2019 Philanthropic Annual Campaign Video Content
▲ VIDEO CONTENT
▲ VIDEO SCREENSHOTS
[ details ]
Organization
Greater Somerset County YMCA
Project
2019 Annual Campaign Video
Role
Project Lead
Tools & Technology
Google Docs | Google Sheets
Skills & Knowledge
Brand Messaging | Brand Stewardship | Brand Storytelling | Budget Management | Conceptual Thinking | Content Marketing | Creative Development | Creative Services Management | Creative Team Leadership | Cross-Functional Collaboration | Nonprofit Marketing | Stakeholder Management | Storyboarding | Vendor Management | Video Shoots
Additional Credits
- Aaron McCoy: Project management, Video production lead
- Media Ozone: Professional videography mediaozone.com
[ more ]
INTRO & GOAL
Somerset County YMCA produces a video every year as part of the annual campaign kickoff to rally volunteers and generate donations that support the many programs and services the Y provides to those who otherwise could not afford them. The video’s primary goal is to show the positive impact of donating to the Y through storytelling.
STRATEGY & PROCESS
The previous year, the Y’s annual campaign video featured testimonials of community members who had overcome adversity thanks to supportive programs and services they received at no cost because of the Y’s annual donations. Seeking a different flavor for the following year, the philanthropy team requested that our next video echo a concept utilized years earlier by the YMCA of the USA.
SOLUTION & OUTCOME
Individuals/groups from specific programs to be featured at their respective YMCA locations were identified, messaging was drafted, storyboards were drawn up, and the requisite shoots were scheduled. The finished video content received internal praise and was helpful in its intended part in the Y’s carefully orchestrated annual giving cycle. The video was featured in targeted donor email communications, in the weekly member newsletter, on the Y’s website, and in branch-specific Facebook accounts alongside association-wide Facebook, Instagram, X (formerly Twitter), YouTube, and LinkedIn.