From the Nominator

"The video team of our advancement communication team was charged with developing a new video reel for the hero position of the website, Together at UCSF. The existing video was a single fundraiser's story. Our client, the annual and special giving team, wanted to display a greater diversity of fundraisers across platform. The team wanted an inspirational video to help generate awareness of Together at UCSF across the university and extended UCSF community (e.g., patients, friends and family of patients, non-patients) and move prospective fundraisers past their barriers and convince them they’ll have a real impact.  

The three stories featured represent a more diverse community of individual and group fundraisers using the power of UCSF’s fundraising community to make a difference for the causes and people that matter most. We also were careful to choose campaigns that glean different levels of support to be inclusive, allowing all viewers to visualize their campaign success on the platform.   

The video's visuals and messaging content were used this fall for a printed direct mail piece that led to an uptick in website engagement and viewership of the video. The fundraising teams have experienced an increase in conversations with prospective fundraisers. We built out each story into its own standalone video to increase the visual storytelling opportunities on the website. This allows visitors to learn more about the ease of starting campaigns and how wonderful it feels to be supported by your community."

From the Judges

The UCSF team skillfully and subtly addressed a quite complicated message and goal—to encourage patients and friends to raise money on behalf of the organization through UCSF’s crowdfunding platform. Smart, high-quality execution, including compelling storytelling featuring a variety of donors and campaign totals, pulled it off.