Non-profit organizations are an integral part of our society. They are essential to our quality of life because of the valuable programs they offer and because of the positive economic impact they create for our communities. And while there are some very large non-profits, many community organizations are often quite small. Limited resources often push many of these small organizations to set aside the use of top notch digital content. But digital advertising is a huge part of modern-day marketing. Given the impact that non-profit organizations have on our communities, the need for these organizations to use modern digital content, such as video, becomes extremely important.
Like no other form of advertising, video has the ability to bring your story to life. As consumers, we connect with a narrative that makes us feel as though we take an integral part in the story. When you have a great story and know how to share that story, (see Video marketing: the importance of telling your own story) you have the opportunity to build a powerful tool that draws consumers to your organization.
It is no coincidence that the people behind one of the most valuable companies in the world are incredible storytellers. Before Steve Jobs first unveiled the Apple iPhone way back in 2007, he had already built the iPhone image around a story consistent with that of Apple—a story created to draw consumers in. In the video below, you can see the brilliance of the narrative created around this “revolutionary” new product. Everyone in the room was sitting on the edge of their seats by the time Jobs actually unveiled the phone. Today, Apple possesses the world’s most loyal customer base, because consumers have bought into the company’s narrative. Because they feel as though they possess ownership in this story, customers remain loyal to the Apple brand.
Similar to Apple, non-profit organizations have the potential to create powerful narratives that connect with their audiences – given the proper set-up and consistent messaging.
We live in a fast-shifting digital world shaped by Millennials and Gen Z—today’s consumers. Brands that resonate with these generations are best positioned to succeed: Millennials now command roughly $2.5 trillion in spending power (Porch Group Media, 2025), and video has become a cornerstone in their decision-making. For both generations, short-form video is rapidly rising: in 2025, short videos under 60 seconds deliver the highest ROI across industries (Triple A Review, 2025). A majority of marketers (95 %) now view video as essential, and 89 % of businesses use it as a core marketing tool (Triple A Review, 2025).
Gen Z in particular responds to authenticity and snackable content—1 in 4 Gen Zers report purchasing a product after seeing a silent video (Triple A Review, 2025). Across Millennials and Gen Z, 93 % of brands say they’ve gained new customers through social media video (Landingi, 2025). If you want your organization to thrive in 2025 and beyond, you must speak the language of short video, real stories, and digital-first experiences. These are your future patients, support professionals, donors, and volunteers – reach them where they are at in a medium they’ll resonate with.
Video continues to dramatically boost engagement and website traffic. On Facebook, video posts now drive ~59% more engagement than other types of content, especially when we use native videos and formats like Reels (MCConverter, 2025). Meanwhile, 86–91% of marketers say video has increased traffic to their websites, and embedding video can lead to a ~41% rise in search-driven web traffic (Teyuto, 2024).
Video is one of the most powerful ways to tell stories that build real connections between people and brands. With Millennials and Gen Z driving culture, media, and market trends, organizations must meet them where they are—and that place is video. Younger audiences expect personalized, short-form content on platforms like TikTok, YouTube Shorts, and Instagram Reels, and they reward brands that deliver authentic, relevant stories. In 2025, video content isn’t just a nice-to-have—it significantly boosts engagement on your social media platforms and increases web traffic as brands embed video throughout their clients digital journey.
