But while some charities use video to reach supporters, potential donors, and the public, others have been slow to adopt the approach.
What's the best way to use video storytelling to get your group's message across to current and potential supporters? What technologies work best for public-service announcements? What's the difference between direct-response and viral video?
The Guests
Sara Fusco is assistant director for online communications at Refugees International, in Washington, where she is managing a redesign of the organization's Web site. Previously, Ms. Fusco was deputy director of development at the National Legal Aid & Defender Association, where she developed databases and marketing materials, and directed the organization's special events planning. Michael Hoffman, an expert in online business development and marketing, is chief executive officer of See3 Communications, which develops visual, audio, and photographic content for nonprofit groups wanting to raise money and spread their message. Mr. Hoffman co-founded DoGooderTV and EarthFirst.com. Mr. Hoffman is also the host of the Guide to Online Video, an introduction to online video for nonprofit groups.
Mark Horvath is a television producer who creates video content for nonprofit causes. He has worked extensively with the homeless population in Los Angeles for over eight years, and creates video narratives of the plight of homeless people in Los Angeles. His videos can be seen at http://invisiblepeople.tv/blog/. He has also developed marketing and fundraising campaigns for churches in Los Angeles, and St. Peters, Mo.
Steve Braker has produced broadcast, non-theatrical, and commissioned documentaries for more than 25 years. He founded Worthwhile Films, a Northfield, Minn., company that produces documentary and educational video, and other types of media programming for nonprofit organizations and government agencies.
A transcript of the chat follows.
Peter Panepento (Moderator):
Hello, and welcome to today's online discussion on online video for nonprofits.
Peter Panepento (Moderator):
The growth of social media has made it easier than ever before for nonprofit groups to use video to spread their message and raise money.
Peter Panepento (Moderator):
But for many organizations, video isn't part of the daily routine. And, of course, budgets are tight. So how can your group effectively create, produce, and market video on a tight budget? What are the common mistakes? What are others doing?
Peter Panepento (Moderator):
Today, we have four experts in the use of video for storytelling and advocacy available to answer these and other questions.
They include:
Sara Fusco, assistant director for online communications at Refugees International, in Washington; Michael Hoffman, an expert in online business development and marketing and chief executive officer of See3 Communications; Mark Horvath, a longtime television producer who creates video content for nonprofit causes; and Steve Braker, who has produced broadcast, non-theatrical, and commissioned documentaries for more than 25 years.
Peter Panepento (Moderator):
To ask a question of one of our guests, please click on the "ask a question" link on this page and type in your question. This discussion is text based, so there is no need to call in. The page will refresh every minute with the newest information.
Peter Panepento (Moderator):
With that, let's get started ...
Steve Braker:
Hello all, I'm Steve Braker and I've been producing "narration-free" documentary style video for NGOs / nonprofit organizations for 25 years as Worthwhile Films (http://worthwhilefilms.com).
It's exciting to see that video is in a new era in terms of its reach and potential, now that almost anything can be seen almost anywhere. That doesn't mean that the old ways of getting an org's video message in front of the right eyeballs are obsolete, they're just part of a larger mix. The challenges are the same: produce video which tells a compelling story and message, and get the right people to see it in a productive context.
Question from Ellen, small video production company:
Where can I find data on the effectiveness of using video for nonprofit fundraising?
Michael Hoffman:
There is a lot of information online. A good place to start is the Guide To Online Video at http://www.see3.net/guide/
Question from Ladd Morgan, Ernst & Young:
If a small nonprofit cannot afford a professionally done video, should it approach donors with something homemade?
Sara Fusco:
In large part I'd say it depends on the content that you have, and the donors you are approaching. "Amateur" raw footage can be extremely compelling to donors if the content is fresh - something that hasn't been seen or told before - and has an emotional story that is being told.
Don't try to over-stylize it yourself. As long as the content is there, the story is sharp, and you clearly make the case that your organization is the one who can best address the issue you're portraying, then yes, it can absolutely be homemade and work for donors.
Mark Horvath:
Quality transmits credibility. people will judge your brochure, video, or any marketing material by how professional its done. that said, with today's tools and a little extra work quality video production does not necessarily have extreme costs anymore.
