Nonprofit organizations are often a great source of digital rhetoric examples.
This video by The Girl Effect is one of the best examples of nonprofit digital rhetoric that I’ve found:
The video works because it takes the viewer on a journey, which seems to escalate in accordance with the music. It includes words rather than narration so that viewers are engaged and feel obligated to participate in reading the video.
A video such as this needs to be compelling in order to be successful — the exigence is quite clear; the organization is looking for people to support their movement, to donate if possible or even just to spread the word. Successful digital rhetoric for a nonprofit must be engaging, it must speak to the mission of the org itself, and it should probably be something that other people will want to share on social media platforms, so that as wide an audience as possible can be reached.
The way nonprofits communicate and market themselves has drastically shifted since the rise of social media; organizations today are inclined to create an online presence, and, in effect, to go where they can reach volunteers, donors, and members most effectively.
Digital rhetoric has huge implications for nonprofits. The Girl Effect has taken advantage of the opportunity and created an engaging video that has reached almost 2 million views, which translates to 2 million potential volunteers, donors, or advocates.
Digital rhetoric is no joke.