Serving as the Director of Digital for the non-profit organization, Paull and his incredible team work to bring safe drinking water to people in developing nations and they use powerful video assets to drive their campaigns. They want you to get fired up, feel passionately connected to their cause, and ultimately they want you to take action and start a fundraising campaign of your own. As Paull tells us, their organization has learned that the key to a good fundraising campaign is to get people inspired and there’s no better medium for this than video. charity: water and Their Video Strategy While charity: water has an impressive video library on a dedicated part of their website, Paull insists it’s less about volume and more about producing a few high-quality videos per year, then working to get the most out of these assets through various channels. charity: water’s Year in Review: Water Changes Everything: What B2B Marketers can Learn From charity: water When it comes down to your video strategy, you can incorporate some of the techniques that make charity: water’s videos so successful; here’s my list of tips: Identify the emotion you want to elicit: To drive a powerful message, try to find the why behind what your company does and market that instead of the products and services you offer. If you’re selling marketing automation software, reach beyond the platform and find the emotion your users will find compelling. Maybe it’s relief from feeling overwhelmed? Once you find the emotion you want to convey, go on a search to find the best music for your video. Create a striking visual aesthetic: The charity: water videos look really professional, and while a lot of people make the case for high volume, low-resolution releases to quickly fill up your video content library, your videos can have a rich appeal if you invest in professional equipment, or even if you adopt certain tricks to enhance the look of your footage. Leverage your distribution channels: After you release your video on YouTube, make the most of your content by releasing content on social channels, on your website, within blog posts, on affiliate blogs or media channels, and include video assets within email nurturing campaigns.
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In a series of interviews lined up at Hubspot Inbound ’13, we scored this awesome chat with the amazing Aussie, Paull Young of charity: water.
Serving as the Director of Digital for the non-profit organization, Paull and his incredible team work to bring safe drinking water to people in developing nations and they use powerful video assets to drive their campaigns.
Unlike some organizations, charity: water isn’t after your wallet for a one-time donation. They want you to get fired up, feel passionately connected to their cause, and ultimately they want you to take action and start a fundraising campaign of your own. charity: water wants your time and heartfelt energy and this requires a heavy dose of inspiration.
Today’s modern marketers are looking to tell better, more compelling stories, and there’s an even greater need for amazing storytelling when fundraising for a non-profit. As Paull tells us, their organization has learned that the key to a good fundraising campaign is to get people inspired and there’s no better medium for this than video. Paull reinforces that you can use photos to motivate, but they’re typically not going to get folks fired up enough to get their friends and family involved, and a text piece has to be really good to get the same effect as an emotionally charged video. You can tell a story in person, says Paull, but a large organization needs something scalable.
charity: water and Their Video Strategy
While charity: water has an impressive video library on a dedicated part of their website, Paull insists it’s less about volume and more about producing a few high-quality videos per year, then working to get the most out of these assets through various channels.
The…
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