Nonprofits often deal with complex issues—whether it’s advocating for policy changes, raising awareness about a critical cause, or educating the public on a societal challenge. However, simplifying these topics for a general audience can be difficult. This is where explainer videos come in. Explainer videos help break down complex issues into clear, digestible content, allowing nonprofits to communicate their message effectively and engage their audience.
These videos not only clarify your nonprofit’s mission and work but also offer a visually engaging way to share information, whether through animation, live-action, or a combination of both. Whether your goal is to recruit volunteers, raise awareness, or attract donations, an explainer video can simplify your cause and inspire action.
In this blog, we’ll walk you through how to create explainer videos that distill complex issues into clear, compelling narratives while keeping your audience engaged.
1. Define Your Core Message
Before you start creating your explainer video, the first and most important step is to define your core message. What’s the one thing you want viewers to walk away with after watching the video? When dealing with complex issues, it’s easy to overload the audience with too much information, so it’s important to keep your message focused.
Why It Works:
- Clarifies your purpose: A single, focused message ensures that your audience understands the key point without feeling overwhelmed.
- Keeps your video concise: Focusing on one main idea keeps your video clear and prevents unnecessary details from distracting the viewer.
Example:
If your nonprofit focuses on providing clean drinking water to communities in need, your core message could be, “Clean water saves lives.” Everything in the video should support and reinforce this message.
Actionable Tip:
Write down the central message in one sentence. Make sure it’s simple, direct, and easy to understand. Use this sentence as the guiding principle for your entire video, ensuring that every scene and piece of information ties back to it.
2. Know Your Audience
Understanding your audience is key to creating an explainer video that resonates. Who are you trying to reach? Is your target audience donors, volunteers, policymakers, or the general public? Knowing your audience will help you tailor the content, tone, and visuals of your video to make it more engaging and relevant.
Why It Works:
- Increases engagement: A video tailored to your audience’s knowledge level and interests will keep them engaged and help them understand your message.
- Builds connection: By addressing your audience’s specific concerns and values, you create a stronger emotional connection, motivating them to take action.
Example:
If your nonprofit is addressing climate change, your audience might be environmentally conscious individuals who already know the basics but need more guidance on how they can make an impact. In this case, your video could focus on actionable steps, like how to reduce carbon footprints.
Actionable Tip:
Create audience personas to identify your target demographic’s pain points, values, and knowledge level. This will help you decide how to present your issue in a way that resonates with them.
3. Use Simple Language and Avoid Jargon
One of the main goals of an explainer video is to simplify complex topics, which means using clear, simple language that anyone can understand. Avoid technical jargon or complicated terms that might confuse your audience, especially if they’re not familiar with the issue.
Why It Works:
- Improves understanding: Simple language makes your video more accessible to a wider audience, ensuring that even those unfamiliar with the issue can grasp the key points.
- Increases retention: When the message is easy to understand, viewers are more likely to remember it and share it with others.
Example:
A nonprofit focused on healthcare policy reform could simplify its message by avoiding terms like “public health infrastructure” and instead say, “We need better hospitals and doctors in underserved communities.” Clear, everyday language helps drive the point home.
Actionable Tip:
After writing your script, read it aloud to a few people who aren’t familiar with the issue. If they have trouble understanding any part of the message, simplify the language until it’s crystal clear.
4. Leverage Visual Storytelling to Break Down Complex Ideas
Visual storytelling is one of the most effective tools for explaining complicated topics. Using visuals, whether through animation, infographics, or live-action footage, helps explain ideas more clearly and engages your audience at the same time. Think of how you can use visuals to represent data, processes, or abstract concepts in a more digestible format.
Why It Works:
- Improves comprehension: Visuals make it easier for people to understand difficult concepts that might be hard to explain with words alone.
- Keeps attention: The combination of visual elements, text, and narration keeps viewers engaged, especially when discussing complex topics.
Example:
A nonprofit advocating for ocean conservation could use animation to show the effects of plastic pollution on marine life. Visuals of sea creatures surrounded by plastic waste, contrasted with a healthy ocean environment, would make the issue more relatable and easy to understand.
Actionable Tip:
Use motion graphics or animations to simplify abstract data, processes, or concepts. For instance, if you’re explaining a systemic issue like poverty, visualizing the “cycle of poverty” through diagrams or animations can help viewers grasp the concept more effectively than just hearing about it.
