By Laura Mahler
Gaia Visual

Some methods of storytelling are more fruitful than others. And non-profits rely heavily on being able to tell their story really well.

For instance, studies into online donor activity reveal that video is currently the hot ticket to accessing hearts and minds: with a 64% higher response rate to ‘Calls To Action’ after watching, as opposed to other formats.

A tweet with an image will get around 150% more retweets than one without – imagery is one of the strongest means of storytelling in our world today.[1]

And prospective donors tell us this is true — 91% of audiences prefer visual or interactive messaging.[2]

Visuals provoke emotion and reaction in different ways to words. They capture moments that some words cannot. They have been used to tell some of the hardest stories in history, and illustrate horrors and atrocities across borders and languages.

Those seeking change have used images show these to the world. However, we are seeing that, over time, this method loses impact. In many cases, it is too easy to avert eyes and ignore the poster, message or advert. Too much, or for too long, and our emotional sponge becomes saturated with other people’s suffering.[3]

If someone has heard it before, it can be almost impossible to arouse a high emotional response and stimulate reaction. And statistically, those encouraged to act by guilt are unlikely to reengage. They seek to pay their dues and close the book.[4]

Instead, coinciding studies are finding that people want to share the stories & videos with their friends and followers that gave them a happy buzz.

These are positive stories: those with solutions or constructive arguments on world problems. These are the ones most likely to spread outside of normal news feed bubbles.[5]

Also, viewers will spend longer in general on stories that are more balanced and optimistic.[6] Brain mapping also shows consumers remember them for longer after viewing, again with the desire to share stories they think their peers will respond to.[7]

This all accumulates to mean that solutions-based visual storytelling is in many ways superior for reaching more diverse groups of people.

And maybe most importantly for the storyteller: this method leaves people feeling more empowered and incentivised.

Vast survey results into this show 12% more motivation and 10% more connectivity to their community after seeing balance and optimism.[8] When people feel involved, and see the payback of efforts others are making and the potential payback of their own actions, they are evidently more motivated to act, than when shown suffering and hardship – especially when served up in the enormous, ever ‘refresh’able soup of disaster headlines and bad news.

This is huge, ground-level, online activism. And it’s accessible and actionable by the billions of people online every day.

Positivity itself feeds physical and practical action, and this action actually continues to feed a personal positive outlook for an individual. This creates, for them, a powerful loop of positive action and, for the world, a powerful loop of positive change.[9]

Notes

[1] https://sumo.com/stories/visual-storytelling-marketing

[2] https://www.forbes.com/sites/forbestechcouncil/2018/04/02/visual-content-the-future-of-storytelling/#4549af4d3a46

[3] Courtney Seiter (2014). The Science of Emotion in Marketing

[4] Natalie Nezhati (2014) Have the public had enough of manipulative charity marketing? New Internationalist Blog

[5] Jonah Berger, Contagious: Why Things Catch On

[6] https://www.constructivejournalism.org/wp-content/uploads/2016/11/Publishing-the-Positive_MA-thesis-research-2016_Jodie-Jackson.pdf

[7] http://cn.isr.umich.edu/publications.html

[8] http://michellegielan.com/resources/research/

[9] https://www.constructivejournalism.org/wp-content/uploads/2016/11/Publishing-the-Positive_MA-thesis-research-2016_Jodie-Jackson.pdf

Laura Mahler tells visual stories for and about nonprofits, NGOs, charities – really anyone doing something to make the world a bit better! If you’d like to see how she can tell your story, you can see her work on Instagram @gaiavisual and @filmthechange or visit Gaia Visual website.

The post Want action? Tell positive visual stories appeared first on Socialbrite.

Tell your nonprofit’s story with budget-friendly tools

Editor’s note: Lauren Major of Socialbrite just completed a three-part webinar series on video storytelling for the Alliance for Children and Families.

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 company with 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.

Many media companies profess that nonprofits can accessorize the iPhone to shoot videos and create nonprofit stories, and while it’s possible, we disagree that it’s the most cost-effective way. Here are the four reasons why the iPhone is not ideal for video shooting:

Reason #1: It is difficult to focus and zoom with an iPhone.

Reason #2: It has limited capacity to store video files.

Reason #3: There is no control of lighting.

Reason #4: Audio is not acceptable if more than a few feet away.

