From Emotion to Action | Driving Donations Through Powerful Storytelling

The Ask

Neighborhood Cooperative Ministries approached Lucie Content with a critical goal: to create an impactful video for their annual gala that would highlight its mission, inspire donors, and help them exceed their ambitious fundraising target. The gala serves as their primary fundraising event of the year, directly supporting vital community services. The challenge was to craft a video that would not only tell their story but also evoke strong emotional engagement to drive donations.

The Strategy

To meet this challenge, we collaborated closely with Neighborhood Cooperative Ministries to understand their mission, values, and the communities they serve. We are able to do this because of our more than five-year working relationship with NCM. We developed a narrative-driven video that combined powerful testimonials, compelling visuals, and a clear call to action. All of the video was recorded in one day, known as a content grab. Key elements of the strategy included: Storytelling: Showcasing real stories from families whose lives have been transformed by Neighborhood Cooperative Ministries. We also included sound with partners, volunteers and employees. Emotive Visuals: Filming impactful moments, such as food distribution and community support, to visually communicate the organization’s mission. Targeted Messaging: Including clear, heartfelt messaging to connect with potential donors and demonstrate the tangible impact of their contributions. Professional Production Quality: Ensuring the video had high production value to match the prestige of the gala and captivate the audience. The video debuted during the gala, immediately before the live auction, serving as the emotional centerpiece of the evening. The video was also distributed online (social media, website, YouTube, etc.) to reach a wider audience.

The Impact

The results exceeded expectations. The video played a pivotal role in helping Neighborhood Cooperative Ministries raise over $500,000 at their annual gala — a record-breaking amount for the organization. Donors were deeply moved by the stories and visuals, leading to an outpouring of generosity and support. Additionally: The video significantly increased engagement during the event’s donation appeal. Online shares and views of the video post-event helped sustain the momentum, attracting new supporters and extending the organization’s reach. Neighborhood Cooperative Ministries received overwhelmingly positive feedback from attendees, board members, and community partners about the video’s effectiveness. By telling the story with authenticity and emotion, the video not only achieved its purpose but also strengthened Neighborhood Cooperative Ministries’ connection with their donors and community. This collaboration highlights the power of strategic storytelling in driving meaningful results.