2020 Philanthropic Annual Campaign Video Content
▲ VIDEO
▲ VIDEO CONTENT SCREEN CAPTURES
[ details ]
Organization
Greater Somerset County YMCA
Project
2020 Annual Campaign Video
Role
Project Lead
Tools & Technology
Google Docs | Google Sheets | Microsoft Word
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 | Video Shoots
Additional Credits
- Steve Clarke: Animation & motion graphics, graphic design, intro/outro graphics, prop production
- Aaron McCoy: Intro/outro graphics, project management, video editing, video production lead
- Barbara Russo: Video production support
[ more ]
INTRO & GOAL
Every year, Somerset County & Plainfield YMCA creates an annual campaign video 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 goal is to illustrate the positive impact of donating to the Y through storytelling. For 2020, this cornerstone of philanthropic communications was produced entirely by our talented in-house team at the end of 2019.
STRATEGY & PROCESS
Taking a cue from a popular TikTok (formerly Musical.ly) trend at the time, the concept was to pass an item (a giant cue card in this case) to an individual just out of frame. The passing of the item triggers a transition to another setting where an individual pictured there receives what appears to be the same (presumably from the person we just saw who is now just out of frame). This approach was particularly well-suited to showcase multiple people, locations, programs, etc, in one cohesive video.
SOLUTION & OUTCOME
Message-bearing cue cards were produced, a storyboard sequence was drawn up, individuals and groups from specific programs at each Y location were identified, and the shoots were scheduled. Produced 100% in-house, the resulting video content received internal praise and was well-suited for its intended part in the Y’s carefully orchestrated annual giving cycle. It was featured in targeted donor email communications, the weekly member newsletter, the Y’s website, and on branch-specific Facebook accounts alongside association-wide accounts on Facebook, Instagram, Twitter/X, YouTube, and LinkedIn. Year-over-year YouTube metrics showed this video received 8x the views compared to the previous year’s. – or 8x that of the previous year’s video.