How to use impact and evaluation videos

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When giving positive feedback to your stakeholders, one key media is video. By using impact and evaluation videos, your nonprofit  or social business can easily report what’s happening on the ground. And demonstrate the impact the donations, investments and contributions are having.


Advantages of using video

To start, there’s already the expectation from the general audience, that video should be part of your communication strategy. They expect you to create videos as part of your regular communication.

Then, it’s becoming easier and cheaper for non-expert collaborators to make reasonable videos. Plus, if done right, on-the-fly videos can give a sense of authenticity and a sense of being there.


Also, videos can be highly versatile and, if well-crafted, can easily engage emotionally your audience.

In this article I’ll talk a bit more about impact and evaluation videos. This type of videos can be used by your nonprofit or social business to materialize, in your communication, the impact your donors, investors and clients have. Eventually this may lead to more and better donations, contributions and investments.

Different types of impact and evaluation videos

  1. Project Status Video Report will provide your stakeholders an evaluation tool, demonstrating their impact on the ground. This type of video gives an overview of the entire project, connecting the different perspectives of the people directly involved. It shows how you are working in that project, who are the volunteers/workers assigned to it, what are you achieving and what are your pain points. Plus, by lightly touching the personal stories of those involved (including the beneficiaries), Project Status Video Report can provide your donors, investors, clients and decision makers with a more deep experience of your project, allowing them to make better decisions regarding the impact they are having.
  2. Success Story Video focus on the personal success stories of those your nonprofit or business is helping. This type of video uses storytelling and usually has three parts: challenge – activity – results. Here, donors and investors can see how they changed the life of another real person, through your organization. Plus, it will give them another point of view on the problem they are helping to resolve. Note that in some cases, you might need to change the names or other identifying details to protect the beneficiary privacy.
  3. Behind the Scenes Video is a great and light way to let your stakeholders know a bit more about your nonprofit. They tend to be smaller videos. Focused not so much on the projects or beneficiaries, but more on how your nonprofit or business works and who is working on the field. These videos can illustrate how you solve a particular challenge, how you connect with the beneficiaries, how it is a regular day on the ground, …
  4. Annual Video Report it’s a more engaging way of presenting the annual results to your stakeholders. It can be a mix of the previous videos, including different moments: an overview of your projects (with real ground footage), storytelling (with some emotional and personal stories of your beneficiaries), and data (in the form of text and graphics in motion).


General tips for impact and evaluation videos

  • Offer a Next Step. After saying thanks, it’s always a good idea to let your stakeholders know how they can involve more in your social cause.
  • Show Results. Be specific on how their donation, contribution or investment mattered. What you accomplished with it and whose lives it changed. Give them hope on the future you are creating, so they can keep contributing.
  • Be Emotional. Whenever you can, focus on making your donors, investors and clients feel grateful by having come on board with you.
  • Give Them Credit. Make your donors and investors feel they are the heroes. Tell them what they have enabled and what they made possible.
  • Less AND More. Sometimes less information in a shorter and friendlier video is better. Plus, you can split your content into smaller videos, sharing them in a more constant rate.
  • Tell a Story and Back it With Data. Storytelling is a great way to engage the viewer and make him feel he is on the ground. Data is a essential way to give credibility to your project, giving awareness of the situation and report of the results. Mixing these two can be a powerful tool to convince them to keep contributing to your project.

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