Consider the last time you saw a moving video about a nonprofit. Most likely, it moved you because it felt real rather than contrived. The authenticity--the real voice of a community--is what gives nonprofit and social good storytelling unique impact while respecting the people, culture, and work involved.
For organizations contemplating their first long-form video project, the path to telling your story ethically and effectively might feel daunting. How do you capture your organization in a way that truly represents your community's voice?
Here are some ideas to support the development process:
Start with your community. Before you pick up a camera, talk to the individuals who enable your work— clients, volunteers, team members, donors, and partners. What are they stories they believe should be told? In what way do they wish to be portrayed? Allow their insights direct your story.
Emphasize strength rather than strife. Emphasizing obstacles to create urgency is tempting, but the most gripping stories show collective resilience. In your film show how people actively create change together. This turns the story into a partnership.
Keep it real. You don't need to move your audience with Hollywood production values or a dramatic soundtrack. Often, simple, true events speak to people more profoundly than a well-polished presentation. That could involve filming a volunteer's morning ritual, tracking a staff person through their day, or catching people in authentic moments talking about the work.
Consider long-term impact. The stories you share today help to define how others view your work and community beyond the present moment. Think about the narrative you wish to have last over time and what inspires participation. Are you supporting or negating preconceptions? Are you presenting problems or answers?
Respect the process as much as the final objective. Think about the entire span of your organization's story when you plan your movie. Even if success stories have great impact, viewers can better grasp the true nature of community transformation by seeing the daily efforts, difficulties, and triumphs (big and small). Your audience will connect with you more deeply and authentically as a result.
Make room for different viewpoints. Numerous lives are impacted by your organization in various ways. Think about incorporating a range of perspectives, from volunteers and community partners to program participants and staff. This will create a more comprehensive and nuanced vision of your organization's work.
Remember the basics:
Most importantly, get clear consent from everyone you film; let people tell their own stories on their own terms; be open about where and how the video will be used; provide the finished product to all those engaged before public release; give people continuous control over the way their narrative is distributed.
Some final thoughts:
Research and verify any facts or statistics you include
Consider how your story might affect different community members
Be mindful of potential biases in how you frame your narrative
Document consent and agreements about how footage will be used
Above all, follow your instincts. If something feels exploitative or unpleasant it most likely is. The aim is to truly share the essence of the work, not to produce the most spectacular narrative imaginable.