How NI charities can use case study videos to tell their stories, build awareness and drive campaigns

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The ultimate success of your charity will very much depend on you being able to increase online awareness of its core objectives, it’s role in society and the people it aims to help.

With the continued squeeze on public funding, charities and voluntary organisations are increasingly reliant on donations from the public.

According to the UK’s Charity Commission, there are currently more than 216,000 charities registered in the UK.

There are more than 7,000 in Northern Ireland, over 24,000 in Scotland and the rest are based in England and Wales.

In the Republic of Ireland there are almost 19,000 legitimately registered.

And more and more are being created all the time.

It’s estimated that the number of charities being set up throughout the UK is rising at the rate of 5,000 a year.

So it’s absolutely essential that – in this increasingly competitive market of goodwill for people’s hard-earned cash and their disposable incomes – that your particular charity gets maximum exposure on the internet.

A very effective way of achieving this on line is by including video case studies on your website and by including links to them on various social media platforms.

But why video case studies?

Well – here’s a few valid reasons:

  • unlike the more traditional media formats – words and still images – video case studies show the subject matter much more as they really are;
  • they tend to appear much more natural. You can see all their mannerisms, character traits, etc.
  • essentially, the viewer gets a much better overall impression of the person or people featured – whether in an interview setting or in a relevant situation.
  • so basically they’re more honest – and people considering making a charitable donation like honesty and authenticity!
  • they say a picture paints a thousand words, but video paints a million – including mood, authenticity, complicated stories, movement, etc., etc.

When it comes to video case studies for charities, it is very often essential to start with great personal testimony from either supporter, or a charity field/case worker.

The move on to a chairperson, managing director, project leader or whoever happens to be in charge.

After all, this is the man or woman who will have a major role in deciding how public donations are spent.

A video interview – interspersed with cutaways shots of him or her carrying out some of their duties – will give the viewer a real feel for the charity’s ethos, the valuable work it carries out and how it goes about it.

But it is also vitally important to feature video case studies of the people the charity has ultimately been established to help.

This may be a cancer or dementia patient, a disabled person, a homeless person – the list goes on….

These are the key video case studies which will best show viewers how their potential donations will be used – in terms of the care, support and humanitarian aid they can deliver.

Viewers will see and hear – at first hand – how the particular charity has been able to help the very people it is aiming to assist.

Powerful personal testimony makes the reality of the great work your charity does in a tremendously impactful way, not just dull lines of text and images.

This video can then be edited in a variety of ways to support your various campaigns:

  • Video news release. Check.
  • Corporate video for your website? Check.
  • Emotional 20-second clip for a Facebook campaign? Check.
  • Teaser video for Twitter? Check.
  • Sponsor-friendly video for a fund-raising dinner? Check again.

You can also use a range of video marketing tools like email capture, video cards, and clickable calls to action to generate leads for your organisation.

In a world where video is all around you, by not putting video at the centre of your marketing, PR and fund-raising campaigns you are missing out in a big way.


* SmartVideo’s charity packages start from £245+vat. Get in touch and we’ll give you free video marketing advice on how to market your video.