Nonprofit Marketing: Creating videos that explain why you do it!


In this opportunity we have Kerri Feazell, founder of Concurrent Productions, a production company offering high-quality, emotionally authentic brand story videos to businesses in Southern California and beyond. She will share in this blog her experience creating amazing content for nonprofit organizations .


A long time ago (while crying in the bathroom at work), I decided that I didn’t want a job unless I could cry at work. I don’t do that job anymore. 

This is a blog to introduce you to what I do now: I co-own a video production company, which is why I started by telling you that it’s important to me to be able to express emotions, to be fully human. It’s important to me to have permission to be vulnerable – to lead with it, actually. And by leading with that vulnerability, my hope is that others will also be empowered to do it themselves. To tell their own authentic story.

My business is to help people tell their story through films because I want people to understand each other and be connected. And that makes me cry because I tear up when I really feel something. I do not, however, tear up at the drop of a statistic.

headshot Kerri[1221].jpg

So…what exactly do I do? How do I do it? What do I charge? What kind of camera do I use? (Do I need a tissue?) If you were hiring me, I would expect those conversations to happen next. I can capably answer all of them. I can create shot lists. I can coordinate production schedules. I can hire and direct professional crew. I can scout locations.

What you want to know is: Can you trust me? Do my values align with yours? Do you believe me? Do I seem like someone who you would put you at ease when the cameras are rolling on you and you start to have cotton mouth? I’ll make sure you have water (and that it’s off camera so it doesn’t look weird when we cut the footage and it’s there in one shot and then not there because you took a sip and set it down 6 inches to the left). I know what I’m doing but those details aren’t what kept you reading this, right?


So, Are you creating marketing videos that talk about what you do or ones that talk about why you do it?

I started with why I do what I do because leading with why instead of what establishes connection and trust. This is how I create authentic videos for nonprofits. There are so many critical ways to share what and you should 100% do those things in infographics, websites, annual reports, grants. Please don’t waste your time and money talking about what in a marketing video.

We watch videos because we want a story. We want connection. We want understanding. We want to relate. Maybe we even want to cry at work so we watch a compelling nonprofit video and now we have a socially acceptable excuse for it! We want a sense of belonging in the world, knowing we aren’t alone. And we—like our potential donors—want to engage with people who care.

Why do care about the community you serve? What gets you up in the morning? Why will the world be a better place if you can accomplish your mission?


I met Mockingbird Analytics speaking at the Nonprofit Learning Lab. I love that their work is focused on developing stories through analytics and numbers and mine is focused on developing stories through emotional truth.  Why do I love this? Because "The opposite of a great truth is also true.” (Niels Bohr) It's easy to get confused at training workshops: Am I supposed to talk about numbers? Or wait, am I supposed to give emotionally-charged stories? The answer is both. I'm very excited to be a guest blogger here and look forward to complementing Mockingbird Analytics' truth of telling high impact stories about your great work with honest analytics...balanced with the truth of telling high impact stories about your great work though emotionally-resonant, honest videos.




Legal disclaimer

The views and opinions expressed in this blog are those of the authors and do not necessarily reflect the position of Mockingbird Analytics. Comments on this website are the sole responsibility of their writers and the writers will take full responsibility, liability, and blame for any libel or litigation that result from something written in or as a direct result of something written in a comment. We reserve the right to delete any comment for any reason whatsoever. The authors and Mockingbird Analytics are not to be held responsible for misuse, reuse, recycled and cited and/or uncited copies of content within this blog by others.