Jockey Club Engage Digital Exploration – Digital NGO: Advocating for Video-storytelling Adoption and Digital Transformation for NGOs in Hong Kong

HONG KONG SAR – Media OutReach – 21 February 2022 –

The 2021 Year in Review:

“YouTube platform has been on the rise to become the
no#1 social media platform according to Hootsuite, the social media management
platform, in 2021, yet most NGOs are not confident in using videos for

Perhaps no other
type of industry is more applicable for video storytelling than nonprofit. The
objectives are genuine and powerful, and the characters are passionate and
inspiring. Yet, many NGOs are not leveraging this channel to communicate their
impact and it’s simply hard to write a well-told story.


“Digital transformation has impacted the
marketing and communications industry.  NGOs
agree that a data-driven content communication is essential but consider that implementing
data-driven marketing is somehow beyond reach.”

NGOs showed they are
eager to adapt a data-driven mindset in setting up digital campaigns to create
more engaging communications of their mission and vision to the public, yet the
digital skills know-how in nonprofits is largely limited and creates additional
challenges in analyzing big data in marketing.

In 2021, under the Jockey Club Engage Digital Exploration (JC
organized by Asian Charity Services (ACS) and funded by The Hong
Kong Jockey Club Charities Trust, we were privileged to serve 125 NGO leaders, equipping
their teams with basic skills in video storytelling and digital campaigns for
more effective digital communication capabilities. Through the JC ENGAGE
journey, the teams gained:

  • Thoughtful
    insights and frameworks into creating effective communication strategies for
    the nonprofit sector
  • Training
    and resources from communications professional
  • Customized
    assistance and advisory services from pro bono skill-based volunteers

Highlights from JC ENGAGE participants:

“Deepening understanding around developing clear
and measurable objectives and strategy based on factual/data-driven knowledge
of the market and our donors and audience.”

“Our biggest takeaway is the startup model and
strategies of crafting a story. We only created videos from our existing skills
in the past, and now we have learned to narrow down the target audience to
improve effectiveness. We also learned how people from other fields think in
the workshops, which was invaluable. The workshop materials were practical and
helped us execute our plan step by step.”


“We seldom have the chance to stand behind the
camera and create a video from scratch ourselves. We did this thanks to JC
ENGAGE. After the workshops, we found that we could publish the video already, and
readily promote our message of aging-in-place to the public. It also means a
lot to us that we invited service users to share their real-life experiences
and bring focus to their perspectives to be shared with the public.” 


Looking Forward 2022:

The pandemic has shaken the world in the past 24 months and embracing
digital is a non-negotiable part of any organizational strategy.  It’s no longer about striving to be online
but how to thrive.  Nonprofits need
strategies to launch hybrid fundraising events, reaching donors virtually using
powerful video content to make a strong emotional connection as well as
exploring the data insights the online channels can bring to be more efficient
and focused. Nonprofits need to have a digital strategy as part of their game
plan to thrive in the new normal.

Our team will launch a large-scale online digital survey to build
stronger partnerships and an understanding of Hong Kong NGOs’ digital marketing
landscape.  The research will help
highlight the needs and guide the focus areas for the nonprofit sector. JC
ENGAGE team is enthusiastic to be part of the drive to build digital capacity
in the ecosystem. The journey goes beyond the training but community support to
create capacity and to convene more resources.

Nonprofits often lack investment in marketing and technology, creating
constraints in digital transformation. Skilled volunteering is a powerful way
to bridge the technical gap between nonprofits and the digital world. Whether
you are a digital media service provider or an individual marketing specialist,
your support is extremely helpful. To get
started, click the link:


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