With the help of experts at B & H Photo/Video, we’ve put together a complete package at a similar cost as the accessorized iPhone. We feel these tools will be much more effective at creating compelling multimedia stories:

Canon VIXIA HF R400 HD Flash Camcorder

1While a DSLR may be too costly and often too complicated for most nonprofits to use, the advanced but simple-to-operate Canon VIXIA HF R400 is a good substitution at a very reasonable cost. Features include a 3.28 megapixel sensor, image stabilization lens, genuine Canon Face Detection and easy Web sharing. This camera allows for professional, crystal clear audio interviews with a few inexpensive accessories.

Rode VideoMic – Directional Condenser Mic

2The VideoMic from Rode is a cost-effective shotgun microphone that can easily be mounted on any video camera. Its super cardioid polar pattern attenuates sounds from the sides. Even when filming in noisy environments, it effectively signals the sound from the interview subject. Moreover, its rubber O-rings protect against movement and handling during shooting.

Bescor VB-50 Universal Shoe Mount Adapter Kit

3The Bescor VB-50 Universal Shoe Mount Adapter can mount between camera and a tripod or mount to the camera alone. With the top shoe mount, it also attaches to extra video lights and microphones. And its rubber side grips make it comfortable to use for the camera holder.

Pearstone OMNI Lav Mic with Mini Plug

4This small and inexpensive Pearstone OMNI Lavalier Mic provides quality sound pick-up with its omnidirectional pattern. The 20-foot-long cable provides flexibility for in-the-field shooting.

Tiffen/34mm UV Protector Filter

5The Tiffen 34mm UV protector filter eliminates UV light that obscures distant details on film and videotape and ensures greater accuracy of color with its ColorCore glass. It also functions as a lens protector, guards against fingerprints, dust, scratches or any other accidental damages. Some people refer to it as “cheap insurance.”

Hoodman HD-300 Video Hood for Camcorders with 2.5-3′ LCD

6The Hoodman HD-300 Video Hood fits all camcorders with a 2.5-3.0-inch 16×9 LCD monitor screens.The hood is made of water-resistant nylon and folded quickly and easily for storage. It minimizes the distractions and provides more accurate viewing.

Sandisk Extreme SDHC Class 10 (30MB/s) 16GB

7The Sandisk Extreme SDHC card delivers class 10 performance with up to 30 MB /sec read/write speeds and stores up to 4 hours of H. 264 high definition video for camcorders and video-enabled DSLRs.

Canon BP-110 Battery Pack (1050MAH)

8The Cannon BP-110 Battery Pack is compatible with Vixia HF R20, R21, and R200 high-definition camcorders. It’s also compatible with Canon Legria models HFe26, R28, and R206. The small Lithium-Ion battery powers the camcorder for up to 85 minutes and communicates its charge level to the camera to be displayed on the LCD screen.

Pearstone ONYX 1040 Shoulder Case

9Designed to carry a compact DV camcorder and a digital still camera, the Pearstone ONYX 1040 Shoulder Case is made from heavy-duty, weather-resistant 600 denier ballistic nylon and protective interior padding. Its removal, adjustable shoulder strap and soft, padded carry handle make it easy to carry. Other features also includes a exterior mesh pocket, a front zippered pocket, full-width inside mesh pocket, and two memory card pockets.

Canon NS-10 Neck Strap

10Canon NS-10 Neck strap is compatible with all Canon Camcorders. It provides comfort when carrying the camcorder and prevents misplacing the camcorder.

NEW 2-YR Protection Plan

11The NEW 2-Year SAGEMAX Protection Plan covers any mechanical and electrical breakdowns of the camcorder with 24/7 toll-free phone support and zero expense.

Do you have your own favorite video or storytelling gadgets? Let us know in the comments!

The post Advocacy videos: Digital storytelling on a budget appeared first on Socialbrite.

Get supporters involved by sharing your story through pictures

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, marketers.

The Internet is slowly but surely becoming one big picture book.

Instagram and Pinterest have grown at astronomical rates precicely because they allow people to easily create, curate and share pictures. And Facebook has placed more importance on pictures, with cover images, full screen viewing and newsfeed preferences.

Photos are huge but simply posting photos is not enough. You have to post stories!

A powerful story in a photo earns every one of those thousand words:

• By making people take action.
• By getting people angry.
• By reenergizing volunteers.
• By moving the needle.

Here are 10 tips for creating photos that tell stories:

1Show action. Forget the chummy picture of volunteers with their arms around each other. There’s no story in that. Instead take pictures of them doing what they do.