Question from Jeff, Rainbow Hospice:
We have some older, non-professional equipment (digital but just barely) like a handicam. Is it worth producing something or just waiting until the budget opens up for better items?
Mark Horvath:
NEVER WAIT! Right now all I have is a laptop that cannot even edit video and a small camera. My Avid died and I cannot afford to replace it. I sat and looked at what I didn't have and got depressed. Once I started to look at what I had and just decided to make things happen I found the solution. The point is take what you have and make something. If you are missing an important piece rent or borrow.
Peter Panepento (Moderator):
We've had a couple of questions come in about this format. This is a text-only chat -- so there is no audio or video that accompanies this discussion. This page will refresh every minute with the newest material. Thanks everyone.
Question from Piper Stege Nelson, NDI:
When posting a video on your website, specifically on the CONTRIBUTE or DONATE page, what is most compelling? And what length is best?
Steve Braker:
I think in this day and age, you need to get the viewer on your side as quickly as possible. I'm still a proponent of getting people in a room to watch and discus a video, but you don't have a "captive audience" online.
Your online fund raising video might be 5 or 8 or even 12 minutes, but you want them to have a good feeling for what you're about and why they should help within the first 1 or 2 minutes.
Question from Kin Lazzaro, Sarah Lawrence College:
Would you suggest using online video as part of the acknowledgement process?
Sara Fusco:
Absolutely! It's a great treat to donors to receive something that helps them see that their money is going to an important cause. Anything that makes a donor feel special does wonders for your cultivation efforts.
Question from Scott Fortnum, ALS Canada:
I run the development program for the ALS Society of Canada and we have a stellar 60 second PSA that essentially chronicles the impact of the disease (typically 3 to 5 years) in one minute.
It is extremely powerful according to viewers and has been blogged about internationally on various marketing sites.
The industry buzz is great, but I am wondering what some of your thoughts are with regard to getting this in front of potential donors.
Steve Braker:
Congratulations, Scott. It sounds as though you're in a great position! I won't be an expert on this as it's more in the realm of web message wrangling than video itself.
But I think the challenge will be to get as many of those online placements to point back as visibly as possible to the site where people can take action. The video should include a specific call to action; if it isn't in there it should be added as text-over or at the end.
Question from Katherine, Mary's Pence:
If I have a four minute video of a grantee of ours that is compelling of our organization how can I use this to reach donors or educate people? What are the best ways to use this video?
Mark Horvath:
Interesting question. Sometimes video is not the answer. So often I hear "lets make a video" when another method would work best. The key here is to know your donors and ask THEM how they want to receive communications. For example, if they are online then add to a Web page or send in an e-blast. If the video is short make a business card sized DVD and mail it. There are many delivery methods but I must stress that you MUST know your donors. The real questions is, how do they want to receive your messages? I hope that helps
Question from Scott Squire, NonFiction Media:
As a small-footprint documentary production company, I'd like to know how to make a convincing case to organizations for making the relatively substantial up-front investment a documentary entails.
Steve Braker:
Great question. First of all I would suggest targeting yourself to the groups or types of groups that you really believe in and want to work with.
The vast majority of my projects are funded by sources outside the organization's budget. Government funding, foundation grants, individual donors who see it as valuable seed money for other donations. I help the organization in this process by providing a proposal and other materials which are then turned around as part of the appeal or application to fund the video. It's a new age, of course, but I think the same process is still alive.
Question from Nedra Weinreich, Weinreich Communications:
What are the elements you need to think about in video storytelling that are different from telling a story in print? Thanks!
Mark Horvath:
To me, the big difference is emotion. So much communication is lost in the written word where video/audio will capture everything. I personally like the person to tell their own story as I feel it's more powerful then a voice over narration. I am also not very big on locations unless they bring real meaning and emotion to the person being interviewed. Head shot so you can see the face and then add broll to visually tell the story. music plays a HUGE part in bringing emotion and is a very effective tool that print cannot provide.
Question from Abhilash Ravishankar, grassroutes.in :
I have a question, which is quite specific in nature. We fund youth to go on road-trips to rural areas, meet change-makers and document their travelogues on video.
When we process the video, we look at two audiences:
a. Donors
b. Other youth (in order to inspire them to travel for social change).
How different do you think the stories in the videos should be for the different audiences?
