Severn School Annual Fund Campaign Video Series

Campaign Energy From Start to Finish

  • Increased donations to the Severn Annual Fund by 20%
  • Increased traffic to giving pages by 50%

Campaign Kick-Off

The Severn School development office approached me about creating a video to kick off the Annual Fund campaign with three weeks to complete. The first segment of the campaign targeted current parents — my challenge was to create a unique video in a short amount of time that would get our current school community excited about giving.

Making a Connection

I used existing footage that I had gathered throughout the previous year and shaped the story with voice-over done by a current student and teacher. Each shot connects with a different portion of our parent audience while showcasing the core values of Severn School.
(Tools: Nikon D7000 DSLR camera,  Adobe Premiere Pro, and Adobe After Effects.)

Your team continues to do a wonderful job with video messaging. There’s so much heart in them. It truly makes me teary-eyed to be a part of someplace so special.

— Severn School parent

Moving With Momentum

To follow up after the kick-off video, I created videos featuring student-led initiatives. This shows families the types of programs that the campaign supports.

(Tools: Zhiyun-Tech Smooth-Q Smartphone Gimbal, Filmic Pro for iPhone, Adobe Premiere Pro, Adobe After Effects)

Engaging All Constituencies

To kick off the second segment of the campaign targeting alumni, I created this call-to-action video using one of the school’s most beloved former faculty members. We had recently received a large alumni donation and wanted to use that energy to spur other alumni to join the campaign. Señor Domenech was on campus to speak at the school’s Founders Day Assembly so I quickly pulled him aside afterward and shot this impromptu interview using my iPhone and gimbal. I worked with the school archivist to find photos of Sr. Domenech during his tenure at Severn, edited them together with the interview. While other videos in the campaign focus on Severn as it is today, this video captures the attention of alumni from decades ago.

(Tools: Zhiyun-Tech Smooth-Q Smartphone Gimbal, Filmic Pro for iPhone, Adobe Premiere Pro, Adobe After Effects)

As the end of the campaign approached, I created short, reminder videos using humor to keep our campaign top of mind. This video shows Severn’s Upper School Dean of Students giving students the evil-eye for not wearing their school uniform shoes, dirty bucks. This inside joke for more recent members of the Severn community simultaneously targets newer alums and current families.

(Tools: Nikon D7000 DSLR camera,  Adobe Premiere Pro, and Adobe After Effects.)