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3 Things Your Next Video Has To Do

Posted by on May 23rd, 2018
Posted in Blog, Nonprofit Messaging, Videos   

With video coming at us from every direction, what really makes a good nonprofit video these days?

Videos capture hearts by sharing experiences your audience can connect with. And the best videos make a compelling emotional appeal that leads viewers to support your work. But before you get out the old video camera, or your iPhone, consider your brand strategy. The best finished video will be one that both captivates your audience and builds your brand.

Mission Minded recently worked with California ChangeLawyers (formerly California Bar Foundation) to develop a new brand strategy and the key messages, name, tagline, and visual identity to activate it.

As part of the brand rollout, we also produced a video to help California ChangeLawyers introduce their new name and look to the world. You’ll see that the video accomplishes three things every video should:

1. Highlights the problem that gives rise to the need for their work.

2. Reinforces the reputation they are trying to build (as fearless, vigilant optimists who are activated, strategic and relevant.)

3. Emotionally captures the viewer, drawing her into the stories of real people.
Read their new elevator pitch (what Mission Minded calls the Belief Messages) then watch to video to see for yourself.

California ChangeLawyers believes that a state as diverse as California needs a justice system led by advocates of all ethnicities and races.

So every day we invest in bright, diverse scholars to ensure that they have the opportunity to become tomorrow’s legal changemakers. Because righting historical wrongs in our courtrooms, classrooms, and beyond will allow us to truly deliver the original American value—justice for all.

So what exactly is a changelawyer? Take a look:

Need help generating a storytelling video for your organization? Let’s Talk!


Stephanie is a Mission Minded Brand Strategist and a huge Harry Potter nerd.

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