2Show relationships. Include more than one person in your photos, or maybe a person and their dog like Best Friends Animal Society does. This way, you embed “relationship” into the photo, which will trigger all sorts of emotions in in the viewer.

3Get people angry. The New York Times found that anger, awe and anxiety are the top emotions associated with sharing. Create images that get people angry like this one from the Humane Society of the United States:

4Use infographics. Any combination of information and image used to tell a story can be incredibly powerful. Idealware’s new report, Infographics for Outreach, Advocacy, and Marketing is a super useful guide to understanding and creating infographics.

5Use black and white. You can use Photoshop or Touch Color to tell a story by coloring part of a black and white photo, a la Pleasantville:

6Use words. Many times a picture needs a few words to help the viewer along in the story, like in this photo from the Trevor Project.

One of my favorite iPhone apps for adding text to pictures is Over by Potluck, which allows you to easily add text to photos, like so:

7Use location. Are people growing organic vegetables on a farm? Are they building a house for a family in need? If so, show it.

8Use your fans. Encourage your fans and followers to share their stories in the form of pictures. Create a photo contest, or just pay attention when they post photos to your Facebook page.

9Show contrast. Take something familiar and turn it on its head to tell a story, like Oreo did with its gay pride cookie.

10Show a beginning, middle and end. Create a series of photos that show a beginning, middle and end. For example, imagine a person who lost a leg entering a rehab center, then working with a physical therapist for weeks and finally going home to be with family.

You can post these these photos one by one, or create a single image that includes entire story (ideally you would do both).

Let your heart be your guide

We are storytellers by nature, so our best tool for creating great stories is our hearts. Tune into yours and listen carefully.

If you listen carefully, you will begin to hear a great story. Then post it on Facebook, Instagram or Pinterest to see if it speaks as loudly to your community.

What’s your No. 1 tip for telling stories with pictures?

The post 10 tips for creating photos that tell stories appeared first on Socialbrite.

Should your organization incorporate audio into your digital communications toolkit?

Guest post by Will Coley
Producer-Founder, Aquifer Media

If nonprofits want to learn how to create content that both engages audiences and creates devoted supporters, we need look no further than the gold standard offered each day by public radio. Think about it: Radio producers can create stories that keep us in the car for “driveway moments” even when we’ve reached home, just so we can hear the ending.

Public radio has created legions of devotees who give money for something they can already get for free. At the same time, we’re in the middle of a renaissance of digital audio online and via mobile technology.

To take advantage of this exciting and pivotal moment, nonprofits should consider adding audio storytelling to your digital communications toolkit. Here’s why.

Listening (or why audio is special)

Listen to this 3 1/2 minute clip from WNYC and think about what you can see in your mind’s eye.

Can’t you almost see what reporter Marianne McCune is experiencing? Radio requires listeners to use their imagination, bringing us emotionally closer to the story. Add to this that audio is often more intimate than other media. We often listen alone or on headphones, putting these voices directly inside our skulls. Audio is also better suited to our busy multitasking lives: I can listen at the gym, while washing dishes or checking email.

Another thing to consider about the WNYC story above: I doubt that Margaret Maynard would have let the reporter into her apartment with a video camera (she was in her house dress after all). A microphone is far less intimidating and in some ways offers a level of confidentiality. Without a camera in the way, it’s far easier for the interviewer to maintain eye contact with the person being interviewed. Because of this, I think people open up in different ways and get to the heart of the story even more quickly.

Storytelling

Listen to this one-minute “sonic i.d.” from Atlantic Public Media on Cape Cod.

Even in these 60 seconds, there is an anecdote that reveals the mechanics of effective storytelling.

Our brains are hard-wired for stories: We can’t stop ourselves from listening or watching a compelling story. But what is a good story?

Ira Glass says that the structure of every story on “This American Life” is a “series of actions where someone says ‘This happened, then this happened then this happened’ and then there’s a moment of reflection about what that sequence means and then onto the next sequence of actions.” This “moment of reflection” also interests Harvard professor Marshal Ganz because it reveals shared values that knit us together. Because of this, he argues the personal stories of individuals responding to challenges (“Story of Self”) is the bedrock of effective community organizing.

Character is most important to independent radio producer Samantha Broun, who has worked on multimedia projects with nonprofits. “I have found that the most powerful testimonial I can provide for nonprofits is a story of someone (a character) whose life has been effected by that organization. No talking heads. No scripted bits. But real, raw, emotional tape from a person whose life has been changed.”

