Online video is one of the best ways to tell your nonprofit’s story. When done right, it can forge powerful connections between your organization and your supporters, but only when it stands out from the competition in three minutes or less.
Teaser: Modest production values can generate huge impact. Take a look at this simple but powerful video from the St. Joseph Ballet, developed to build understanding of its work and impact around its name change.
P.S.Get more in-depth articles, case studies and guides to nonprofit marketing (and video) success — all featured in the twice-monthly Getting Attention e-update.Subscribe today.
Welcome back to guest blogger David Neff, of Lights.Action.Help., who’s going to guide you to nonprofit video success with possible cash prizes…
What’s the communications tool that’s going to make your nonprofit marketing campaign shine, online and off? Quick, what springs to mind?
Well I’m here to tell you that it should be video. If you are going to do one new thing in 2010 to move your org forward, it should be producing a video. And yes, as the creator and co-founder of my Lights. Camera. Help., I’m a little biased!
Lights. Camera. Help. is the first nonprofit focused on helping other nonprofits engage their bases and motivate them to act through film. We do this through our education programs, volunteer match programs, screenings and and our annual film festival. But I’m here today to share three tips to help you get your video up and running.
Check out the Flip Spotlight program for nonprofit organizations–This great program let’s you buy two cameras for the price of one, and all you have to do is summarize why your organization deserves to be in the program.
When you start to film. check out Creative Commons to find amazing work to build upon. Not everything you shoot needs to be video. Find some amazing photos and even music to mix in at no cost via Creative Commons.
When you’re ready to launch the video, check out the amazing YouTube Non Profit program. Think about it: featuring your video on the #2 search engine in the world would is a great place to start. Just be sure to review the program’s rules and restrictions on the types of videos they accept.
In the meantime check out the Lights. Camera. Help. Film Festival for a little inspiration. Our 2010 submission process is now open. There is no cost to submit a film (long or short format) and there are cash prizes for the top feature film, short film and PSA.
So if you know of powerful nonprofit video and film, urge those folks (or yourself) to submit them today.
Thanks, David!
Here’s more guidance on creating high-impact video for your org:
P.S.Get more in-depth articles, case studies and guides to nonprofit marketing (and video) success — all featured in the twice-monthly Getting Attention e-update.Subscribe today.
I immediately clicked on the email invite to to the latest in MoveOn.org’s “you’re in the news” video video series. This one–on Glenn Beck’s attack strategies–is one of the best ever. For Facebook users, it’s integrated Facebook Connect to pull info and photos from your profile. Here’s the video.
Here’s why it works so well: As my mom told me when I was in 5th grade (part of her “teach the kids some etiquette” program), everyone loves to hear their own name. Soif you want to make someone feel good, or engage their interest, use their name in conversation.
You can imagine how many more points photos plus friends’ names gets, as incorporated in the video (privacy issues are another matter, for another day). It’s irresistible to share it via email as I was invited to do at the end of the video.
In addition, MoveOn makes it easy to share the video via social media platforms, serving up a one-click method to embed the video in your Facebook page and a few-click way to embed your video in a blog post.
Notes that those not on Facebook will get a different, somewhat less personalized experience. MoveOn.org is counting on most of its supporters being there and I feel fairly confident they’re right.
P.P.S. Get more in-depth articles, case studies and guides to nonprofit marketing success — all featured in the twice-monthly Getting Attention e-update.Subscribe today.
Online video, which has become a wildly popular communications channel in the past few years, is one of the best ways there is to tell your nonprofit’s story.
Video, when done right, can forge powerful connections between your organization’s work and your base that drive viewer action (to donate, join or volunteer). But, that’s possible only when your video stands out from the competition, in two minutes or less.
We were thrilled to finally have the chance to produce our first Getting Attention video, and learned that while it’s not as easy as it looks, it’s worth overcoming the natural challenges such a project presents.
Read the full article to learn from our mistakes so you can produce a video that drives the action that your organization needs!
P.S. Get more in-depth articles, case studies and guides to
nonprofit marketing success — all featured in the twice-monthly
Getting Attention e-update.Subscribe today.
Did your org create a video in 2009? If so, enter your nonprofit’s video today in the 4th Annual DoGooder Nonprofit Video Awards. Awards will go to organizations of all sizes, including a special award for Best Innovation in Video.
Now is your chance to get your nonprofit video featured on the YouTube homepage, receive a grant from the Case Foundation, get great prizes from Flip Video and the Nonprofit Technology Network (NTEN), and have
your work showcased at a screening in Washington DC.
The deadline for entries is March 19, at which point me and a great set of other nonprofit and media professionals (including superstars Guy Kawasaki, Gary Vaynerchuk and Beth Kanter) will select 16 finalists to compete in a public vote. Winners will be announced on April 10 at the Nonprofit Technology Conference (NTC) in Atlanta.
Don’t be shy. Entering your video is a great way to test the waters, even if you’re not confident that your video is a winner. Whatever the outcome, reaction to your video will give you some useful feedback for your next production!
True Majority & Moms Rising premiered a customizable video for Mothers Day. Another great example of engaging your base around an event that’s top of mind.
The video is pretty much irresistible. Try it!
Best yet, you have fun while Moms Rising reinforces its commitment to equity in pay, health care and more (review the strong cover email here), and harvests your email address when you pass the video on to your mom.
A powerful, imaginative coalition of organizations has formed to fight global poverty in honor of International Women's Day, in the A Powerful Noise campaign . Most interestingly, they've put a highly-viral micro-fundraising campaign on Twitter at the center of their awareness building strategy for global women's rights.
