Dot Org: How Nonprofits Tell Their Stories

EP 11: successful video strategy for nonprofits, with Ashley Stewart of FreeRent.Org

• Pearl Impact Media • Season 1 • Episode 11

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I was a broadcast journalist locally and nationally for 20 years. Now I run Pearl Impact Media. I help nonprofits and purpose-driven businesses raise money, raise awareness, and separate themselves from the rest through meaningful, memorable, and affordable video storytelling. That’s my mission. This podcast, DOT ORG, is an offshoot of that mission. Each episode I chat with a nonprofit leader with a defined, thoughtful, and successful approach to telling their organization’s story.

As someone who spends my days making videos for nonprofits, I always admire the nonprofits that have a clearly defined strategy for video. And in Atlanta, a recent client of mine is a perfect example.

FreeRent.Org is a young nonprofit, but you wouldn’t know it by their video output. They post everywhere, from Instagram to LinkedIn. They use videos on their web site. And they recently brought me in for a video specifically geared at a major fundraising event. They do it on all fronts, and they do it well. My guest is Ashley Stewart, the executive director of FreeRent.Org, with a thoughtful look into how they thrive.

FREERENT.ORG IMPACT VIDEO: https://www.youtube.com/watch?v=PW8Y16ryv34

Matt Pearl, Pearl Impact Media:

Hello, friends. Welcome to DOT ORG, the podcast all about how nonprofits tell their stories. I'm your host, Matt Pearl. I was a broadcast journalist, a TV news reporter locally and nationally for 20 years. Now I run Pearl Impact Media. I help nonprofits and purpose-driven businesses raise money, raise awareness, and distinguish themselves from the rest through meaningful, memorable, and affordable video storytelling. That is my mission, and an offshoot of that mission is this podcast. Each episode I chat with a nonprofit leader with a defined, thoughtful, and successful approach to telling their organization's story. As someone who spends my days making videos for nonprofits, I always admire the nonprofits that have a clearly defined strategy for video. And in Atlanta, a recent client of mine is a perfect example. Freerent.org is a young nonprofit, but you wouldn't know it by their video output. They post everywhere, from Instagram to LinkedIn. They use videos on their website. And they recently brought me in for a video specifically geared at a major fundraising event. They do it on all fronts. They do it so well. And my guest today is the person who oversees it all. Ashley Stewart. Welcome OT ORGto D.

Ashley Stewart, FreeRent.Org:

Thank you. So excited to be here.

Matt Pearl, Pearl Impact Media:

And uh Ashley, question number one. It's always the toughest for all my guests, but we're going to throw it at you anyway.

Ashley Stewart, FreeRent.Org:

Okay.

Matt Pearl, Pearl Impact Media:

Tell us about freerent.org in 30 seconds or less.

Ashley Stewart, FreeRent.Org:

Freerent.org is a nonprofit based in the Atlanta area that provides rental assistance and wraparound services for hardworking families. And we have a goal of our families achieving long-term financial stability. So first stabilizing through that rental assistance and then rebuilding their financial future through savings, investing, repairing their credit, and really creating a foundation for their future.

Matt Pearl, Pearl Impact Media:

It is not surprising to me that you crushed that and did it in the 30 seconds.

Ashley Stewart, FreeRent.Org:

How many seconds do I have left?

Matt Pearl, Pearl Impact Media:

I wasn't timing it. I never do, but I'm guessing it was right around 30. Um, but it, you know, that just exemplifies why it's so exciting for me to speak with you today. I don't often interview people who you know who I've worked with directly on this podcast, but I really wanted to do so here because when I worked with you and the team at Free Rent, I was just so impressed by your leadership uh in the storytelling space in particular. Most times when a nonprofit reaches out to me for a video, they they usually don't have very much video content. It's you know, they they want to learn about video as a foundational piece as well as bringing me in for that impact piece to really be their signature video that they can use across the board. When you reached out, I saw immediately doing my research just how prolific freerent.org already was. And I'd love to hear, because again, you haven't been around for too long as a nonprofit. I would love to hear about what made video a central part of your strategy, basically from the start.

