There’s no question that video can be powerful in conveying a message or emotional appeal, particularly with non-profits.  According to Dr. James McQuivey of Forrester Research, “If you write an average of one web page an hour, it would take you 150 days of writing to achieve the impact of one minute of video.”
The question is how do you use video in marketing to provoke a desired response? Many of us lack a distribution or messaging strategy, and then become dissatisfied with the results.
I recently read an article by Natasha Giraudie, and here are a few outtakes.
Be interesting…

This is a great example of interesting content that is fun and quite persuasive. Check it out – we think you’ll get a kick, and quite possible be motivated to follow a frog or two.
Be concise…

Develop visuals and messaging that will convey your message quickly. Check out this historical video. You simply will not believe your own eyes. You might even have to watch it twice… we did.
Be humble…

Too many of us focus on pitching our programs. Instead focus on an individual you’ve helped, or a specific issue.
What’s your story? We’ve heard many stories, and cherish them. Consider how you might incorporate one of these into a campaign. Most importantly, develop your strategy and distribution plan. We think you’ll find these stories will impact your efforts, and add richness to your campaign that is compelling. Good luck!