In your experience, what does a donor look for? Obviously impact. What else?
Michael Hoffman:
I think the most important thing is telling compelling stories. Stories that work, work for everyone. The difference between donors and others might be length and format -- you might want to use the donor videos in a presentation and you might need to have a different length or different messaging at the end.
Donors want to know that their support matters to real people. They want to know that the problem isn't so large that they can't have an impact, and they want to see their money at work with real people.
Question from Rachel, large nonprofit:
What are some of the pitfalls or obstacles I might run into as a part of a very large nonprofit? I'm interested in pitching it to my supervisors, but know I will face some resistance. Do you have any statistics of how online videos have been helpful to groups?
Sara Fusco:
It definitely can be tough to make the initial case. There are success stories that I know of, but it depends on your objective with the video (advocacy, fund raising, list-building). Michael at See3 probably has better ideas of statistics that he could share with you.
You'll need to develop a targeted campaign with a very clear objective, and then explain how online video will fold into that. Video is not the silver bullet, and can't accomplish your goal by itself. It's mostly the outreach that you do once it's produced and posted online that can make or break your campaign, and that's a huge pitfall that people can overlook. Just because you build it, it doesn't mean they will come.
Question from Jeff, Rainbow Hospice:
We're not eligable for Adobe non-profit discounts on Premiere (at least not through Techsoup) is there anywhere else to look to get decent editing software? -note no one here has a mac to use Final Cut.
Michael Hoffman:
The kind of software matters less than just getting started. Windows Movie Maker software is free and it can do basic editing. If you are committed to really building an in-house capacity for editing, I suggest speaking with your key supporters about why this investment is important and try to get them to underwrite the purchase of the software.
Question from Chris Davies, Weldmar Hospicecare Trust:
We were fortunate to have a film presented for us by a national celebrity, written for us by an Oscar winner (Gosford Park, etc) and produced by professionals - but it was too long for YouTube. I have added it as two halves. But the first half is getting 3 times the views of the second. They have offered to recut it (just needs 1 minute and 30 seconds taken out) but, as it's been there for four months now I'm not sure if this is a good idea. Will it dilute/ruin the impact we have already made?
Mark Horvath:
OUCH, these are great questions. The biggest bang was when it first went up. Unless you are going to promote it again it may not be worth the effort however, if they are offering to recut for free then do it just to have it. Personally, I never like to cut projects in parts. As I type I'd say YES, make it all into one. You'll find a use for it.
Question from Alexia Harris, adult education nonprofit:
It seems like most people are interested in nonprofits that cater to children, pets, or diseases. Do you have any suggestions for getting the public's attention if we don't serve those publics?
How can we use video to talk about the importance of adult literacy/education?
Steve Braker:
The categories you mention might be the most visible, but that doesn't mean your audience isn't out there. As Mark recently said to Katherine, video may or may not be the best vehicle for you. It's a tool to be used within the context of your overall marketing and fund raising.
I think telling genuine, straight-up stories is the best way to really reach anyone on any subject. Build a conversation with the people involved, and back it up with visual stories.
I wish I had the link for you, but there was a segment within the last month on NPR's "The Story" which was absolutely riveting - and they were talking about literacy! It took the story of one adult, in depth, and looked at how her life changed as she learned to read. There's one great example - it could have been audio, print, or video.
Peter Panepento (Moderator):
We're about halfway through today's discussion and I wanted to post a reminder that you can submit questions or comments by clicking on the "ask a question" link on this page and then typing away.
Question from Amy Welsh, The Coordinating Center:
What type of a release do you need from the constituent in the video?
Sara Fusco:
We have a standard release that essentially says the individual understands what the objective is of the video, where it will be shown, how it will be used, and that we are free to edit the footage we collect from them. This should be signed by a parent or guardian if it's a minor, too.
There is also a location release we use that says it's okay to take footage of that space and edit it for those same purposes (mostly for when we collect b-roll).
It can also be extremely useful to get the individual on tape right at the beginning of the interview, with you explaining all of these details, and getting their verbal agreement. That's your safety net.
Question from Rachel, large nonprofit:
What are some of the pitfalls or obstacles I might run into as a part of a very large nonprofit? I'm interested in pitching it to my supervisors, but know I will face some resistance. Do you have any statistics of how online videos have been helpful to groups?