Ashley Stewart, FreeRent.Org:

Yeah, I think video for us at FreeRent, you're right, has always been a part of this strategy. I think first and foremost, the stories of our families are the things that guide our decisions day to day. Not just stories, but the impact that we are working to build, and that is the core of our mission every day. And there's no better way to understand that impact than through the families themselves and their journeys and sharing what they have experienced. So that's just a core of who we are. And so transiting that of how can we share that with the community, with the world. I think we all know what everyone sees now is videos, Instagram stories that come through, and it's just what grabs attention. And if you can grab that attention in the medium and platform that's so common now, then you're gonna have the opportunity to give a voice to those that you're supporting, and that's the work that we're doing. And so that's why it's always been a part of our mission. It's just a part of our ethos and who we are, and ensuring that we're sharing the journey from the direct perspective of our families from them when we can, even more so. And then I think just as an organization, it's so important that you utilize that tool to share your mission that's going to translate 20 times more than a website or a piece that you write. While those things are important and have a place, there's a lot of clutter out there, and a video can really capture the attention. And once you have it, selling the story is really what makes people connect with who you are and what you do.

Matt Pearl, Pearl Impact Media:

When I speak with folks in the nonprofit space, I think they don't require a whole lot of convincing as to why video works, right? Because I mean, we we are all, if you're on social media in any capacity, you probably have fallen prey to just scrolling through Instagram reels or TikToks or or being on LinkedIn and seeing, you know, so many words and so many photos, but then there's a video and it just kind of stops you, right? So it's not that that part requires convincing, but I think there is a lack of comfort around video for a lot of folks if it's not within their nature. I I'm curious for you, what was your comfort level with video when you got going? And did it did it take a while for that to evolve, or or was it something, and I mean, of course, not consuming video, but producing video.

Ashley Stewart, FreeRent.Org:

Sure. I think my comfort level has varied over time in my career. I think personally I still never want to be on video, but I know the importance of it. Thank you for doing that, by the way. Like you're welcome. Um, I understand that the importance from that perspective and being in a leadership position of being someone who can help be the mouthpiece for what you do. So I had to get over that pretty quickly, um, but still would prefer it the other way. But second, I think how my comfortability grew was the more and more time I was able to spend with the families that our organizations were supporting, whether before I was at FreeRant or even now. And once when you have the opportunity to work with families and you gain their trust, and they trust you to be a part of their journey with them, and you, as someone in this field, have that opportunity to learn about their story, learn who they are, and just witness how remarkable they are as human beings, then you realize like you want everyone to know them. You want everyone to hear their story and just feel the power and the impact that you feel. And so, because of that experience, getting to meet so many families again, whether in my previous work or with free rent, um, it was easy for me to get excited about building ways to share their story. So, in this role and and funding in my previous role too, that was often a part of my job because I just loved it. I loved meeting our families, but also figuring out how can I translate the emotion I feel that I get to have from building relationships and translate to that to other people because that's the greatest joy and that's what fuels us every day in this kind of work. Um, so I grew to love it over time. I love telling stories of our families because I love them and believe that everyone should know them and know their story.

Matt Pearl, Pearl Impact Media:

You know, so much of of what freerent.org posts, and I'm referring mostly to Instagram here and LinkedIn, but if there are different, you know, uh different sources and platforms. Yeah. Um, but on those two, you know, obviously there are the the testimonial stories of the families you serve, and that's a big portion of it. And and those typically tend to be the also have the higher production value. But what I also think is compelling, and and you mentioned this briefly, and I'd love for you to elaborate on it. Uh you get in front of the camera too, as do your team members every now and then. And those videos aren't necessarily the most immaculately produced. They look like you probably just turned your phone around and, you know, shot them with your phone camera. And I would love, because again, I think this is such a big sticking point for a lot of nonprofit leaders and executive directors, you know, they don't feel comfortable either they just don't want to be on camera, period, or they don't feel comfortable kind of being the face of uh the operation. They would much rather uplift the people that they serve. And yet you clearly have come to a certain piece with uh all sides of it and and why it's I I I don't want to put words in your mouth here, but why it's almost a necessity for you to be a presence in these videos.

