Right back at ya, Sue!
I did our shelter video for Cat Rescue and the Portsmouth Humane Society-they "share them" as it's a cross-species varity.
I can tell you, putting your heart and soul into this type of work can leave you drained.
I saw that "It's meow or never" video from the florida rescue and though that was a great song because it's popular, it still get's airplay and when people hear that song, the images of the video is what I want them to think about every time they hear it played.
I'm exercising mind control!!!!!
What I tried to do is pull the viewer down emotionally and towards the end, take them back up with hope at the end, "I'm with you".
I would also suggest, and it's just a suggestion that unfortunatly, emotions can affect people's spending habits. Take them down and leave them there, and all they'll probably do is get depressed and try to put it our of their minds.
Bring them up and offer a little hope of the kind, "Your donation can make a difference" and they might just click that "donate" button.
I would put a "donate" button on that very page. Nothing like convincing people to want to help your efforts, and it makes people more aware of the problems we're dealing with.