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: http://www.youtube.com/watch?v=TcI8fYKH3Ik&feature=channel - In the end, good content will attract people. Tell your stories!
P.E.J.E. Conference - Mission Video
Mission Video<br />Harness the World of Online Video for Your School<br />Prepared for PEJE<br />Presented by Michael Hoffman, CEO, See3<br />Michael Hoffman: See3 Communications<br />
Today’s Session<br />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. <br />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.<br />Michael Hoffman: See3 Communications<br />
About Me<br />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.<br />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. <br />
% Users<br />Users (M)<br />Age<br />–<br />57.1<br />All<br />19%<br />11.0<br /><18<br />19%<br />11.1<br />18-34<br />22%<br />12.3<br />35-44<br />21%<br />11.9<br />45-54<br />19%<br />10.9<br />55+<br />Gender<br />52%<br />29.8<br />Male<br />48%<br />27.3<br />Female<br />Video is BIG<br />In 1 Minute<br />24 hours of video are uploaded to YouTube<br />#3 Biggest Site in the World<br />Bigger than MSN and Wikipedia<br />58 Minutes<br />Average time spent on YouTube <br />Source: Nielsen//NetRatings (December 2009) - US audience.<br />
Donor Demographics<br />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”<br />Surveyed donors with email addresses who donated over $1000 during an 18-month period<br />Findings:<br /><ul><li>9 % of these donors use Facebook
WhyStorytelling is Important<br />“Stories are the best way to<br />convey information, ...the<br />best way for people to<br />remember things ... The<br />best way to get to<br />people's hearts and make<br />them take action.”<br />-- Roger Burks<br />
The story of now (change the world)</li></ul>“A story communicates fear, hope, and anxiety, and because we<br />can feel it, we get the moral not just as a concept, but as a<br />teaching of our hearts. That’s the power of story.”<br /> - Marshall Ganz<br />
Storytelling Tips<br />Keep It Short<br />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.<br />Keep It Simple<br />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.<br />From our friends at flipvideospotlight.com <br />
Storytelling Tips<br />Be Genuine <br /><ul><li>Viewers want to connect with the work that your organization is doing. Focus on content that is compelling rather than what’s “cool”.</li></ul>Keep It Fluid <br /><ul><li>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.</li></li></ul><li>Storytelling Tips<br />Keep It Moving<br />Audio: Video shows the story but don’t forget the importance of audio. Audio adds emotion<br />Keep It Interesting<br />Wide shot - establishes the scene <br />Medium shot - gives more intimacy<br />Close-up - for emotion and direct connection<br />Extreme close-up - very intimate, emotional effect. <br />
Storytelling With Video<br />Above All, Tell a Story<br />Show it visually<br />Give your viewers the right web tools (portability)<br />Sound is critical<br />Prepare a script and get feedback<br />
Think Strategically<br />Current video assets<br /><ul><li>What do you already have that you can repurpose, reuse, and recycle?
What about parents, families, and other community members? Do they have video you can leverage?</li></ul>People<br /><ul><li>Who do you want to get on screen? Who is going to shoot and manage logistics? Who needs training?</li></ul>Events<br /><ul><li>Think hard about the opportunities and barriers before deciding which events to get on video</li></ul>Fundraising Opportunities<br /><ul><li>What do you need to capture to make an appeal?</li></ul>Organizational goals and messages<br /><ul><li>What content is a “must have” to deliver on your message around your goals?</li></li></ul><li>Grow Your Video Strategy<br /><ul><li>Get your calendar out!
Write grants focusing on visual storytelling</li></li></ul><li>Grow Your Video Strategy<br />Key Planning Questions<br />• What are our goals?<br />• Who are we trying to reach?<br />• What message do we want to send?<br />• How will we reach our audience? Where will this video live?<br />• What action do we want them to take?<br />• How will we measure success?<br />
Documentary<br /><ul><li>Strong way to show a school’s work and impact
Focus on the individual stories of real people
Staff Produced<br />Behind the scenes – people are much more interested in process than you think!<br />Use computer cameras or Flip Video to staff members, interns, volunteers, students?<br />Conduct video interviews via Skype (i.e. bloggingheads.tv)<br />Good for immediate updates<br />
Animation/Typography<br /><ul><li>Very popular style (use with caution)
Great example is Girl Effect – success is in framing
Use YouTube Annotations</li></li></ul><li>You Made The Video. Now What?<br />Distribution<br />Bring your video to people<br />YouTube<br />Social Networks (Facebook, etc.)<br />Blogger Outreach<br />TubeMogul<br />Bring people to your video<br />Website<br />Email<br />PR (earned media)<br />
DiscussionMichael Hoffman<br />Email: firstname.lastname@example.org<br />Twitter: @Michael_Hoffman<br />Phone: +1773-784-7333<br />The slidedeck and links will be <br />available after this session at www.see3.net/peje<br />