First Comes the Story, Then Comes the Funding.
Solving the Chicken-Egg Dilemma of Video and capital raising
Organisations with a purpose at their core often find themselves at a crossroads when it comes to securing funding. The quest for grants is a pivotal aspect of sustaining and expanding their mission-driven endeavours. Herein lies a paradox reminiscent of the age-old chicken and egg scenario: the need for a compelling brand story video to win grants versus the notion of needing a grant to afford a quality well-told brand story video. I’m going to discuss why investing in a brand story video is not just beneficial but essential for organisations seeking grant funding.
The Magnetic Pull of Storytelling
Humans are innately drawn to stories. They are how we understand the world, build connections, and inspire action. A well-crafted brand story video serves as a bridge between your organisation's mission and the hearts and minds of funding bodies. By investing in storytelling through video, you create a compelling narrative that goes beyond numbers and written proposals, touching the emotional chords of those who hold the keys to the grants you seek.
1. Visualisation of Impact
A brand story video does more than tell; it shows. It brings to life the impact of your work, the communities you serve, and the transformation that occurs because of your efforts. This visualisation makes your organisation's achievements tangible to grantors, enabling them to see the direct benefits of their support, thereby significantly increasing the likelihood of funding approval.
2. Demonstration of Values and Mission
Video storytelling allows for a nuanced portrayal of your organisation's values, mission, and ethos. It offers a dynamic platform to express the why behind your work, delving into the motivations, challenges, and successes that define your journey. This authenticity fosters a deeper connection with funding bodies, distinguishing your application in a sea of text-based proposals.
3. Enhanced Engagement and Retention
Videos captivate audiences more effectively than any other medium. They have the power to engage viewers, retain their attention, and leave a lasting impression. A compelling brand story video ensures your organisation's message is not only heard but remembered, making your grant application stand out.
4. Shareability and Reach
The reach of video content today is unparalleled. A brand story video can transcend the confines of a grant application, serving as a versatile tool in your organisation's marketing arsenal. It can be shared across social media platforms, embedded in emails, and featured on your website, increasing visibility and support beyond the grantors, thus indirectly strengthening your case for funding.
Addressing the Chicken and Egg Conflict
The dilemma of needing a grant to afford a video versus needing a video to secure a grant can be daunting. However, consider the investment in a brand story video as part of your foundational grant strategy. Start with the following steps:
Budget Allocation: Dedicate a portion of existing resources to create a modest but powerful video. This initial investment can be the catalyst for securing larger grants.
Leverage Partnerships: Collaborate with local filmmakers or media students who may be willing to work at reduced rates or in-kind for the opportunity to contribute to a meaningful project.
Utilize Grants for Marketing: Some grants are specifically designed for marketing and storytelling efforts. Securing such a grant can fund your video project and set the stage for subsequent applications.
The Power of Prioritisation
In the context of purpose-led organisations, where every dollar counts, prioritising a brand story video might seem counterintuitive. Yet, the ability of video storytelling to convey emotion, demonstrate impact, and captivate audiences is unmatched. It's a strategic investment that amplifies your voice, propels your mission forward, and ultimately, unlocks the doors to crucial grant funding.
Navigating the grant application process with a compelling brand story video is not just an option but a necessity in today’s competitive funding environment. It’s about making an upfront investment in your organisation’s future, leveraging the unique power of storytelling to not only meet but exceed the expectations of funding bodies. Remember, it’s the stories we share that shape our impact. Let your brand story video be the key that unlocks the potential of your purpose-driven organisation.
Catherine Weinress, Producer Hixon Films
