January 17, 2012

How charity: water changes lives through multimedia

Water, the Web and high storytelling & production values

Target audience: Nonprofits, NGOs, foundations, social enterprises, cause organizations, businesses and their corporate social responsibility (CSR) divisions, video producers, educators, journalists, general public.

This is part three of our three-part series on how nonprofits can create engaging multimedia stories that motivate supporters to take a desired action. Also see:

Creating compelling advocacy videos for nonprofits

How to effectively use calls to action in nonprofit videos

Lauren MajorWith more than 1.3 million Twitter followers210,000 Facebook likes, and an extremely accessible and interesting blog called the charity: water log, the organization charity: water has successfully tapped the social media well, so to speak. We wanted to feature charity: water here because it is a nonprofit leader in social media and also because it embodies what it means for an organization to embrace all things multimedia.

charity: water uses multimedia to express heartfelt, character-driven stories about people affected by the water crisis

Stunning visual storytelling is the key to charity: water’s remarkable social advocacy and online fundraising success. In just five years, charity: water has brought clean, safe drinking water to more than 2 million people in 19 developing countries.

Mo Scarpelli, charity: water’s multimedia producer, recently sat down with me and shared some secrets to their success. Some 70 percent of their contributions come from online donations and online fundraisers, so it’s no wonder the organization puts so much love into its digital efforts. Scarpelli noted that charity: water’s digital storytelling drives their success – it’s how they connects and keeps in touch with their supporters. It helps that their founder, Scott Harrison, is a photographer himself and loves storytelling.

Who do they reach?

charity: water uses multimedia to express heartfelt, character-driven stories about the water crisis and the projects their donors are helping to support. Scarpelli explained that given the wide selection of content available online, website visitors are likely to tune out if their visuals are not compelling and professional looking. Crafting stories in an interesting way that people can connect with has really paid off for the organization and the people it serves. Continue reading