Gaby Jeffs, founder, Magneto Films Digital engagement conference www.charitycomms.org.uk/events

1. CREATING EFFECTIVE
VIDEO WITH
STORYTELLING
Gaby Jeffs, Senior Producer Director
Magneto Films @magnetogaby

2. top tips for charity storytelling

3. 1. Well defined message
& target audience
• what’s your message?
• who is it for?
• communication tailored
• right people deliver message (from target audience?)
• language
• mood, tone & length
• music

4. stories engage people’s hearts

5. 2. Storytelling
• people communicate a charity's message through their
story
• takes people on a journey
• audience engage with the motivation/emotion quickly
• impact statement - beneficiaries make the case
• authentic voice - peer testimonial
• model behaviour for behaviour change

6. 3. Access to stories
• Invest time in relationships with service provides who can
find you stories
• Develop casestudy library

7. Make best friends with your services

8. 4. Production
• Structure interview to deliver key messages through
statements
• Film people in their own space
• Lots of time and encouragement

9. Working with real stories

10. 5. Distribution
• where will people see the film?
• right channel for audience
• integrated approach - website to YouTube
• measurement of impact
• results
• testing

11. Fundraising - Macmillan’s World’s Biggest
Coffee Morning DRTV

12. What Macmillan say

13. Impact statement – Legacy Trust UK
Ophee’s Story

14. Peer to peer learning – what parents say
Lewisham NHS

15. Impact statement: CLIC Sargent – The
Cost of Cancer campaign

16. Thank you!
• Gaby Jeffs, Senior Producer Director
• gaby@magnetofilms.com
• @magnetogaby @magnetofilms