Ethical video storytelling for nonprofits with Rachel Jellinek
4/14/2025
““There is a tendency to focus on the worst that someone is at. [That might be] a reason why they’re accessing the services of this organization. It creates this very narrow view of who that person is. It can very often reinforce stereotypes. it can very often create this kind of savior [relationship between the nonprofit and this person].
Our view is that people really should be viewed from the point of view of what their strengths are and their resilience.” ”
SummaryIn episode 121 of Nonprofit Mission: Impact, Carol Hamilton and Rachel Jellinek discuss the power of video storytelling for nonprofits. They talk about:
how nonprofits can use video effectively to connect with their audiences,
How to maintain ethical storytelling practices.
the importance of focusing on strengths rather than deficits, ensuring those sharing their stories have agency, and balancing emotional impact with authenticity.
The conversation also explores common mistakes nonprofits make when creating videos and best practices for incorporating video storytelling into their communications strategy.
Episode highlights:
Strategic Video Planning vs. DIY Approach
[00:06:53] Not all video content needs to be professionally produced, but nonprofits benefit from working with experienced storytellers who help them define their message and avoid common pitfalls.
Key Storytelling Questions for Nonprofits
[00:07:11] When creating a video, organizations should consider:
What do you want people to know?
What do you want them to feel?
What action do you want them to take?
Avoiding the "Tearjerker" Trap
[00:09:45] While emotional storytelling can be powerful, relying too heavily on making people cry can be problematic. Rachel discusses the importance of creating connection and empathy rather than exploiting hardship.
Ethical Storytelling: Moving Beyond the "Savior" Narrative
[00:11:58] Many nonprofit videos focus on people at their lowest points, reinforcing stereotypes and a "savior" mentality. Instead, videos should highlight resilience, strengths, and the full humanity of those featured.
Dispelling Myths and Misperceptions Through Video
[00:13:54] Nonprofits should examine what misconceptions exist about their work, their constituents, or their field—and use video to challenge and reshape these narratives.
Ensuring Storyteller Agency and Power Dynamics Awareness
[00:15:27] People sharing their stories should have full control over what is included in the final product. Rachel emphasizes giving participants the ability to review, revise, or retract their contributions.
Building Trust in the Storytelling Process
[00:18:04] Nonprofits should prioritize making interviewees feel comfortable—whether by filming in familiar environments or having trusted staff members conduct interviews.
The Role of B-Roll in Video Storytelling
[00:18:45] Many organizations focus too much on interviews and neglect "B-roll" footage (e.g., action shots, interactions, and visuals). This additional footage helps create a more engaging, dynamic video.
Common Nonprofit Video Mistakes
[00:21:32] Some of the biggest mistakes nonprofits make when starting with video include:
Trying to pack too much information into a short video
Not having a clear call to action
Rushing the production process
Ignoring strategic opportunities to incorporate video into ongoing communications
Incorporating Inclusive Voices in Video Content
[00:27:45] Organizations should ensure their videos include diverse voices beyond the usual spokespeople (e.g., executive directors, board chairs) and actively seek out perspectives that are often overlooked.
The Value of Joy in Storytelling
[00:33:33] While nonprofit work is serious, Rachel encourages leaders to embrace moments of joy and humanity in their storytelling—highlighting their community’s strengths, successes, and resilience.
Guest Bio:
Rachel Jellinek is President of Reflection Films, a certified woman-owned video production company that does video storytelling and content creation for a variety of mission-driven organizations. Reflection Films does filming and animation, typically for a fundraising, marketing, or training purpose. Rachel holds a Bachelor of Arts from the University of Michigan and a Master of Arts from Harvard University. Prior to Reflection Films, she worked at several nonprofits focused on public health and education. She has served as a health educator for youth and adults; as a director of a literacy program, and as a community relations liaison at MIT. Her experience in the nonprofit world lends itself well to understanding how to tell client stories in an emotionally compelling and entertaining way.
Important Links and Resources:
Related Episodes:
Episode 45: Authentic marketing for your nonprofit
Episode 25: Storytelling and relationship building for your nonprofit
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Carol Hamilton: My guest today on Nonprofit Mission Impact is Rachel Jellinek of Reflection Films.
