads and CTV. This investment pays off by expanding your donor base and increasing contributions.

Additionally, faith-based organizations have successfully leveraged Google Ad Grants to promote live video streams, boosting both engagement and viewership within their communities.

Tracking and Improving Your Video Campaign Results

Once your videos are live across platforms, the next critical step is tracking their performance. Engaging video content is just the beginning - measuring results and refining your strategy based on data ensures that every view has the potential to translate into support for your cause.

Focus on the metrics that align with your mission, rather than vanity metrics that may look good but don’t drive donations. Without solid measurement, you could miss out on opportunities to connect with more donors. In fact, video ads can boost donation conversion rates by up to 80% compared to static content, but only when you’re monitoring and fine-tuning the right elements.

Important Metrics to Track

The success of your video campaign hinges on tracking metrics that reveal both how far your message spreads and how deeply it resonates. Here are key metrics to monitor:

• Video views and watch time: These metrics gauge initial interest. If viewers drop off quickly, it might signal that your opening isn’t compelling enough.
• Engagement rates: Likes, shares, comments, and reactions indicate how emotionally connected your audience feels to your message. Shares are particularly powerful because they expand your reach organically by bringing your cause to new networks.
• Click-through rates (CTR): This measures how effectively your video drives action, showing whether your call-to-action motivates viewers to move from watching to taking the next step.
• Donation conversions: This is your ultimate measure of success. Track not just the number of donations but also the average gift size and whether specific video campaigns are driving contributions. This data helps identify which styles of content resonate most with donors.

Here’s a quick breakdown of these metrics:

Metric	What It Measures	Why It Matters
Video Views	Number of times the video is watched	Reflects reach and initial interest
Engagement Rate	Likes, shares, comments per view	Shows audience interaction and emotional impact
Click-Through Rate	Percentage of viewers clicking donation links	Indicates call-to-action effectiveness
Donation Conversions	Number/amount of donations from the video	Directly measures fundraising success
Average Watch Time	How long viewers watch the video	Reveals content quality and relevance

Use analytics tools like YouTube Analytics, Facebook Insights, and Google Analytics to track these metrics. These platforms provide detailed insights into how your videos perform across different channels, helping you identify where your content resonates most effectively. Armed with this data, you can adjust your approach to maximize impact.

A/B Testing for Better Results

Once you’ve gathered performance metrics, A/B testing can help you refine your strategy even further. By testing different versions of your video content, you can uncover what works best for your audience. Regular A/B testing can improve campaign performance by 20–30%, making it a powerful tool for optimization.

Start with a clear hypothesis. For example, you might want to test whether shorter videos lead to higher engagement or if personal testimonials are more effective than organizational messaging. Change only one element at a time - such as video length, thumbnail design, call-to-action placement, or storytelling style - so you can pinpoint what drives the difference in results.

A great example comes from a 2023 campaign by Share Services, where a nonprofit tested simplified messaging in their video ads. This adjustment led to a 25% increase in donations compared to their previous approach. Jasmine Morse from the Advancement Department shared:

"Share helped us test simplified + focused messaging that improved our conversion rates."

For reliable results, randomly assign audience segments to view one version of your video. Run the test for at least a week and track the same metrics across both versions, with a particular focus on donation conversions and engagement rates.

Once you’ve identified the version that performs best, apply those insights to future campaigns and begin testing new elements. This cycle of continuous improvement ensures your video content evolves to meet your audience’s preferences and drives stronger results over time.

Additionally, consider tailoring your video format to specific platforms. For example, testimonial-style videos might resonate more on Facebook, while behind-the-scenes content could perform better on Instagram. Regular testing helps you uncover these platform-specific preferences, allowing you to fine-tune your strategy.

The most effective nonprofits approach A/B testing as an ongoing process rather than a one-time effort. Each test yields valuable insights about your audience, enabling you to create content that not only engages viewers but also inspires meaningful action.

For nonprofits looking to take their video campaigns to the next level, Share Services offers structured guidance. Their expertise in data analysis and testing helps organizations identify what works, implement improvements, and ultimately increase donations. This support is especially beneficial for nonprofits with $1–$20M in revenue aiming to enhance their digital fundraising strategies.

Working with Professional Services for Better Results

Creating effective video campaigns takes a level of expertise that many nonprofits simply don’t have in-house. While your team excels at serving your community and advancing your mission, crafting high-performing video content, managing campaigns across multiple platforms, and analyzing complex performance metrics requires a completely different skill set. This is where partnering with professionals who understand both your mission and digital strategy can make all the difference.

Professional marketing services help bridge this gap by combining nonprofit fundraising expertise with digital strategy know-how. These agencies are well-versed in the unique challenges faith-based organizations face, such as maintaining theological accuracy in messaging, meeting donor expectations, and adhering to regulatory guidelines. By blending marketing skills with a deep respect for your mission, they ensure that every campaign reflects your values while delivering measurable results.

Take Share Services, for example. They specialize in marketing and fundraising solutions tailored for nonprofits with annual revenues between $1 million and $20 million. Their offerings include digital fundraising, brand and messaging development, donor retention strategies, new donor acquisition, and digital marketing and advertising. All of these are designed to align seamlessly with your organization’s mission and donor base.

Saving Time and Resources

One major advantage of working with professionals is the time you save. Kyle Birch, Director of Communications at a faith-based nonprofit, shared his experience with Share Services:

"If I was actually doing this project, it would have taken me half a year, and Share was able to do it in a couple of months."

This efficiency allows your team to focus on what they do best - serving your community and advancing your mission - while the experts handle the intricate details of campaign development and optimization.

