Dec 04 2016
Many of the challenges that SVHS faces are common to any fundraising organization. Older donations are drying up, and a vast majority of the funds come from a small minority of donors. It is more difficult than it has ever been to convince people to donate their time or their money. Out of all of the countless organizations out there, why should people donate to you? Fundamentally, the answers to that question define the video content we produce to help brand Saint Viator as a unique value to our community.
For parents, alumni, and benefactors of SVHS, we worked extensively beyond the fundraising department to understand the emotional connection that our multi-faceted audience has to not only the school but to the mission. To connect with this audience, we needed to ask specific questions that would bring out emotion in our audience. “How much is your child’s well-being worth to you?”, “What does it mean to be a Lion for Life”, or “Who will you reconnect with at Homecoming” become the basis for a series of videos that unlock potential with wider audience.
Through the campaign, Saint Viator managed to achieve significant gains in attendance (66% and 250% over previous years) in part achieved alongside over 50,000 video viewers within days on their main website. In addition, their videos have generated significant social traction, including reaching over 10,000 impressions on Facebook and locally trending hashtags.