To tell the story of your organization’s work, look for the individual experiences of a program participant or a supporter that illustrate the values you’re working for. At the same time, respect their ownership of stories and think of “facilitating” others in telling their stories directly to a larger audience online.

Producing

Listen to this story I made about Antoine Jenkins canvassing for Barack Obama in Las Vegas, Nev.:

Like many other radio producers, I used a digital recorder, headphones and an omnidirectional microphone. Many reporters are now using smart phones to record audio, especially in situations where bulky recording equipment isn’t feasible. SoundCloud’s app on iPhone and Droid is an incredibly easy way to record and post directly to the Web and other social media (think Instagram for audio). This could be a great tool for nonprofits to use at community events or gatherings.

Here are two practical tips I’ve learned from recording interviews:

1. Get close to what you’re recording but not too close. It’s best to place your microphone or smartphone four inches below the mouth of the interview subject, aka ice cream cone distance. This helps you avoid recording the popping that the P sound often makes.
2. Be aware of surrounding noise. Ambient noise can often be an important part of radio stories, especially when you’re capturing live action. But for interviews not directly related to action, it’s best to record in a quiet non-echoey space and later gather ambient sounds. Carpets and drapes often help absorb sound. Wearing headphones helps ensure that you get great sound with digital recorders.

To edit the audio you gather, you’ll need audio editing software. GarageBand and Audacity are free. I use Hindenberg but many radio producers prefer Pro Tools or Audition. To learn more about producing great radio stories, check out Transom.org and Rob Rosenthal’s Howsound podcast. Rob teaches the excellent Transom Story Workshop (which I attended in 2011 to start learning the art of radio storytelling).

Sharing

Listen to this one-minute story “First Love and 27 Other Firsts” by my radio-producing friend Whitney Jones.

This story has been a hit on Cowbird, an online story sharing community. Whitney also shared it on SoundCloud and thePublic Radio Exchange. You can embed tracks from these sites on other websites like blogs.

As part of a project funded by SoundCloud, I embedded stories on this website to honor Studs Terkel’s book. I see these as “audio blog posts” or “audio posts” rather than a “podcast.” Not only does it sound less intimidating and time intensive, a “post” or “story” implies a one-off that’s part of a larger content strategy using other media. Also with SoundCloud, listeners can subscribe for updates via RSS and iTunes.

Public Radio Exchange is a great platform to get your stories directly on public radio. Whitney sold his story to the Public Radio Remix, KFAI and Third Coast Festival/Re:sound. Obviously stories from your organization won’t sell if they’re straight up promotions or advocacy. To help navigate journalistic concerns, you could invite an experienced independent radio producer to help tell your story and market it through PRX.

So in short: Just do it! Experiment! Start listening, storytelling, producing and sharing audio stories and see if something miraculous happens.

For an even more audiovisual presentation of this information, check out this Prezi.

Related on Socialbrite

• 8 great examples of nonprofit storytelling
• 10 secrets to video storytelling success
• Creating video and media: A roundup of resources
• How to find amazing, powerful stories for your nonprofit video
• How nonprofits should be using visual storytelling
• Visual storytelling checklist

The post What nonprofits can learn from public radio about storytelling appeared first on Socialbrite.

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, video producers, marketing professionals, general public.

Every spring about this time TechSoup does an amazing thing for the nonprofit community: It reminds us about the importance that visual storytelling plays in advancing causes and missions. And it helps us discover and tell our own stories by showcasing the best of the best in its Digital Storytelling Challenge. (The contest prizes aside, the acclaim that comes with being awarded one of the top award winners is certainly worthwhile.)

If you have a great video that you’ve created over the past year, or if you think you can pull one together on short notice, be aware that you have nine days left to enter your video in the contest.

As TechSoup says about the competition: “Without a good story, you’re just another cause in the crowd. But a good story also needs to be told in just the right way. Digital storytelling amps up your message with technology and powerful images.”

The rules are simple: Create a short video (up to 90 seconds) or a five-image slide show and enter it by April 30 to win prizes.

TechSoup will celebrate all your hard work, great stories and new skills at an awards gala at PARISOMA in San Francisco and live streamed online – all courtesy of Wix and Eventbrite.

Not convinced yet? Megan Neff of Next Step, a 2012 challenge winner, had this to say:

“Our digital story has been invaluable in explaining what we do in a short but powerful format. We’ve used it time and again in communications with potential and current funders.”