Rachel and I talk about the power of video storytelling for nonprofits. We discuss how nonprofits can use video effectively to connect with their audiences, how to maintain ethical storytelling practices, and the importance of focusing on strengths rather than deficits, ensuring those sharing their stories have agency, and balancing emotional impact with authenticity.
We also explore the common mistakes nonprofits make when creating videos and best practices for incorporating video storytelling into their communications strategy.
[The podcast has been renamed to Nonprofit: Mission Impact in an effort to increase its visibility among nonprofit professionals]
I appreciated Rachel’s emphasis on ethical storytelling. We are all familiar with the manipulative tear jerker nonprofit videos that intentionally pull on the heart strings. And hey – I have nothing against a good cry – Rachel is actually the person who told me about the This was us podcast – with a few of the This is us cast rewatch podcast – and I am rewatching the show and crying every episode just like I did the first time.
But the people your nonprofit serves are not there for the entertainment of others. Depending on your mission, they may as Rachel points out – be accessing your services at a very low point in their life.
Yet this does not represent the totality of their humanity.
I certainly have been through some tough times in my life and was able to move through them with a variety of support. Yet I only honor a few people with the story of those times. It is an honor when people do share their story. And I appreciate Rachel’s practice of focusing on their strengths and resilience. What are you most proud of? What strengths did you tap into, that you may not have even known you had to move through those tough times? What did you learn from the experience?
Brene Brown talks about sharing from the scarred places not the open wounds or even the scabs. You will have a scar after you have had enough time to heal from the experience. And even then there might be some leftover scabs. She also talks about being discerning with whom you trust your story.
You may be asking a lot of the people your organization serves to share their story. This all depends on your mission and purpose --what level of vulnerability you are asking of people. Ensuring that folks have agency in what they share and how it is shared is essential in ensuring that you are doing so in an ethical manner. How might you enable them to share their story in a way that highlights all of their humanity? that it does not reduce them to a stereotype? That it highlights their strengths and resilience?
[AD BREAK]
Well, welcome, Rachel. Welcome to Nonprofit Mission Impact.
Rachel Jellinek: Thank you for having me
Carol: So I'd like to start out with a question around what drew you to the work that you do. What would you say motivates you or what would you describe as your why?
Rachel: So that's a great question. I basically feel that can help nonprofits tell their stories so that they can raise more money, recruit more volunteers get in an advocacy effort We're doing a great thing, and and professionally
Carol: So you went right there. You said, you know, we're doing storytelling, but more specifically, you work around video storytelling. So tell me what's the difference between you know, the kind of projects you're working on and a nonprofit leader saying, Oh, let's, let's just start doing video. And maybe that intern that knows so much, so much about Tik TOK help us out
Rachel: So I appreciate that question. What I will say right out of the gate that I do not believe that all video needs to be professionally done. we'll but one of the things I think that we to do with our clients is about their storytelling and really think about is it you want to know? What is it you want people to feel? And what is it you to do And so we really dive into those questions and answers. And we also focus on, I always ask people, are there any myths or misperceptions about your organization or the work that you do or the field that you're in that video might be able to help overcome? And that's always a very rich conversation. There's a shortage of answers. And so I think, yeah. Our experience in storytelling and in the nonprofit space, have worked in the nonprofit space. I think having that context
be really helpful when you're trying to create videos and having someone who has experience doing that is really helpful. Is useful. That's not to say that someone who has less experience couldn't also job. I would never say that. But we have a lot of experience doing it. And so we've learned from mistakes and we learned from successes. and So
Carol: And you can give me an example of like, you know, just make up an organization and how you might walk them through that process for them to kind of hone in on those elements.
