Why video is a great medium to reach a digitally-savvy and time-poor audience

Kentish Town City Farm

Guest Bloggers | 17 December 2019

Dan Fletcher from Moore Kingston Smith says that video is a great medium for fundraisers to connect with their donors, and explains why they should enter the Creative Vision Awards this year for a chance to get their own charities' story out there.

I saw Annie Baker’s new play, Antipodes, at the National Theatre in November. The basic concept has a group of writers sat around a conference table trying to create the next great film for their film director to create. While a play about scriptwriters has a W1A-esque farce to it, there were useful insights for fundraisers. The play dissected the process of writing, with speeches on what makes a plot? Are there 38, or seven, three or one basic plot types? What does it take to come up with a narrative arc that will really engage with its audience? Are we fed up with stories, or do they still maintain their ancient grip over our collective subconscious?

In mid-October, Moore Kingston Smith celebrated another year of the Creative Vision Awards (CVA). Four charities won 30-second animated films, created by students and recent graduates of animation and Visual Effects, representing the exceptional rising talent of the industry across the UK, as part of Bournemouth University’s BFX Competition. Half a minute is not a long time to tell a story, yet each video used different story arcs to speak to their audiences and convey a real richness of content.

Lessons from previous winners

The main lesson from previous CVA winners has been that their winning videos can impact their fundraising and communications, reaching new audiences through digital channels and compelling current ones to give again. As fundraisers, video is a great medium to reach a digitally-savvy and time-poor audience where other fundraising techniques don’t have the same traction. Part of video’s strength is how it can make us feel, and how these feelings can then be converted into direct action. At its heart is the plot, the story-line. Does it help the viewer empathise with your beneficiaries? Does it show the difference your charity can make? Does it show the viewer what to do with the feelings and emotions the video creates? At the end, will they still care?

This year’s CVA winners created stories that I still remember and will for some time, such as mental health, bereavement, the environment and something more light-hearted – a look inside a City farm. They showed us just how powerful their messaging could be conveyed though the art of film, despite their challenging messaging.

We are extremely proud of what has been achieved and each year the standard of films gets better and better. To celebrate five years of the CVA we have put together a compilation of all the films, you can view them here:

Since the CVA began back in 2015 we have received over 500 applications and due to its popularity we have extended the deadline to 10 January 2020 to give even more charities the opportunity of entering. Find out more and apply.

Dan Fletcher is Director at Moore Kingston Smith Fundraising and Management


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