Creating a Purpose Story Video: Showcasing Your Business or NGO's Core Mission
““People don’t buy what you do; they buy why you do it””
This profound statement underscores the importance of a purpose story video, which vividly illustrates the 'why' behind your organization, connecting your audience to your core mission and values.
A purpose story video is essential for effectively communicating your organization's core values, mission, and vision. It fosters emotional connections with viewers and inspires support, setting your organization apart in the marketplace.
This article aims to guide businesses and NGOs in creating compelling purpose story videos that reinforce their mission, inspire trust, and attract like-minded supporters.
What is a Purpose Story?
A purpose story is a narrative that delves into the core mission, values, and vision of an organization. In video format, it effectively communicates the deeper reasons behind your work, highlighting the purpose that drives your organization.
Examples:
Patagonia: Emphasizes its commitment to environmental sustainability and responsible business practices.
TOMS: Focuses on its mission of providing shoes and other essentials to those in need through its "One for One" model.
Warby Parker: Highlights its dedication to making eyewear affordable while also giving back to communities in need.
A purpose story is crucial for establishing and communicating your organization's identity. It differentiates your brand, attracts like-minded individuals, and builds a loyal supporter base. Video adds emotional depth, making your mission and values tangible and relatable.
The Elements of a Powerful Purpose Story Video
The Beginning: Introduce the core mission and values of your organization. Use interviews with founders and key team members to explain the 'why' behind your organization.
The Journey: Narrate how your organization has pursued its mission, highlighting key initiatives and milestones. Use a mix of behind-the-scenes footage, interviews, and action shots to illustrate this journey.
The Vision: Convey your organization’s long-term vision and future aspirations. Showcase how your mission and values guide your actions and decisions, and use visuals to illustrate your ongoing commitment to your purpose.
Steps to Craft Your Purpose Story Video
Step 1: Define Your Purpose
Questions to Consider: What core values and mission drive your organization? Why do you do what you do?
Activity: Create a list of your organization’s key values, mission statements, and vision for the future to guide your video scripting.
Step 2: Identify Key Characters and Influences
Founders’ Insights: Share the personal stories and motivations of the founders on camera.
Team Contributions: Highlight the roles and contributions of key team members in advancing the organization’s mission.
Step 3: Showcase Initiatives and Impact
Projects and Programs: Discuss significant initiatives and their impact using visual storytelling techniques.
Success Stories: Showcase stories of how your work has made a difference, using testimonials and video highlights.
Step 4: Connect to Your Vision
Mission Statement: Articulate your organization’s core mission and values in a compelling video format.
Vision: Describe the long-term vision and how it guides your organization’s actions today through visual storytelling.
Tips for Making Your Purpose Story Video Engaging
Authenticity: Be genuine and transparent on video to build trust and credibility.
Emotional Connection: Use storytelling techniques specific to video production to evoke emotions, such as personal anecdotes and emotive music.
Visual Elements: Incorporate visuals like photos, videos, animations, and graphics to enhance the narrative and keep viewers engaged.
Simplicity and Clarity: Keep the story straightforward and easy to understand, focusing on clear video production techniques.
Conclusion
We've explored the significance of purpose stories, the elements that make them powerful, and the steps to create your own compelling video.
Start crafting your organization’s purpose story video today and connect with your audience like never before. For professional video production services, contact us!
Your purpose story has the power to inspire and drive meaningful change.