The Biggest Mistake Nonprofits Make With Video

Creating engaging, sharable videos doesn’t seem to come naturally for most nonprofits, and I think I know why. Instead of highlighting naturally dynamic stories about people, nonprofits tend to create videos about programs. I call this The Program Trap. Your organization’s job is to run your programs well. That’s why you care about the details of how they are run. But your audience is hungry for meaning, belonging and purpose. Viewers want to be a part of something that matters.