Anatomy of a Nonprofit Video

Presented by
Michael Hoffman, See3
Danny Alpert, See3
Milo Sybrant, Amnesty International
Felicia Carr, National Parks Conservation Association
Confessions from Organizations Big and Small Anatomy of a Video On Twitter? Use hashtag #10ntc.video

5 Video Myths
“ We need a viral video”
“ We don’t have enough money for video”
“ No one on our staff can do video”
“ This one video will transform our organization”
“ The video company will figure it out”

Anatomy of a Video

The Strategy
What is your objective?
Who is your audience?
What do you want to say?
How will you use the video?
How will you distribute the video?
What tools will you need?

Objectives Good Objectives Bad Objectives Create a communications tool supporters can share Go Viral Connect with supporters on deeper level Make a Video Fundraise using video Fill YouTube Channel Illustrate and influence a particular legislative bill Do Something New

Audience Good Audience Bad Audience Women 18-35 Everyone Parents of Young Children The Public Members of Congress The World Our Current Supporters People Who Care About Our Issue

The Staffing and Budget
What skills does your team have?
Storytelling
Editing
Social Media
Who needs to be involved?
Who has the passion?
How can we maximize our budget for the future?

The Message & Style
What themes do your audience care about? Right now?
What story are you telling?
What can video accomplish that text and images cannot?
How will video compliment your other creative?

Staff Produced

Documentary

Public Service Announcement

Animation / Motion Graphics

Personalized Video

Broadcast Events

The Production
Do you need outside help?
How much media (video/photography) do you already have?
What new footage do you need?
How will you script the piece?
Do you have a contingency plan?

The Measurement
Did you achieve your goal?
Were there any unanticipated outcomes?
What was the best thing you did?
How would you use video differently next time?

Amnesty International
“Amnesty International is About Us” and “What Word Describes Amnesty International?” companion pieces

Strategy & Messaging
Year-end online fundraising campaign
Successful tactics employed in Sept Membership Drive; emphasis on success stories of Prisoners of Conscience
Focus group research findings showed members were responsive to being part of Amnesty activist movement

Strategy & Messaging
Campaign needed to be both:
Based on tried-and-true tactics of previous 2008 campaign
Unique enough to be a stand-out because of year-end competition in tough economy

Staffing
Creative concept developed by staff stakeholders, a partner, and a videographer
Have internal video production capacity, but need videographer to do heavy lifting due to resource limitations
Accompanied crew for filming at Amnesty regional conference

Challenges
Cold feet. Interviewee backed out 3 weeks before video launch scheduled.
Developed contingency plan quickly
Extra footage became the primary material
Created two 90-second videos from footage

Challenges
Response not what we hoped (initially)
Video message 1 of 2 was average
Believed choice of players was the culprit
YouTube allows users to click through to YouTube
Multivariate testing shows these distractions negatively impact response rate
Feedroom player had more control
Huge lift in response for video 2 of 2

Successes
Reached December fundraising goal
Many lessons learned
Mechanics of integrating video into online campaigns
Working, replicable process for video production that will save time and money
Pew study says video-sharing sites nearly doubled from 2006 to 2009

Let’s Watch http://www.youtube.com/watch?v=hPI4o9BhTXc

Let’s Watch http://www.youtube.com/watch?v=zl7NKdiy1nw

National Parks Conservation Association
The Campaign: “National Parks Week—NYC”
The Timing: September 2009 to coincide with release of Burns Burns latest film The National Parks: America's Best Idea

Let’s Watch http://www.youtube.com/watch?v=eJHGQgEEBko

Strategy
Tap into buzz around Burns’ new film The National Parks: America's Best Idea
Build on interest in the film to draw attention to national park issues
Draw attention to National Parks Second Century Commission report & findings
Promote concert/events in NYC

Tactics
Media Tactic: Online Press Tours
Audience: Reporters and Bloggers
Theme: “Hidden Treasures of New York”
Video Goal: Increased coverage in print and online media
Style: Documentary

Staffing
Concept and plan developed by media team, regional staff, PR firm, and video production firm
Managed & implemented by staff of one!
Filming and production by external firm
Regional staff accompanied crew for filming

Challenges
Complex content with multiple partners
Even with pro-bono assistance, videos were expensive to create!
Hectic timeline cut into promotion time
Time intensive for staff
Unable to include compelling call to action
Limited views; limited pick up

Successes
Two blog postings with the most influential environmental blogs
Opportunity for media staff to innovate
Reporters found value in both traditional press tour and online option

Discussion
Contact Us
See3 Amnesty
(773) 784-7333 (212) 633-4178
[email_address] msybrant@aiusa.org
www.See3.net www.amnesty.org
@See3 @milosybrant
Felicia contact available in person
Slidedeck and resources will be available at
www.see3.net/event/2010-nonprofit-technology-conference

Evaluation Code: 118 How Was this Session? Call In Text Online Call 404.939.4909 Enter Code 118 Text 118 to 69866 Visit nten.org/ntc-eval Enter Code 118 Session feedback powered by: Tell Us and You Could Win a Free 2011 NTC Registration!

Anatomy of a Nonprofit Video

by See3 Communications on Apr 07, 2010

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Anatomy of a Nonprofit Video — Presentation Transcript

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