Anatomy of a Nonprofit Video


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The best online videos beg the question: "How did they do that?!” Video remains a mystery to many organizations because of all the questions that go into even a 30-second video: What do we want to achieve? What is our message? What style will we use? How we will distribute this? How will we measure success?

Our panel features organizations big and small as they talk about the process and decisions that went into creating one of their videos. We'll discuss the strategy, the production, and the distribution—then show the result! Organizations will walk away with a clear understanding of how the most strategic, successful videos are made and used.

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  • Recognizing cut backs in travel and time for reporters, we brought the parks to them Created 4 video “press tours” Posted in two weeks before events Pitched to our Twitter community (which contains reporters and is managed by our media team) and Facebook Shown at Central Park concert to over 10,000 attendees. Included in other online promotions such as newsletters and emails.
  • Anatomy of a Nonprofit Video

    1. 1. <ul><li>Presented by </li></ul><ul><li>Michael Hoffman, See3 </li></ul><ul><li>Danny Alpert, See3 </li></ul><ul><li>Milo Sybrant, Amnesty International </li></ul><ul><li>Felicia Carr, National Parks Conservation Association </li></ul>Confessions from Organizations Big and Small Anatomy of a Video On Twitter? Use hashtag
    2. 2. 5 Video Myths <ul><li>“ We need a viral video” </li></ul><ul><li>“ We don’t have enough money for video” </li></ul><ul><li>“ No one on our staff can do video” </li></ul><ul><li>“ This one video will transform our organization” </li></ul><ul><li>“ The video company will figure it out” </li></ul>
    3. 3. Anatomy of a Video
    4. 4. The Strategy <ul><li>What is your objective? </li></ul><ul><li>Who is your audience? </li></ul><ul><li>What do you want to say? </li></ul><ul><li>How will you use the video? </li></ul><ul><li>How will you distribute the video? </li></ul><ul><li>What tools will you need? </li></ul>
    5. 5. Objectives Good Objectives Bad Objectives Create a communications tool supporters can share Go Viral Connect with supporters on deeper level Make a Video Fundraise using video Fill YouTube Channel Illustrate and influence a particular legislative bill Do Something New
    6. 6. Audience Good Audience Bad Audience Women 18-35 Everyone Parents of Young Children The Public Members of Congress The World Our Current Supporters People Who Care About Our Issue
    7. 7. The Staffing and Budget <ul><li>What skills does your team have? </li></ul><ul><ul><li>Storytelling </li></ul></ul><ul><ul><li>Editing </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><li>Who needs to be involved? </li></ul><ul><li>Who has the passion? </li></ul><ul><li>How can we maximize our budget for the future? </li></ul>
    8. 8. The Message & Style <ul><li>What themes do your audience care about? Right now? </li></ul><ul><li>What story are you telling? </li></ul><ul><li>What can video accomplish that text and images cannot? </li></ul><ul><li>How will video compliment your other creative? </li></ul>
    9. 9. Staff Produced
    10. 10. Documentary
    11. 11. Public Service Announcement
    12. 12. Animation / Motion Graphics
    13. 13. Personalized Video
    14. 14. Broadcast Events
    15. 15. The Production <ul><li>Do you need outside help? </li></ul><ul><li>How much media (video/photography) do you already have? </li></ul><ul><li>What new footage do you need? </li></ul><ul><li>How will you script the piece? </li></ul><ul><li>Do you have a contingency plan? </li></ul>
    16. 16. The Measurement <ul><li>Did you achieve your goal? </li></ul><ul><li>Were there any unanticipated outcomes? </li></ul><ul><li>What was the best thing you did? </li></ul><ul><li>How would you use video differently next time? </li></ul>
    17. 17. Amnesty International <ul><li>“Amnesty International is About Us” and “What Word Describes Amnesty International?” companion pieces </li></ul>
    18. 18. Strategy & Messaging <ul><li>Year-end online fundraising campaign </li></ul><ul><ul><li>Successful tactics employed in Sept Membership Drive; emphasis on success stories of Prisoners of Conscience </li></ul></ul><ul><ul><li>Focus group research findings showed members were responsive to being part of Amnesty activist movement </li></ul></ul>
