The State and Outlook of Online Video: International Fundraising Congress 2010
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The State and Outlook of Online Video: International Fundraising Congress 2010



Michael's masterclass at the 2010 International Fundraising Congress in the Netherlands.

Michael's masterclass at the 2010 International Fundraising Congress in the Netherlands.



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  • 01/20/10

The State and Outlook of Online Video: International Fundraising Congress 2010 The State and Outlook of Online Video: International Fundraising Congress 2010 Presentation Transcript

  • State and outlook of online video Prepared for IFC Presented by Michael Hoffman, CEO, See3 Once and Future Media | | @Michael_hoffman
  • Today’s Plan
    • Why Video Matters
    • Storytelling Using Video
    • Key Video Examples
    • Distributions
    • KPIs
    • 5 Takeaways
    • Discussion
  • See3 Communications
    • Interactive communications agency for nonprofits and causes specializing in video, web, and outreach
    • Results-driven online strategies
    • Believe in technology and media to help organizations reach their goals
  • Visit :
  • Watch Video
  • October 9, 2006: Google Buys YouTube
  • 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) ‏
  • Your Audience is Watching
  • Search
  • The Tools are Improving
  • The Nonprofit Program
    • Organizations must be nonprofits based in US, UK, Canada, or Australia
    • Increased branding capabilities
      • HTML channel banner
      • Branded side column image
    • Ability to add Call to Action overlay and externally linkable annotations
    • More info:
  • YouTube Channel
  • Your Website is Your Channel
  • Viral to Who?
  • Viral to Who?
  • Think Strategically
    • Current video assets
    • People
    • Events
    • Fundraising opportunities
    • Organizational goals and messages
  • 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. That’s the power of story.”
    • - Marshall Ganz
  • 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 (ie. 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
  • 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.
  • 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
  • Broadcast Events
  • 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
  • Staff Produced
  • 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
  • Documentary
  • Documentary
    • Strong way to show organization’s 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)
  • Public Service Announcement
  • Public Service Announcement
    • Make PSAs accessible online on YouTube
    • Reverse model: create PSA and publish online – raise funds to get it aired on TV
  • Animation / Typography Watch Video
  • 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 to speeches to life
  • Personalized Video Watch Video
  • 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
  • You Made The Video Now What? - Distribution
    • Bring people to your video
      • Website
      • Email
      • PR (earned media)
      • Bring your video to people
    • YouTube
    • Social Networks (Facebook, etc.)
    • Blogger Outreach
    • TubeMogul
  • KPIs – How do we measure?
    • Marketing 101 – What are you trying to achieve?
    • Setting goals at the start
      • Experimentation and capacity building is also a goal
      • Be realistic
        • Unless you have puppies or kittens you aren’t getting 1 million views
        • One video will not have a transformative impact on your fundraising
  • KPIs – How do we measure?
    • Views
      • Compared to previous efforts
      • Compared to other web traffic
      • As a percentage of actions (conversion rate)
      • Demographics – Are they who we want?
      • Viral vs. outreach efforts
      • Referrals - Who is sharing? Impact of Search
      • Actions
      • Conversion totals, compared to other content
  • 5 Takeaways for UNICEF
    • Watch and emulate
    • Harness UNICEF’s resources
    • Integrate video into your content
    • Find the passionate people and let them loose
    • Commit to doing more video this year than last
  • Discussion Michael Hoffman
    • Email: [email_address]
    • Twitter: @Michael_Hoffman
    • Phone: +1 773-784-7333
    • The slidedeck and links will be available after
    • this session at
  • Photo Credits
    • Audience in 3D Glasses - Diamond Geyser
    • Encyclopedias - Stewart Butterfield
    • Hammer - Austin Camera Guy All photographs licensed under Creative Commons