TechSoup is using the month of April to provide intensive learning around visual stories as part of nonprofits’ marketing and fundraising strategy. On Tuesday morning, look for the Storytelling and Social Sharing tweet chat by following the hastag #TSdigs.

I hope you’ll enter the TechSoup’s 2013 Digital Storytelling Challenge to bring your cause into focus. Remember, the deadline is April 30!

The post Not too late to enter TechSoup’s Digital Storytelling Challenge appeared first on Socialbrite.

Annual video contest now open, with winners unveiled at NTC

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, educators, video producers, multimedia specialists, storytellers.

All of a sudden, it feels as if nonprofit video storytelling is busting out all over. Tonight I’ll be heading into San Francisco for the Storytellers for Good film festival and fundraiser.

Over at TechSoup Global, the annual Digital Storytelling Challenge begins April 1 — here are the details (though the TechSoup website is experiencing a planned temporary outage).

And the 7th DoGooder Nonprofit Video Awards opened for entries on Tuesday.

As in past years, the multimedia consulting firm See3 Communications, YouTube and NTEN are teaming up for the contest. They’re accepting submissions now through March 22.

For the first time ever, they’ve expanded the contest to accept submissions from individuals who are making videos to change their communities or the world. So if you’re a YouTube creator trying to save the whales one video at a time, or if you made a video on behalf of your favorite nonprofit this year, visit YouTube.com/DoGooder to nominate your video.

There are four separate categories in this year’s DoGooder Awards: the ImpactX Award for videos that drove clear real-world impact; Best Nonprofit Video; Funny for Good, recognizing effective use of comedy; and the Change Agent Award, for individuals who’ve gotten involved and produced their own cause-focused video.

Prizes include $3,500 in grants, free admission to the Nonprofit Technology Conference and an appearance on the YouTube home page April 12. Here’s a big ol’ video that explains the contest.

The winners will be announced next month at the Nonprofit Technology Conference in Minneapolis.

Want some inspiration to get started? Here are last year’s winning entries.

Visit the contest website and submit your videos today! Here are the contest rules.

Bonus: A daily dose of inspiring, dynamic storytelling

Want to get a daily dose of nonprofit video goodness? Check out See3’s Daily DoGooder Widget. Our friends at See3 say:

Our new Daily DoGooder Spark widget curates fresh video content direct to your site. All you have to do is a single embed and we’ll do the rest! Videos will aggregate over the course of the week, so viewers can peruse more compelling content and share through social media.

Share it with your team members or your readers.

And hope to see you at the DoGooder Awards in Minneapolis next month (yep, I’ll be there)!

The post Have a great visual story? Enter the DoGooder Awards appeared first on Socialbrite.

5 steps to get you soaring on Skype or Google Hangout

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

Guest post by Derek Singleton
Software Advice

These days, recording a professional-looking Web video interview is becoming easier and cheaper. However, it’s still easy to get things like lighting, studio set-up and the background wrong.

It’s now easier than ever to conduct video interviews or conversations over Skype or Google Hangout. If you want to interview a thought leader in your sector, or if you want to have your executive director or CEO sit down for an Internet interview, take the right steps to make it look good.

You have a lot of software options. For Skype, the Evaer Skype video recorder and Pamela for Skype both work on PCs and ecamm‘s Call Recorder for Skype is a good option for Macs. VIDBlaster is another solid choice. With Google Hangout, every Hangout On Air is automatically saved to your YouTube account.

At Software Advice we shoot a lot of Web video, and we wanted to share tips we’ve learned from trial and error along the way.

Here are five key areas to focus on to help you create great Web videos.

Getting the studio ready

1For Skype video calling, you’ll be sitting at a computer while engaging a colleague or colleagues. Think about your shooting area as a studio and consider its various components: the camera, microphone, background, and lighting, and how you will account for each. While you’re setting up your studio, it’s important to limit the framing of the video to yourself and a solid background as you don’t want other items in the room entering your shot.

Pick a quality webcam

2While it may be tempting to stick with your computer’s built-in webcam, chances are that your webcam will shoot low-quality video. Since many people out on the Web are starting to expect high-definition video, it’s a good idea to go out and get a webcam that can shoot and record in HD.

If you don’t have a built-in webcam that can shoot in HD, we recommend checking out the Logitech HD Pro Webcam C920 for Windows and Logitech HD Pro Webcam C910 for Mac. One advantage of these webcams is that they also record decent audio.

