In today's digital age, video has become a crucial tool for organizations to communicate their mission, engage audiences, and drive impact. For nonprofit organizations, in particular, leveraging video can be a powerful way to tell compelling stories and connect with supporters. At a recent session, Joel Alsup from ALSAC, the fundraising and awareness organization for St. Jude Children’s Research Hospital, shared valuable insights on how his organization has successfully decentralized video creation to enhance their video strategy and overall marketing strategy. Here’s a closer look at their approach and key takeaways.
St. Jude Children's Research Hospital has long understood the power of video. Since its inception in 1962, video has played a vital role in their marketing strategy. As Joel Alsup explained, “Our founder was Danny Thomas, a celebrity entertainer, so video has always been a part of us, starting with film crews on his TV show recording messages for St. Jude.” Today, video remains essential for St. Jude, especially because their patients and operations are based in Memphis, but their impact is national and international.
Video helps bridge the gap, allowing supporters to see and hear the stories of patients and families, creating a strong emotional connection. “It’s one thing to say we’re treating some of the world’s sickest kids, it’s another to see it and hear the stories,” said Alsup. This visual storytelling is crucial for creating empathy and driving donations, which are vital for their mission, as no family pays for treatment, travel, housing, or food.
St. Jude’s approach to video production has evolved significantly over the years. Ten years ago, producing a video involved extensive pre-production, coordinating with the hospital, scheduling interviews, and using professional equipment. Today, the process is more flexible and inclusive, leveraging the technology that most people carry in their pockets—smartphones.
Alsup highlighted the shift, noting, “With everyone having a phone, we can use them as our videographers and storytellers.” This decentralized approach means that instead of a large crew, they can simply ask patient families to capture moments on their phones. This not only reduces the logistical burden but also results in more authentic, candid footage.
Decentralizing video production at St. Jude extends beyond patient families to include staff, partners, and supporters. This approach not only increases the volume of content but also enriches the diversity of perspectives. Here are three examples that illustrate this strategy in action:
1. Staff-Led Storytelling: In one instance, a video producer at St. Jude was wrapping up an interview when the patient’s mother offered home videos. These home videos became the backbone of a powerful story that was initially intended for a specific event but was later shared more broadly due to its compelling content. This example underscores the importance of being open to unplanned content that can enhance the storytelling process.
2. Engaging Partners: During a virtual Partner Summit, St. Jude leveraged their partners' voices to share why they continue to support the organization. Strategic partners were asked to record short messages on their phones, explaining their continued commitment. This content was then edited into a cohesive video that reinforced the collective effort and dedication of St. Jude’s supporters.
3. Patient and Family Participation: The story of Olivia, a young patient, was told through videos captured by her mother on a smartphone. This approach allowed for an intimate and authentic glimpse into Olivia’s journey, making the content more relatable and impactful.
Based on the experiences shared by Alsup, here are three actionable takeaways for organizations looking to decentralize and enhance their video strategy:
1. Enable and Empower: Allow supporters, staff, and partners to contribute their own stories. Providing simple tools and clear instructions can turn anyone into a valuable content creator.
2. Embrace Authenticity: Authenticity resonates more with audiences than polished, scripted content. Trust your stakeholders to tell their own stories and embrace the raw, real moments they capture.
3. Plan Flexibly: While planning is important, being flexible and open to new content opportunities can yield unexpected and powerful results. Encourage spontaneity and be ready to incorporate organic content into your strategy.
One of the challenges St. Jude faced in their transition was letting go of the need for tightly controlled, highly produced content. Alsup emphasized the importance of allowing the natural beauty of each story to emerge, rather than sticking rigidly to a predefined plan. This shift not only made their content more relatable but also enabled them to produce more video content more quickly.
For organizations looking to adopt a similar approach, Alsup’s advice is clear: be an enabler, prioritize authenticity, and always be open to new ideas. By decentralizing video production and engaging a broader group of storytellers, organizations can create a more dynamic and effective video strategy that truly resonates with their audience.
In conclusion, St. Jude’s experience illustrates the transformative potential of decentralizing video creation. By empowering different stakeholders to contribute and focusing on authentic storytelling, nonprofits can enhance their marketing strategy, drive engagement, and ultimately further their mission.
