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- Hi, Im Clay Purdy, and Im Vice President of Business Development at Behold, and I wanna talk to you today about creating tension in nonprofit storytelling, particularly as it relates to video. Back when I was in the direct mail business, we used to mail about 80 million letters a year. And we knew we had a winning package on our hands when we started to get a lot of hate mail. There was a direct proportion between hate mail and the amount of contributions we were getting. So we were getting people to react, and your story, if youre telling it right and creating tension and its resulting conflict, is going to have an appeal to some and wont appeal to others. But you wanna get that emotional response. Its the reason you love your favorite song. Its the reason you turn the page in your favorite book and keep turning, and its why youre on the edge of your seat in your favorite film. It requires creating a protagonist, an antagonist, and taking them on a journey, and a hero bringi