Steve Braker:
I'm afraid I don't have statistics, I just know that organizations are doing more video than ever, and the ones I'm involved in report great success in public awareness, donations, and other forms of support. Just tell them the people doing video say it's a good idea.... One longtime resource for this kind of information has been the Benton Foundation, I don't know what they have now but they have a long history of tracking media trends including nonprofit use. You might also want to check out the Communicators Network, for nonprofit communications people.
Question from Lauren, higher ed:
Do you see video social media site as a good method of online philanthropy? Are there specific organizations doing this well?
Michael Hoffman:
Absolutely! Social media sites are a great way to distribute video online. Of course there is YouTube, but there are also social networks such as Facebook, MySpace and smaller social networks built on platforms like Ning. The key is to map your community online. Where do the people you want to reach go? Start there, and then bring your compelling content to them -- don't make them come to you.
Question from Melissa Hoyos, City University of Seattle:
Could each of you recommend a compelling Web site or video link that you believe is an innovative example of how to use multimedia for fund raising purposes?
Mark Horvath:
Here is my favorite right now:
http://participate.denversroadhome.org/
My friends at URM do a great job and their short videos have made "stories from skid row" in the top 20's on Itune.s
http://www.urm.org
Of course, what I do
http://invisiblepeople.tv
social media release http://pitch.pe/4732
I'm not going for fund raising although there are strong elements. This was not part of the question but one of the reasons I started this is so many nonprofit videos show VICTORY that people detach, they say "wow, look at how great they are, now we don't have to do anything." Hhomelessness is not going away and is getting worse.
The one tip I can leave you with is that in creating a cause fund raising video ,do not leave the viewer thinking you solved the issue.
Question from Melissa Hoyos, City University of Seattle:
Could each of you recommend a compelling Web site or video link that you believe is an innovative example of how to use multimedia for fundraising purposes?
Sara Fusco:
I think American Jewish World Service does great things with video...which you probably read in the accompanying article! (http://www.ajws.org)
And I'll boast a little about our own current campaign (http://www.refugeesinternational.org/iraq-release) that is centered around a take-action and list-building.
I strongly believe that video isn't the magic solution to raise money, but it's one of my best (and favorite!) tools to cultivate and build faithful donors.
Question from Robin Gabbard, Buckhorn Children & Family Services, Kentucky:
We have a great 1- minute video. I would like to have a 1 - 3-minute clip edited from the original and put on our Web site. It tells me that our site cannot handle the video stream. Can you point me to a reputable source where I can learn more about the needs of a Web site handling video and how to upgrade if needed?
Steve Braker:
Robin, I can't speak to your specific technical (or internal affairs) situation, but you may want to seriously consider the social networking sites - specifically Facebook and Youtube. If you won't be doing a lot of video I would currently suggest Facebook, as higher quality video can be integrated into external sites with minimal fuss and almost no branding ("Facebook" shows up for about three seconds on playback). Assuming you aren't on Facebok yet, there's another thing to ponder. It's very well used by the nonprofit community and has features specifically beneficial for nonprofits. Take a look at how some organizations you know are using it.
Steve Braker:
There have been a few questions about DIY video. I'm not a blogger, but in response to a request from Kivi Leroux Miler I did put up a few do-it-yourself video tips here: http://tinyurl.com/bmre6z . It is general and technical and doesn't address the questions of style and approach - which deserve the most attention. You really need to plan out exactly what you want and make sure that it meets your needs and your resources.
Question from Katherine, Mary's Pence:
What is a business-sized DVD? Will people know how to use it? I think the piece I have could go on a Web site, and could also be used at small donor gatherings as a discussion piece.
Michael Hoffman:
I'm not sure what you mean by business-sized DVD, but DVDs can be sent to donors. I think they are best used as part of a facilitated discussion. It often makes sense to do both -- have a DVD for distribution to events and to key donors/board members, etc... and put the video online.
Question from Steve Brand, Ways & Means Productions:
Can you give us a range of typical rates being charged for producing different length videos (30 second spots, 2 minutes, etc) - both for broadcast and for online? I know there can be an enormous variety depending on the nonprofit's operating funds, but any ballpark figures would be helpful. Operative word is typical.
