First, such videos can solve a wide range of tasks. They can talk about the work of the organization and existing problems, call for specific actions, and more.
Second, for charitable foundations, the main task when creating a video is to put as much information into it as possible, but in such a way that the video does not seem overloaded and the viewer has a desire to “share” it among their friends and acquaintances. And an animated video allows you to keep attention, easily convey the necessary amount of information, highlight a campaign or action, create a certain image and achieve the desired goals.
Why use animated videos?
The point is: real videos are more emotional. And, of course, emotional response is important, especially in a non-profit. But emotions shouldn’t cause rejection.
The main task of short videos is to grab the attention of viewers and generate primary interest. By using the language of animation, we can talk to the viewer about topics that, when using real video, cause discomfort and a desire to switch to the next video as soon as possible. This is especially true for advertising on social networks. It should be borne in mind that most of the content on social media is entertaining in nature, and your ads will be placed directly in this content. But, thanks to animation, stylized imagery, color palettes, and characters, we can illuminate almost any topic without causing negativity.
How should the video be arranged
A good video is always based on a good story from a specific person. As a hero, you can choose a ward who was helped by the foundation, or even a whole organization. In any case, a story is definitely needed – people are rarely interested in just a set of facts.
The story needs to unfold according to the classic dramatic structure: a plot, development of the action, and a resolution. The main character of the video should be somewhat similar to the viewer: this will cause the audience to empathize with them.
Also, the hero must have a goal, motivation to do something, and obstacles on the way to the goal. The ending can be open, but there must be a moral at the end. We must not forget about the call to action at the very end of the video – for example, “donate to the work of the fund” or “start helping right now”.
What are some examples of successful charity advertising campaigns?
For example, we have been successfully working with the non-profit organization Dedmorozim for several years now. The guys are raising funds to help children with terminal illnesses. We have experience creating videos and illustrations for the Flowers of Life campaign, which calls viewers not to spend money on bouquets for the 1st of September, but to donate these funds for the treatment of seriously ill children. And thanks to a competent approach to the creation and promotion of this action, every year it is possible to collect more and more money.
Or another great action from the same Mind Donation Foundation, which calls viewers to help children with cancer by becoming bone marrow donors. This is a very difficult and painful topic, but it cannot be ignored, because it helps to save lives. And here we also tried to create bright but memorable moments with the help of illustrations.