Case Study
Givebutter
From product demo TO people magnet
Givebutter partnered with F/I to create a big splash around a 2020 product launch. More than 4 years later, they found that the video was one of their best recruiting tools.
Scope
Creative directions
Storyboarding
Animation
NYC studio shoot
Industry
Financial Services
Video
Brand Video
$1B
In donation volume
3X
Growth in 4 years
We cooked up a spreadable recruitment tool for a feel-good financial services brand.
Problem
To make a video, or to not make a video
When launching a new product, the marketing team likely has a checklist of items that could be used to promote the new feature. A blog post? A social post? An email? A video?
Depending on the size of the launch, a video might not make sense. But when a product launch changes your business model, a video may be in order. For its huge product launch—a completely free, end-to-end fundraising platform—Givebutter decided to go back to their origin story. They were inspired to share their mission, their background and why this product launch would matter to their customers. But how best to tell such a story?
Process
going back to the basics
That’s where we came in. F/I met with the Givebutter co-founders, asked questions about their history, their friendship, their college days when they founded the company, and most importantly, how they wanted people to feel when watching the Givebutter video. The overall feeling they wanted to convey was how easy it can be for nonprofits to connect with donors. (And of course, butter puns would be part of the video.)
Solution
a product video that tells an even butter story
Not only did we meet Givebutter's original video ask—a tasty product launch video—but we also created a brand asset with outsized impact. This video has become a powerful recruitment tool for the Givebutter team, helping them attract talent by sharing their authentic origin story.
Testimonial
Max Friedman
CEO at Givebutter
“This video has been a cornerstone for our brand. It's been a great recruiting tool. We've tripled in size, basically, since that video. And we've grown from, call it, a hundred million in donation volume to recently crossing a billion in donation volume through the platform.”
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