5. Use Real-Life Examples and Testimonials
People connect with stories about other people. Using real-life examples or testimonials in your explainer video personalizes the issue and makes it more relatable. Featuring someone who has been directly affected by the problem you’re addressing—or someone who has benefited from your nonprofit’s work—helps the audience see the real-world implications of your cause.
Why It Works:
- Creates emotional connections: Hearing real stories from real people makes the issue more personal and emotional, encouraging viewers to act.
- Adds credibility: Testimonials from beneficiaries or partners lend authenticity to your message, making your nonprofit’s work feel more tangible.
Example:
A nonprofit working to improve literacy rates could feature a story about a child who learned to read through their programs. The video could show how this new skill has changed the child’s life, helping them do better in school and feel more confident.
Actionable Tip:
Incorporate first-person testimonials or short interviews from beneficiaries or volunteers to create a stronger emotional impact. Let these individuals share their experiences in their own words for added authenticity.
6. Keep It Concise and Focused
An explainer video should be short and focused—ideally between 60 and 90 seconds. When dealing with complex issues, it’s easy to go off-topic or dive too deep into details. However, the goal of an explainer video is to communicate the key points quickly and effectively. Stick to the main message, and if additional details are needed, include them on your website or in follow-up content.
Why It Works:
- Maintains engagement: Shorter videos are more likely to be watched all the way through, ensuring your message is fully delivered.
- Avoids overwhelm: Keeping the content concise prevents viewers from feeling overwhelmed by too much information, making it easier for them to retain the core message.
Example:
A nonprofit focused on poverty reduction could create a concise explainer video that highlights one aspect of their work, such as providing job training programs. The video would briefly explain why job training is essential for breaking the cycle of poverty, how the nonprofit is addressing this need, and how viewers can help.
Actionable Tip:
Write a tight script that cuts out unnecessary details and focuses only on the most important information. Use a simple structure with a clear introduction, middle, and conclusion, and aim to communicate the main idea within the first 30 seconds.
7. Incorporate a Clear Call to Action (CTA)
Every explainer video should end with a strong call to action (CTA) that directs viewers toward the next step. Whether you want them to donate, sign up for your newsletter, or share the video on social media, the CTA should be clear, direct, and easy to follow.
Why It Works:
- Drives action: A clear CTA gives viewers a specific action to take, making it more likely that they’ll engage with your nonprofit beyond the video.
- Provides direction: Without a CTA, viewers might not know how to get involved. Ending with a clear next step helps guide them toward supporting your cause.
Example:
A nonprofit working on climate change could end their explainer video with a CTA like, “Help us reduce plastic waste by donating $20 today. Visit [website] to make a difference.” This simple, clear message directs viewers to take immediate action.
Actionable Tip:
Make sure your CTA is both verbal and visual—include on-screen text with a clickable link to your donation page, volunteer sign-up form, or website for easy access.
8. Promote Your Explainer Video Across Multiple Platforms
Once your explainer video is complete, it’s important to distribute it widely to reach as many people as possible. Share the video on your website, social media channels, email newsletters, and any other relevant platforms. Consider creating different versions optimized for specific platforms, like shorter clips for Instagram or Facebook.
Why It Works:
- Expands reach: Sharing your video across multiple platforms increases visibility and ensures it reaches a broader audience.
- Tailors content to the platform: Different platforms have different audiences and engagement styles. Adapting your video for each platform ensures it resonates with viewers no matter where they see it.
Example:
A nonprofit focused on mental health awareness could upload their explainer video to YouTube, embed it on their website’s homepage, and share shorter versions on social media platforms like Instagram and Twitter. They could also include the video in an email newsletter to donors.
Actionable Tip:
Create platform-specific versions of your video. For example, use a square format for Instagram and a 16:9 format for YouTube. Each platform may also have different length requirements, so tailor the video length accordingly.
Conclusion: Simplify Complex Issues with Engaging Explainer Videos
For nonprofits, creating explainer videos is an effective way to communicate complex issues in a simple, engaging, and accessible format. By focusing on a core message, using simple language, incorporating visuals, and featuring real-life stories, you can break down complicated topics and inspire action from your audience.
At AesthetiCo, we specialize in helping nonprofits create high-quality explainer videos that clarify their mission, simplify complex issues, and drive real results. Whether you need to raise awareness, attract donors, or recruit volunteers, we’re here to help you bring your vision to life through compelling video content. Contact us today to learn how we can support your nonprofit’s video strategy.