Rachel: So sure I mean I think that well I'll address the what do you want them to know feel do and then I'll go back to the mis and misperceptions yeah think that you want people to know I think just even the way that you started this podcast is asking me what's my why right So I think it's important for organizations to communicate the why of the work that they're doing think that in terms of what you want people to know sometimes people try and put a lot into a video and they actually wind up undermining themselves and undermining their story because they're going to lose people because people's attention span isn't very long. And so talk with people creating a of that they can use over time across different channels audiences, so they're getting the most mileage out of the experience, in terms of: what do you want people to feel
That's actually a really can become a complicated and that we talk about, question that we talk with by that is in an ideal world, I that creating is a really important thing to do. I think that sometimes One of the traps that can fall into if they want to make people cry because they think that that's going to then make them donate more money. And I think that in terms of when people about what do you want people to feel, feeling emotion, feeling empathy, a connection to the person who's sharing their story, that's great. But I think that going into a project. With the plan to try and make people is where that is a challenge, which I can certainly talk about more.
Carol: Okay.
Rachel: that's that's sort of in the
What do you want people to feel? And then in what you
people to do I think sometimes
You know, it's important
about what is the call to action. I think
don't, they enter into a video project, either not having one or on the other hand, they might have
many. They might say, you
want you to join our advocacy efforts, sign up for
event, money, they wind up the for people to
cluttered and hard for people to know
what to do. And so they
wind up not doing anything
Carol: Yeah, I think both of those. Well, there, there, there's a common mistake, I think, not just in video, but in so many things where, you know, on a website or a newsletter or, an advocacy letter folks just want to they want to throw everything in there everything they know about the issue or Or and and so then it becomes so much That people just can't absorb it.
And then yeah, I do think that there has been this kind of history of the kind of tearjerker video for non profits and I'd be curious to to hear what you think More about because I think one of the things that I know You try to do is really be ethical in the way that you're helping them construct their story and so what are some of the kind of maybe practices that people may be very familiar with because they've been happening for a long time that you think really we the sector needs to move away from
Rachel: Yeah so there's a lot there we only have a limited amount of time because I could talk about this for a very long time no I what I would say is that often when you think when you break down
People's a tendency to focus on the worst
that someone is at
reason. That's a reason why they're accessing the services of this organization. Right. And so
I think that it creates this very narrow view of who that person is.
It can very often reinforce stereotypes. it can very often create this kind of savior
that the nonprofit is
this person.
And Our
view is that people really should be viewed
from the
point of view of what their strengths are and
their resilience, where is
And I think that we always people when we
a film shoot is we ask people, what are you
most
Carol: Okay.
Rachel: because you recognize that they're not used to being asked that question, and so, and they don't have a shortage of
Maybe there might be a little bit of shy at first, but then they
you know I am here. And this is
I am doing And
and people aren't accessing
services because
they have some sort of yeah.
Personal flaw
Carol: gonna share my website down below in the description box. Post it on the line. Carefully create your URL.
Rachel: Back to the myths and misperceptions piece we recognize that, and
kind of, this kind of covers a bunch of different things. It covers what do you want people to know, feel and do is the
that sometimes people are only an
might only be known for serving a particular
or a state. particular geography
or demographic. Sometimes there are myths or
about who accesses services, right?
for a domestic violence organization, there might be perceptions of, who experiences domestic violence or what is considered domestic violence? Is it emotional? Is it financial Whatever it I think that going back to what you want people to know, I think Having that going through that exercise of what are the myths and misperceptions that either other people have or ones that might be unintentionally being continued through some of the storytelling I think that's a really good thing to look a step back. One of the things I actually talked to people about is to ask people outside of your organization what they think you do and you can therefore learn kind of what you do. People's perceptions, and it might reinforce things that you need to work on reinforce things that you're actually really proud of that you're already a really good job at, but it's just a really interesting exercise. And we've had folks say that they appreciate that opportunity to get that perspective.
I know the thing I would say too, is that. Whenever we film and again from a storytelling perspective, we're always very conscious of power because there is a tension between someone who might be accessing services or someone who maybe has access and wants to keep the door open to be able to access more. They might feel pressure. To answer questions in a certain way, they may
if they don't answer in a certain way that they're going to be at risk of not getting access to services. And so 1 of the things that we always stress whenever we start an engagement is it's really important for reflection films and the way we do our work that people have agency in the telling of their own story that they understand that they need. They get to shape what they want to say and what gets included or maybe they're comfortable with something being included now. But if they want down the road, they want to not, we'll edit it out. Right? So we want people to understand that that that's our philosophy and approach to storytelling and to doing the work
Carol: Yeah, I really appreciate it. Earlier on what you said around that the thing that, that may have brought the person to the nonprofits for services, you know, it's just one small slice of their life. Like I know there have been many things that happened to me, you know, in my Crappy things that I might have gone to an organization.