Get the right sound

3You have several options available for getting a decent sound for your Web videos. The first is to use a good HD webcam (like the Logitech models recommended above) that can record audio. If you want to go with this approach, select one that has dual microphones because it will capture the audio better.

Your second option is to pick a USB microphone (see right) that can connect to your computer to improve the sound. We like Blue Microphone’s Snowball ($68) because it offers great sound for price, or you can upgrade to their Yeti ($106) for even higher quality sound. If that’s not your style, you can always go the route of a headset or lapel mic. One thing to note, however, is that these will likely be visible in your video.

Lighting

4Lighting is a big area of focus when trying to get your video to appear professional. If you don’t have the right lighting, colors will dull and there will be shadows in your face. Neither is desirable.

At Software Advice, we rely on two small desk lamps that cost $23 each and use copy paper diffusers to light our foreground. We also use a three-piece lighting kit to light our backdrop (see figure in step 5). One side note about lighting: Dim your computer screen as much as possible to avoid getting lighting from your monitor into the shot. Below you can see examples of good lighting versus poor lighting.

Studio set-up

5Use Skype to preview your shot (#1) and adjust your lighting as needed. You’re looking to evenly light your face. The main light (#2) is your primary light source, while the fill light (#3) comes from the other direction, generally less intense, to bring down the shadows created by the main light.

Two desk lamps ($23 each) with copy paper taped in front of them to act as diffusers (as shown below) are highly effective at providing additional soft light for your webcam — just keep an eye on heat. You may need up to three back lights (#4) to light your backdrop (#5). Other backgrounds can be used but avoid too much activity as it can negatively impact video quality.

There you have five areas that we focus on to create great, professional-looking Web videos without breaking the bank.

Do you have any tips you’d like to provide? Leave your thoughts in the comments below!

This originally appeared at Lauren’s blog, Major Multimedia.

Related

• Storytelling Tips From the Experts at Pixar (Socialbrite)

• Video & multimedia tutorials (Socialbrite)

The post How to create high-quality Web video interviews appeared first on Socialbrite.

Hardware & software for telling your organization’s story through video

This is the first of a three-part series on nonprofits’ use of video. Also see:
• Part 2: 7 top video editing tools for nonprofits
• Part 3: Video for your cause: Getting giddy over Viddy

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

Guest post by Stacy Laiderman
Senior Producer, See3 Communications

I‘m going to let you in on a little secret: Producing video in-house at your organization isn’t as scary as it sounds. More than ever before, organizations are using video as their primary vehicle for communicating their issues and telling the stories of their cause while the tech becomes easier for laymen to use. That’s not to say that you don’t need at least one professionally produced video. You do.

But organizations rarely have the budgets to hire pros to create every piece of video content. Creating your second-tier video content in-house is within reach. First, you need to know how to navigate the galaxy of good, bad and in-between products that is the video marketplace.

Here’s a roundup of gear and other things to think about from a seasoned producer’s point of view.

Before you think of buying gear

Before delving deeply into the best type of gear for organizational video, let’s play devil’s advocate. This is a question that applies mostly to small and medium-sized organizations that may be hesitant to shell out $3,000 to $4,000 for a decent professional video production system: Does your organization have the human resources to create videos?

I’m not talking about tacking on video production tasks on to your communications department’s already hectic steep list of to-dos. Does your organization have an individual or team that is motivated to produce videos? If not, that should be your first investment.

One of my production associates at See3 also teaches photography. He told me, “I meet a lot of hobbyists and amateur photographers in class, but one of the largest groups of people who come in are folks who wanted to help their company with their photography skills.” As an employer, one of the most empowering things you can do before buying a killer camera kit is to first see who in your organization is interested in helping to produce videos — then motivate that individual or team by investing in training and classes for them. Empower your people with the fundamentals to create good video stories and help them learn the production process. The right gear is only as good as the people who are confident enough to use it.

That said, let’s talk about the equipment.

Audio

Audio is key. In fact, it’s often more important than visuals. Remember one thing: People will watch bad video with good audio but won’t watch even the best-looking video if the audio sucks. If you went to see “Transformers” in the theater and couldn’t hear the dialogue (and clearly, the amazing dialogue is the best part of any Michael Bay movie) or the explosions, you’d walk out, right?