Mark Horvath:
Oh that all depends. You can shop around and get cheap rates but lots of times you get what you pay for. Coming from the church world where staff is usually untrained volunteers and good gar is a hard sale to a pastor you get used to making excellence with a little.
It also varies on what your spot is and how extensive the production will be
To me, more important than price is you need to build a relationship with a media team that GETS your vision. There are lots of "cookie cutter" guys that will give you a rate and produce your spot. But if they cannot properly transmit your message it's a complete waste.
Comment from Jeff, Rainbow Hospice:
Here's The Story segment on Illiteracy that Steve Braker referred to earlier, http://thestory.org/archive/the_story_682_Learning_To_Read.mp3/view
Question from Melissa Hoyos, City University of Seattle:
Could each of you recommend a compelling Web site or video link that you believe is an innovative example of how to use multimedia for fundr aising purposes?
Steve Braker:
There are many, but I would point you to Mark Horvath who is in the room here. I don't know what's going on on the fund raising end, but his invisiblepeople.org makes a very compelling case for L.A.'s homeless people.
Question from Helen, Los Angeles Education Partnership:
How do videos compare if scripted by someone within the organization versus someone from the outside?
Michael Hoffman:
People within your organization know your work better than anyone from outside. And while that's important, it can also be the problem. You are sometimes too close to your issue to explain it to outsiders in the economical way necessary for good video.
When we work with someone it's a partnership. We assume they know their work better than we do, but we also know how to craft stories from the raw material. If you are working only in-house, I suggest showing it to people outside and getting and accepting honest feedback. If you are working with someone from outside, it still has to feel authentic to you, or it won't feel authentic to your audience.
Question from Jonathan Hutson, Physicians for Human Rights:
We posted a great video on our homepage, http://physiciansforhumanrights.org, to address the astronomical cost of health care in Zimbabwe. It's called "Health Care: Zimbabwe's Luxury Item." It's posted on YouTube, and we've promoted it to our supporters via email. The Zimbabwe Times also featured it on their homepage. We've Twittered about it and promoted it via our LinkedIn group. Where else could we cross-promote our Zimbabwe video?
Steve Braker:
That's a very interesting question. As a side note, I put together a piece for an organization in Zimbabwe, but for political reasons it is only shown in person at fundraising events to protect the people in it - no web viewing. I would absolutely make a Facebook page for it, and possibly a Myspace Film page in addition to YouTube. Make sure that you maintain these sites with useful information and make the call to action as easy as possible for viewers to follow. I would embed the YouTube or Facebook (I prefer) videos on your Web page so that they are seen in your own context; Otherwise just make sure that the right links are at hand anywhere the video can be seen. It sounds like you might want a social media person to handle all this if you don't yet.
Question from Jillian DeLaTorre, small nonprofit:
We have three different audiences our videos cater to - how different should these videos be?
Mark Horvath:
These really are great questions. Without knowing any more details then what you have provided, whenever possible target to your demographic. That said, three videos. But then again as I said earlier, maybe one of your audiences would prefer communication via another media. One issue is trying to have a big net to catch everything. The more you can shape your media to target your audience the better your response.
Question from Peter Panepento:
Steve, we've talked a lot today about what makes a good video? What makes a bad one? What are some common mistakes that can doom a video's impact?
Steve Braker:
Hah! Well, we know that shakycam can work, and weird awkward editing can work. The kids these days...
But really, I think what makes bad video (bad print, bad marketing, bad communications...) is lack of a clear purpose that is actually supported by video. Also a lack of understanding of what video is good and bad at. A few statistics won't hurt, but generally people won't remember them. What people remember is the FEELING that they got from the video - a feeling for what the subject or organization does, a feeling of empathy, a feeling that the wallet is weighing too heavily upon the pants. If the feeling is instead "huh? or "ugh" or "yuck", or even "ho-hum", it isn't an effective program.
Question from Amy Welsh, The Coordinating Center:
Any video we produce would be with limited equipment and probably then edited with Windows Movie Maker. Do you have an yguidelines or list of considerations before beginning?
Michael Hoffman:
The most important thing in your case is to have the end in mind before you start. Try to know what you are trying to capture before you shoot so you don't have to do massive amounts of editing. Also, focus on good sound. People forgive bad video, they do not forgive bad sound. Investing in an external/wireless microphone pays off.
