Part art and part science, a good video can be an incredibly powerful tool to connect with audiences. Video presents a tantalizing way for institutions to share compelling stories and connect with their constituents. Paired with the power of other tools, it can help reach new audiences and also more fully engage those people who already know an institution well. But without a smart strategy, videos can drain time and money from other projects while doing little more than gathering digital dust. In this article, the author describes how videos can spark interest, increase engagement, and boost financial support.