If you’re on a tight budget, the onboard mic is okay for interviews in quiet rooms with subjects less than 4 feet from the camera, and for recording ambient sound. But if you’re planning anything more than that, you need to get a wireless mic pack.

The Lectronics systems are the best, and the EW-100 from Sennheiser is also great. If you’re going to use wireless audio in an urban environment, don’t spend less than $800. Seriously, anything else and you will be throwing money out the window.

A lower cost option is to grab a wired lavaliere microphone for $200, which will suit most sit-down interview situations.

Recommendations for quick and dirty ‘pocket’ shooting

These are some simple products that most NPOs should familiarize themselves with. They’re small, inexpensive and good choices for your people in the field who need to point and shoot on the fly.

The iPhone: Seriously, this is one of the best low-fi options out there. You can also set up your phone to host a live stream event. Just know that the zoom on these lo-fi devices don’t work well, so when filming you need to be in the action, otherwise everything will come out looking distant. Don’t forget a mini-tripod where suitable.

If you’re looking to move up a little:

Kodak Zi8 camcorder: While there are some cameras out there with better image quality, the Kodak Zi8 gives us above average quality HD video and the ability to record better sound than a camera with on-board microphones. The Kodak also gives the option of using external memory cards making data transfer easier and less dependent on having a charged camera battery.

Sony EMC-T6 (audio): This small external mic will yield higher quality sound than the built-in mic, allowing subjects to record voice over and other important dialogue.

Conservatively, the total cost per package is about $300.

Consumer grade products

These are a wide variety of retail models that you can find locally or products that people in your organization might already own. When using these, consider the following:

• The No. 1 thing when looking at cameras is that you check the resolution size to make sure you can get at least 1080p quality.
• These days, most consumer cameras are tapeless, so make sure to figure out how much memory you’ll need and that you have a HD backup.
• Also, make sure your camera allows for an external microphone plug-in, in case you want to upgrade in the future. Hint: you will.

Recently, I was working on a project in Ecuador’s Cloud Rainforest and knew that I didn’t want to bring the most expensive high end gear. Also, I just didn’t need it! I shot on the Canon Vixia S20 series and loved it. The only nit to pick with this model is that most of the controls are on the screen, which can be a little cumbersome. This model is no longer available new, but you can always buy used, or the newest generation – the Canon Vixia HF M500 – for $528.

Pro gear

If you’re trained and ready to start creating video on high-end equipment — and have the budget! — consider the JVC GY-HM100U. It has a few major features that make it better and more cost effective for your department over the long run.

• JVC has just launched the HM150u, starting at $2,250. Check out its features.
• It records in a more universal XDCAM format while can be edited natively by most computers and software, without the 10x increase in file size of AVCHD.
• The camera has an SD card slot so you can back up your files in the field; JVC was the first company to implement this. This is a huge asset due to the volatile nature of digital data. The upgraded model allows you to record to both memory card slots at the same time)
• Many of the major camera controls are ergonomically located on the camera body and highly accessible, not buried in the menus. This is a big deal because you never want to have to search for small things like white balance or audio settings in the middle of a live event or interview. Those buried camera settings can cause you an aneurism in a tight situation.

Side note: Make sure to buy extra camera batteries. You can’t shoot an all day event with 60 minutes of juice.

DSLRs

Now I know everyone reading this blog post is probably wondering about DSLRs. Yes, DSLRs are an option and they are great. In fact, I will say they are beautiful! But ask yourself what you’re using it for. DSLRs are not the preferred choice for “run and gun” situations. To be sure, if you have a trained staffer and need top-quality content, it will produce beautiful images for your organization. To realistically use the DSLR for most situations you either have to have the Olympic gold in holding a camera steady or you need all the bells and whistles that essentially turn the DSLR into a shoulder mount professional camera. In the long run, by the time you have the lenses and peripherals you need to get 100% out of your DSLR, you’ve spent the equivalent of a Sony EX-3 (a very expensive camera).

I personally use the Sony – NEX7. I love it for the pocket size body but I can still add interchangeable lenses. The audio on it, like most other DSLR Canon and Nikon cameras, is terrible. So I also had to buy a separate Tascam DR-05 recorder.

See3 has the Canon 60D which is more of a traditional DSLR body and has a Tascam DR-100 as well.

Remember, if you are recording audio separately you will need to sync up your image in post production. Our recommendation to help you do this faster than a speeding bullet is to use the PluralEyes plug-in ($149) for your editing tool.

