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Clay Purdy, Vice President of Business Development at Behold, discusses the importance of creating tension in nonprofit storytelling, especially in video. Drawing from his experience in direct mail, he notes that a surge in hate mail indicated successful engagement, correlating with increased contributions. Effective storytelling elicits emotional responses, akin to the thrills of music, books, and films. To achieve this impact, a compelling narrative must include a protagonist, an antagonist, and a journey that captivates the audience, prompting them to connect deeply with the story. This emotional engagement is crucial for effective nonprofit communication.