Virginia Navigator’s Explainer
Succinctly communicate the newly broadened scope of a nonprofit while keeping its separate divisions visible to clear up any confusion.
This nonprofit started with a limited focus; seniors in Virginia. Then, over the years, they expanded to include other underserved groups, like veterans. They added new divisions to support this expansion, but this caused confusion among their existing clientele.
“Our organization and family of websites can be complicated to folks – we originally started as SeniorNavigator back in 2001 and since then have grown into an entire family of websites. But, folks often still identify us as SeniorNavigator vs. VirginiaNavigator. We wanted a video that would provide the quick and skinny on who we are and what we do.”– Adrienne Johnson, Executive Director
Our challenge was to communicate that this was a family of services; all sharing the same mission (serving the underserved), but each for their own constituents.
Get to know the organization to identify the ultimate problem being solved
We began with a discovery call to better understand the organization. Who they each served was an easy differentiator between divisions, but we were also looking for what they had in common in order to craft a script that could be both succinct and informative.
We learned that while constituency served by the organization had specific issues particular to them, the common objective of the bigger mission was a unifying characteristic. Armed with this information we landed on a central theme for the story we would tell in our script; that of people finding their way through a confusing landscape.
Virginia Navigator went on to implement the video with great success in a variety of ways; on their website, in social media, at presentations, and even at internal training sessions. The feedback they’ve received confirmed they made the right choice in using video to solve this communication challenge.
The Adrienne Johnson, Executive Director of the organization passed along a few comments:
“The video has been INCREDIBLY well-received by all who’ve seen it. We have shown it to a variety of folks – from seniors and caregivers, to high-level professionals within our industry, to Board Members and Advisory Council members, and to the general public. All seem to agree – very easy to digest, good explanation of who we are, very impressed with the quality of the video. I have actually heard folks say “wow” after seeing it in a presentation.”
“We are simply thrilled with the finished product, but maybe more importantly for you to know, working with you was such an immense pleasure.”