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Mission Video: Storytelling and Strategy
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Mission Video: Storytelling and Strategy


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Michael Hoffman joined Laura Norvig of ETR Associates and Ramya Raghavan of YouTube in presenting "Mission Video: Storytelling and Strategy" on Monday, June 28, from 10:00-11:30 AM at the 2010 …

Michael Hoffman joined Laura Norvig of ETR Associates and Ramya Raghavan of YouTube in presenting "Mission Video: Storytelling and Strategy" on Monday, June 28, from 10:00-11:30 AM at the 2010 National Conference on Volunteering and Service in New York City.

Description: Understand the best ways to integrate video storytelling into your already busy schedule running a non-profit. Learn to effectively use the most affordable video equipment, software, and solutions to document your project and showcase it on the web.

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  • Did you realize 20% of our community is 55+? We have the complete range of demos and geographies available
  • Create a video thanking: embed it in an email and send to donors as a personal message Create a highlight video: play it when you meet with funders to increase excitement about your organization Embed google checkout button: When folks donate, give them recognition in the sidebar of your channel or in a video, as a small thank you. Give donors power to decide how money should be spent: make a video llustrating how donations could be used and ask them to vote.
  • Over 500,000 views
  • Show 2-sided story video
  • Do a real-time training using YouTube insight
  • Transcript

