Marketing videos can be an important tool to help nonprofits and socially responsible companies build their brand through storytelling. Creating an effective video starts with knowing who you are, which can be harder to figure out than you may think. Teak Media Founder and President Jackie Russell spoke with Jacob Hoehne, CEO of ISSIMO Story Agency, about how to create videos with greater impact in our recent Talking Nonprofits with Teak Media podcast.
Q: Jacob, how did you come to start ISSIMO Story Agency, and what led to your focus on social impact?
A: I started with a background in film and later pursued a hybrid communications and MBA program, which really honed my understanding of business storytelling. Initially, we worked with big name brands, but about six years ago, we pivoted to focus on organizations with social impact. This shift was inspired by a project creating an opening film for the Laudato Si challenge at the Vatican. The experience was electrifying and made us realize we wanted to use our skills to empower organizations that are making the world a better place.
Q: What are some common challenges you see organizations face when trying to get their story out there?
A: We see three main challenges. First, many impact organizations struggle to stand out and differentiate themselves. They often look and sound just like everyone else. Second, they have trouble getting in front of enough of the right people, be it donors, investors, or volunteers. Third, even when they do reach the right people, they often fail to make a compelling connection that resonates with both the head and the heart.
Q: What does the ISSIMO Story Agency do to help organizations overcome these challenges?
A: We help organizations develop a differentiated story that is clear, concise, and speaks to both logic and emotion. We also assist in distributing their story in a way that reaches the right people and inspires them to take action. We create a “story guide” through interviews with leadership, staff, and customers to uncover the organization’s unique DNA and value proposition. This helps them articulate their brand effectively across all channels.
Q: What advice would you give to nonprofits or responsible companies that want to draw out their stories themselves?
A: Start by looking inside and understanding your unique DNA and the value you provide. Then, understand your audience, their obstacles, and how you are uniquely positioned to help them. It’s essential to make the audience the hero of the story and position your organization as the assistant. Interview key stakeholders and get an outside perspective to see the forest for the trees. Distill this information into a clear document that guides your messaging.
Q: You mentioned something called the “clarity decay curve.” What is that?
A: The clarity decay curve refers to the phenomenon we observed in our research. We found that while leaders often have a crystal clear understanding of their organization’s mission, this clarity diminishes significantly as you move to staff, partners, and potential donors. It highlights the importance of articulating the “why” in a clear and tangible way that isn’t reliant on word of mouth. Clarity builds trust, which is crucial for fundraising and engagement.
Q: Can you share a story of how your work has helped an organization grow or raise more money?
A: One of our favorite nonprofits helps women of color and veterans train for high-paying tech jobs. We took their existing budget for visual communications at their gala and, with more effective storytelling, helped them double the amount they raised. In two hours, they raised $2 million. We’ve continued to work with them and help increase their fundraising year after year.
Q: What is the most important takeaway for organizations looking to improve their storytelling?
A: It’s about being authentic and finding those people who believe what you believe. Be willing to take a stand and attract the right people while naturally repelling those who aren’t aligned. A strong brand has a clear pole that draws people in and also pushes others away. Don’t try to be all things to all people; instead, focus on what makes you unique and what you passionately pursue.
You can find a link to the full video version of this interview here.