Question from Michael Woolworth, The Connection, Connecticut:
Is there any caution against using consenting current clients or graduates in the video? If they recidivate, or backslide, that might prompt us to edit the video with someone else.
Mark Horvath:
ok, if i get this right you are asking if you put a graduate from a drug rehab in a video then the person goes out and uses is there a caution.
yes, you'll know if they are going to make it, but then again. lots of people fail. not because they are bad, it's just life.
i've been in this situation MANY times. usually if we find out the person has challenges we pull it from airing. that does not lesson their story or YOUR story because you helped them off drugs. in fact, it can be a good pitch to donors for more help because this is a serious issue
Question from Melissa, Montana State Univeristy:
I work as a fundraiser trying to raise foundation dollars for programs on campus. Many programs would benefit from online videos to bring attention to the great work that's being done - such as cancer prevention and awareness in tribal communities.
My question is, program officers are overworked and don't have time to do it, everyone's budgets are taxed, so who does it? What have other institutions done?
Sara Fusco:
We've recruited volunteers to put together a handful of videos for us (from local TV stations, students, friends of friends). But more importantly, we've focused a portion of our fundraising efforts on finding foundation money for staff time and outsourced projects.
This is, needless to say, really tough to do when your staff and budgets are stretched already. But making a commitment to build a comprehensive plan to create and use video can bring great rewards. It sounds like you have extremely compelling content that I'm sure a funder would be very interested in helping you create.
Question from Elisa, E.J. Associates:
We are producing a 20-minute documentary-style video for our nonprofit client. We have identified target audiences and are planning how to reach various segments, using the video as a key tool in our marketing/outreach efforts. We are planning campaigns ranging from events to targeted e-mails to Web 2.0. We've established a presence on Facebook and will start there. What are effective ways to get people on social networking sites to watch our video? Also, we haven't used viral marketing yet. How should we approach this?
Michael Hoffman:
I think you have to ask yourself and the client whether the 20-minute video by itself can achieve your goals. When we have a need for a longer form video (20-minutes counts as long-form in a world where the average web video is 1.5 minutes) we often create derivative content from this longer form video. I am sure you have enough content to create a 3-minute version, or better yet, several 3-minute versions that accentuate different aspects of the issue.
These shorter videos will likely get more traction in social networking sites. That is not to say that people won't watch longer video -- they will. The issue of length is what is the right length for the story.
In terms of getting people to watch, you need to have sharing functions built-in -- allowing people to easily embed the video on their own blogs, tell their friends through email, and post to their social networking profiles.
Mark Horvath:
there has always been a big debate about quality vs content. remember the most watched video of our time is the Rodney King video and it was shot on VHS. yes, work hard to have excellence but ALWAYS remember compelling content is what engages and motivates your audience!
Question from Peter Panepento:
Sara, what is the most worthwhile lesson you've learned about spreading your organization's mission through video?
Sara Fusco:
That it's a crowded world of video out there and it takes some hustle to really get your message heard. Creating great content can only get your so far...the success of any type of video campaign relies heavily on your outreach, responsiveness, blog promotion, etc.
Question from Maureen, Conservation Northwest:
How much of a video catalog should be kept? We have been collecting, shooting, and producing video for more than 20 years. Some of the video has no sort of tells as to what is being shown (For example, a shot of a clearcut, but where and when is unknown, or a mountain as the sun sets, or a stand of healthy trees). Should we invest to rip all the video off VHS or batamax tapes we have?
Steve Braker:
That's a tough question, Maureen. From the language it sounds as though you might rather it all just go away. But you know that as soon as they are thrown away or become unplayable, you'll want them. I would suggest getting them at least digitized, and ideally into some higher form than DV (at least DV50). When you do want them, you'll thank yourself for doing this. During the process you can be selective and let things go, or you can save that for later (at a higher digital storage cost). I can recommend a Mac product called Frameline (frameline.tv) for capturing, clipping, applying metadata to your media. I'd b hapy to be more specific in person.
Question from Steve Brand, Ways & Means Productions:
Michael, wonder if you can explicate some more on your answer on using social networking...any specific examples on getting the message out to people through a social network as opposed to having them come to you?