    • 1. Presenters •  Laura Norvig, 
 The Resource Center, ETR Associates •  Michael Hoffman, See3 Communications •  Ramya Raghavan, YouTube Nonprofit Program
    • 2. Todayʼs Plan •  Why storytelling is important •  Crafting a nonprofit video strategy •  Exercise: What story will you tell? •  Leveraging YouTube channels and tools •  Discussion
    • 3. Why Storytelling is Important “Stories are the best way to convey information, ...the best way for people to remember things ... The best way to get to people's hearts and make them take action.” -- Roger Burks
    • 4. Rethinking Viral
    • 5. Rethinking Viral Planning Creative Cultural Moment
    • 6. Think Strategically •  Current video assets •  People •  Events •  Fundraising opportunities •  Organizational goals and messages
    • 7. Grow Your Video Strategy •  Get your calendar out! •  Determine what video resources youʼll need •  Build internal capacity through trainings •  Make at least one more video than last year •  Write grants focusing on visual storytelling
    • 8. Key Planning Questions •  What are our goals? •  Who are we trying to reach? •  What message do we want to send? •  How will we reach our audience? •  What action do we want them to take? •  How will we measure success?
    • 9. 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
    • 10. Documentary
    • 11. Documentary •  Strong way to show organizationʼs work and impact •  Focus on the individual stories of real people •  Create a media library to pull from •  Reuse and repurpose for different mediums (live events, DVDs, meetings, website)
    • 12. Public Service Announcement
    • 13. Public Service Announcement •  Make PSAs accessible online on YouTube •  Reverse model: create PSA and publish online – raise funds to get it aired on TV
    • 14. Staff Produced
    • 15. Staff Produced •  Behind the scenes looks at the office or on the ground •  Use computer cameras or Flip Video to staff members, interns, volunteers •  Conduct video interviews via Skype (i.e. •  Good for immediate updates from the field
    • 16. Animation / Typography Watch Video
    • 17. Animation / Typography •  Very popular style (use with caution) •  Great example is Girl Effect – success is in framing the problem in simple terms •  Distill the story through words and music •  Method to bring important speeches/text to life
    • 18. Broadcast Live Events
    • 19. Broadcast Live Events •  Stream important news or organizational events live using Ustream or Livestream •  Reach and connect with larger audience online •  Use live streaming to hook into top news stories •  Stream and archive trainings
    • 20. Personalized Video
    • 21. Personalized Video •  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
    • 22. So Many Ways to Show Video
    • 23. 7 Ways to Distribute Video •  Tie your video to an action/campaign •  Mobilize your email list •  Build relationships with bloggers •  Feature in multiple areas on your website •  Distribute on social networks •  Give as a tool to your partners •  Talk about it offline
    • 24. 5 Things You Can Do Right Now •  Get a pocket camera (or 10!) for your org •  Build a media library •  Start an account on •  Find the passionate people in your organization and let them loose! •  Apply for the YouTube Nonprofit Program
    • 25. Exercise Take a few minutes to write down the following on your worksheet •  What do you want to say? •  Who do you want to reach? •  What do you want them to do?
    • 26. YouTube Demographics Users (M)‫ % ‏‬Users Age All 80.7 – <18 14.4 18% In 1 minute… 
 18-34 16 20% 24 hours of video are 35-44 15.6 19% uploaded to YouTube 45-54 18.3 23% 55+ 16.3 20% If YouTube were a country…
 Gender Male 42.0 52% it would be the 3rd most Female 38.7 48% populous in the world Source: Nielsen//NetRatings (December 2009) - US audience.
    • 27. Donor Demographics   Last year, Convio, SeaChange Strategies and Edge Research released a report called “The Wired Wealthy: Using The Internet to Connect to Your Middle and Major Donors”   Surveyed donors with email addresses who donated over $1000 during an 18-month period   Findings:   9 % of these donors use Facebook  16% of these donors use LinkedIn   52% of these donors use YouTube
    • 28. User-Generated Content
    • 29. In the past year…   Volunteers have submitted over 500 videos about nonprofit organizations they care about   These videos have received over 8 million views with the help of YouTube homepage spotlights and celebrity curators like Morgan Freeman, Dr. Phil, Al Gore and Diane von Furstenberg.  The Video Volunteers channel has over 30,000 subscribers and close to 9 million channel views.
    • 30. Case Study: Video Volunteers for Human Rights   In December, Video Volunteers partnered with guest curator Morgan Freeman and asked users to make videos about human rights organizations.   Eighty videos were submitted by the community in one month and the top 3 went on the homepage, alongside a video from Freeman.  The one day total was 900,000 video views. In one week, the 4 videos garnered over 1.5 million views. 32
    • 31. Moderator on YouTube •  New crowdsourcing tool that allows anyone to hold their own public forum •  Users can submit ideas or questions through text or video, and vote on the ones they like the best •  Best submissions rise to the top •  Moderator is a standard feature for all YouTube channels
    • 32. Driving Action from Video
    • 33. Call to Action Overlays   Call to action is a way for nonprofits to drive action from their YouTube videos to external take action, sign-up or donation pages.   The World Food Program added call-to-action in-video overlay asking people donate to feed the billion hungry people Raised $36,000 in one day  
    • 34. How to Add an Overlay  Call-to-action overlays are one of the features of the YouTube Nonprofit Program  To gain access to overlays, apply to Nonprofit Program at  Once accepted, overlays are easy to create and amend. Just go to “My Videos” then “Edit Video” and fill out fields in the “Call to Action Overlay” box.
    • 35. Video Annotations   Video Annotations are a way to add interactive commentary to your videos. Use them to:   Add background information about the video   Create stories with multiple possibilities (viewers click to choose the next scene)   Link to related YouTube videos, channels, or search results from within a video. YouTube nonprofit partners have the ability to link to external web pages.
    • 36. Embedding Multiple Action Items
    • 37. Choose-Your-Own Adventure
    • 38. Collaborative Annotations
    • 39. Adding Video Annotations  You can add video annotations to any video, in any place on the screen, at any time during the video  For nonprofits, annotations have the ability to link to an external site  Annotations appear on embedded videos  To add an annotation, go to “My Account,” then “Edit Video” and select the “Annotations” tab at the top of the page
    • 40. Measuring Your Effect
    • 41. YouTube Insight   Easily monitor the performance of videos over time and compare your channelʼs popularity with other channels   Free demographic analysis - discover your audience   Track the efficacy of call-to-action overlays through CTR
    • 42. Stay Updated  Read our Citizentube blog at   Follow on Twitter @citizentube  Subscribe to the YouTube Nonprofit Newsletter at
    • 43. Contact Us for More Info •  Laura Norvig, the Resource Center Twitter @serviceresource •  Michael Hoffman, See3 Twitter @Michael_Hoffman @See3 •  Ramya Raghavan, YouTube Twitter @ramchopps •  More Resources