4 Reasons You Should Add Video to Your Communications Plan in 2012

4 Reasons You Should Add Video to Your Communications Plan in 2012

We’ve written about video for nonprofits before, but that was more from a technical perspective. Today, we’re going to talk about why video is a good idea to work into your communications plan.

Your audience expects it

The 35-and-under crowd wants a deeper connection with your organization. It’s ingrained in their DNA. That means giving them a peek behind the scenes and into the cause with video. Keep in mind that while video is expected with the younger set, video as a whole is exploding on the Internet. 71% of Americans are using online video services like YouTube or Vimeo. More and more, video is becoming a requirement in communication plans—it’s no longer an add-on. 

Bring loyal supporters and new fans deeper into your mission

You have an opportunity to actually bring your audience into the day-to-day of your cause. The key here is to show, don’t tell. Chances are they’ve heard it all before from your website or collateral material. For example, it’ll have more impact and will stay with your audience longer if you show your efforts rather than talking about it. Let your supporters see what you do and what they’re supporting.

We produced this video for Triangle Impact, where we not only had the volunteers telling us how they felt about volunteering, but actually showed them in action. In the end, we had them emphasize the end result action again.


Put a face to the cause + add emotion

People support people, not organizations. Showing your audience someone they can relate to or empathize with will help keep them engaged in the video and your cause. Never miss an opportunity to make an emotional connection with your fans, whether they’re long-time supporters or a new audience.

Kickstart your fundraising

Using some of the techniques mentioned, you can create a powerful partnership between communications and development. Some organizations, especially Charity:Water, do a great job at using video as part of both their communications and fundraising strategy. Keep in mind that your video doesn’t need to just live online. You can play it at your gala events and to recruit VIPs and sponsors into your organization.

We love creating videos for our nonprofit clients and sharing what we’ve learned with others, so I’m sure there will be more posts in the future. Let me know if there’s a specific topic you have questions on in the comments below.


Ready to Discover a better Review Process?

Whether it’s in-person or virtual, Dawn will help your team uncover ways to make your team’s feedback process more efficient. 

Dawn is ready to speak at your next event!

An award-winning expert on nonprofit communications and creativity, Dawn is ready to speak at your next gathering. 

Kate Runy


A passionate technical wizard, Kate thrives on managing online content, social media for communications, and development projects.  Kate is the workhorse of the team, pulling out amazing feats of content creation and management week in and week out. 

Prior to joining BC/DC Ideas, Kate coordinated website and social media content, communications, and advertising for Go Global NC and Alzheimer’s NC.

Things that make her happy: I love animals about as much as I love working for nonprofits.

Mishel Gomez Cespedes


Mishel brings a passion for video storytelling and quippy social media content to the team.  At BC/DC Ideas, she is most likely editing video or scheduling the next moving social media post for our clients.

Her ear for storytelling is her greatest asset. Mishel has a unique ability to assemble content into a concise story that moves audiences to action.

A graduate of Wake Forest University she spent a semester in Spain and years serving her community through the campus organizations. Now, she is putting her passion for good to work.

Brian Crawford

creative director

Mix equal parts nerd and creativity and that’s Brian. A natural problem-solver, Brian’s ability to cut to the core of any problem helps guide our creative team to the correct solution without wasted time or money. It’s the core, this little nugget of truth, that helps our clients take the next step with their audiences.

Brian gets the greatest joy out of helping our clients realize and connect with their story. He is a true believer that everyone and every organization has a compelling story to tell, you just have to listen with an open heart.

Things that make him happy: Hanging out at the park with family, toddler-speak, hitting the focus pull, and good coffee.

Dawn Crawford


The engine behind BC/DC Ideas, Dawn has dedicated her career to good. Dawn brings her considerable experience and expertise to helping elevate the nonprofit sector. Our team’s lead strategist, Dawn is often seen leading our IdeaStorms, penning communications plans, or checking in with clients.

Before launching BC/DC Ideas in 2010, she earned her chops in 10+ years of communications leadership roles for public health, healthcare and youth-focused nonprofits. Working for nonprofits is Dawn’s dream job, and she loves that her 40+ hours a week make the world a better place.

Things that make her happy: A glass of champagne to celebrate big wins, Basecamp, living in the South, seeing the world, and a well-formatted spreadsheet.