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P.E.J.E. Conference - Mission Video


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  • What Hoffman took away from his time as a fundraiser was that there is a gap between the amazing work on the ground and what donors can see and feel. Closing that gap is the most important thing a fundraiser has to do. Video, better than any other strategy, helps to close that gap because it can deliver the emotional content needed to connect to people.
  • If you spend lots of time making a story, but it doesn’t meet your donors where they are, it won’t connect and you will find, like in this picture, that you spent a lot of effort and you can’t achieve your desired result.
  • Accompanied by his eleven best friends, Darius Weems, a fifteen-year-old living with Duchenne Muscular Dystrophy (DMD), leaves home for the first time in his life. The rowdy crew sets a course for California where they hope to convince MTV to customize Darius's wheelchair on the hit show, Pimp My Ride. Watch this clip here: - In the end, good content will attract people. Tell your stories!
  • Transcript

    • 1. Mission Video
      Harness the World of Online Video for Your School
      Prepared for PEJE
      Presented by Michael Hoffman, CEO, See3
      Michael Hoffman: See3 Communications
    • 2. Today’s Session
      The web and TV are merging, turning your website into a channel. Schools that can harness this new world of video will gain invaluable attention to bring in new students and donors. There is a paradigm shift underway--you now have to stop telling people what a wonderful school you have and starting showing them.
      But how can you do this with limited resources? What roles do YouTube and your website play? In this session, you will develop strategies for programming this new channel, study compelling and interesting content designed to deepen parent engagement and promote your school, and learn how to develop a culture of storytelling that directly benefits your bottom line.
      Michael Hoffman: See3 Communications
    • 3. About Me
      Michael Hoffman, CEO, is a leading authority in online video for nonprofits and a long-time consultant to nonprofit leaders on online fundraising and outreach strategies. He started his career as a political consultant and Washington-based nonprofit fundraiser before joining a venture investment firm to develop internet start-ups. Post-bubble, Hoffman founded See3 to bring together his belief in the power of the web and his passion and experience with nonprofit fundraising, advocacy, and education. He is a frequent blogger and tweeter on nonprofit marketing and is a nationally sought-after speaker on topics such as online cause marketing, web video, and Web 2.0 for social change.
      See3 Communications is an interactive communications agency that works exclusively with nonprofits, foundations, associations, and social causes. We specialize in online strategies and campaigns, video production, and web design & development.
    • 4. % Users
      Users (M)‏

      Video is BIG
      In 1 Minute
      24 hours of video are uploaded to YouTube
      #3 Biggest Site in the World
      Bigger than MSN and Wikipedia
      58 Minutes
      Average time spent on YouTube
      Source: Nielsen//NetRatings (December 2009) - US audience.
    • 5. 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
      • 9 % of these donors use Facebook
      • 6. 16% of these donors use LinkedIn
      • 7. 52% of these donors use YouTube
    • Your Website is Your Channel
    • 8. Graphic from HubSpot
    • 9. WhyStorytelling 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
    • 10.
    • 11. Find Them Where They Are
    • 12.
    • 13. People Pay Attention to Good Stories
    • 14. Laws of Social Storytelling
      Be prepared to tell 3 types of stories:
      • The story of self (org)
      • 15. The story of us (community)
      • 16. 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. That’s the power of story.”
      - Marshall Ganz
    • 17. Storytelling Tips
      Keep It Short
      Powerful videos are often under 2 minutes long. The effort you put into keeping it short will go a long way in helping you focus your message.
      Keep It Simple
      Try to focus on one main topic (i.e. an event, one person’s story, a lesson, a testimonial). It’s easier to get excited about a video that is focused.
      From our friends at
    • 18. Storytelling Tips
      Be Genuine
      • Viewers want to connect with the work that your organization is doing. Focus on content that is compelling rather than what’s “cool”.
      Keep It Fluid
      • Beginning-Middle-End: Catch the audience at the beginning and explain what is happening, build emotion in the middle, and come to some sort of resolution at the end.
    • Storytelling Tips
      Keep It Moving
      Audio: Video shows the story but don’t forget the importance of audio. Audio adds emotion
      Keep It Interesting
      Wide shot - establishes the scene
      Medium shot - gives more intimacy
      Close-up - for emotion and direct connection
      Extreme close-up - very intimate, emotional effect.
    • 19. Storytelling With Video
      Above All, Tell a Story
      Show it visually
      Give your viewers the right web tools (portability)
      Sound is critical
      Prepare a script and get feedback
    • 20. Think Strategically
      Current video assets
      • What do you already have that you can repurpose, reuse, and recycle?
      • 21. What about parents, families, and other community members? Do they have video you can leverage?
      • Who do you want to get on screen? Who is going to shoot and manage logistics? Who needs training?
      • Think hard about the opportunities and barriers before deciding which events to get on video
      Fundraising Opportunities
      • What do you need to capture to make an appeal?
      Organizational goals and messages
      • What content is a “must have” to deliver on your message around your goals?
    • Grow Your Video Strategy
      • Get your calendar out!
      • 22. Determine what video resources you'll need
      • 23. Build internal capacity through trainings
      • 24. Make at least one more video than last year
      • 25. Write grants focusing on visual storytelling
    • Grow Your Video Strategy
      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? Where will this video live?
      • What action do we want them to take?
      • How will we measure success?
    • 26. Documentary
      • Strong way to show a school’s work and impact
      • 27. Focus on the individual stories of real people
      • 28. Create a media library to pull from
      • 29. Reuse and repurpose for different mediums (live
      • 30. events, DVDs, meetings, website)
    • Staff Produced
    • 31. Staff Produced
      Behind the scenes – people are much more interested in process than you think!
      Use computer cameras or Flip Video to staff members, interns, volunteers, students?
      Conduct video interviews via Skype (i.e.
      Good for immediate updates
    • 32. Animation/Typography
      • Very popular style (use with caution)
      • 33. Great example is Girl Effect – success is in framing
      • 34. the problem in simple terms
      • 35. Distill the story through words and music
      • 36. Method to bring important speeches/text to life
    • Broadcast Live Events
      • Stream important news or organizational events
      • 37. live using Ustream or Livestream
      • 38. Reach and connect with larger audience online
      • 39. Use live streaming to hook into top news stories
      • 40. Stream and archive trainings
    • So Many Ways to Show Video
    • 41. 7 Ways to Distribute Video
      • Tie your video to an action/campaign
      • 42. Mobilize your email list
      • 43. Build relationships with bloggers
      • 44. Feature in multiple areas on your website
      • 45. Distribute on social networks
      • 46. Give as a tool to your partners
      • 47. Talk about it offline
    • 5 Things You Can Do Right Now
      • Get a pocket camera (or 10!) for your school
      • 48. Build a media library
      • 49. Start an account on
      • 50. Find the passionate people in your organization and
      • 51. let them loose!
      • 52. Use YouTube Annotations
    • You Made The Video. Now What?
      Bring your video to people
      Social Networks (Facebook, etc.)
      Blogger Outreach
      Bring people to your video
      PR (earned media)
    • 53.
    • 54. DiscussionMichael Hoffman
      Twitter: @Michael_Hoffman
      Phone: +1773-784-7333
      The slidedeck and links will be
      available after this session at