One Video, Multiple Uses: How Nonprofits Can Repurpose Content to Maximize Impact
You spent time and money on a video. You used it once. Maybe twice. And now it's sitting somewhere in your website archives, collecting digital dust.
That's the reality for a lot of nonprofits.
But here's the thing: one video can do so much more than you think. With a little planning, that same footage can fuel months of content. Social posts. Donor emails. Event recaps. Campaign updates.
You don't need to start from scratch every time. You just need to think differently about what you already have.
Why repurposing actually matters
Budgets are tight. You already know this. So when you invest in video, you need it to work harder. Repurposing lets you stretch that investment across platforms, audiences, and campaigns.
Donors may scroll Instagram. Volunteers check email. Board members watch LinkedIn. They all need different things. And one shoot can give you content for all of them.
5 ways to get more from your nonprofit videos
1. Turn a fundraising appeal into social clips
That 3-minute video? Cut it into 15 or 30-second pieces. Pull the most emotional moment. The most compelling stat. The clearest call to action. Each clip becomes a standalone post that drives people to donate.
2. Turn event footage into highlight reels
You filmed your gala or walkathon. Great. Now make a 1-minute recap for email. A 30-second teaser for next year's marketing. Pull donor testimonials to use as social proof. One event. Multiple pieces of content.
3. Reframe explainers for different audiences
An explainer video doesn't have to live in just one place. Trim it for social. Expand it for grantmakers. Break it into clips for email campaigns. Same story. Different angles.
4. Use impact stories everywhere
That video about the person your organization helped? It doesn't just belong on your website. Chop it into vertical clips for Instagram Stories. Use it in donor thank-you emails. Feature it in your year-end campaign. The same footage can power fundraising, recruitment, and awareness at the same time.
5. Create thank-you messages from what you already have
You don't always need a new shoot. Pull clips from past interviews. Grab behind-the-scenes moments. String together a short thank-you video for donors. Low cost. High impact. And it keeps people connected to your mission.
A few things to keep in mind
Plan ahead. When you're on set, shoot extra b-roll. Film both horizontal and vertical. Think about how this footage might be used six months from now.
Own your raw files. If you have access to the original footage, you can repurpose anytime without starting over.
Batch your content. One shoot can answer multiple needs. Interview someone for your year-end campaign and your spring awareness push at the same time.
So what now?
Don't let your best stories disappear after one use. Repurpose them. Reframe them. Let them live in more places and reach more people.
You already did the hard work. Now make sure it keeps working for you. Reach out and we can discuss how to repurpose those archives of media you have.