What’s Happening with Video at
International Rescue Committee (IRC) & Broadway Cares/Equity Fights AIDS Cathe Neukum is Executive Producer for IRC, where she’s responsible for all video content. In her two-and-a-half year tenure, she’s increased the organization’s visibility on Facebook and YouTube by over 800%.
Cathe’s latest video (at top) features actor and activist Mandy Patinkin standing with IRC aid workers in Greece to welcome families fleeing Syria and other war-torn countries for a better life. This video has been viewed 5 million times on Facebook. READ MORE
It’s so challenging for nonprofits to get video right, especially with limited budgets and bandwidth. That’s why I so appreciate the practical guidance shared by NYC’s 501 Tech Club presenters Cathe Neukum, Executive Producer at International Rescue Committee (IRC), and Lane Beauchamp, Manager of Marketing and Media at Broadway Cares. Here’s a brief summary of what I learned:
Know Before You Go
Why us and why now? Ensure that the video is designed to advance priority goals, and is one of the best methods of doing so. Don’t just do it to do it. (Lane)
Powerful videos require planning, lots and lots of planning. Know what you’re getting into before showtime. (Cathe)
Make your video shareable. It’s not enough for people to like it, they need to share it. (Lane)
Earmark some of your video budget for paid distribution; social is a pay-to-play world at this point. (Cathe)
