What does your web presence really say about your organization? Does it tell your story? Is it compelling? Will it resonate?

If you aren’t yet using video to tell your story, why not? Video plays to our human need to be connected through stories. It’s no wonder that many of today’s most influential social media communication platforms, have embraced video. It is simply a far more effective way to engage and connect: If a picture is worth a thousand words, a video is worth ten thousand.

As you plot your web video strategy, the first place to begin is the personal story. By properly leveraging the power of a personal story, a video is elevated beyond simple pictures and sound into something engaging and memorable. Telling your organization’s story through high-quality video content is a way to emotionally grip your audience while connecting them to the very human element behind what you do.

Five critical videos that leverage stories and create lasting impact include:

1. Impact Story

In the simplest form this is told by a beneficiary of the services your organization provides: a patient who was impacted by great care, a family that was able to memorialize a loved one, a client who was served in a transformational way.

2. Donor Story

Donors are transformed by their philanthropy. Capture this excitement and allow it to inspire other potential donors through their own testimony.

3. Vision Story

Shared through the lens of an inspired healthcare leader, this is the future of where you are headed, and why you are doing what you do.

4. Philanthropic Opportunity

In the words of an enthusiastic physician, department leader, researcher, or caregiver, this video shares the very specific opportunity available in a certain area that invites your supporters to engage and learn more.

5. Stewardship Story

Similar to an Impact Story, but different in that this is a thank you video with a broader focus, this video represents the sentiments of all impacted by the philanthropic support already received throughout the medical center.

With the rising importance of video, it’s easy to fall into the trap of creating video solely to have it on your website. Publishing just any video does not guarantee that your viewers will become more engaged with your mission. By using a strategic approach, your organization can have a greater opportunity to reap rewards through effective video content.


Allow our team to help you build an effective web video strategy that captures these essential stories.