I’ve just returned home from a connected TV (CTV) production, and I can’t help but think about the characters, the storyline, and all the details of the final touches on the video as we dive into post-production editing.
As a creative director at Masterworks, these are some of my favorite days — creating stories that move hearts and minds to care about our client’s mission and brand promise to the world.
What is storytelling?
From Masterworks’ point of view, when we say storytelling, we mean the path to moving hearts and minds.
In an age where authentic connections are more sought after than ever, traditional outreach methods are rapidly becoming less of a sure bet. The internet is a noisy place, and to rise above the noise, an organization must tell its story in new and exciting ways.
Through storytelling, ministries can send a strong message about where they place value. In a landscape where audiences sniff out inauthenticity with the voracity of a bloodhound, video storytelling emerges as one of the most effective ways to clearly and quickly communicate where an organization stands on big issues.
The opportunity here is to become a charismatic narrator, reflecting issues and values that are important to your supporters, through the language and currency of storytelling.
With video storytelling, you are given a platform for clear, outcome-driven storytelling to highlight the transformation happening at your ministry.
Unlocking the potential of CTV
Simply having a world-class video does not move hearts and minds. Enter CTV — a platform that allows unparalleled engagement and targeted outreach. By broadcasting TV spots on Smart TVs, organizations seamlessly integrate their narratives into viewers' homes, fostering brand recognition and top-of-mind awareness.
CTV allows viewers to watch their shows or movies on their favorite streaming platforms while also seeing your ads. Adoption of CTV has grown rapidly, with 64.5% of US households owning at least one CTV device — a stat that is expected to grow in the coming year. CTV advertising also offers more opportunities for targeting specific audiences thanks to its niche segments and list-targeting capabilities. This means that organizations can reach new and existing audiences in a more personalized way.
Through CTV, many ministry partners are actively expanding their new supporter universe, along with building deeper relationships with current supporters. Videos drive awareness and conversion, enjoying a 31% lower cost per visit and 63% higher ROAS on CTV.
In FY24, Masterworks missions clients saw a 1.2 average return on investment in first-time three-month pilots. Media spend was 80-95% prospecting.
In the tapestry of modern marketing and fundraising, storytelling emerges as the thread that binds ministries to their audiences. Through the combination of true video storytelling and CTV, organizations unlock unprecedented opportunities for engagement, advocacy, and impact.
If you're looking for new ways to engage your audience, consider video storytelling. If you want to learn more, feel free to reach out here — our team would love to discover your stories.
About Colin Cabalka
Colin Cabalka is a Creative Director at Masterworks, with over 13 years of experience in developing creative strategy for both corporate brands and non-profits. His expertise lies in conceptualizing and directing campaigns that consistently exceed exceed full funnel effort goals. Colin is passionate about loving people with a deeply invested heart and dreaming up big ideas that have the power to shape worlds.
