Severn School Annual Fund Campaign Video Series

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

Video Strategy

I worked with the school development team to create a messaging strategy for the year-long annual fund campaign. We agreed that purposeful, meaningful video would both energize the campaign and give our community something to be proud of and share. We used several methods of distribution to get the content out to as many community members as possible. I embedded the videos into our giving page, sent emails with a link to that page and shared on social media with the same messaging/calls to action.

Campaign Kick-Off

The first segment of the campaign targeted current parents — my challenge was to create a powerful, but snackable video that would get our current school community excited about giving. I used existing footage that I had gathered throughout the previous year and shaped the story with typography that conveys the core tenets of Severn School’s mission.

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

Showcase the Value

To follow the kick-off video, I created videos featuring student-led initiatives to show families the types of programs that the campaign supports.

Moving With Momentum

To kick off the second segment of the campaign, I created this call-to-action video using members of the senior class. Leaders in the class os 2019 were able to get 100% student participation in donating to the annual fund. I used the power of that message to introduce a matching challenge for alumni.

Make Them Smile

As the year-long campaign approached the holidays, I created a short video using students from every grade in the school with a joyful seasonal greeting. We saw record donation numbers the very same day it was released.