Think back to your favorite stories, what you remember and love about them most. In Winnie-the-Pooh, I fondly recall Pooh’s naivety and Eeyore’s persistent pessimism. As a pair, they were charming antidotes for the other’s limitations. Quirkiness and the exposure of fatal flaws are what make great on-screen moments, but it’s really action that makes character come alive. What decisions do the characters make at moments of trial that reveal something about who they are? Perhaps it even reveals something about ourselves? If you can achieve both, you’ve achieved storytelling gold. And that’s what effective nonprofit videos are all about. Below are the questions you should ask when casting good characters for your non-profit video production: