Power of Nonprofit Storytelling | Urgency Through Video: A Plea to Act Now

February 1, 2016


Save the Children of Australia is an aid and development agency dedicated to helping children who need it most. They provide protection, along with access to quality health and education services. This organization has been engaged in the wonderful work that they do for over 90 years, and their cause in itself is an emotionally compelling one. But they aren’t the only organization to reach out to children. So what separates them from the rest?

Probably a lot of things, actually. But something that caught my attention immediately? They know how to utilize storytelling in an effective way. Save the Children is well aware that amazing storytelling is crucial to their existence, and they bring their mission to life through it. I’m proud to be able to call them an alum of my Nonprofit Storytelling | Basics & More course. Watch the video below, which captures, through select moments, the Syrian refugee crisis. Within a five-minute clip, I witnessed suffering, devastation, sadness, and loss of hope. As if the imagery weren’t enough, we also hear perspectives from children who shed some light on a situation that no child should ever have to deal with, ever.

Fortunately, through it all, this video also inspired within me some hope, both through the choice of song and through showing us how help is on the way, thanks to Save the Children’s amazing work. Plus, the clip offers the viewer a chance to help through two kinds of actions: by calling a number to donate or by clicking on a button to view alternate ways to support the organization’s mission. The phone number is displayed prominently at the bottom of the screen along with the words: Please donate today, while the button, displayed in the upper right hand corner, reads: Take action for Syrian refugees CLICK HERE. Clicking directs the viewer to a new page, which describes a number of important campaigning opportunities.

Watch the video from start to finish and take note of how this clip attracts donations and support through seamlessly integrating a call to action on two counts. How does this entire package convey a sense of urgency?

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