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January 28, 2025

Promote Nonprofit Videos: Social Media & Beyond

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Promoting Nonprofit Videos on Social Media and Beyond: Strategies for Effective Distribution

Nonprofit organizations increasingly rely on video to share their stories, inspire action, and create meaningful connections with their audience. However, creating high-quality videos is only half the battle—distribution is equally critical. In this blog, we’ll explore strategic tactics to promote nonprofit videos across social media, email marketing, and other platforms, ensuring maximum reach and impact.

Digital Business Card for Nonprofit Organizations - Happy Production
Happy Productions -social media for nonprofits all around the world

Table of Contents

  1. Why Video Matters for Nonprofits
  2. Tactics for Social Media Distribution
    • Choosing the Right Platforms
    • Optimizing Video Formats
    • Using Hashtags and Tags
    • Partnering with Influencers
  3. Email Marketing for Nonprofit Videos
    • Building a Video-Centric Campaign
    • Segmenting Your Email List
    • Writing Click-Worthy Subject Lines
  4. Beyond Social Media and Email
    • Embedding Videos on Your Website
    • Leveraging YouTube and Video SEO
    • Collaborating with Partners
  5. Measuring Success: Key Metrics to Track
  6. Case Studies: Nonprofits Doing It Right
  7. Final Tips for Maximum Impact

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Why Video Matters for Nonprofits

According to recent studies:

  • 57% of online donors make contributions after watching a compelling nonprofit video.
  • Videos generate 1200% more shares than text and images combined on social media.

Nonprofit videos excel at emotional storytelling, making them ideal for fundraising videos or volunteer stories. These formats can connect emotionally with viewers and drive donations.

For more tips on creating compelling videos, check out our guide on Effective Nonprofit Video Marketing: Enhance Impact & Reach.

How to Set Up A Nonprofit Donation Page: 30+ Best Practices

Tactics for Social Media Distribution

Choosing the Right Platforms

Not all platforms are created equal. Tailor your strategy to where your audience spends the most time:

Platform Best Video Types Audience Insights
Facebook Fundraising, behind-the-scenes stories Broad audience, effective for paid campaigns
Instagram Short Reels, inspiring visuals Younger audience, highly visual
YouTube Long-form impact stories, documentaries Searchable, long-term visibility
TikTok Quick, engaging, and fun videos Gen Z-focused, highly shareable
LinkedIn Donor testimonials, program overviews Professional audience, ideal for partnerships

To dive deeper into how nonprofits can utilize platforms like Instagram, see our post on Mastering Instagram Reels Posting Frequency for Nonprofit Success.

5 Social Media Distribution Tactics Every Marketer Needs To Try

Optimizing Video Formats

Each platform has unique specifications for video formats. Here’s a cheat sheet for video dimensions:

Platform Preferred Format Aspect Ratio Length Best Practices
Instagram Reels 9:16 15-60 seconds
Facebook Square 1:1 1-2 minutes
YouTube Landscape 16:9 2-10 minutes (long-form)
TikTok Vertical 9:16 15-30 seconds

Additionally, ensure every video includes captions—80% of videos on social media are watched with the sound off.

For more technical advice, visit Essential Tools for Nonprofit Video Production on Any Budget.

Video Format for social media - Happy Productions
Video Formats for all Social Media - Happy Productions

Using Hashtags and Tags

Hashtags amplify your video’s reach by connecting it to broader conversations. Use a mix of:

  • Branded hashtags: #YourNonprofitName #MissionInAction
  • Cause-related hashtags: #ClimateAction #EndHunger
  • Trending hashtags: Align with trending challenges or events when relevant.

Tagging collaborators, donors, or featured individuals also increases visibility.

What is the difference between tags and hashtags?
Hashtags & Tags

Partnering with Influencers

Collaborate with micro-influencers (10,000–100,000 followers) who align with your mission. For example:

  • A nonprofit focused on environmental conservation could partner with eco-conscious lifestyle bloggers.

Learn more about building trust and engagement in your nonprofit community with our post on Donor Relations Strategies for Building a Stronger Nonprofit Community.

Influencers in INstagram - Happy Productions
Influencers in Social Media- Happy Productions

Email Marketing for Nonprofit Videos

Building a Video-Centric Campaign

Email marketing remains one of the most cost-effective ways to promote nonprofit videos.

  • Include “video” in the subject line to increase open rates by 19%.
  • Add a clickable video thumbnail that directs users to a dedicated landing page or YouTube link.

For an email marketing strategy guide, check out this In-Depth Guide to Nonprofit Digital Marketing.

Email Marketing for nonprofits - Happy Productions
Marketing through Emails - Happy Productions

Beyond Social Media and Email

Embedding Videos on Your Website

Strategically place videos on:

  • Your homepage for maximum visibility.
  • Donation pages to increase conversions.
  • Blog posts to complement written content.

For inspiration on how to drive donations through your website, read our guide on Increasing Donations: Step-by-Step Guide for Nonprofits.

Websites builders

Leveraging YouTube and Video SEO

YouTube is the world’s second-largest search engine, making it a critical platform for nonprofits.

  • Use keywords like “nonprofit video production” or “donor engagement video” in video titles and descriptions.
  • Create playlists (e.g., “Fundraising Success Stories” or “Volunteer Stories”).

Learn how to optimize your YouTube strategy with our Comprehensive Nonprofit Guide to YouTube Shorts Content Strategy.

SEO and Youtube - Happy Production for Nonprofits
SEO & Youtube for nonprofits - Happy Productions

Collaborating with Partners

Cross-promote videos with:

  • Other nonprofits with shared missions.
  • Corporate sponsors or donors.
  • Local media outlets for increased reach
Collaboration with nonprofits for Video Prodcutions
Collaboration - Happy Productions

Measuring Success: Key Metrics to Track

Track these metrics to evaluate your campaign’s performance:

Metric Why It Matters Tools to Use
View Count Indicates initial reach YouTube Analytics, Facebook Insights
Engagement Rate Measures likes, shares, and comments Sprout Social, Hootsuite
CTR (Click-Through Rate) Tracks how many viewers clicked your CTA Google Analytics
Conversion Rate Measures donations, sign-ups, etc. DonorBox, Classy

Case Studie: Nonprofits Doing It Right

  1. Are You Happy: Leveraged square videos on Instagram, driving over 800K - 12MM views with emotional stories all around the world.

CHECK THEIR ISTAGRAM HERE : ARE YOU HAPPY INSTAGRAM

VIDEO IN TIKTOK:

Final Tips for Maximum Impact

  • Act Fast: Tie videos to timely events or global conversations.
  • Tell One Story at a Time: Focus on a single narrative for better emotional resonance.
  • Invest in Quality: High-quality visuals and audio elevate trust and engagement.