Crafting a Nonprofit
Video Strategy
Crafting a Nonprofit
Video Strategy
United States: 916-233-3087
Access Code: 425-331-857
Michael Hoffman
CEO, See3 Communications
www.see3.net // @Michael_Hoffman

Crafting a Nonprofit
Video Strategy
Today’s Plan
• How to Approach Video
• Making a Plan
• Distributing Your Videos Online
• Metrics
• Discussion

Crafting a Nonprofit
Video Strategy
The Day Our
World Changed

Crafting a Nonprofit
Video Strategy
Your Website Is
Your Channel

Crafting a Nonprofit
Video Strategy

Crafting a Nonprofit
Video Strategy

Crafting a Nonprofit
Video Strategy
Viral to who?

Crafting a Nonprofit
Video Strategy

Crafting a Nonprofit
Video Strategy
Think Strategically
• Current video assets
• People
• Events
• Fundraising opportunities
• Organizational goals

Crafting a Nonprofit
Video Strategy
Grow Your Video Strategy
• Get your calendar out!
• Determine what resources you’ll need
• Build internal capacity
• Make at least one more video next year
than last
• Write grants focusing on visual
storytelling

Crafting a Nonprofit
Video Strategy
Plan Before
Making Your Video

Crafting a Nonprofit
Video Strategy
Key Planning Questions
1. What are our goals?
2. Who are we trying to reach?
3. What message do we want to send?
4. How will we reach our audience?
5. What action do we want them to take?
6. How will we measure success?

Crafting a Nonprofit
Video Strategy
www.thatsnotcool.com

Crafting a Nonprofit
Video Strategy

Crafting a Nonprofit
Video Strategy
So Many Ways to Show Video

Crafting a Nonprofit
Video Strategy
Benefits of
1. It’s the biggest
2. Functions as a social network
3. Increased capabilities - HD, annotations,
widescreen, open API
4. Familiarity and ease of use
5. Nonprofit program

Crafting a Nonprofit
Video Strategy
Benefits of Your Own Video Solution
1. Video CMS - control and ease of use
2. Dynamic video content
3. Customized user experience
4. Better search functionalities
5. Rate and discuss within the community
6. SEO

Crafting a Nonprofit
Video Strategy

Crafting a Nonprofit
Video Strategy
Question
Besides YouTube, what
other video sharing
sites are best?

Crafting a Nonprofit
Video Strategy
Question
When you upload a
video to YouTube or
Vimeo, who owns
the rights?

Crafting a Nonprofit
Video Strategy
Question
What do you think
about hosting video on
our own?

Crafting a Nonprofit
Video Strategy
The Best Video Is
Useless Unless the
Right People See It
AND
They Have the Means
to Engage

Crafting a Nonprofit
Video Strategy
7 Places to Start
1. Tie your video to an action/campaign
2. Mobilize your email list
3. Build relationships with bloggers
4. Reach out to partners
5. Distribute on social networks
6. Feature in multiple areas on website
7. Talk about it offline

Crafting a Nonprofit
Video Strategy

Crafting a Nonprofit
Video Strategy

Crafting a Nonprofit
Video Strategy
Metrics
Don’t Forget
to Test and Learn

Crafting a Nonprofit
Video Strategy

Crafting a Nonprofit
Video Strategy

Crafting a Nonprofit
Video Strategy
4 Things
You Can Do
Right Now

Crafting a Nonprofit
Video Strategy
www.FlipVideoSpotlight.com

Crafting a Nonprofit
Video Strategy
www.YouTube.com/Nonprofits

Crafting a Nonprofit
Video Strategy
www.TubeMogul.com

Crafting a Nonprofit
Video Strategy
Build a Media Library

Crafting a Nonprofit
Video Strategy
Question
How should we
catalogue and label our
media library?

Crafting a Nonprofit
Video Strategy
Question
How can we find
bloggers who care
about our niche?

Crafting a Nonprofit
Video Strategy
Question
If we don’t have many
in-person events, how
should we think about
gathering raw footage?

Crafting a Nonprofit
Video Strategy
Question
Do we always need
video releases?

Crafting a Nonprofit
Video Strategy
Question
What if there is a song
you want to use that
needs to be licensed?

Crafting a Nonprofit
Video Strategy
Question
Suggestions for
live streaming?

Crafting a Nonprofit
Video Strategy
More questions?
Michael Hoffman
michael@see3.net
773-784-7333
www.see3.net/guide