    19. 19. Strategy & Messaging <ul><li>Campaign needed to be both: </li></ul><ul><ul><li>Based on tried-and-true tactics of previous 2008 campaign </li></ul></ul><ul><ul><li>Unique enough to be a stand-out because of year-end competition in tough economy </li></ul></ul>
    20. 20. Staffing <ul><li>Creative concept developed by staff stakeholders, a partner, and a videographer </li></ul><ul><li>Have internal video production capacity, but need videographer to do heavy lifting due to resource limitations </li></ul><ul><li>Accompanied crew for filming at Amnesty regional conference </li></ul>
    21. 21. Challenges <ul><li>Cold feet. Interviewee backed out 3 weeks before video launch scheduled. </li></ul><ul><ul><li>Developed contingency plan quickly </li></ul></ul><ul><ul><li>Extra footage became the primary material </li></ul></ul><ul><ul><li>Created two 90-second videos from footage </li></ul></ul>
    22. 22. Challenges <ul><li>Response not what we hoped (initially) </li></ul><ul><ul><li>Video message 1 of 2 was average </li></ul></ul><ul><ul><li>Believed choice of players was the culprit </li></ul></ul><ul><ul><ul><li>YouTube allows users to click through to YouTube </li></ul></ul></ul><ul><ul><ul><li>Multivariate testing shows these distractions negatively impact response rate </li></ul></ul></ul><ul><ul><li>Feedroom player had more control </li></ul></ul><ul><ul><ul><li>Huge lift in response for video 2 of 2 </li></ul></ul></ul>
    23. 23. Successes <ul><li>Reached December fundraising goal </li></ul><ul><li>Many lessons learned </li></ul><ul><ul><li>Mechanics of integrating video into online campaigns </li></ul></ul><ul><ul><li>Working, replicable process for video production that will save time and money </li></ul></ul><ul><ul><li>Pew study says video-sharing sites nearly doubled from 2006 to 2009 </li></ul></ul>
    24. 26. Let’s Watch
    25. 27. Let’s Watch
    26. 28. National Parks Conservation Association <ul><li>The Campaign: “National Parks Week—NYC” </li></ul><ul><li>The Timing: September 2009 to coincide with release of Burns Burns latest film The National Parks: America's Best Idea </li></ul>
    27. 29. Let’s Watch
    28. 30. Strategy <ul><li>Tap into buzz around Burns’ new film The National Parks: America's Best Idea </li></ul><ul><li>Build on interest in the film to draw attention to national park issues </li></ul><ul><li>Draw attention to National Parks Second Century Commission report & findings </li></ul><ul><li>Promote concert/events in NYC </li></ul>
    29. 31. Tactics <ul><li>Media Tactic: Online Press Tours </li></ul><ul><li>Audience: Reporters and Bloggers </li></ul><ul><li>Theme: “Hidden Treasures of New York” </li></ul><ul><li>Video Goal: Increased coverage in print and online media </li></ul><ul><li>Style: Documentary </li></ul>
    30. 32. Staffing <ul><li>Concept and plan developed by media team, regional staff, PR firm, and video production firm </li></ul><ul><li>Managed & implemented by staff of one! </li></ul><ul><li>Filming and production by external firm </li></ul><ul><li>Regional staff accompanied crew for filming </li></ul>
    31. 33. Challenges <ul><li>Complex content with multiple partners </li></ul><ul><li>Even with pro-bono assistance, videos were expensive to create! </li></ul><ul><li>Hectic timeline cut into promotion time </li></ul><ul><li>Time intensive for staff </li></ul><ul><li>Unable to include compelling call to action </li></ul><ul><li>Limited views; limited pick up </li></ul>
    32. 34. Successes <ul><li>Two blog postings with the most influential environmental blogs </li></ul><ul><li>Opportunity for media staff to innovate </li></ul><ul><li>Reporters found value in both traditional press tour and online option </li></ul>
    33. 35. Discussion <ul><li>Contact Us </li></ul><ul><ul><ul><li>See3 Amnesty </li></ul></ul></ul><ul><ul><ul><li>(773) 784-7333 (212) 633-4178 </li></ul></ul></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>@See3 @milosybrant </li></ul></ul></ul><ul><li>Felicia contact available in person </li></ul><ul><li>Slidedeck and resources will be available at </li></ul><ul><li> </li></ul>
    34. 36. Evaluation Code: 118 How Was this Session? Call In Text Online Call 404.939.4909 Enter Code 118 Text 118 to 69866 Visit Enter Code 118 Session feedback powered by: Tell Us and You Could Win a Free 2011 NTC Registration!