P.E.J.E. mission video


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Michael Hofman, CEO of See3 Communications' presentation at the 2010 PEJE Conference about how schools must use video to meet their goals, build awareness, and raise funds

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  • What Hoffman took away from his time as a fundraiser was that there is a gap between the amazing work on the ground and what donors can see and feel. Closing that gap is the most important thing a fundraiser has to do. Video, better than any other strategy, helps to close that gap because it can deliver the emotional content needed to connect to people.
  • If you spend lots of time making a story, but it doesn’t meet your donors where they are, it won’t connect and you will find, like in this picture, that you spent a lot of effort and you can’t achieve your desired result.
  • Accompanied by his eleven best friends, Darius Weems, a fifteen-year-old living with Duchenne Muscular Dystrophy (DMD), leaves home for the first time in his life. The rowdy crew sets a course for California where they hope to convince MTV to customize Darius's wheelchair on the hit show, Pimp My Ride. Watch this clip here: http://www.youtube.com/watch?v=TcI8fYKH3Ik&feature=channel - In the end, good content will attract people. Tell your stories!
  • P.E.J.E. mission video

    1. 1. http://www.google.com/imgres?imgurl=http://www.blackbaud.co.uk/i mages/BBE_Images/Logos/ifc_logo.gif&imgrefurl=http://www.blackba ud.co.uk/events/bbe_sectorevents.aspx&usg=__oF24aG0gxkjpRBZXaG lQvpYcld4=&h=107&w=216&sz=2&hl=en&start=0&sig2=D4PD0rGFUO wiw2qd6tQjJA&zoom=0&tbnid=Appraan_00cSSM:&tbnh=53&tbnw=10 7&ei=WJa8TLblHtTUnge00Oy- DQ&prev=/images%3Fq%3Dinternational%2Bfundraising%2Bconferen ce%2B2010%2Blogo%26um%3D1%26hl%3Den%26biw%3D986%26b ih%3D590%26tbs%3Disch:1&um=1&itbs=1&iact=rc&dur=347&oei=Q Ja8TKb4MZaLnAec1dWjCg&esq=6&page=1&ndsp=16&ved=1t:429,r:2, s:0&tx=38&ty=26 Mission Video Harness the World of Online Video for Your School Michael Hoffman: See3 Communications Prepared for PEJE Presented by Michael Hoffman, CEO, See3
    2. 2. Michael Hoffman: See3 Communications Today’s Session The web and TV are merging, turning your website into a channel. Schools that can harness this new world of video will gain invaluable attention to bring in new students and donors. There is a paradigm shift underway--you now have to stop telling people what a wonderful school you have and starting showing them. But how can you do this with limited resources? What roles do YouTube and your website play? In this session, you will develop strategies for programming this new channel, study compelling and interesting content designed to deepen parent engagement and promote your school, and learn how to develop a culture of storytelling that directly benefits your bottom line.
    3. 3. About Me Michael Hoffman, CEO, is a leading authority in online video for nonprofits and a long-time consultant to nonprofit leaders on online fundraising and outreach strategies. He started his career as a political consultant and Washington-based nonprofit fundraiser before joining a venture investment firm to develop internet start-ups. Post-bubble, Hoffman founded See3 to bring together his belief in the power of the web and his passion and experience with nonprofit fundraising, advocacy, and education. He is a frequent blogger and tweeter on nonprofit marketing and is a nationally sought-after speaker on topics such as online cause marketing, web video, and Web 2.0 for social change. See3 Communications is an interactive communications agency that works exclusively with nonprofits, foundations, associations, and social causes. We specialize in online strategies and campaigns, video production, and web design & development.
    4. 4. Source: Nielsen//NetRatings (December 2009) - US audience. 48%27.3Female 52%29.8MaleGender 19%10.955+ 21%11.945-54 22%12.335-44 19%11.118-34 19%11.0<18 –57.1AllAge % UsersUsers (M) In 1 Minute 24 hours of video are uploaded to YouTube #3 Biggest Site in the World Bigger than MSN and Wikipedia 58 Minutes Average time spent on YouTube Video is BIG
    5. 5. Donor Demographics Last year, Convio, SeaChange Strategies and Edge Research released a report called “The Wired Wealthy: Using The Internet to Connect to Your Middle and Major Donors” Surveyed donors with email addresses who donated over $1000 during an 18-month period Findings: • 9 % of these donors use Facebook • 16% of these donors use LinkedIn • 52% of these donors use YouTube
    6. 6. Your Website is Your Channel
    7. 7. Graphic from HubSpot
    8. 8. Why Storytelling is Important “Stories are the best way to convey information, ...the best way for people to remember things ... The best way to get to people's hearts and make them take action.” -- Roger Burks
    9. 9. Find Them Where They Are
    10. 10. People Pay Attention to Good Stories
    11. 11. 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
    12. 12. 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 (i.e. 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 flipvideospotlight.com Storytelling Tips
    13. 13. 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
    14. 14. 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 Tips
    15. 15. 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 Storytelling With Video
    16. 16. Current video assets • What do you already have that you can repurpose, reuse, and recycle? • What about parents, families, and other community members? Do they have video you can leverage? People • Who do you want to get on screen? Who is going to shoot and manage logistics? Who needs training? Events • Think hard about the opportunities and barriers before deciding which events to get on video Fundraising Opportunities • What do you need to capture to make an appeal? Organizational goals and messages • What content is a “must have” to deliver on your message around your goals? Think Strategically
    17. 17. • Get your calendar out! • Determine what video resources you'll need • Build internal capacity through trainings • Make at least one more video than last year • Write grants focusing on visual storytelling Grow Your Video Strategy
    18. 18. Key Planning Questions • What are our goals? • Who are we trying to reach? • What message do we want to send? • How will we reach our audience? Where will this video live? • What action do we want them to take? • How will we measure success? Grow Your Video Strategy
    19. 19. Documentary • Strong way to show a school’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)
    20. 20. Staff Produced
    21. 21.  Behind the scenes – people are much more interested in process than you think!  Use computer cameras or Flip Video to staff members, interns, volunteers, students?  Conduct video interviews via Skype (i.e. bloggingheads.tv)  Good for immediate updates Staff Produced
    22. 22. • 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 speeches/text to life Animation/Typography
    23. 23. 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
    24. 24. So Many Ways to Show Video
    25. 25. • Tie your video to an action/campaign • Mobilize your email list • Build relationships with bloggers • Feature in multiple areas on your website • Distribute on social networks • Give as a tool to your partners • Talk about it offline 7 Ways to Distribute Video
    26. 26. • Get a pocket camera (or 10!) for your school • Build a media library • Start an account on TubeMogul.com • Find the passionate people in your organization and • let them loose! • Use YouTube Annotations 5 Things You Can Do Right Now
    27. 27. 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
    28. 28. Discussion Michael Hoffman  Email: michael@see3.net  Twitter: @Michael_Hoffman  Phone: +1 773-784-7333 The slidedeck and links will be available after this session at www.see3.net/peje