Ashley Stewart, FreeRent.Org:

Yeah. I think I mean we are we're all in the relationship business, no matter what kind of business or organization or thing that you're running, and there is an ability to connect with people if you understand who the people are that are doing the work or fulfilling the mission, or again, the families that we have the opportunity to work with. And so I think video is a way to translate, like, we're a team, we're here, we are in the community, we are working alongside our families. This is a true family that we're building in what we do. And so I think that's how it translates that we're not just a picture on a screen or we're not just a bunch of words, but there's like true humans on the other side who are a part of this work. And I think there's just an ability to connect. So again, I have had to like swallow the I would rather not, but I understand why it's so important. And um our board chair, Larry Dorfman, he always talks about how even when it comes to fundraising or doing things that are uncomfortable, you shouldn't be afraid if it's on behalf of somebody else. And so I think that translates perfectly to this and that even though it's uncomfortable sometimes, or you don't want to be uh the face, or you don't want to record yourself, you know, you're doing it on behalf of your mission and for other people. And so swallowing that fear and doing it anyway will help get your mission out. And again, it's just gonna help get your mission and your story further.

Matt Pearl, Pearl Impact Media:

And I will say too, the videos that that I've seen of you and your team members, it's very clear that that it isn't some slick, you know, polished thing. And I almost feel like it would take away to a certain degree if it was, because you know, I I think your sincerity comes through. And I think for a lot of folks, it they they almost have to realize that that is an asset that you don't have to, you know, you don't have to be perfectly polished, whether it's the the video presentation or what you're saying. Like so much of what I've seen you post, and I'm I'm curious, I'll I'll I'll phrase this as a question. I would love to hear from you what you have found with your posts specifically, the ones that you're in, have been the most effective, that that get the most response and that you feel are accomplishing your mission of you know, building those relationships and and putting yourself out there in a in a meaningful way.

Ashley Stewart, FreeRent.Org:

Yeah, I think you you hit it exactly right of it being authentic and true. And so a lot of our videos that I think are doing well, at least I believe so, uh, that are translating to our audience, we're truly just talking about what we're doing or things that we have coming up. And um, anytime I've ever met or worked with someone in this field, when they're just sitting and having coffee or a conversation with them and they're talking about what they do, you can like feel the passion and you can understand that they really believe in it. And when someone believes in it and they're passionate about it, you want to be that alongside them. And so for us, when we're filming something, we're literally just talking about what we do. And um, our team is just so passionate about our work and our families that I'm glad that it translates because it's true. And there really isn't a script. We have ideas of what we want to talk about and what we want to say. And hey, sometimes it might take like five or six takes because I can't remember what I wanted to say. Um, but it's all just like from the heart and truly talking about our work, what is happening day to day, what's coming up, successes that we've heard from our families, and and that's easy. And you just have to think about it like I'm having coffee with a friend, I'm telling them about recent wins from my work and from my day, and that's all I'm doing.

Matt Pearl, Pearl Impact Media:

And if you think about it from a time commitment perspective, too, I mean, even if it takes you six takes, if it's a minute-long video with a little bit of resetting, that's 10 minutes out of your day.

Ashley Stewart, FreeRent.Org:

That's really not much.

Matt Pearl, Pearl Impact Media:

Yeah. And obviously, you know, we are all stretched to the limit in terms of our time, but it does seem like a low time commitment for the reward, you know, and and and for the the return that you get on that investment. Um, and I also think, too, and I say this having just attended the nonprofit storytelling conference uh last month, which was really valuable. Uh, there were 800 nonprofit storytellers all in one room. It was really great. And there is just this growing movement about ethical storytelling frameworks in the nonprofit space, which I think is absolutely wonderful. And a lot of that focuses rightfully so on making sure that you're honoring the people you serve and that you're treating them right. But I think it says something to the people you serve when you're also willing to put yourself out there and do something that makes you uncomfortable. I I think that does help get the buy-in and let folks know that, you know, hey, I I put myself out there too. And we're going to make sure that if you do that, you're going to be treated right and it'll be done in a way that is respectful and honorable to you.

