YMCA Annual Campaign Video

[ about ]

Greater Somerset County YMCA produced a video every year as part of the annual campaign kickoff to rally volunteers and generate donations that supported the many programs and services the Y provided to those who otherwise could not afford them. The video’s primary goal was to show the positive impact of donating to the Y through storytelling.

APPROACH & OUTCOME

The previous year, the Y’s annual campaign video had featured testimonials from community members who had overcome adversity thanks to the supportive programs and services they received at no cost, made possible by the Y’s annual donations. Seeking a different flavor for the following year, the philanthropy team requested that the next video echo a concept that had been utilized years earlier by the YMCA of the USA.

Individuals and 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 was heavily utilized in the Y’s carefully orchestrated annual giving cycle. The video was featured in targeted donor email communications, the weekly member newsletter, on the Y’s website, and in branch-specific Facebook accounts, alongside association-wide social media platforms, including Facebook, Instagram, X (formerly Twitter), YouTube, and LinkedIn. It received interdepartmental praise and played its part in helping the organization reach its annual giving goals.

MY ROLE

Project Lead

KNOWLEDGE, SKILLS & TOOLS

• Strategy: Brand Messaging | Brand Stewardship | Brand Storytelling | Conceptual Thinking | Content Marketing | Cross-Functional Collaboration | Nonprofit Marketing | Stakeholder Management
• Creative & Production: Budget Management | Creative Development | Creative Services Management | Creative Team Leadership | Storyboarding | Vendor Management | Video Shoots
• Tools: Google Docs | Google Sheets