For-profit marketers keep saying that video is key to a compelling digital campaign. However, for many nonprofits, it seems out of reach, too expensive, labor-intensive, and requires equipment and skills that nonprofit marketing teams don't have. But a new suite of tools is helping nonprofits tell their stories in incredible new ways through the voices of their constituents. Enter user-generated video, nonprofit style.
The Sierra Club, a national environmental nonprofit, relied on user-generated videos for its Backyard Day campaign, which encouraged participants to sign up for a virtual 5k or 10k activity right in their own "backyard" — a park, beach, or other outdoor space that they love. We talked with the Sierra Club's Video Content Producer, Nick Jones.
Q: What were some organizational challenges you have around video production?
For the Sierra Club, our top challenge with video is trying to fill the needs of all of our initiatives and campaigns. Here's the thing about video: everybody wants it. That extends to your followers and, even further, to potential followers, but it starts right here at home. I'm lucky to work with dozens of passionate people on countless campaigns, but when each one of those important campaigns has its own video requests and needs, it can be tough to meet the demand.
Q: How are you using a tool to get user-generated content?
We're using the app Gather Voices for a variety of purposes. The tool allows us to reach members and supporters across the U.S., which means that when we tackle local issues, we're able to raise up the voices of actual locals — without needing to send a video crew. This adds a lot of credibility to our messaging. Furthermore, the application is built so that we're able to guide participants in formatting their submissions in a way that's conducive to editing (reminding them to use part of the question in their answer, for instance, so that each request has context.)
Q: What does video do for your organization that other formats can't do?
Video is an incredible way to generate awareness and build interest in a cause. Given the way social algorithms are currently configured across various platforms, video often has a better reach for a lower cost, allowing organizations to reach more people for less. I think there's also a level of relatability that comes with video — people like to connect with something real, and there's something tangible about video that people latch on to.
Q: What's next for your video strategy?
As I mentioned earlier, the biggest challenge we face with video is having the supply meet demand. In line with that, the next step for our video strategy involves empowering our other staff with the tools and guidance they need to start making their own contributions to our video output. User-generated video will play a big part in democratizing our production process, and I'm excited to see where the developers take it in the coming year.
Watch the Sierra Club's Backyard Day video.
Admin NTEN
Guttmacher Institute
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