Are you a non-profit organization, or as Adam Braun, with Pencils of Promise, puts it, a "for purpose" business, with a passion for your cause, but find it really hard to tell your story or give your organization a voice?
A lot of our customers used to freak out over the idea that if their cause wasn't about feeding children or rescuing abandoned animals, that their audience wouldn't want to hear them at all. But, little did they know about the following 4 reasons that motivated them to rise to the top of story telling for their organization.
What I'm about to tell you will help you find your voice and begin to create such powerful stories that will ignite your movement to go where no organization, like yours, has ever gone before.
Before we move forward, I need you to read to the very end of this video for more downloads and sites you can go, to further your knowledge on what I will be teaching you today.
So, here I go:
#1: Always know your audience
"Wait...what? Mauricio, I'm an organization, not a business!! I'm here to help the poor and needy."
And it is for that very reason why I want you to know your audience. "For Purpose" organizations ARE businesses. You are in the business of helping people improve, to be restored, to be given a second chance, to look out for the environment...
When you know your audience, you know who you are wanting to communicate with. You address your audience meeting their language and what makes them connect emotionally with you. I mean, would you address your mother as you address your sister??
As you search for your audience, be very intentional in discovering what generation you are drawing attention to. Keep in mind that marketing to Baby Boomers is way different than how you reach Generation X'ers and Millennials.
Here's a quote from Donna Tshiffely, executive director of the Direct Marketing Association of Washington back in May of 2014.
"While Boomers may have the money, the consumer base is dominated by the X'ers and the Y's. In fact, in 2015 there will be more X'ers and Y's in the workforce than any other generation. It's time to nurture those 2 generations into the philanthropic fold - before the Civic Generation and Baby Boomers disappear."
She's not kidding about that.
#2: Find Your 180 Customer
No...and I don't mean a 180 lb'er....You need to express your passion about your organization. In fact, you need to show it! And the best way to do that is by providing personal testimonies of people who have gone through your organization's program. Success stories!! Find one customer who has made an 180 degree turn, from bad to great!
Have a set of questions ready for them prior to the shoot. And ask them the hardcore questions. You heard me, I said, Hardcore! But seriously, you need to be direct with them. Ask them questions, like "how did you feel before walking through our program?"
Asking them about their feelings is a welcoming approach to move them to share from the bottom of their heart. As you invite them to share, they become more open and unashamed to share their feelings. Don't ever mock them. And I don't have to say that because I know that you are sensitive to their story.
#3 Watch Your Tone
In the New Hampshire primary of 2008, Hillary Clinton took the opportunity to swing the votes in her favor with a slight change on her tone of voice. At that time in her campaign, she was criticized for being too cold, and hard. It's like she was almost required to remind the viewers that she's still a woman.
Look for the tone in your story and make adjustments as necessary. When the tone in their entire story sounds angry, you need to help them adjust in the places where you know they need to sound more exciting, like when they begin to talk about the benefits of being a part of your organization. People pay more attention to the tone of your voice than the words that actually come out of your mouth.
I'm prone to believe this, "Emotion is one of the primary communication tools that connect people to one another." And you can tweet that, if you want. I can give you an example, two people are going through two separate moments. One is getting chased by ferocious dogs, while the other is running from the Russian mafia. Both are experiencing threat, anxiety, fear...but, nevertheless, they are experiencing the same emotions, yet in different settings.
So when you do set the tone, keep in mind that they need to be placed in the proper setting. So, that your viewers can interpret them properly. And having a roller coaster ride of emotions are the way to entertain your viewers.
#4: Show Your Emotions
I hate to see organizations that are not affectionate to the people or cause they serve. When your volunteers or staff are not showing emotion in the video, people will to notice and be tuned off.
So, with your customer's personal testimony comes personal b-roll footage. What is a b-roll footage you ask? It is footage that plays as a person is demonstrating a process or an experience. Like, your customer can be talking about how your program has helped them walk through life affectively. You can literally be filming them being hugged and taught by one of the staff members.
I would never advise anyone to play pretend. But, genuine emotions will translate into genuine giving for your organization. The camera is quick to reveal a faker.
Now, for the resources that you have been waiting for.
If you need any additional help developing your target audience, we have a link below that will take you to a downloadable file, titled "Audience Profile Funsheet". This funsheet was designed by the people at The StoryTelling Non-Profit, specifically tailored for you to use.
We also included a blogpost from our friends at Non-profit Ally to teach you how to conduct a focus group: http://nonprofitally.com/five-tips-for-better-surveys. This can help you get prepped up and ready to interview your right customers with the right questions.
Have any more ideas on how to make your stories engaging for your viewers? Let us know in the comments below!! Need tips and advice in designing your next video market move? Visit namesakepictures.com and sign up for our email newsletter.
And please, continue to stand up for your cause, because only you can inspire change in your community.
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