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
Harness the World of Online Video for Your School
Michael Hoffman: See3 Communications
Prepared for PEJE
Presented by Michael Hoffman, CEO,
Michael Hoffman: See3 Communications
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
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.
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
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
Source: Nielsen//NetRatings (December 2009) - US audience.
In 1 Minute
24 hours of video are
uploaded to YouTube
#3 Biggest Site in the World
Bigger than MSN and
Average time spent on
Video is BIG
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
Surveyed donors with email addresses who donated
over $1000 during an 18-month period
• 9 % of these donors use Facebook
• 16% of these donors use LinkedIn
• 52% of these donors use YouTube
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
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
- Marshall Ganz
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
• 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.
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.
Above All, Tell a Story
Show it visually
Give your viewers the right web
Sound is critical
Prepare a script and get
Storytelling With Video
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?
• Who do you want to get on screen? Who is going to
shoot and manage logistics? Who needs training?
• Think hard about the opportunities and barriers
before deciding which events to get on video
• 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?
• Get your calendar out!
• Determine what video
resources you'll need
• Build internal capacity through
• Make at least one more video
than last year
• Write grants focusing on visual
Grow Your Video Strategy
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
• How will we measure success?
Grow Your Video Strategy
• Strong way to show a
school’s work and
• Focus on the individual
stories of real people
• Create a media library
to pull from
• Reuse and repurpose
for different mediums
• events, DVDs,
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.
Good for immediate updates
• Very popular style (use
• Great example is Girl
Effect – success is in
• the problem in simple
• Distill the story through
words and music
• Method to bring
Broadcast Live Events
• Stream important news or
• live using Ustream or
• Reach and connect with
larger audience online
• Use live streaming to hook
into top news stories
• Stream and archive
• Tie your video to an
• Mobilize your email list
• Build relationships with
• Feature in multiple areas on
• Distribute on social
• Give as a tool to your
• Talk about it offline
7 Ways to Distribute Video
• 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
You Made The Video. Now What?
Bring people to your video
◦ PR (earned media)
Bring your video to people
Social Networks (Facebook, etc.)
Phone: +1 773-784-7333
The slidedeck and links will be
available after this session at