Ashley Stewart, FreeRent.Org:

Absolutely. Yes. I I I love that, and I think that's true. And it's it's a conversation we have with our families too of we're always involving them in the process of when we're sharing their story and providing the framing of why we would love to share their success. First, we're always just excited and celebratory. We're like, oh my gosh, this is amazing. Can we tell people about it? And they're like, absolutely. And if we think about it in that way, we're just building community of support and really spotlighting the success of our family. So, first and foremost, always doing that. But then we're also like talking to our families about why we we do this, why we share our stories. It helps us raise funds, it helps us build um awareness about our work, find families like them who might be able to benefit and always just like make that connection of why. Well, there's a there's an intention and a reason to doing it. And then, of course, if there's a family who's not comfortable, we'll 100% honor that. Um, I think it's so important, as you were saying, to be in this work with the families whose stories that you're sharing. And so um whether that's a yes or a not right now, or there's a sensitive reason why not, that's always considered first and foremost. Um, but most often our families are really excited to share their story because they're just bringing more people in to celebrate the accomplishments that they have made. And that's really what we want to do at the end of the day.

Matt Pearl, Pearl Impact Media:

She is Ashley Stewart, executive director of Freerent.org. I am Matt Pearl, and this is.org, the podcast all about how nonprofits tell their stories. Let me take a quick minute to tell you about how I tell stories. I was a journalist for many years. I traveled the world, covered the Olympics three times, won national awards for video journalism, mostly for stories about the underreported issues facing our communities and the people and organizations offering solutions. Now I get to work directly with those people and those organizations. At Pearl Impact Media, I provide meaningful, memorable video storytelling for nonprofits and purpose-driven businesses. Maybe you want to raise funds, maybe you want to raise awareness, maybe you want to showcase your services in ways only video can do. I am based in Atlanta, but I have clients across the country, and I would love to work with you. Head to my website at pearlimpactmedia.com to schedule a free consultation. Back with Ashley Stewart of freerent.org. Ashley, um, I want to get into another part of this that I think is really important, especially for nonprofits that are growing and have decisions to make about how they spend not just their time but their money. Um, you do quite a bit in-house, but then you also, when it comes to video, do quite a bit of outside contracting. And we'll get to the video you hired me for in a minute. Yeah. But I would love to get just kind of the general framework, take us behind the hood or under the hood a little bit about your approach when it comes to what you decide to take on on your own, when you decide it's just easier to outsource and how much is you know you feel worth budgeting for that kind of work.

Ashley Stewart, FreeRent.Org:

Yeah. Um we have a line item in our annual budget that that's focused on videos and really marketing and sharing our message. And we do that because we understand really the return that's that's going to happen through those projects. And those projects specifically are really strategic and where we're gonna invest the resources necessary to produce a video like the one that we work for you. So a video around a fundraising event, or we have a luncheon with our donors to share impact. So I see us using video in some form for an event like that. But also, if we're in a really strategic campaign like we are with our free rant grant and wanting away, wanting awareness around our family. So we're really intentional about what larger video projects we want to take on and then scope out what we think the cost is. But it's all because we see the return on the other side, the return in fundraising dollars, the return in awareness or views on our website, the return there. And so I would just encourage, it's hard to say a number figure because every budget is different. But I would think about for those larger campaigns that you have, what's the outcome you're trying to achieve? So how much money are you trying to raise? Um, how many more followers are you trying to get? And for for that, like what's the value? Obviously, for fundraising, there's a monetary value, but then the engagement, the number of followers, there's a value there. And then you kind of work, okay, if that's what we're trying to get, you kind of have to spend money to make money, as the saying goes. And so you have to think about okay, what's a reasonable, reasonable budget that will help us achieve that goal? So it varies. I mean, it really is different based on every budget. So hard to answer that question, but there is nothing wrong with having um a budget line item for videos and marketing and sharing your story. That is part of getting the word out of your mission.

