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How Nonprofits Can
Use Video to Fundraise

        Michael Hoffman
        CEO, See3 Communications
        www.see3.net | ...
Upcoming Events
What:      
“Anatomy of a Video” and 
   
       
“Innovations in Social Media”
Where:     
Nonprofit Techn...
Todayʼs Plan
•  About See3
•  Beyond “Viral” Video
•  Video in the Fundraising Cycle
•  11 Rules of Video Fundraising
•  K...
www.see3.net | info@see3.net | 773-784-7333
Video
Todayʼs Plan
     See3 is
•  About See3
  the leading
• Rethinking “Viral”
 video for the
     producer of
•    nonp...
Strategy
  We will work with you to develop
  a blueprint for effective online
  communication and fundraising.
Web Development
 From complex organizational
 websites to campaign microsites
 to iPhone and Facebook apps. 

 If itʼs onl...
Outreach
 We will help you reach your
 audience with the right message
 at the right time.
Rethinking “Viral”




     www.see3.net | info@see3.net | 773-784-7333
Rethinking “Viral”

                         "Viral"


 Creative             Cultural                       Planning
     ...
The Viral Video You Never Saw




      www.see3.net | info@see3.net | 773-784-7333
The Donor Cycle
                      Identify




   Steward
                              Qualify




           Solicit...
Video Doesnʼt Change This
                          Identify




       Steward
                              Qualify




...
Video Can Enhance the Cycle
•  IDENTIFY: Easy way to introduce your
   organization
•  CULTIVATE: Show your work that they...
Think Strategically 
•  Current video assets
•  People (The Passionate Ones)
•  Events
•  Organizational goals and message...
www.see3.net | info@see3.net | 773-784-7333
Laws of Social Storytelling
•  Be prepared to tell 3 types of stories:
   •  The story of self (org)
   •  The story of us...
11 Rules of Video Fundraising
1. Above all, tell a story
2. Make your issue relevant
3. Tell your viewer what you want
4. ...
11 Rules of Video Fundraising
6. Video is best at the center of a campaign
7. Empower your viewers to carry your message
8...
www.see3.net | info@see3.net | 773-784-7333
charity: water
•  Video tells a strong founding myth
•  Dollars have tangible outcome 
•  Makes viewer want to be like Sco...
www.see3.net | info@see3.net | 773-784-7333
Red Cross
•  Simple slideshow using photos, text, and music
•  Video updates on progress in Haiti - documents
   the initi...
www.see3.net | info@see3.net | 773-784-7333
Easter Seals
•  Visitor is asked to start at a donation level (video
   is not on the form page)
•  Text on page relates t...
Video Centric Campaign




     www.see3.net | info@see3.net | 773-784-7333
Acumen Fund
•  Video shows how the money is used in an
   engaging way - their “Theory of Change”
•  Scripted messages fro...
www.see3.net | info@see3.net | 773-784-7333
Bowen Island Montessori School
•  Teaser video uses rapping to generate interest
   for upcoming fundraiser for Montessori...
www.see3.net | info@see3.net | 773-784-7333
American Cancer Society
•  Novelty and personalization increases probability
   viewer will pass along
•  Best for awarene...
Measuring Success
•  Determine your metrics upfront
    •  Donations
    •  Views/comments 
    •  Blog mentions 
    •  W...
What You Can Do Right Now
•  Get a handheld video camera (Flip / Kodak Zi8)
•  Build Media Library
•  Apply for YouTube No...
Questions? 

Michael Hoffman
 •  Email: michael.hoffman@see3.net
 •  Twitter: @Michael_Hoffman
 •  Phone: 773-784-7333

 W...
Photo Credits
•  A Classic Cash Register - Heath Bar
•  Blueprints, Typewriters and Gears - Traveling Steve
•  Audience in...
Upcoming SlideShare
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How Nonprofits Can Use Video to Fundraise

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Everyone loves a good nonprofit video, but a video is meaningless if it doesn't help you meet your organizational goals - build awareness, reach new supporters, raise money. While we know there's no magic formula to turn a good video into dollars, we'll demonstrate examples and best practices in video fundraising. In this session, you'll walk away understanding how video fits into your overall fundraising program and how nonprofits have successfully leveraged video to fundraise for their cause.

