Advocacy Video Distribution Plan for Nonprofits
Define Targets & Outcomes
Start with who must change behavior (committee staffers, city council, agency comms, editorial desks). Set outcomes: briefings booked, sign-ons secured, floor mentions, op-eds placed. Build a contact list (titles, emails, socials) and a share-kit they can use in one click.
Channel Mix that Reaches Power
- Social (organic + creators): Commission local creators to contextualize the issue (we used this for Human Rights Foundation, ACE, Climate Reality).
- Direct: Email brief with a 60-second embeddable cut and bullet talking points; WhatsApp/Signal versions for coalition partners.
- Press: Press note with quotes, stills, and a downloadable B-roll folder.
Launch Calendar
- Anchor the drop to events (hearings, summits, climate weeks).
- Release order:
- Teaser with stat + human stake
- Full cut (60–90s)
- Explainer thread + partner posts
- Reminder clip featuring a decision-maker quote or media mention
Micro-Budget Paid Media
- List upload: Custom audiences (journalists, staffers, coalition).
- Geo: Concentric targeting around capitols or districts.
- Retargeting: Anyone who watched 50% gets a meeting CTA.
- Creative rotation: 3 hooks; frequency cap 2/day.
Measurement & Attribution
- Platform: impressions, 50%+ views, saves, shares.
- Direct: opens/CTR; meeting replies.
- Press: mentions and backlinks.
- Policy: commitments, amendments, cosponsors, budget allocations.
Case Snippets
- HRF (Art in Protest): Multi-city content → elevated artist voices; drove program awareness and support.
- Climate Reality: NYC + Rome content → 36M reach; narratives carried into press and partner channels.
- ACE: Disaster survivor stories → paid reach to targeted segments; fueled conversations with policymakers.
Distribution Checklist
- Share-kit (video + stills + copy)
- Partner calendar
- Retargeting audiences built
- PR list warmed
- Post-launch follow-ups scheduled
Need a 48-hour launch plan? We’ll package your video, map targets, and deploy across channels.
