Using Online Video to Connect with Your Donors and Prospects


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How can UNICEF tell its story in a compelling and meaningful way? How can we begin to involve our supporters more in our work and how can we use the internet as a platform for rich storytelling and donor engagement? Come to this session to find out how to use online video in an effective way and get top tips on how to develop and support video content that will engage new and current UNICEF supporters.

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  • 01/20/10
  • 01/20/10
  • Using Online Video to Connect with Your Donors and Prospects

    1. 1. and Engaging Storytelling Prepared for UNICEF Presented by Michael Hoffman, CEO, See3 Online Video | | @Michael_hoffman
    2. 2. Today’s Plan <ul><li>About See3 </li></ul><ul><li>Why Video Matters </li></ul><ul><li>Storytelling Using Video </li></ul><ul><li>Key Video Examples </li></ul><ul><li>5 Takeaways for UNICEF </li></ul><ul><li>Discussion </li></ul>
    3. 3. See3 Communications <ul><li>Interactive communications agency for nonprofits and causes specializing in video, web, and outreach </li></ul><ul><li>Results-driven online strategies </li></ul><ul><li>Believe in technology and media to help organizations reach their goals </li></ul>
    4. 4. Visit :
    5. 5. Visit :
    6. 6. Visit :
    7. 7. Watch Video
    8. 8. October 9, 2006: Google Buys YouTube
    9. 9. YouTube: Why Video Matters In 1 Minute 20 hours of video are uploaded to YouTube Source: Alexa #4 Biggest Site in the World Bigger than MySpace and Wikipedia 58 Minutes Average time spent on YouTube Source: Nielsen//NetRatings (October 2007) - US audience. 48% 27.3 Female 52% 29.8 Male Gender 19% 10.9 55+ 21% 11.9 45-54 22% 12.3 35-44 19% 11.1 18-34 19% 11.0 <18 – 57.1 All Age % Users Users (M)‏
    10. 10. Your Audience is Watching
    11. 11. Search
    12. 12. The Tools are Improving
    13. 13. The Nonprofit Program <ul><li>Organizations must be nonprofits based in US, UK, Canada, or Australia </li></ul><ul><li>Increased branding capabilities </li></ul><ul><ul><li>HTML channel banner </li></ul></ul><ul><ul><li>Branded side column image </li></ul></ul><ul><li>Ability to add Call to Action overlay and externally linkable annotations </li></ul><ul><li>More info: </li></ul>
    14. 14. YouTube Channel
    15. 15. Your Website is Your Channel
    16. 18. Viral to Who?
    17. 19. Viral to Who?
    18. 20. Think Strategically <ul><li>Current video assets </li></ul><ul><li>People </li></ul><ul><li>Events </li></ul><ul><li>Fundraising opportunities </li></ul><ul><li>Organizational goals and messages </li></ul>
    19. 21. Laws of Social Storytelling <ul><li>Be prepared to tell 3 types of stories: </li></ul><ul><ul><li>The story of self (org) </li></ul></ul><ul><ul><li>The story of us (community) </li></ul></ul><ul><ul><li>The story of now (change the world) </li></ul></ul><ul><li>“ A story communicates fear, hope, and anxiety, and because we </li></ul><ul><li>can feel it, we get the moral not just as a concept, but as a </li></ul><ul><li>teaching of our hearts. That’s the power of story.” </li></ul><ul><li>- Marshall Ganz </li></ul>
    20. 22. Storytelling With Video <ul><li>Above all, tell a story </li></ul><ul><li>Show it visually </li></ul><ul><li>Give your viewers the right web tools (portability) </li></ul><ul><li>Sound is critical </li></ul><ul><li>Prepare a script and get feedback </li></ul>
    21. 23. Broadcast Events
    22. 24. Broadcast Live Events <ul><li>Stream important news or organizational events live using Ustream or Livestream </li></ul><ul><li>Reach and connect with larger audience online </li></ul><ul><li>Use live streaming to hook into top news stories </li></ul><ul><li>Stream and archive trainings </li></ul>
    23. 25. Staff Produced
    24. 26. Staff Produced <ul><li>Behind the scenes looks at the office or on the ground </li></ul><ul><li>Use computer cameras or Flip Video to staff members, interns, volunteers </li></ul><ul><li>Conduct video interviews via Skype (i.e. </li></ul><ul><li>Good for immediate updates from the field </li></ul>
    25. 27. Documentary
    26. 28. Documentary <ul><li>Strong way to show organization’s work and impact </li></ul><ul><li>Focus on the individual stories of real people </li></ul><ul><li>Create a media library to pull from </li></ul><ul><li>Reuse and repurpose for different mediums (live events, DVDs, meetings, website) </li></ul>
    27. 29. Public Service Announcement
    28. 30. Public Service Announcement <ul><li>Make PSAs accessible online on YouTube </li></ul><ul><li>Reverse model: create PSA and publish online – raise funds to get it aired on TV </li></ul>
    29. 31. Animation / Typography Watch Video
    30. 32. Animation / Typography <ul><li>Very popular style (use with caution) </li></ul><ul><li>Great example is Girl Effect – success is in framing the problem in simple terms </li></ul><ul><li>Distill the story through words and music </li></ul><ul><li>Method to bring important to speeches to life </li></ul>
    31. 33. Personalized Video Watch Video
    32. 34. Personalized Video <ul><li>Novelty and personalization increases probability viewer will pass along </li></ul><ul><li>Best for awareness building (broad audience) or peer-to-peer fundraising (niche audience) </li></ul><ul><li>Creates interactive opportunity – sharing or donating </li></ul><ul><li>ClipCall takes it to the next level with phone integration </li></ul>
    33. 36. charity:water <ul><li>Video tells a strong founding myth </li></ul><ul><li>Message is clear and simple: water </li></ul><ul><li>Video, photography, and GPS prove every well built and provide valuable follow-up </li></ul><ul><li>Gain volunteers through behind the scenes videos </li></ul>
    34. 37. 5 Takeaways for UNICEF <ul><li>Watch and emulate </li></ul><ul><li>Harness UNICEF’s resources </li></ul><ul><li>Integrate video into your content </li></ul><ul><li>Find the passionate people and let them loose </li></ul><ul><li>Commit to doing more video this year than last </li></ul>
    35. 38. Discussion Michael Hoffman <ul><li>Email: [email_address] </li></ul><ul><li>Twitter: @Michael_Hoffman </li></ul><ul><li>Phone: +1 773-784-7333 </li></ul><ul><li>The slidedeck and links will be available after </li></ul><ul><li>this session at </li></ul>
    36. 39. Photo Credits <ul><li>Audience in 3D Glasses - Diamond Geyser </li></ul><ul><li>Encyclopedias - Stewart Butterfield </li></ul><ul><li>Hammer - Austin Camera Guy All photographs licensed under Creative Commons </li></ul>