More info: http://www.see3.net/event/how-nonprofits-can-use-video-fundraise-webinar

Published in: Education

Transcript of "How Nonprofits Can Use Video to Fundraise"

  1. 1. How Nonprofits Can Use Video to Fundraise Michael Hoffman CEO, See3 Communications www.see3.net | @Michael_Hoffman Call in: 773-945-1011 Access code: 673-556-111 Questions? Email info@see3.net
  2. 2. Upcoming Events What: “Anatomy of a Video” and “Innovations in Social Media” Where: Nonprofit Technology Conference Atlanta, GA When: April 7-10, 2010 More: www.see3.net/events www.see3.net | info@see3.net | 773-784-7333
  3. 3. Todayʼs Plan •  About See3 •  Beyond “Viral” Video •  Video in the Fundraising Cycle •  11 Rules of Video Fundraising •  Key Nonprofit Examples •  Discussion www.see3.net | info@see3.net | 773-784-7333
  4. 4. www.see3.net | info@see3.net | 773-784-7333
  5. 5. Video Todayʼs Plan See3 is •  About See3 the leading • Rethinking “Viral” video for the producer of •  nonprofit community. Video in the Donor Cultivation Cycle •  11 Rules of Video Fundraising •  What You Can Do Right Now •  Discussion www.see3.net | info@see3.net | 773-784-7333
  6. 6. Strategy We will work with you to develop a blueprint for effective online communication and fundraising.
  7. 7. Web Development From complex organizational websites to campaign microsites to iPhone and Facebook apps. 
 If itʼs online we can build it.
  8. 8. Outreach We will help you reach your audience with the right message at the right time.
  9. 9. Rethinking “Viral” www.see3.net | info@see3.net | 773-784-7333
  10. 10. Rethinking “Viral” "Viral" Creative Cultural Planning Moment www.see3.net | info@see3.net | 773-784-7333
  11. 11. The Viral Video You Never Saw www.see3.net | info@see3.net | 773-784-7333
  12. 12. The Donor Cycle Identify Steward Qualify Solicit Cultivate www.see3.net | info@see3.net | 773-784-7333
  13. 13. Video Doesnʼt Change This Identify Steward Qualify Solicit Cultivate www.see3.net | info@see3.net | 773-784-7333
  14. 14. Video Can Enhance the Cycle •  IDENTIFY: Easy way to introduce your organization •  CULTIVATE: Show your work that they canʼt see •  SOLICIT: Make a “face-to-face” ask online •  STEWARD: Deepen relationships with existing donors www.see3.net | info@see3.net | 773-784-7333
  15. 15. Think Strategically •  Current video assets •  People (The Passionate Ones) •  Events •  Organizational goals and messages www.see3.net | info@see3.net | 773-784-7333
  16. 16. www.see3.net | info@see3.net | 773-784-7333
  17. 17. Laws of Social Storytelling •  Be prepared to tell 3 types of stories: •  The story of self (org) •  The story of us (community) •  The story of now (change the world) “A story communicates fear, hope, and anxiety, and because we can feel it, we get the moral not just as a concept, but as a teaching of our hearts. Thatʼs the power of story.” - Marshall Ganz www.see3.net | info@see3.net | 773-784-7333
  18. 18. 11 Rules of Video Fundraising 1. Above all, tell a story 2. Make your issue relevant 3. Tell your viewer what you want 4. Be brief 5. Video is one of many tools www.see3.net | info@see3.net | 773-784-7333
  19. 19. 11 Rules of Video Fundraising 6. Video is best at the center of a campaign 7. Empower your viewers to carry your message 8. Know when not to use video 9. Create a media library 10. Test and learn 11. Supporters are coming to expect video as a central means of communication www.see3.net | info@see3.net | 773-784-7333
  20. 20. www.see3.net | info@see3.net | 773-784-7333