It didn't happen to me at the time but it was just one piece of me and there are probably many many people who I know who don't know that I have that in my past and Right, like who do I who do I trust with that story? Is a big thing and you know, how many times do I want to retell it or what parts of it?
Do I want to retell and like, you know, The, you know, how fresh is that trauma? And the whole piece around, you know so often folks, you know, end up getting basically re traumatized by having to tell a story over and over again. So, I love the, the, what you're talking about in terms of seeing them as a whole person, seeing their strengths, and then that agency that you're talking about.
Can you say a little bit more about kind of, How do you, how do you build that trust and, and kind of really make sure that they understand the kind of agency that they have in telling their story.
Rachel: So I think that part of it is that just the experience of interviewing and doing it for a long time and just being naturally curious about people and trying to find opportunities to sort of that shared humanity Where are their connections Where are there similarities in the way we move in the world I think also you know That's sort of in terms of connecting with the actual interviewees
But I think also when we're talking with the clients and sort of setting up the production days we make it clear
that
we want people to be filmed in as comfortable a
for them as possible. So Sometimes it's in their home.
Sometimes it's not in their home. Sometimes it's in their work
Sometimes it's outside. We want to be as
flexible
as possible and
we're setting that person up for feeling comfortable and
having the filming day like a success,
something that they can't handle Fear
Think another thing, too, that's really important as well is
another
of trap that people can fall
into
approaching a video project is that they can focus so much on getting interviews that they don't. Spend as much time getting B roll or the non talking head footage that enriches the story that you're trying to tell. And I mentioned that for a few
is that first of all, just
Carol: Say more about what that means.
Rachel: it from a text Yeah so B roll it's the non talking head footage So it might be let's say if I'm going to an organization where there is a tutor And a student It the two of them sitting together looking at a book and doing or doing math problems or whatever it might be it's not directly interviewing them It's footage that is showing
them. being together and having that connection. and B roll doesn't necessarily always have to be a film. It can be photographs. It can be other imagery that's used to
illustrate
a point that you're trying to make or
a mood or a feeling. Think about that. So the trap is there are two things. So one trap would be role is that people focus too much on getting
interviews that they don't actually get enough B roll. but then I think there's also a B roll trap where if you are capturing
roll you want to highlight people. Again, going to that
position of people doing activities that make them feel good, that make them feel connected, that make them feel, confident be mindful
of,
Who is being
shown as the helper versus the person who is giving help. Did I say that right? Helper. Yeah,
the person who's being helped
Excuse me.
So
I just think these are
things that Are always good things to talk about and strategize
before filming
happens to be able
a project and just
everybody up for a successful
day and feeling good about about the
recording of the
Carol: And you talked about helping the non profit figure out kind of, you know, what are the misconceptions in their field or about their organization or about the people they serve? I, you know, I'm always curious about the work that you do. What do you feel like are some of the misconceptions about video storytelling?
Rachel: Well I think that you mean about the stories themselves or about
Carol: from the point of view of I'm a non profit leader I've got a new communications person on, they say we really should do this thing, we've never done it before what are, what are some mistakes that people make when they're first trying to get started, you know, incorporating video into the, into their communications, into their storytelling?
Rachel: yeah I think that one of the things that I think is tricky Is that people that
everything
has to every if everything is bite
sized
that
going to be able to still
communicate as much as they want to communicate but they and so And so I think I don't I don't know if I said that as articulately as I hoped but I think people want they'll say we want a one
minute
video that voices it tells a
Carol: And has the entire 150 year history of the organization, the movement that we're in and all the other things.
