Government and nonprofit organizations must employ cost effective methods to showcase the relevancy of their important missions to the community, to their constituencies, and to their customers. Using data and success stories to create content is an example of a cost-conscious, highly effective method of achieving outreach goals. Organizations can boost the power of success stories by telling them on video, resulting in a powerful communications tool for use on social media networks, in eMarketing, and on websites. We recently reviewed an article from Social Media Examiner that highlighted eight ways to combine storytelling, video and social media. Many of these recommendations are applicable to government and nonprofit with some tweaks.
#1: Post Stories From Your Customers
Government and nonprofit organizations have customers that they serve through funded programs, as well as key partners that support their important mission. Both are important in creating storytelling videos that sing your organization's praises.
For customers receiving services, the story should include: a) the struggle; b) what service was provided; c) the outcome; and d) why the customer would recommend services. Broaden "customer" and brainstorm a list of all volunteers, board members, staff and partners that contribute to your mission. The story here is: a) why they think your mission is critical to the community; b) their role in supporting your mission; and c) why others should support your mission.
#2: Tell Personal Stories
Social Media Examiner references Gary Vaynerchuk, who is known for stories and video posts on Facebook that often include personal stories as a way to connect with his audience. His videos (while often containing "colorful language") focus on motivating viewers and teaching important, hard-won lessons about entrepreneurship. Board members and staff can share their personal stories to motivate customers and the community to connect with your nonprofit brand.
#3: Shoot 'A Day in the Life' Video
If you want your community to support your cause, create a video showcasing 'a day in the life' of your support staff in helping customers move through barriers. This human interest angle not only showcases the benefits of your services, but shares behind-the-scenes insights into what customers experience when they work with your organization.
#4: Show Viewers How to Do Something
What does your organization excel at doing? Create "how to" videos that provide technical assistance on something that is of high value. For example, a workforce organization could create videos explaining how to build a resume, how to find your career path, or what's in a great interview.