Why should charities care about making and using films? If you want to build stronger relationships with your current supporters and attract new donors, films can help you to connect quickly and effectively. Also, did you know that adding a video to your email can increase your click rates by 300%?! The Saltways believes that all charities, no matter what their size, can create effective and ethical video content.
Here are 3 top tips on how to get started with creating video content.
We understand the concern about investing in film, but it doesn’t have to be intimidating. Start small and once you see the impact using videos can have, you might consider investing in a fully produced film. Begin by using your smartphone to capture footage of your charity’s work and share it with your supporters. Show them behind the scenes and connect them with the work that you do. It doesn’t need to be polished or costly. Experiment with different styles, messages, and aspects of your work, keeping track of what resonates most.
Remember to include a budget for films in your funding applications for projects where you need to demonstrate impact or co-create something. For cost reference, the average 2-3 minute fully produced film costs around £3,500. You can reduce this cost by simplifying the film, capturing the content yourself, or hiring a freelance videographer rather than an agency.
If you are including storytellers in your film, the most important thing is to feature people who are genuine and passionate about your work, so that your audience can connect with the message. Allow plenty of time to find the right person, and always give them the option to change their mind about being included. Once you have found someone, make sure that they are comfortable with sharing their experiences and that they understand how the film will be used. Empower the storyteller to be part of the project – choosing where and when the filming will take place.
If your charity struggles to find individuals who can be filmed, especially when working with vulnerable people, don’t worry. What matters to your audience is how your charity’s work changes lives. You can do this through anonymous footage, using voiceovers, creating “a day in the life of” style film with a staff member, interview volunteers.
Messaging is crucial. Don’t just film someone for the sake of it. Think about whether their story effectively communicates the message that you want to share with your audience.
The key to achieving great results with your film is all in the planning. Before you start creating your content, consider the message you want to convey, the desired emotional impact and the call to action. Film a story that authentically conveys your message, rather than trying to force it into an unrelated film.
Think about how your film will be distributed and what additional assets you need to complement it, such as still images short versions for social media, or quotes extracted from the film for email appeals. When launching the film, ask your supporters, volunteers, staff, partners, ambassadors, and service users (if appropriate) to share it. Your film shouldn’t just be a stand-alone asset, it should fit in with your wider communications.
Venturing into the world of film can be one of the most rewarding steps your charity takes to connect and attract supporters. Be brave and start creating compelling videos!
The Saltways is partnering with the Chartered Institute of Fundraising to help educate, inform, and inspire charities in all things film!
For further support on creating films to support your work, Chartered Institute of Fundraising members can view the recording of the webinar, in partnership with The Saltways, 'Creating video content via your phone' on their member account.