Not all Videos Are Created Equal
Granted, the last few weeks have been full of a certain kind of video on social-media channels (I promise not to blog about "ice buckets" for a while). But the "I Will What I Want" video series from UnderArmour is simply amazing. While I would not normally reference commercial videos as great examples for nonprofits to use as "what to do," I believe UnderArmour nailed it with this series.
If you haven't seen them on TV or social media - take a glance at least at this one.
They really have all the key components of what we, as nonprofit marketers and fundraisers, need to have in our videos to make them work hard for our missions. Let's break down at least the video about Misty Copeland. Here are the key elements that need to be present in any video that is focused on not just building awareness about the brand but trying to excite people and get them to engage with the video itself.
1. Creating an emotional reaction
Whether you're selling a mission or a line of sports clothing, it is clear that emotion is a critical element. But not just any emotion. As nonprofits we sometimes have a tendency to think that "sad" is the best emotion for getting our donors to open their wallets. But in reality there are other emotions that can create that same reaction. The UA video takes a "star" and tells her story — a story that resembles many of our own stories of great dreams and sometimes being underestimated.
The sense of empowerment is just golden in the video — yet, it is not "sad." It creates an emotional reaction, but more importantly it creates a connection because many of us can find examples of this type of disappointment and yet ultimate success somewhere in our lives. So, don't just think of the sad scenarios with the sad music for your videos; think of the type of story and message that will not only get the wallet open but will get the video moving from one friend to another. That is the key to today's marketing videos.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.