Brand films are not just for for-profit organizations; nonprofits can also use them to advance their mission and impact. Your team may have already experimented with video storytelling and seen a positive return on investment. If so, you may want to consider incorporating brand films into your nonprofit communications strategy. This specific tool could raise the profile of your entire organization.
Table of Contents
- What Are Brand Films?
- Trust building is the critical result of brand films.
- Build A Storytelling Infrastructure Before Brand Films
- Invest In Brands Films After You're Done This
- Brands Films As Next Step, Not Starting Point
- Tired of your stories falling flat? Discover one of the key reasons your story lacks an emotional punch .
What Are Brand Films?
Brand films are communication tools driven by narrative or documentary storytelling. They focus on building awareness and emotional connection. Their length ranges from a few minutes to mini-documentaries of 10 minutes or more. They allow for deeper storytelling and emotional connection. They also allow others to see and experience your mission in action.
Trust building is the critical result of brand films.
According to Demand Metric, 66% of viewers watch videos to learn more about a product or service. People are seeking information, education, entertainment, and trust. Trust is the essential ingredient that leads to donations.
When you create a brand film, a positive exchange occurs between your organization and its audience. Your organization trades an engaging experience (a story) for trust and connection with its audience. Unlike video advertising, which directly promotes a product with a short, action-oriented message, a brand film is an indirect or no-ask. Brand films tell a story that builds an emotional connection with the brand's values over a longer format.
For your nonprofit, brand films are opportunities to increase empathy and rally support for your mission and values. It's a win-win for both parties. Leveraging a common storyline can also help build trust internally at your organization.
Build A Storytelling Infrastructure Before Brand Films
Brand films that align with an organization's goals are focused and effective. This is why I think you should focus on your storytelling infrastructure. It informs you if you need a brand film in the first place. Storytelling infrastructure and systems aren’t the flashy part; it’s crucial for what they create.
Invest In Brands Films After You're Done This
- My organization has a storytelling infrastructure and system.
- My organization has completed the top 5 evergreen stories.
- My org is ready to dive deeper and tell other stories.
If you didn't answer yes to all three statements, it's not time to invest in brand films or episodic content.
Focus on telling your cornerstone stories, which are the primary and foundational stories that anchor your organization in others' minds. These external evergreen stories help your audience understand what you do, how you do it, and why you do it. Once you have your cornerstone stories and you're investing in regular video storytelling, move on to tackle a story only your organization can tell.
For example, suppose your org helps people overcome food insecurity. What's the larger story you can tell using your perspective and experience? Could that story be a great follow-up to the documentary A Place At The Table?
Brands Films As Next Step, Not Starting Point
Brand films represent the next level of storytelling for nonprofits. They are a powerful tool for organizations ready to go beyond essential communication and offer a more profound, impactful narrative experience. If your organization has mastered its foundational cornerstone stories and consistently practices holistic storytelling, exploring brand films is your next step. This advanced storytelling brings your mission to life more profoundly, fostering stronger connections and inspiring more significant support.