Seeing Is Believing

Hoffman says videos can connect supporters to the work that organizations are doing in remote places in a way that direct mail, brochures and even static Web sites can’t.

“People respond to stories and respond to real lives that are impacted by the work of an organization. What video does is it allows you to focus on those who are impacted by the work and create a kind of emotional connection between the donor and those individuals which was not really possible before,” Hoffman says.