Matt Pearl, Pearl Impact Media:

And let's talk about the event video in particular, right? That was how we came into contact. And I will so I'll say personally, in my experience, typically when I'm approached by nonprofits about an impact video, they wind up using the video all over the place. Like I hear over and over again we use your video in email blasts with with fundraising appeals, with grant uh with grant proposals, all the above, right? But oftentimes when it comes to pitching it to whether it's the board or whether it's um, you know, for folks who aren't the executive director, you know, pitching it up the ladder, so often they kind of need that hook, and an event is such a great way to bring it in because an event that's where you know you're gonna have a captive audience, and everything that works about long form video works even better in that context. I would love to hear from you about specifically when it comes to the event video, what are the kind of things that that you're looking for and and what makes it different than let's say maybe not the videos that you shoot with your phone of yourself, but maybe some of the other shorter uh videos that you shoot with your families.

Ashley Stewart, FreeRent.Org:

Yes, I love event videos, they're so great. Um, we often you have to think about you have, like you said, a captive audience. You could have hundreds. Hundreds of people who are often seated or they're focused on some kind of program. And in that moment, you can gather, you can grab their attention for a much longer period of time than you can when you have like a social media video. So what could be you have to squeeze something in into 60 seconds, like five, six minutes. I've even done like eight minutes. If it's done right, really isn't that much time at an event. And if that would give you the time to truly tell the story from the voice of a family that you're working with, it's just a beautiful experience. It's a way that you're essentially helping your audience of 500 people almost be in a coffee conversation with your family where they're telling about themselves and their journey with your organization. It's the best. And so I love them because it's really unique that you truly have a captive audience. And again, if a video is done right, what can seem like a long time when you're hearing such a powerful story from someone, it really doesn't feel like that long. And it's so unique that you know that those people are gonna watch it from beginning and end. And so you can build something that's really going to provide the arc that you're looking for, but again, translate beautifully the true story of the family and also tie it to your mission at the same time. Um, and final point too, as you said, you can then use it so many times afterwards. So, yes, that's the point of getting to the event, having that captive audience who's going to be able to see the whole thing beginning to end. But we've used that store that video that we've worked with you that was for an event. Oh, so many times after that. Um, in emails and meeting with donors as a follow-up on our website. Um, Duantavia, who's in the video, she has a video too. She shared it with her whole family. She loves it. Like there's so many ways that it's, yes, built purposefully, but again, done right and with the context. I know I'm going to use this for other things. Build it to be to be evergreen in that way so that you can really get the legs out of it. And and then it's really worth the investment if you think about it that way.

Matt Pearl, Pearl Impact Media:

Uh, for those of you watching this podcast on YouTube, by the way, you can check out the description. I will include the link to the story that Ashley's talking about, uh, the piece that I did with Duan Tavia, the free rent recipient, who was so wonderful to work with. And, you know, I think that's one of my favorite videos uh that that I got to be a part of this year and got to produce. And part of that was because she was just so open as well. And she was someone who clearly, you know, again, uh I would imagine that you and your team explained to her beforehand just so well what the purpose of the video was, what the context of it was. And um, you know, she was so comfortable with the process. She was so open in her interview, and and I I think it just turned out beautifully. So um I'll make sure to include that link so that folks can watch that. But I do want to um you know, I do want to uh also mention that for something like this, you know, typically uh the video is almost uh when you're at an event like that, and and I'd love to hear your you know description of it from your perspective, but the video is almost the the climactic moment or the sympathies that leads to the big fundraising appeal. And it's funny because I you know I I've heard, in fact, at that conference I was just mentioning that you know, there was a a group that puts on events uh out on the West Coast and they were kind of going through how to plan a great nonprofit event. And it was almost an afterthought how important video was. You know, video was it was it was two sentences in their whole presentation to be like, here's where you run your video. And if you're not doing video, you really, really should because it's that important. And and that was it. And but you know, clearly for those who are putting these events on and and you can speak to your experience, you know, video is just it is the one time during the event that you that people just stop talking and stop looking at their phones and and they're listening to what you have to say.

