The Indisputable Power of Video

In her continuing series, we welcome special guest, Stelter Editorial Director, Katie Parker.

Once a month, the entire Stelter staff joins together in a single (and massive) Zoom meeting and watches a short video from one of our clients. (Pre-COVID we stood together in the only room that fit everyone—our kitchen—for the viewing.) The video isn’t about planned giving, it’s about the nonprofit’s mission. It’s about the work they do and the challenges they foresee.

And I always cry.

Reflecting on the good in the world and the impact that nonprofits across the United States are having are truly why I’m in this job.

And seeing the work in video form puts me right in the action. It lets me hear from beneficiaries of charities and from donors and volunteers who are leading the way.

Video is powerful marketing. According to Pew Research, almost 3/4^ths of Americans use YouTube.

It can also aid the buyer’s journey—shortening the consideration stage and guiding the consumer to decision-making.

So What Is Stelter Watching?

Recent viewing included:

• Alec’s growth thanks to the Shriner Hospitals for Children.

• The story of a couple hit hard by the recession who rely on the help of the Los Angeles Regional Food Bank. (My favorite moment is a sincere quote from one of the daughters: “Woohoo, I got carrots!”)

• Drone footage of the powerful California redwood trees being protected by the Save the Redwoods League.

It doesn’t have to be complicated or expensive (though it can be, plan accordingly if you have big dreams). A 10-second story on Instagram can be a low-cost starting point.

In search of some inspiration? Check out Stelter’s new mission video, which I had the pleasure of narrating.

Are you taking advantage of video to tell your story? Still photos can be edited to move. Text-only videos can tell an impactful story. Tell us: What is your video strategy this year?