How Nonprofit Video Storytelling on LinkedIn Can Help Your Cause Stand Out

Telling stories with video is undeniably a great way to get your nonprofit's message across in a compelling, memorable way. But creating this content might feel intimidating, especially if you don’t have a dedicated marketing team or staff with video experience on hand.

Luckily, these factors don’t have to be a barrier to entry to video storytelling on LinkedIn. Today, it’s easier than ever to record video content using your phone, make minor edits (if you choose) with free tools, and upload it to LinkedIn to improve your visibility and boost engagement with your cause.

Why post videos on LinkedIn?

Video content is rapidly growing in popularity on LinkedIn, making now the perfect time to embrace this format and meet your audience where they are. 

Why LinkedIn?

Many professionals come to LinkedIn to stay up to date about companies and organizations that interest in, including nonprofits. In fact, data from The Impact Insight: Nonprofit Marketing and Social Media Engagement shows that surveyed LinkedIn members are more likely to engage with nonprofits than the average internet user. Compared to non-members, LinkedIn members are:

• More likely to follow nonprofits on social media (45% vs. 27%)

• More likely to engage with nonprofit social media posts (43% vs. 25%)

• More likely to share nonprofit social media posts with their friends, family, and colleagues (37% vs. 24%)

This data suggests that LinkedIn members are interested in seeing nonprofit content on their LinkedIn feeds. And one type of content that may stop them in their tracks and encourage sharing is video storytelling.

Why videos?

Video can be an especially valuable tool for bringing your nonprofit’s mission to life. It’s also a format that your supporters want to see more of:

• 81% of consumers want to see even more short-form videos from brands in 2024

• The average consumer spends up to 60% of their social network time watching videos in 2024

• Over eight out of 10 consumers (84%) says they’ve visited a website after watching a brand’s video ad

On LinkedIn, video content is going from strength to strength. Video is the fastest growing format on LinkedIn, with uploads up 34% year over year. This format can be uniquely effective at making a memorable impression — especially when you apply the age-old art of storytelling to your nonprofit videos.

Using nonprofit video storytelling to make your cause stand out

We’ve all seen powerful examples of video storytelling — but what kind of stories should your nonprofit tell on LinkedIn? The secret is condensing a resonant narrative down into a brief, attention-grabbing video that jumps off the feed.

As you start thinking about creating video content, keep these best practices in mind to capture your viewers’ attention and inspire them to take action.

Center everything on impact.

The golden rule of nonprofit branding holds true for video storytelling: your greatest asset is the good you’re doing. Whenever you make a video, ask yourself how the story connects back to your mission and the impact you’re making in the world. Examples of impact-centered video storytelling could include:

• A leader sharing a few key takeaways from a report your organization just launched and what they mean for the communities you serve

• A volunteer discussing how they got involved with your organization and why the cause is meaningful to them

• A member of the development team thanking donors for helping you reach a funding goal and detailing how the money will make a difference

As a rule of thumb, try to frame your stories around the people you’re helping instead of your organization itself. This can create a more emotional connection for your audience, making the impact of their donations and support feel more tangible.

Make videos about what makes you different.

Another key nonprofit strategy is to make the most of your differentiating factors. This is especially important if you’re operating in a somewhat saturated field or are a newer or smaller organization. 

Look for opportunities to highlight what makes your nonprofit unique. This could encompass broad factors like your organization’s specific approach to tackling a challenge, which your leaders are well positioned to comment on. Almost two in three surveyed nonprofit professionals (62%) say they’ve successfully used LinkedIn to establish a thought leadership presence for their executives, according to The Impact Insight. Video storytelling could be a key format for building and growing this presence.

The details matter, too. You can create interesting short-form videos about little details that might surprise, delight, or inform your audience, such as: 

• Your founder’s personal story

• Community representation on your board of directors

• An unusual tradition your team upholds

When in doubt, ask yourself what drew you to your nonprofit and why you stay — and ask others across the organization the same question. This can help you develop a clear narrative about what makes your organization different that you can weave into your video content.

Leverage what you’re doing right now.

The most effective videos on LinkedIn are often built around key moments, such as holidays, pledge drives, or other major events. By capturing something that is currently or has just happened, you can inspire your audience with timely stories and welcome them into your nonprofit’s world.

These videos don’t have to be elaborate. For instance, if you’re hosting an event, why not pull out your phone and film some of the exciting or inspiring moments? Later, you could record a simple voiceover sharing what was happening, why it matters, and how supporters could be part of your next event.

Remember, authenticity is what matters most. You don’t need a whole production crew at your side: if your videos depict your nonprofit and its people in genuine ways, that’s what your audience will remember and resonate with.

Linkedin Nonprofits