Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, video producers, digital marketers, educators, storytellers, general public.
Everyone agrees about the increasing importance of multimedia storytelling and getting the nonprofit message across.
There are many choices today for nonprofits when deciding how to tackle advocacy videos for online fundraising campaigns.
If a budget allows, the experts always recommend hiring a professional media companywith the experience of producing with high quality video equipment and distributing in a way that gets the nonprofit’s message heard.
Using DSLR cameras, the film technology that offers a more cinematic look, we created a video for The Midnight Circus, a Chicago nonprofit that rebuilds parks in underdeveloped neighborhoods.
However, for smaller nonprofit projects such as thanking volunteers, creating quick updates of activities on social media and creating a portfolio of video clips for a digital library, nonprofits may decide to produce multimedia stories on their own. Continue reading →
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:
Target audience: Nonprofits, NGOs, foundations, cause organizations, social enterprises, brands, businesses and their corporate social responsibility (CSR) divisions, video producers, Web publishers.
While 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:
Videos are made out of passion you have for your cause — the people you are helping, the changes that need to be made, the story that has to be told. They’re a powerful cause marketing tool. But no matter how good your cause is, one truth stands between you and successful communication: Nobody watches bad video. A poorly done video — one that bores people to the point of clicking away — gives you no chance to inspire, to inform, ask for donations, or share your passion. And if nobody watches, you might as well not bother.
The good news: stories about people, struggle, challenges and passion are entertaining — as long as you know how not to push your audience away with a lame video. Turns out that with a little bit of awareness, planning and practice, you too can make video that doesn’t suck.
Here are 10 things you need to know:
1The audience comes first. What kind of experience is your video providing for the audience? If it isn’t going to take them on a fun or emotional ride, maybe your project should be a memo instead. Give the audience a good time and they’ll love you. And vice versa.
2Video shines at communicating motion and emotion. Facts and figures? Not so much. It’s a human thing — as animals, we’re wired to pay attention to things that move (Food! Danger!) and the communications of the tribe (Is he going to hit me? Does she want sex?). If what you have to say is best said with charts and lists, it may just not be good video material.
3A good video can be summed up in a single sentence. That sentence should consist of a noun, a verb and a result. “Our executive director” is not a video. “Our executive director confronts congresspeople on the street to ask about Global Warming” is.
4Think in shots. You won’t see a lot of long, rambling shots on TV. That’s because a video needs detail and action to hold our attention. Don’t run your camera non-stop. Instead, find something interesting. Aim. Shoot. And, when it stops being interesting, stop shooting and point somewhere else. Your short shots will add up to a shorter, more professional video. Continue reading →