Rachel: yes all of the above And so I am all for being strategic about how long videos are and about as I said creating a library So you're having multiple videos that serve multiple purposes But I think that if they're folks when they start off, they don't necessarily have the most realistic deck. Either realistic sense or they don't realize that there's going to have
to be some give
have to really Okay. What are your
Because I think where there's a tension is authenticity right
So if if
you want to
authentically
and get someone's story
and journey There's a of to get that and to
and, and to go through that process
If you don't have the time, if you're doing an event and you know when you're planning or whatever it
be that you only
of time you have to approach things differently, you know, then you
you don't get at their story, you ask
answer a
Carol: Very much.
Rachel: of thinking
Carol: Okay.
Rachel: having, thinking about
What's
communicate in what period of time? And
about what do you want people to
What do you want them to
And what do you to you
allowing
yourself enough time to create that path for someone to follow and do the call to
action that you
Carol: Yeah, I love the fact that you've simplified it down to those three things to people to be able to bring people back to because, especially when you've been working in something for a long time, you have so much knowledge and you know, so much, you know, so many people, there's so much you want to convey and Yeah, it's it's it's hard to prioritize, right?
I mean, I feel like I talk about prioritizing in every single field. You know, I'm talking to all sorts of different folks who work with nonprofits to help them forward their mission and prioritizing Seems to come back in every single interview. What are some other mistakes that you think folks make?
Rachel: Well I think that sometimes people miss opportunities to include video in their communications I think that and again I would go back to say that not all video needs to be professionally done but I think that there sort of bigger brand moments where it might make sense to have something professionally done then there are moments where you know It just video is so easy to
incorporate, and
what we talk think about is when you're laying out your calendar, what are those
moments where you could
include video and boost engagement that way? So, you know, if you have a blog, or if you have
e news or whatever it might be,
planning out
and whatever
Maybe there are opportunities to include video? And because whenever we work with
on a video project, we always have a. We have a couple of documents that we use to guide the process. So one is
client bill of rights, which we let people know what they
us and what we'd like to ask of them. And the other is called the production checklist.
And it
basically
is kind of a blueprint for
engagements typically go and it. What we always talk about is what
have and nice to have messages
Carol: Silence. Silence.
Rachel: video for a gala event, we always want to talk about.
Okay. Well, what extra
What other things can we be doing that
in other
Carol: Silence. Okay. Okay. Okay. Okay. Okay.
Rachel: just plan for the let alone other
But we even then we say, you know, well, can we at least create a pre event
and a post event? Thank you video. So that you have a couple little extra,
Assets, you know,
Carol: Yeah, I've definitely experienced that where a big event is coming up and adding some video component gets thought of way too late in the process and it gets thrown in there. But as you're saying, because it's not integrated from the front end, and maybe this is changing as people are doing more of this, but There probably is a lot of missed opportunity in that.
So the flip side, you talked about a couple of different things, the bill of rights and your checklist. What are some of the things that, you know, not the mistakes, not the misconceptions, but what are the things that really make a video project go well? And what, what are some successes that you can talk about?
Rachel: Yeah So appreciate that question a lot Actually one of the things that I think is really it's an alignment with our values and it's a conversation A great conversation that we have with our clients is being inclusive about the people voices are being heard You're hearing So sometimes people sometimes people think about the speakers is, you
there are
speakers versus
Spokespeople versus
storytellers
we trying to get people to think, okay, well,
think more broadly about whose voices could be included in
And so we
some experiences where folks,
Have thought and
you know what? We
we're not only going to
use
people who whose
first We're going to include other
In our community maybe Spanish is their first language. And then we'll make sure that we have a translator.
they're casting the net more widely for
to And I think that's great. I
there we have a of where that's been the case.
And I
always really happy When sometimes there, there's a temptation to go
the And I don't mean
Carol: What's easy? It's what's easy, right?
Rachel: but but right So you know the executive director the board chair dah dah dah dah And those people are great And I'm not saying they can't make an excellent contribution to the video I would never say that But I also like it when there's the opportunity to think about are there other people whose voices haven't who we could hear more of.
that that's a nice development that we're
with with more people for
Carol: Can you give me, I don't know, one more example of what, what that might look like? So you talked about inclusive voices. What are some other things that you're, you're trying to make sure to incorporate so that it really is a successful experience for the client and product.