Michael Hoffman:
Sure. The key to social networking is authentic conversations and so building a community on social networks is something that should extend beyond the goals of one particular video or another.
You should start by mapping the community -- where are the people you want to reach? Then make your media portable. Send the embed code to key bloggers in your community of interest, with a good reason for them to view it and use it. Join groups of like-minded people and share the video in those forums. Again, this must be seen as authentic conversation -- which involves listening! -- and should not be seen as just pumping your issue.
There is more information about this in our Guide To Online Video - http://see3.net/guide
Question from Peter Panepento:
Mark, what are some quick tips you can offer nonprofit groups that are trying to produce videos on a tight budget?
Mark Horvath:
i always work backwards. what is the result you want? phone to ring? people to write? people to show up? who do you want to take action?
i've seen big budgets hurt a campaign so just because you have limited resources don't feel less than. look at the solution and not the problem. be creative.
Robert Rodriguez has a great book "Rebel without a Crew: Or How a 23-Year-Old Filmmaker With $7,000 Became a Hollywood Player"
for anyone doing video keep it short, engaging, target your audience, and get it to them FAST. lost of times nonprofits will shoot something and work on it for months and then the urgency is gone
Question from Peter Panepento:
What do you think of nonprofit groups spending big money to create videos for annual dinners and other events? Is this the best use of their resources in today's environment -- or are there more effective ways to produce and distribute video?
Michael Hoffman:
The dinner video can be useful. But if that's where it starts and ends you are missing out.
The dinner video is a product everyone understands and as such can be used to do a lot of production for your organization. The key is to use the raw material to create MANY video products -- for the dinner yes, but also for your website, for your social communities, etc.
A dinner video we did for the American Jewish World Service became 25 different video products. Some needed an additional day or shooting, but many were just repurposed from the raw material. Make sure you get all the raw footage from your dinner video work, and that investment will be much more useful.
Question from Peter Panepento:
Michael, this medium has changed significantly in the past few years. What opportunities do you see emerging for nonprofit groups over the next few years as it relates to video?
Michael Hoffman:
Remember when your organization didn't have a Web site? And then they got one, and it was bad, and people asked "Why do we need that?" It wasn't so long ago.
We are in the same place with video today. The infrastructures of the Web and TV are coming together and so while text content won't go away by any means, the mindshare -- of donors and policymakers and volunteers -- will drift toward those who are telling compelling stories. These stories need to be authentic and transparent (about real challenges and real operations) and they will attract people.
The opportunity is for those to begin building their capacity to move beyond the one video and create a library of images and video and audio that is constantly being repurposed into messages, long and short, for your site and for all of the networks in which your audience lives online.
Steve Braker:
Just want to emphasize what Mark said: "compelling content is what engages and motivates your audience!" That's key. You may or may not need professional help depending on your slills and other factors. But Compelling is really the key word.
Steve Braker:
Steve's windup: There are many many ways to approach a video project. I think the most important things are that you as the producer or collaborator believe in the message, the approach, and your collaborators, and that the project will make the right fit with the organization, other marketing messages, donors, and supporters.
I invite you to connect and continue with questions and discussion after the session: http://worthwhilefilms.com/contact.html
Michael Hoffman:
I want to thank everyone that asked a question today. Online video is here to stay so the main take-away should be GET STARTED!
Two things I want to draw your attention to. The first is the 3rd Annual Nonprofit Video Awards. This is a great opportunity to get some recognition for your work, but more importantly it is a great opportunity to learn about what other organizations are doing that works well. You can find it at http://www.dogooder.tv/contest2009/
The second is the Guide To Online Video - a series of short videos about how nonprofits can use video. This is available at http://www.see3.net/guide/
Peter Panepento (Moderator):
Thank you for taking the time to join us today and a special thanks to our four fantastic guests, who provided some excellent information. I'd like to note that we have a special live discussion scheduled for tomorrow at noon Eastern time on President Obama's proposal to change the charitable deduction for taxpayers earning more than $250,000. You can find that discussion here: http://philanthropy.com/live/2009/03/obama/
Peter Panepento (Moderator):
And as a final reminder, you can read transcripts of all of our previous discussions and get information about upcoming events at http://philanthropy.com/live. Also, you are always welcome to contact me with questions or suggestions at peter.panepento@philanthropy.com. Thanks.
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