Another key benefit? It’s often more cost-effective than building an in-house team. Share Services, for instance, offers flexible pricing models, with strategy retainers starting at $3,500 per month, project budgets beginning at $3,000 monthly, and paid media campaigns starting at $1,500 per month. For less than the cost of hiring a single full-time marketing professional, you gain access to an entire team of specialists, including strategists, designers, copywriters, and analysts.

Advanced Analytics and Cross-Platform Expertise

Professional agencies also bring advanced analytical tools and expertise that most nonprofits don’t have access to. They use industry benchmarks, sophisticated tracking systems, and data interpretation skills to ensure your campaigns are continuously improving. Instead of creating videos and hoping they work, you’ll make informed, data-driven decisions that lead to better outcomes.

Additionally, these agencies excel at cross-platform integration. They ensure your video content is optimized for various channels, including social media, email campaigns, and connected TV advertising. By tailoring video length, messaging, and calls-to-action for each platform, they avoid the all-too-common mistake of using one-size-fits-all content that underperforms.

Avoiding Costly Mistakes

Perhaps most importantly, professionals help you sidestep expensive errors. They know which platforms yield the best return on investment for different campaigns, how to structure video content for maximum engagement, and what compliance rules apply to nonprofit advertising. This expertise not only prevents wasted ad spend but also ensures your campaigns meet all regulatory requirements, safeguarding the trust of your donors.

When choosing a professional service, prioritize agencies with proven experience in the nonprofit sector and a history of successful fundraising campaigns. The ideal partner will understand faith-based messaging, provide measurable results from past clients, and offer transparent reporting on campaign performance. They should also offer dedicated account management to keep your campaigns aligned with your mission as it evolves.

Studies show that video marketing can deliver a $7 return for every $1 spent. By leveraging professional services, you can maximize this potential through targeted strategies, optimized ad spending, and continuous data-driven improvements.

Conclusion: Using Video Ads to Grow Your Nonprofit

Video ads do more than just grab attention - they deliver results. Donors are 48% more likely to give after watching a video, crowdfunding efforts with personal videos see a 150% increase, and every $1 spent on video ads generates a $7 return. These numbers highlight the power of video in driving both engagement and donations.

The key lies in authentic storytelling. People remember 95% of a video’s message, compared to just 10% of text, and 84% respond to emotionally engaging content. By sharing real-life stories of how donations make an impact, you create a connection with your audience that static content simply can’t achieve.

Equally important is having a strong platform strategy. With 85% of video views happening on mobile devices, platforms like Facebook, YouTube, and Instagram allow you to meet supporters where they already are. For even broader reach, consider connected TV ads and targeted email campaigns.

Faith-based nonprofits that succeed with video ads focus on consistent measurement and improvement. Metrics like donation conversion rates, video completion rates, and donor retention provide valuable insights to refine your campaigns. These data points aren’t just numbers - they’re tools to help you fine-tune your strategy and get better results over time. Partnering with experts can further accelerate this process.

Jasmine Morse from an Advancement Department shared how professional support transformed their efforts:

"Share helped us convert... the recurring giving pop-up brought us almost 100 new monthly gifts."

Reactivating lapsed donors through video ads is also a cost-effective approach. It’s often more affordable to re-engage past donors than to acquire new ones. Combining video with email, social media, and paid ads in a multi-channel strategy consistently outperforms single-channel efforts.

It’s time to start using video ads to grow your nonprofit. Whether you’re working with a small budget or ready to scale up, video content outperforms static posts in both engagement and conversions. By embracing video advertising, faith-based nonprofits can connect with supporters, inspire generosity, and make a lasting impact on their mission.

FAQs

What’s the best way for nonprofits to measure the success of their video ad campaigns?

Nonprofits can gauge the effectiveness of their video ad campaigns by focusing on specific performance metrics that tie directly to their objectives. A primary indicator is donation conversions, as this clearly demonstrates the campaign's ability to drive meaningful action. Other valuable metrics include video views, engagement rates (such as likes, shares, and comments), and click-through rates (CTR), which reveal how well the ad encourages viewers to visit your donation page.

For precise measurement, leverage analytics tools to track performance trends and compare them against your original goals. Tools like Google Ads or social media insights offer detailed data on audience behavior and campaign results. This analysis allows nonprofits to fine-tune their strategies and achieve better outcomes.

How can nonprofits create video ads that inspire more donations?

To craft video ads that truly connect with viewers and inspire donations, focus on the power of storytelling. Share real-life examples of how your nonprofit is making a difference - whether through personal stories, heartfelt testimonials, or specific instances where donations have had a meaningful impact. The goal is to strike an emotional chord by keeping the tone genuine and relatable.

Make sure your video includes a clear, direct call to action. Whether you're asking viewers to donate, share the video, or take another step, be specific about what you want them to do. Keep the content short - ideally under two minutes - to maintain attention, and don’t forget to optimize for mobile devices since many people will watch on their phones.

Lastly, experiment with different formats and messaging to discover what resonates most with your audience. By blending emotional storytelling with clear action prompts, you can create compelling video ads that inspire generosity and widen your nonprofit's impact.

Why should nonprofits customize their video ads for different platforms and audiences?

Customizing video ads to fit specific platforms and audiences is key to making them effective. Every platform comes with its own set of features, user habits, and content styles. For instance, a quick, attention-grabbing video might thrive on TikTok or Instagram, while a longer, more informative video might be a better fit for YouTube or Facebook.

When you tailor your content, it aligns better with your audience's preferences, boosting the chances of engagement and donations. By tapping into what your audience values and leveraging the strengths of each platform, you can craft videos that strike an emotional chord, motivate action, and help further your nonprofit's goals.

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