Video advertising combined with great stories
Video advertising is a tool that nonprofits should dare to think about. It’s especially helpful for reaching new audiences and getting viewers to sign up or donate to your organization. SCORE is doing it with their videos.
Is there a parallel at your organization?
Do you wonder why certain videos get so many more views than yours? Creative minds, a carefully cultivated subscriber base, and stories that inspire the audience can result in videos with huge impact. However, paid video advertising may be part of the picture.
For a number of years, MiniMatters’ nonprofit client SCORE has presented The SCORE Awards to celebrate outstanding small businesses from across the country in a variety of categories. Well-produced videos of the winning small businesses have been shown at the annual gala to great acclamation. However, the videos did not garner many views when placed online after the event and were not used to bring new businesses to SCORE—a lost opportunity.
This year, SCORE’s Board members urged the Awards team to obtain more impact from its video investment by budgeting for video advertising as part of a new video distribution strategy. The results were dramatic.
SCORE’s video advertising steps
SCORE consulted with MiniMatters, and we suggested repurposing the award videos from the gala to create an online outreach campaign.