W187: How to Co-Create Powerful Video Stories with Your Members to Drive Authentic Engagement All Year Long
Thursday, July 29, 2021
11:00 a.m. to 12:30 p.m. EASTERN TIME

In our increasingly-connected digital world, associations need to find new ways to cut through the noise and authentically engage their members. By inviting your member community to join in the conversation with your organization, you’ll co-create powerful video stories that enable you to acquire new members, secure more renewals, and build a stronger, more loyal community.

Join Michael Hoffman, CEO of Gather Voices and Alexandra Bradley, Director of Communications and Engagement at the American College of Osteopathic Family Physicians, for a discussion about how leading organizations are leveraging user-generated content to drive more engagement than ever before.


Learning Objectives

Learning Objectives

  • Define the video marketing trends that are shaping the future of engagement
  • Identify the ways that leading organizations are leveraging user-generated video to acquire new members, secure more renewals, and build stronger, more loyal communities
  • Understand a framework for co-creating powerful video stories with your member
  • Explore real-world case studies that you can implement at your own organization
Michael Hoffman
CEO, Gather Voices
Video is the most powerful and effective way to drive engagement online. While Zoom and other programs like it are nice, asynchronous video holds the key to successful communication for organizations, especially at this critical time. Traditional video is top-down. Gather Voices is different. My passion for it begins with its name. Whether for associations, hospitals, marketing agencies or other businesses, it gathers the authentic, compelling voices of people speaking from the heart. Three forces for understanding and improving the world - technology, trust and video -led me to found Gather Voices, my fourth business venture, a company with a product dedicated to meeting the growing demand for video simply and with professional results. I started my career as a political consultant and nonprofit fundraiser. I then spent six years in venture capital, specializing in internet start-ups and began See3 Communications, a digital marketing agency focused on social good. Today, in addition to leading Gather Voices, I teach marketing at the University of Chicago. Broadband changed the internet. Well-crafted video became key to engaging members, donors, employees, customers, and other constituents. Internal marketing departments, agile in every other format, had to go outside for video, costly, time-consuming and unequal to massive video needs on websites and in social media. At the same time, improvements in cell phone technology put sophisticated cameras in our pockets. Gather Voices makes it effortless to increase video dramatically by empowering your members, customers, and staff to make compelling videos, directed by you and owned by your organization, using our intuitive set of software solutions that automate the creation, management and publishing of video - plugging seamlessly into existing technology. It goes places a camera crew cannot reach. At this challenging time, it has become the driver for transforming conferences into successful online events. We’re excited to be leaders in this continuing digital transformation of online engagement. If you care about online engagement and you know that video content is a key ingredient, let's connect and see how these new tools might work for your organization.
Alexandra Bradley
Director of Communications and Engagement, American College of Osteopathic Family Physicians
Experienced marketing and communications professional who has built her career in nonprofit association management. Skilled in developing marketing strategy to increase engagement and grow revenue across organization-wide programs, including events, membership, publications, and awards.
Level Beginner Delivery Group Internet Based
CPE(NASBA Category) Computer Software & Applications Reviewer Wade Tetsuka, CPA
CAE (Field of Study) Membership Development CPE/CAE Credits 1.5 hours
Prerequisites and advance preparation needed No prerequisites. Advance preparation needed: None Cost $0.00
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