Rachel: So I think yeah I mean I think 1 of the things too is that of the I guess what I would say the success when we're working with folks is that we also really recognize The expertise of the people in the organization right So you know your organization best, know, your
And we tend to take a pretty collaborative approach. So, and what that can mean. I mean, in many of the times, you know, we
come in and we do the interviewing and we take
the lead, but there are
also times and we'll we'll Step and we'll say, you know what, if you want to
the ones doing the and have us just play
role, we're happy to do that too.
I mean, our
basically to get the best project, the product and outcome for the client. And so again, keeping in mind what's going to make people most comfortable. If the interviewee is going to feel more comfortable being interviewed by someone from the organization
of from someone that they
don't know Okay
Then that's fine.
we're, I think that not being territorial and recognizing that your video partner really is meant to
a partner. Yes, certainly we
Carol: Thank you.
Rachel: but
have expertise, as well. And so we
honor that. And so that's kind of, I think, pretty important because
a lot of people can
feel
pretty
intimidated going into a video project And so I think it's for recognize
bring a lot, a lot
the table and we, we really celebrate that.
Carol: Yeah, yeah, and then at the end of the year, you get to send out one of my favorite things, which is your, it's, what do you call it? The smile video? Oh,
Rachel: a smiles video yeah, I can share that with you in the
Carol: yeah that will, that will bring joy to everybody if they take a look at that. But how did that come about? How did you end up doing that for the first time?
Rachel: So my partner Jeff he was I think it was back in 2010 he was just going through
you know, he goes to the
and kind of organizes footage
and and as he
going through,
he kept seeing smiles and,
giggles and
and just out of that, the idea of
creating this montage
Born.
And so it has been something that we've done for, I don't know how many, I've lost track of how many years now, I guess,
I don't know why I was actually talking to Jeff. I don't know why there were a couple of years where we didn't do it, which
very strange. But we've been doing it pretty regularly.
And it's something that actually, not only do people enjoy
watching
it, but
people who say,
Carol: Right?
Rachel: in it this year
Carol: Hire us and you might get a chance.
Rachel: I be in the
Carol: Hire us, smile really well, laugh even better, and you could be in this video. Yes.
Rachel: get to be in the video So it's pretty funny But it's something that we we we normally send it out actually around the beginning of the year But we're actually sending it out next year Monday on we've learned it's National Random
Carol: All right.
Rachel: So and so we were sending it out to our e newsletter National
Carol: All right. Excellent. All right. Well, everybody,
Rachel: So
Carol: will, that will have come out by the time this gets published, but we'll definitely link. That's okay. It's all good. That will link to that in, in the show notes, but so I'd like to round out every interview with a question around you know, what permission slip or invitation would you give to nonprofit leaders to help them avoid being a martyr to the cause?
And as they work towards cultivating a healthier organizational culture. So basically what permission slip or invitation would you offer nonprofit leaders to help them not be a martyr to the cause and build that inclusive, healthy culture that we're all striving for?
Rachel: You know, I, I think that, sorry,
Carol: okay. Take your time.
Rachel: You know, I, I, you know, I, I don't know why I have a, I have trouble with this. I, I, I what I was going to say, because I I you know, around the smiles video, sort of have, have fun and that it doesn't be But I said that and I don't think that's
Carol: No, I think it is. I think you can. I think you can say that you would say we just talked about the smile video. Have fun. Like all this work is important, but it's not doesn't always have to be so serious.
Rachel: Okay. All right. Okay. And that's okay. Then I, okay. So yeah. And what I would say is that just have fun. I recognize that a lot of the work that we do is really serious and the stories we're telling are serious. And but With this, we are talking about the smiles video. There definitely are moments of And so certainly would want you to think about approaching any projects with joy, that the work you do is so important and valued and amazing and that you're making an impact
Carol: Yeah, I think the more that we can tap into our inherent, you know, that, that humanity as you talked about before that shared humanity, it, it'll, it'll make it all stronger. So thank you so much. Thanks for coming on.
Rachel: Thanks so much for having me. This is fun.
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