The document outlines a workshop presentation by Rhea Allen on integrating video into nonprofit marketing, focusing on its importance, methods, best practices, and funding strategies. Key points include the effectiveness of video for storytelling, practical tips for production, and metrics for tracking success. The workshop aims to equip nonprofits with the knowledge to leverage video for increased engagement and fundraising efforts.

1. Integrating Videos into Your
Marketing Toolbox
prepared for
Workshop: Integrating Video into Your Marketing Toolbox
Presentation Date: Sept 23, 2011
Time: 1:15pm - 2:30pm • Marketing Track
Presenter: Rhea Allen | Director/Producer | Integrative Marketing Specialist |
President/CEO Peppershock Media
Whether it’s on your website, your Facebook Page or at your
fundraising events, video is a great way to share your
nonprofit’s story!

2. What you will learn:
• Importance
• What to Expect
• Methods
• Best Practices
• Things to Consider
• Funding the Effort
• Distribution
• Tracking Results
• Examples & Why it Works

3. Importance
Why is a compelling video important?
• Bring controlled attention to a cause
• Visual way for people to connect or reconnect with an
issue
• A compelling story will be shared with the WORLD
• New audience online
• Online action, reaction
• 30 seconds instead of 3,000 words of text
• Video is passive, not as much work to watch a video as it does
to read online
• People get distracted easily when reading online
• Video can elicit quick response

4. What to Expect
When working with a video production team.
1. Pre-pro
The more we plan ahead,
the better the outcome!
2. Production
3. Post-Production

5. Methods
•Overviews •Vlogs— video logs,
• Testimonial / Interviews chronological
• “Edutainment” = documentations with
Educational by way of use of video
entertaining the •Informational: tips, best
audience practices, top 5-7 lists
• Documentaries •Interactive or audience
• Persuasive messaging, engaging videos; i.e.
insightful & emotionally “Chose your own
compelling Adventure” – video
programming on YouTube

6. Things to Consider
•Timelines •Props, wardrobe,
•Budget costumes, staging the
•Format scene(s)
•Copyright/music •Image release/location
licensing/Sound effects release forms, permits...
•Talent: voice-over, on- •Kraft services
camera, extras •Equipment &
•Location transportation costs,
•Lighting & sound logistics
situations •Friends, family, co-
workers, acquaintances!

7. Best Practices
When you do it yourself.
•Gear
✓Batteries charged?
✓Enough Tapes or media card space?
•Audio
✓Use an external mic whenever possible
✓Hide the cords
✓Avoid external noise
• Tri-pod
✓Steady and stable shots, no shakiness!
✓Set the shot for 8-10 seconds, let action happen
• Lighting
✓Find a well lit area
✓Watch out for backlit faces/shadows

8. Funding the Effort
Creative ways to fund the costs of production.
•Grants, •Underwriting messages
•Idaho Commission on •Product placement or
the Arts, quickfunds endorsements
•Idaho Film Bureau •Begging for pro-bono--
•Others YIKES!
•Online contests/awards •Sponsorship recognitions
submissions in exchange for in-kind
•Fund-a-cause-video services
kickoff or launch parties •Premiere parties and
•Requesting funds from exclusive screening
your loyal donors parties
•kickstarter.org and other •DIY with the help of
crowd sourcing sites Peppershock!

9. Best Practices
When you do it yourself.
• Shooting Footage
✓ Move to different angles of a room
✓ Do not shoot backs of peoples heads
✓ Get speaker & crowd reaction shots
✓ Wide Shot - establish the scene
✓ Medium Shot
✓ Close Ups - to break up the shot to avoid jump cuts
✓ Extreme CU - compelling angle, hands clapping, faces
smiling, emotional component
✓ Move your body closer, don’t just zoom in - shakiness!
• Practice, Practice, Practice
✓ Do you know the camera settings
✓ Events -- one time shot!

10. Distribution
Formats:
• MPEG • USB thumb
• Flash Video drives w/
• YouTube autoplay
• Vimeo • email blasts
• Yahoo Video linkage Google Wave
• uStream for • Supply to
live events media via ftp
• Video Blog or tape
• Facebook
• DVD / CD &
packaging
Google Talk
Hoot Suite
Plan ahead so you aren’t stuck later. Work with your
website vendor* to determine best video playback options.
*Peppershock can become your provider of choice!

11. Tracking Results
• Tracking
• # of views
• How long it’s been viewed?
Do people quit watching after a certain point? Why?
• Comments made?
• Shared or RT’d, forwarded or searched?
• Google Analytics or other
• Hootsuite - a social media team collaboration too
• SocialMention.com
• Facebook Insights - admin on your FB page
Track conversions -- determine a monetary value of what the
video contributed to your nonprofit over a defined period of
time. If it’s well done, it can pay for itself triple-fold!!

12. Examples
Sample Video: event video from day one of the 2011
conference
How & why video works in augmenting your fundraising,
public outreach & awareness efforts
Words of Advice!
•Gala Videos - Polished, Compelling - Paddle Auction
•A/V Equipment
•DVD player overheating - don’t leave it on too long!

13. QUESTIONS?
Rhea Allen, M.B.A.
Director/Producer | Integrative Marketing Specialist |
President/CEO
Peppershock Media
rhea@peppershock.com | Twitter: @Peppershock |
208.461.5070 | www.peppershock.com
*Mention the presentation you attended to receive a 15% non-profit discount on our
marketing strategy & creative production services, (excludes hard-costs).
Peppershock Media, a hybrid agency.
Fresh Marketing Strategy + Creative Production Services.
Campaign Planning | HD Video Production | Graphic Design | Advertising Services