  21. 21. charity: water •  Video tells a strong founding myth •  Dollars have tangible outcome •  Makes viewer want to be like Scott and be a part of this group •  Video tells you what to do next www.see3.net | info@see3.net | 773-784-7333
  22. 22. www.see3.net | info@see3.net | 773-784-7333
  23. 23. Red Cross •  Simple slideshow using photos, text, and music •  Video updates on progress in Haiti - documents the initial need and the results of donations •  Red Cross maintains their trusted brand •  Featured on homepage next to 3 ways to take action and get involved www.see3.net | info@see3.net | 773-784-7333
  24. 24. www.see3.net | info@see3.net | 773-784-7333
  25. 25. Easter Seals •  Visitor is asked to start at a donation level (video is not on the form page) •  Text on page relates to the video •  Video tells the story of someone who the donation will go to support •  Video is one part of an end of year fundraising campaign www.see3.net | info@see3.net | 773-784-7333
  26. 26. Video Centric Campaign www.see3.net | info@see3.net | 773-784-7333
  27. 27. Acumen Fund •  Video shows how the money is used in an engaging way - their “Theory of Change” •  Scripted messages from volunteers mixed with motion graphics •  Video integrated seamlessly into campaign landing page (www.acumenfund.org/evenbetter) •  Excellent use of YouTube Annotations using source code tracking www.see3.net | info@see3.net | 773-784-7333
  28. 28. www.see3.net | info@see3.net | 773-784-7333
  29. 29. Bowen Island Montessori School •  Teaser video uses rapping to generate interest for upcoming fundraiser for Montessori School •  Create video at event to share with people who canʼt attend •  Use tools such as Flip Video Camera or Kodak Zi8, and put together with iMovie or Animoto.com www.see3.net | info@see3.net | 773-784-7333
  30. 30. www.see3.net | info@see3.net | 773-784-7333
  31. 31. American Cancer Society •  Novelty and personalization increases probability viewer will pass along •  Best for awareness building (broad audience) or peer-to-peer fundraising (niche audience) •  Creates interactive opportunity – sharing or donating •  ClipCall takes it to the next level with phone integration www.see3.net | info@see3.net | 773-784-7333
  32. 32. Measuring Success •  Determine your metrics upfront •  Donations •  Views/comments •  Blog mentions •  Website traffic •  Shares •  Use YouTube “Insight” to measure how people 
 are finding your content www.see3.net | info@see3.net | 773-784-7333
  33. 33. What You Can Do Right Now •  Get a handheld video camera (Flip / Kodak Zi8) •  Build Media Library •  Apply for YouTube Nonprofit Program (www.youtube.com/nonprofits) •  Test Using Video for One Phase of the Fundraising Cycle •  Observe How Other Orgs Tell Their Story Using Video (www.youtube.com/nonprofitvideoawards) www.see3.net | info@see3.net | 773-784-7333
  34. 34. Questions? 
 Michael Hoffman •  Email: michael.hoffman@see3.net •  Twitter: @Michael_Hoffman •  Phone: 773-784-7333 We will send a follow-up email with slidedeck and other resources. www.see3.net | info@see3.net | 773-784-7333
  35. 35. Photo Credits •  A Classic Cash Register - Heath Bar •  Blueprints, Typewriters and Gears - Traveling Steve •  Audience in 3D Glasses - Diamond Geyser •  Encyclopedias - Stewart Butterfield •  Hammer - Austin Camera Guy •  Annette Conway reads to children
 - Marine Corp News
 All photographs licensed under Creative Commons
 www.see3.net | info@see3.net | 773-784-7333
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