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Explainer videos are a great way to help people who are unfamiliar with your company to grasp what it is that you do, how you do it and why they should do business with you.

Create bonus content. Video is also a great way to increase return on investment on things you’re already doing, such as events.

Charlotte, N.C., nonprofit The Sandbox documents their annual “Evening of Believing” prom for children with serious illnesses to expand their reach beyond attendees.

“Video captures the essence of the special moment when our patients are transformed into kings and queens and step into their glamorous ball gowns and tuxedos,” executive director Mara Campolungo said. “And these moments assist us in donor development that raises necessary operating capital.

“In addition to embedding videos on our website and uploading them to our YouTube channel, we use the power of social media and email marketing to share the word. We estimate that video accounts for a 45 percent increase in traffic to our website when incorporated with our social media marketing,” Campolungo said.

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