I was recently talking to a colleague about the power of storytelling. We were both in agreement that not enough smaller organizations are given the chance to create content that makes a difference in the lives of their donors. We both recalled all those events that were incredible to witness, but were put on by organizations that clearly had enough money to make it happen. And we asked ourselves: why can't this same level of storytelling go to places like dog shelters, smaller LGBT orgs, women's orgs, small businesses?
What we realized was that those campaigns didn't work because they had a lot of money behind them (although it helped). They worked because there was a clear strategy and a focused story. Those campaigns tapped into the backbone of who their organization was to pull out a story that resonated with audiences. No matter the size of your company, every company has a story that can connect with donors and fans. Whether your event is $1million or $10,000, your event should connect with guests on an instinctual, heartfelt level. The same goes with video. Not every organization can afford a million-dollar video, but every video you make should speak to the things that matter to you, as an organization.
Too often, organizations compare themselves to others. They think, "Well, if I had that money, I could have made that video. If I had that money, I could have done that huge event." If you're a small organization, you can make something memorable, no matter what the cost is. You can create an event that will lead to donor impact. You can create a video that will bring in new funds and reach new fans. But nothing you do is going to go anywhere, no matter how much money you have, if you don't connect with your audience, and if you don't really think about what will hit them in the heart. That starts with a strategy, a purpose, and a theme. Figure out who you are, what your goals are, and effectively tell your story. The fans will find you.