Ashley Stewart, FreeRent.Org:

Yes, that is exactly right. Video is essential and should always be part of an event program and plan. And I think it's when you really think about like how you produce a video and think about the story that you want to tell, in a lot of ways, you you kind of have the most control, if that makes sense. Like you can really work on the emotion you want someone to feel when they watch the video. You can really ensure that the points that you want to share are going to come across. You can you have more time before the event to really craft what you want people to take away. And when you're thinking about an event program, yes, you have a script, you have things that you're saying, but you know, there's variables, things happen. It might not translate. There might be loud noise in the back, but there's something about lights going down, you turn the video on, everyone's locked in, and you spent the time before to really make sure your message is gonna translate. So when you're talking about only having so many moments to um really inspire an audience and get the emotion that you're looking for, you do that work through the video. And so you know it's going to land because you spent the time and the effort beforehand, and then you work on that emotion that's gonna get you the donors who are excited to give to you after that. And so it's absolutely essential. It's like really the best tool to have that moment happen exactly how you want to in an event, so long as all the other variables are true too. But I think you have a lot of control through video in a positive way of ensuring that the right messages are gonna land.

Matt Pearl, Pearl Impact Media:

So, Ashley, as we wrap up here, I I would love just your general advice for somebody who's, you know, in your who has your title at a different nonprofit, hasn't made that leap into video yet, sees all the different ways that she or he could use it, but has no idea how to jump in in a in a way that feels methodical, in a way that feels comfortable for them. How would you recommend that person in that organization get started with video?

Ashley Stewart, FreeRent.Org:

Yes. I think, man, it's really just start that just do it, like don't overthink it. Think about all of the wonderful moments that you have been able to experience with those that you support through your organization. And just, I don't know, maybe start with like having coffee with a friend, like literally having coffee with a friend, telling stories about um some of the work that you've been doing, and then right after that's over, hop in the car and film yourself saying the same thing. Like I think it can be as easy as that of just speaking from the heart. You probably do this already day in and day out, having meetings with donors, supporters, new partners in the community, and and maybe just challenge yourself right after. Pick up your phone, film yourself, and say, What did I just say at that meeting? Do it again. And I think it's as simple as that. And really uh don't be afraid, just get started, and um, it's gonna be worth it because you're helping share the stories of the wonderful people that you get to work with.

Matt Pearl, Pearl Impact Media:

That is a great idea. So that's a great idea. And and it gives you the the opportunity for that multiple takes thing. Oh, yeah.

Ashley Stewart, FreeRent.Org:

Literally, no one's gonna see it but you for a while until you post it because you're going to, you're gonna share it, but there's really no harm. And the more you do it, the more comfortable you get. Absolutely. The more you do it, it's gonna be less scary, so you just have to start doing it.

Matt Pearl, Pearl Impact Media:

Well, Ashley, we have covered so much. We've covered so much as it relates to video, whether it's how to do it you're on your own, uh, what to look for when you're, you know, when you're thinking about doing a video project where you hire someone. I'm gonna ask you that famous last question that all reporters love to ask, which is is there anything we haven't talked about that you would like to add?

Ashley Stewart, FreeRent.Org:

Oh, anything that we haven't talked about. I think I would just leave encouragement for for all the other organizations out there. Of course, would love anybody listening to visit freerant.org to learn more about us. But overall, I think it's just a time where community is more important than ever. And so I just want to leave with encouragement for other nonprofit leaders and others that are supporting. Um, we need each other. We need the support. Um, it's community that's going to keep getting us forward. And so I'll just end on that note.

Matt Pearl, Pearl Impact Media:

Ashley, by the way, doing this interview two days after Giving Tuesday. So right in the middle of end of year. Uh and you took the time for this. Thank you so much. Ashley Stewart, executive director at freerent.org. As she mentioned, you can find them at freerent.org. Ashley, thank you so much for your time.

Ashley Stewart, FreeRent.Org:

Yes, thank you. Really appreciate it.

Matt Pearl, Pearl Impact Media:

And that is episode 11 of.org. If you found this helpful and want others to hear it too, a great rating or review wherever you get your podcast goes a long way. Please take the time if you can. And check out my work at Pearl Impact Media. Video storytelling can be so beneficial for organizations. I would love to work with yours. Book your free consultation at Pearl Impact Media.com. All right, friends, I am Matt Pearl. This has been.org. Thank you for listening.