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:
  1. Teaser with stat + human stake
  2. Full cut (60–90s)
  3. Explainer thread + partner posts
  4. Reminder clip featuring a decision-maker quote or media mention

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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.

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