Video can be a great medium for telling your charity’s story, especially when it directly involves the communities you work to support. But how do we ensure we get the best value from it?
At Naomi House & Jacksplace Hospices it’s all about thinking creatively, repurposing content, and ultimately finding ways to make what we’ve filmed as visible as possible to as many people as possible. Here’s how…
Having a strong starting point
Jacksplace is the only dedicated hospice for young adults in central southern England. The hospice offers expert care, independence, empowerment and dignity for life-limited and life-threatened young adults.
Jacksplace TV is an awareness film that was created by a group of young adults who visit the hospice, via a workshop we facilitated with our video production company. As well as shining a light on Jacksplace, the film gives the young adults a voice and breaks down common perceptions of young people living with disabilities.
We wanted to make this film work as hard as it could for us. So, with a small team and a limited budget, we had to get creative.
Knowing how to tell your story
We were determined to use all our tools, contacts and know-how to promote Jacksplace TV.
We started with the content. We know there’s a growing appetite for short-form content, so we created a series of ‘Shorts’ – six additional one-minute films repurposing content from the main film, plus ‘bonus’ content.
We also created:
- A blog about the film with behind-the-scenes images
- A press release
- Quotes and fun stills from the film
- Social media graphics
- Positive feedback of the film, to re-share
The aim was to create a variety of complimentary content to suit different audiences and avoid content fatigue. In addition to film, we wanted to share images, graphics and quotes as we’ve seen a dip in the performance of video content across the board recently.
Our whole organisation was involved, and we launched the film internally first. We also showcased the film to our fundraising team and discussed it afterwards, which got everyone motivated to use the film within their day-to-day work. Following this with a coordinated public launch across local and trade press, social media, our website, an email campaign and automated email journeys allowed us to get our message out far and wide.
Harnessing contacts to keep the story going
The strength of harnessing our network has also made a big difference. The film (and ‘Shorts’) are being used in multiple ways by our network, including:
- During corporate and community fundraising presentations
- By ambassadors – at schools, job fayres, etc.
- At fundraising events
- By streamers during a charity gaming event
- On everyday ‘thank you’ letters and emails
- At corporate partner events
To take this further, a ‘Word of Mouth’ campaign has also been developed. Our contacts have contacts who have contacts who have contacts (can you see where I’m going with this?!) and we wanted to utilise this opportunity. So creating a toolkit and making a direct ask to our corporate supporters is a no brainer in terms of escalating impact. We have made the ask bolder than a simple social media share – we have asked for unique posts and provided the collateral and assets to support them. There is also a big ask for them to send an email to their network of contacts promoting the film.
Embracing the power of social for scaling up and listening
Social media has played a big role in our campaign. After launch, a series of posts on social media were put out, with us testing posts at different times, and on different days and platforms with varying captions and media. Social was the perfect place to do testing and it enabled us to ensure we were speaking to each of our different audiences individually on each platform, and not syndicating content. For example, threads were put out on Twitter, a series of Stories were used on Facebook and Instagram, and we hosted an Instagram takeover.
On top of this, our social channels have also been a great place to get feedback. This has included messages, like the ones below, from families who have used our hospices and have shared their experiences in response to the film:
“A wonderful place filled with mischief and fun. My son loves his little stays there and all the staff. I am humbled as his dad that places like this can exist.”
“My son loved everything about Jacksplace. We will be forever grateful for all the support and love shown to our family.”
One quote, shown below, even led to additional content in the form of a blog, as a parent felt inspired to share her and her son’s experience with us after watching the film:
“It’s the most amazing place and as well as looking after Kieran, it supports all of us as a family. It gives us a break from the everyday routines of looking after Kieran which can at times be emotionally and physically draining.”
A successful start that we hope will grow and grow
For us, creating a film like Jacksplace TV, and finding a host of different ways to share it has been a big success from the start. The film has re-engaged supporters, generated donated income and has created a deeper sense of loyalty to our charity from our supporters. And across our social channels the film has had over 13,100 views in the first month.
The Jacksplace webpage has also seen a large increase in page views, showing growing interest and engagement in learning more about Jacksplace.
Above all though, what we’ve learnt from our video content work is the importance of how to make the most of our content through co-creation with families and young adults, working creatively and utilising our network. It’s a model we will continue to build and learn from. The feedback and statistics so far are evidence that this strategy is working so why stop now?
Want more advice on producing effective video?
- Check out our on-demand event: Social Media Network: Video content creation
- Explore our FilmKit for charities guide.
Related blogs from our network:
- Tips for building your video production strategy
- How to make an effective fundraising film on a budget
- The benefits of creating a charity film series and five top tips
Banner Image: Darya Sannikova on Pexels