June 28, 2012

Vidyard: A complement to YouTube

Video hosting and analytics service offers special promotion

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, video producers.

Lauren MajorWe continually like to update our subscribers and clients with interesting new products andapps that grab our attention. One such product that may be useful to nonprofits is Vidyard, a relative newcomer in the end-to-end video hosting space. (See below for a discount for Sociabrite readers.)

With regard to video strategy, the first step is always to determine the overall goal of your video — fundraising, awareness, action or education, said Patrick Landy, Vidyard’s customer success manager. To achieve your goal, he generally likes to break it down into three key areas that you need to execute on:

  1. Content creation – finding stories to tell and the right format for conveying them (Socialbrite’s chief area of expertise)
  2. Deployment – compatibility across browsers and mobile devices, quality playback, speed, analytics
  3. Distribution  – paid search, SEO, organic search, etc.

Vidyard is an attractive option for helping companies and nonprofit organizations deliver on #2 and #3 by:

  • Using call to actions to increase conversions and drive the action your nonprofit is after
  • Providing YouTube integration to increase views and searchability
  • Offering analytics to track and measure the success of your video strategy.

Continue reading

January 17, 2012

How charity: water changes lives through multimedia

Water, the Web and high storytelling & production values

Target audience: Nonprofits, NGOs, foundations, social enterprises, cause organizations, businesses and their corporate social responsibility (CSR) divisions, video producers, educators, journalists, general public.

This is part three of our three-part series on how nonprofits can create engaging multimedia stories that motivate supporters to take a desired action. Also see:

Creating compelling advocacy videos for nonprofits

How to effectively use calls to action in nonprofit videos

Lauren MajorWith more than 1.3 million Twitter followers210,000 Facebook likes, and an extremely accessible and interesting blog called the charity: water log, the organization charity: water has successfully tapped the social media well, so to speak. We wanted to feature charity: water here because it is a nonprofit leader in social media and also because it embodies what it means for an organization to embrace all things multimedia.

charity: water uses multimedia to express heartfelt, character-driven stories about people affected by the water crisis

Stunning visual storytelling is the key to charity: water’s remarkable social advocacy and online fundraising success. In just five years, charity: water has brought clean, safe drinking water to more than 2 million people in 19 developing countries.

Mo Scarpelli, charity: water’s multimedia producer, recently sat down with me and shared some secrets to their success. Some 70 percent of their contributions come from online donations and online fundraisers, so it’s no wonder the organization puts so much love into its digital efforts. Scarpelli noted that charity: water’s digital storytelling drives their success – it’s how they connects and keeps in touch with their supporters. It helps that their founder, Scott Harrison, is a photographer himself and loves storytelling.

Who do they reach?

charity: water uses multimedia to express heartfelt, character-driven stories about the water crisis and the projects their donors are helping to support. Scarpelli explained that given the wide selection of content available online, website visitors are likely to tune out if their visuals are not compelling and professional looking. Crafting stories in an interesting way that people can connect with has really paid off for the organization and the people it serves. Continue reading

November 30, 2011

How to effectively use calls to action in nonprofit videos

Getting your supporters to take the next step when your video ends

This is part two of a three-part series on how nonprofits can create engaging multimedia stories that motivate supporters to take a desired action. Part two describes the use of call-to-action video overlays to boost ROI. Also see part one:

Creating compelling advocacy videos for nonprofits

Target audience: Nonprofits, NGOs, foundations, cause organizations, social enterprises, brands, businesses and their corporate social responsibility (CSR) divisions, video producers, Web publishers.

Lauren MajorWhile the audience for online video continues to grow, the advances in Web video technology are changing at a dizzying pace, making it hard for nonprofits to keep up. There are several good online video platforms and third-party apps available to convert views into actions. YouTube’s call-to-action video overlay, third-party video apps and customized video domains or microsites offer great options for boosting the return on investment of your nonprofit’s video program.

YouTube’s call-to-action video overlay

The effectiveness of your message is cut short if you don’t use a clickable call to action that takes visitors to your site or Twitter page to make a donation or to take another action.

Most nonprofit Web videos make mention of their organization’s URL either verbally or with graphics edited into the video. But the effectiveness of your message is cut short if you don’t include a clickable call to action that takes visitors to your website, Facebook Page or Twitter page to make a donation or to take another desired action.

YouTube’s nonprofit program offers two such call-to-action video apps that can be easily implemented: overlays and annotations.

If your nonprofit is not already part of the Google for nonprofits program, consider applying. The free program offers many benefits and can become a center for creating effective calls to action and engagement:

  • Free or discounted version of Google Apps for your organization
  • Premium branding capabilities and increased uploads on YouTube
  • The option to drive fundraising through a Google Checkout “Donate” button
  • The ability to add a call-to-action overlay on your videos to drive campaigns
  • The ability to post volunteering opportunities on the YouTube Video Volunteers platform
  • Free Adwords advertising

Examples of video calls to action — in action

Here are a few examples of how nonprofits have incorporated overlays and annotations to drive a specific course of action.

This Angry Kid Greenpeace video is heartfelt and does a great job delivering its message. Unfortunately, the creators stop short by simply offering engaged viewers the opportunity to visit their website at the end with no actionable link:

 

The Darius Goes West video takes it a step further and adds a call-to-action overlay to visit Darius’ Twitter page as part of the YouTube player:

Continue reading