Urgent fundraising response videos
Video campaigns that helped increase digital fundraising from $7M to $26M
When I joined World Food Program USA in 2019, we faced real challenges: creating urgent content without exploiting suffering, standing out in a crowded fundraising space, simplifying complex crises into compelling stories, and maintaining brand while responding to multiple emergencies. Digital fundraising was at $7M annually, but we needed significant growth.
My Approach
I built a storytelling framework on three principles: Dignity First (showing communities with agency, not victimhood), Urgency + Hope (balancing immediate needs with impact examples), and Clear Path to Action (connecting viewer engagement to real outcomes). I created rapid response protocols, platform-specific templates, and a flexible visual language while building relationships with field teams for authentic stories.
The Work
I delivered multi-format videos tailored to different platforms and audience journeys - from 60-second crisis appeals to social cuts and longer impact stories. Key innovations included rapid field footage curation, consistent call-to-action structure, and an adaptable color system maintaining brand identity across emotional contexts.RetryClaude can make mistakes. Please double-check responses.