The campaign is working big time. Here's how:
The coalition developed a documentary on the issue, entitled A Powerful Noise, to be shown on Intl. Women's Day (March 5th).
The documentary is complemented by a visual petition (very cool) and the micro-fundraising campaign.
Individuals (like me, and so many others already) were invited to include #apowerfulnoise in a tweet (a post on Twitter) anytime from March 2nd to March 5th. The word has spread like wildfire.
For every post, film distributor NCM Fathom will donate $.50 to CARE (for up to 10,000 tweets), an organization working to end global poverty, in honor of the documentary's one-night premiere with a town hall discussion featuring women all-starts. The single night date drives immediate action.
The tweet campaign (which I'm sure wil generate the full $5,000 donation) works far beyond raising that gift. More importantly, its working fantastically (at little organizational cost or effort — beyond the creative genius) to spread awareness to a huge network, peer-to-peer.
Jump on Twitter before COB March 5th to make a powerful noise; simply post an update including #apowerfulnoise. Then get thinking how you can put your base to work to expand your network — via Twitter or any other social media tool that makes it easy to spread the word.
Listen up! The 2009 DoGooderTV Nonprofit Video Awards are now open for submissions of all shapes and sizes — from organizational vlogs, to staff-produced web clips and high-end, professionally produced videos.
I see this contest like I see the triathlon I’m starting to train for — a compelling motivation to get myself to the next level. So whether your org hasn’t ventured into video channel yet, or is working on getting to the next level, use the DoGooder Awards as a reason to focus on it now. Video is powerful and here to stay. The more practiced your are, the more impact your videos will have.
Just do it! Video submissions will be accepted until March 26, when a panel of judges will select the finalists in each category. The public voting period will open on April 7 and end on April 26.
BTW, Flip, the marvelously inexpensive and easy-to-use video camera, (our 5 year old uses ours with great success) offers nonprofits a way in with the Flip Video Spotlight program. Just complete the short application and you’ll hear back within 30 days on your eligibility. Once you’re eligible, you can purchase heavily discounted Flip kits – a kit containing two Flip Ultra camcorders, instructions, tutorials, and training materials. Go for it! It’s a no lose proposition.
P.S. The right messaging is critical to the success of every nonprofit video!Download the free Nonprofit Tagline Report for must-dos, don’t dos, case studies and 1,000+ nonprofit tagline examples!
You've probably already received 10 emails about this "vote-or-else" campaign from MoveOn.org, but I have to chime in with my admiration. It's irresistible.
MoveOn.org has outdone itself with this funny, engaging but ultimately, extremely thought-provoking video news report from the future.And the video and news site are peppered with the “suspected non-voter’s” name(mine, or yours). It's the ultimate in targeting.Take a look.
Even better, MoveOn.org makes the experience easy to share by filling in a simple form with your friends' contact info. You can make 'em laugh and make 'em think, in a second.
So vote, or else…
P.S. Learn how to craft the marketing message that matters most — your tagline.Download the free Nonprofit Tagline Report for must-dos, don't dos, case studies and 1,000+ nonprofit tagline examples!
How quickly hot new channels get cold. Not to suggest that video is old, but there is a lot out there. And when the nonprofit marketplace is full of video, it can be very hard to get attention.
Strategy
On the occasion of its 50th year, EDC wanted to build something that captured the spirit, depth and breadth of its work; that would enable its landmark programs to “come alive” in a way that a print compendium would not. Adding the interactive dimensions of Web 2.0, voice, and some real footage really made that happen. EDC dug into its archives, conducted and taped interviews, and wrote succinct summaries that capture voluminous bodies of work.
“The timeline serves an archival purpose for EDC, in that we have finally tracked down and collected the valuable information and bits of original materials that had been so dispersed over 50 years. Now we have this collection describing our landmark programs – finally – all in one place,” says Alison Cohen, media relations manager at EDC.
Roll Out
The timeline was launched at the annual meeting with more than 400 employees present. EDC created a recognizable icon symbol for the timeline and, following the annual meeting, and it on the EDC Web site, announcing it to its 1000+ employees around the world. The icon is also featured in all online and print publications, including the Annual Report.
Supplementary components include a postcard in the shape of the icon, which will be sent to EDC’s mailing list, and a seven-minute video (link at upper left corner of timeline page) profiling EDC leaders.
Impact
The response has been extremely positive from employees and colleagues. To date, the timeline has been viewed by over 1,000 site visitors, and generated wonderful accolades.
“The timeline is great for internal use, exciting current employees and staff new to the company, and as a recruiting vehicle for HR (for example, they can use the spin-off postcard at job fairs). It is equally effective for external use, letting potential funders know the scope of our work and allowing staff to showcase particular programs at conferences or as part of presentations,” reports Cohen.
Strengthen your nonprofit brand with the Getting Attention Nonprofit Tagline Report. You’ll get a free copy when you subscribe to the Getting Attention e-newsletter(featuring in-depth articles and case studies on nonprofit marketing).
The Getting Attention blog is a source of ideas, tactics, and tips for nonprofit communicators focused on helping their organizations succeed through effective marketing.
About the Author
Nonprofit marketing expert Nancy E. Schwartz is the primary author of the Getting Attention blog and e-newsletter. Nancy also founded and runs Nancy Schwartz & Company, providing results-driven marketing and communications services to nonprofit organization and foundation clients. Specialties include communications planning, message development, online communications innovations (she stays way ahead of the curve to put these tools to work for clients asap), and developing revenue streams for nonprofits. Email me
Online video is one of the best ways to tell your nonprofit’s story. When done right, it can forge powerful connections between your organization and your supporters, but only when it stands out from the competition in three minutes or less.
