A better Vermont

Project Objectives:

1. Clearly communicate what JHC does and who they serve.

2. Emphasize why their work is critical and time-sensitive.

3. Make a strong emotional case for increased funding and support.

4. Create a piece that could be used across social media, presentations, and meetings with donors.

5. Shine a light on JHC’s impact to attract press, partners, and community attention.

Content Strategy:

• Define the core message: hidden struggles in the community and JHC as a source of hope and change.

• Plan a visual arc: beauty → unseen problems → practical solutions → hope → call to action.

• Decide on a text-driven storytelling style, using strong on-screen phrases for clarity and impact.

• Select supporting visuals (cityscapes, textured backgrounds, maps, subtle motion) to match the serious but hopeful tone.

• Structure the script to build toward funding and awareness as the natural next step for viewers.

Design and Animation:

• Create visually engaging graphics and animations to convey complex automation processes.

• Incorporate on-brand colors and design elements to maintain brand consistency.

• Ensure the motion graphic video effectively communicates key messages and statistics.

Post-production:

• Shoot in a vertical format to optimize for social media and mobile viewing.

• Use simple, controlled visuals so the message and text remain the focus.

• Record or edit voiceover/interviews (if used) to be clear, steady, and emotionally grounded.

• Maintain consistent visual style—framing, motion, and textures—to create a cohesive, branded feel for JHC.

  
  

  Distribution and Promotion:

• Deliver the video to JHC for use in funding pitches, grant applications, and donor meetings.

• Share the piece on JHC’s social media platforms to raise public awareness.

• Encourage staff and supporters to repost/reshare to expand the organic reach.

• Leverage the video as a showcase of JHC’s impact when approaching funders and partners.

  
  

Results: was able to upload the video on the official JHC Instagram, which led to an over 300% increase in impressions. This led to JHC getting more views and followers on social media, increasing awareness. This all led to JHC receiving additional funding and being featured by a local news station, which ran a story that further boosted visibility and awareness.

Lessons Learned:

• A clear, focused message can be more powerful than complex visuals—especially for nonprofits and community work.

• Text-driven storytelling works well for social media, where many viewers watch with sound off.

• Framing the narrative around “problem → hope → action” is effective for motivating donors and supporters.

• Strong, purposeful video content can open unexpected doors—like press coverage and new partnerships.

• Investing time in understanding the organization’s mission leads to a more authentic, emotionally resonant final piece.

This case study demonstrates how a well-crafted motion graphic video can effectively communicate complex concepts, generate interest, and establish a brand as a leader in their industry.