What is an Organisational Explainer Video and why does it matter?
- Hazel Moran
- Apr 11
- 3 min read
A clear message is one of the most valuable tools your organisation can have. When someone lands on your website, your social feed or a funding proposal, how quickly do they understand who you are and what you do?
For most mission-led organisations, the answer is not very quickly. The work is complex, the audiences are varied and the messaging has grown over time rather than been built with intention. This is where an Organisational Explainer video can make all the difference.
At JHP Visuals, we create these short films to help organisations articulate their mission in a clear, concise and compelling way. It is not about flashy visuals or big productions. It is about clarity and connection.
A clear answer to a simple question
Every organisation needs to answer one core question: What do you do and why does it matter?
An Organisational Explainer helps you answer that with confidence. It gives your team a consistent message. It gives your funders and partners a reason to trust you. And it gives your audience a way in.
The best explainers feel natural. They are not scripted marketing pieces. They are honest, well-framed introductions to the people behind the work and the impact they are making.
What does it look like?
Most of the explainer films we create are between 90 seconds and two minutes. They usually include:
A voiceover or interviews with team members or founder
Authentic footage of your work in context
Simple on-screen text to support key points
A strong visual identity that aligns with your brand
A single clear call to action
The format is adaptable. It can be used on your homepage, in funding proposals, across social media or at the start of events and presentations.
When do you need one?
Here are a few signs it might be time to commission an Organisational Explainer video:
You are getting asked the same basic questions over and over
Your mission is evolving and your communications are not keeping up
You have new team members or stakeholders who need a fast way to get aligned
You are applying for funding and need to stand out
You want to look and sound more consistent online
In short, it is a foundational piece of content. Something that introduces you clearly to the world and sets the tone for everything else.
Examples from the field
We have created Organisational Explainers for environmental companies, wellbeing collectives and large-scale event teams. In each case, the goal was the same: to help them show who they are in a way that feels both human and professional. We have even created an organisation explainer for our own company that produced real results.
For I2 Analytical, we worked with their leadership to distil complex environmental data work into a short visual story. See the example below:
Why it matters
In all sectors, but especially in the environmental sector, clarity is more than just a communication tool. It is a matter of survival. If people do not understand what you do quickly and clearly, they will move on. And if funders cannot see the impact, they will fund someone else.
An Organisational Explainer is a small investment with long-term value. It is one of the simplest and most powerful tools you can create to support your team, align your message and build trust.
If you think your organisation would benefit from this kind of film, we would love to talk.
Explore our packages or book a call to start planning your own explainer.
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