CREATING EFFECTIVE
VIDEO WITH
STORYTELLING
Gaby Jeffs, Senior Producer Director
Magneto Films @magnetogaby
top tips for charity storytelling
1. Well defined message
& target audience
• what’s your message?
• who is it for?
• communication tailored
• right people ...
stories engage people’s hearts
2. Storytelling
• people communicate a charity's message through their
story
• takes people on a journey
• audience engage...
3. Access to stories
• Invest time in relationships with service provides who can
find you stories
• Develop casestudy lib...
Make best friends with your services
4. Production
• Structure interview to deliver key messages through
statements
• Film people in their own space
• Lots of ...
Working with real stories
5. Distribution
• where will people see the film?
• right channel for audience
• integrated approach - website to YouTube
...
Fundraising - Macmillan’s World’s Biggest
Coffee Morning DRTV
What Macmillan say
Impact statement – Legacy Trust UK
Ophee’s Story
Peer to peer learning – what parents say
Lewisham NHS
Impact statement: CLIC Sargent – The
Cost of Cancer campaign
Thank you!
• Gaby Jeffs, Senior Producer Director
• gaby@magnetofilms.com
• @magnetogaby @magnetofilms
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Bringing communications to life with online video

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Gaby Jeffs, founder, Magneto Films
Digital engagement conference
www.charitycomms.org.uk/events

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Bringing communications to life with online video

  1. 1. CREATING EFFECTIVE VIDEO WITH STORYTELLING Gaby Jeffs, Senior Producer Director Magneto Films @magnetogaby
  2. 2. top tips for charity storytelling
  3. 3. 1. Well defined message & target audience • what’s your message? • who is it for? • communication tailored • right people deliver message (from target audience?) • language • mood, tone & length • music
  4. 4. stories engage people’s hearts
  5. 5. 2. Storytelling • people communicate a charity's message through their story • takes people on a journey • audience engage with the motivation/emotion quickly • impact statement - beneficiaries make the case • authentic voice - peer testimonial • model behaviour for behaviour change
  6. 6. 3. Access to stories • Invest time in relationships with service provides who can find you stories • Develop casestudy library
  7. 7. Make best friends with your services
  8. 8. 4. Production • Structure interview to deliver key messages through statements • Film people in their own space • Lots of time and encouragement
  9. 9. Working with real stories
  10. 10. 5. Distribution • where will people see the film? • right channel for audience • integrated approach - website to YouTube • measurement of impact • results • testing
  11. 11. Fundraising - Macmillan’s World’s Biggest Coffee Morning DRTV
  12. 12. What Macmillan say
  13. 13. Impact statement – Legacy Trust UK Ophee’s Story
  14. 14. Peer to peer learning – what parents say Lewisham NHS
  15. 15. Impact statement: CLIC Sargent – The Cost of Cancer campaign
  16. 16. Thank you! • Gaby Jeffs, Senior Producer Director • gaby@magnetofilms.com • @magnetogaby @magnetofilms

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