Collateral Repair Project
Director of Grants and Communications
Project Overview
When I joined CRP as the Director of Communications, I quickly identified video as a key to CRP’s success in reaching new and retaining old donors. Beyond short videos, which I put out weekly, I worked with my communications team to livestream on Facebook to give our audience a sense of what is like to be right there in CRP’s center. After initial success with video, I launched a podcast to allow longer, more in-depth stories to emerge.
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Problem Statement
Collateral Repair Project is a grassroots nonprofit. As a 501(c)3 US NGO, their work is exclusively in Amman, Jordan, but their donors are all outside of Jordan, mainly in the U.S. Reaching them online is imperative. Most donors will never have the opportunity to visit CRP’s center in person or meet the beneficiaries who their donations help.
Process
I started incorporating more video and livestream into CRP’s social media right away. I hired a videography intern and identified key programs to document. We optimized each video for strong engagement on Facebook, utilizing best marketing practices for our audience.
After success with video, I launched a podcast. Because CRP helps predominantly Arabic-speaking beneficiaries, I started with members of our community who spoke English fluently and were willing to share details of their compelling stories. Each episode also included an interview with an expert whose testimony helped shed more light on the topic at hand.
Results
Not only did CRP see greater fundraising success, but key strategic donors commented on our content and increased their commitments. We began hearing from other organizations who wanted to partner with us because they better understood CRP after watching our videos. Potential volunteers mentioned during interviews that they had listened to our podcast and that made them want to volunteer.