As a non-profit planning to launch a $100k fundraising campaign, how do you maximize the ROI of your strategy – to reach the maximum amount of willing donors?
My answer for Bike Walk Greenville: Leverage the power of storytelling through video to reach the hearts of your audience and motivate them to give towards a worthy community project.
When I first met with the team of this exciting non-profit in Greenville County, I learned of the need for the Lakeview Link project to connect this isolated community to the GHS Swamp Rabbit Trail. What was once a vague corridor through the middle of the county, the GHS Swamp Rabbit trail is now a centerpiece of the county, benefiting the community both economically and in quality of life. With this project, the Lakeview community would benefit in a similar way.
Through pre-production collaboration, we used our story development process to focus on exactly the right messaging for this fundraising campaign. We interviewed multiple students and teachers for roles in the video and immersed ourselves in the cycling experience with this group. Only after seeing the dangers first hand of their situation were we ready to convey the urgency of this project in our final release.
What of the results? In a way, we are not surprised. Powerful storytelling gets results, and we are proud to have had a role in helping Bike Walk Greenville fully fund the project ahead of schedule, and to have played a part in helping the kids of Lakeview Middle safely bike to school.
Written by Mark – our Creative Director