The Capability Video Redefined
Doing right by those that do good
“Can you make us a capabilities video?”
I’m asked this often, especially from directors of small non-profits. Invariably, animated pie charts showing the numbers they serve or bar graphs illustrating their dollar-per-client ratio, don’t come to mind.
I think of their mission statement and their impact on the community in human terms – the immeasurable value the hearts they touch or souls they comfort through generosity, commitment and good will.
To me, that’s their true capability. And that’s the story that needs telling.