Humane Society

of South Mississippi

How Story-Driven Content Doubled a $60K Fundraising Goal

When the Humane Society of South Mississippi aimed to raise $60,000 to support their vital programs, they partnered with A.J. Williams Media to create an engaging, heartwarming longform PSA video. Our team focused on a emotional, hopeful approach to highlight the importance of adoption, fostering, spay/neuter services, and community pet wellness. The result? A compelling video that resonated with the community and surpassed all expectations, helping the Humane Society raise over $120,000! This extraordinary outcome underscores the power of story-driven video content in driving engagement and achieving fundraising goals.Not only did we film the interviews, find historic footage, add in race footage from 10 years ago until now and piece it all together to make one cohesive and emotional story. We also made a few versions of a teaser so that we can peak peoples interest in it before it went live.

We could toot our own horn about our work with the Humane Society of South Mississippi, but why not let them do it for us? Here is Lori West, CEO of HSSM!

When they found themselves in dire need of more space for large dogs, they reached out and asked for a video that they could show to their most dedicated donors in the Founders Club. They had a goal of reaching $60,000 with this project. We decided to lean into storytelling in order to connect the the very human need for these animals to our community. The result? They were able to reach that goal in just the first Founders Club meeting and eventually doubled the goal, reaching $120K in donations.