Considerations when integrating video gear with an editing solution

What format does the camera record in and is it compatible with your editing software? Here’s a scenario that has created many a money pit and bottleneck in people’s post-production: A camera records in the AVCHD format, which is a format that cannot be natively edited on most software (with the exception of Adobe Premiere). You must first convert the file then import it into the software you are using to edit. Sounds simple, but here is the catch: If you have 1 hour of footage, that is about 8GB. It will take you roughly 3 hours to convert the footage, and the resulting converted files will be about 10x the size at 80GB. This is a huge post production burden and you will end up burning through a lot of time and buying a lot of hard drives to store these huge files. So based on this example, every time you shoot 1 hour of footage you are committing to 3 hours of compression time in which a computer is tied up, plus about $80-$100 for a hard drive to store that footage.

Editing software recommendations

Adobe Premiere Elements 11 ($99) is terrific entry level editing software. For more advanced users, Adobe Premiere Pro ($750) is a fine choice. Adobe works on both Mac and PC and is what most smaller post-production agencies are moving toward with the recent changes in Final Cut.

If your organization is already using Adobe Elements in house, you can purchase the cloud package, which gets you the entire creative suite for $50 a month. The benefits are you will never have to upgrade again and there is an attached cloud storage solution. This is not big enough for all of your footage, but it is a great place for an archive of final products.

Get started – don’t sweat the hardware

Ultimately, it’s about how you tell your story, not the tools you tell it with.

Just remember: A camera doesn’t take good picture, and sound devices don’t get good sound unless the driver knows how to get it and has a story in mind. Whatever you do, be motivated and work with equipment you are comfortable with. And before you even press record, know why you’re filming, what you are filming and what it will do for you as an organization!

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Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, journalists, general public.

Storytelling is often undervalued by nonprofits but is a key ingredient to furthering their mission and enhancing their fundraising efforts. ”Pixar’s 22 Rules to Phenomenal Storytelling” was compiled by PB&J Publishing based upon tweets by Emma Coats, an expert storyboard artist at Pixar.

As we’ve written about regularly on Socialbrite, your nonprofit or organization has a story to tell, and it starts with effective storytelling techniques.

Below the infographic you’ll find the text version.

22 storytelling tips from a Pixar storyboard artist

1. You admire a character for trying more than for their successes.
2. You gotta keep in mind what’s interesting to you as an audience, not what’s fun to do as a writer. They can be very different.
3. Trying for theme is important, but you won’t see what the story is actually about til you’re at the end of it. Now rewrite.
4. Once upon a time there was ___. Every day, ___. One day ___. Because of that, ___. Because of that, ___. Until finally, ___.
5. Simplify. Focus. Combine characters. Hop over detours. You’ll feel like you’re losing valuable stuff but it sets you free.
6. What is your character good at, comfrotable with? Throw the polar opposite at them. Challenge them. How do they deal?
7. Come up with your ending before you figure out your middle. Seriously. Endings are hard, get yours working up front.
8. Finish your story, let go even if it’s not perfect. In an ideal world you have both, but move on. Do better next time.
9. When you’re stuck, make a list of what WOULDN’T happen next. Lots of times the material to get you unstuck will show up.
10. Pull apart the stories you like. What you like in them is a part of you; you’ve got to recognize it before you can use it.
11. Putting it on paper lets you start fixing it. If it stays in your head, a perfect idea, you’ll never share it with anyone.
12. Discount the 1st thing that comes to mind. And the 2nd, 3rd, 4th, 5th, get the obvious out of the way. Surprise yourself.
13. Give your characters opinions. Passive/malleable might seem likable to you as you write, but it’s poison to the audience.
14. Why must you tell THIS story? What’s the belief burning within you that your story feeds off of? That’s the heart of it.
15. If you were your character, in this situation, how would you feel? Honesty lends credibility to unbelievable situations.
16. What are the stakes? Give us a reason to root for the character. What happens if they don’t succeed? Stack the odds against.
17. No work is ever wasted. If it’s not working, let go and move on– it’ll come back around to be useful later.
18. You have to know yourself: the difference between doing your best & fussing. Story is testing, not refining.
19. Coincidences to get characters into trouble are great; coincidences to get them out of it are cheating.
20. Exercise: take the building blocks of a movie your dislike. How do you rearrange them into what yo DO like?
21. You gotta identify with your situation/characters, can’t just write ‘cool’. What would make YOU act that way?
22. What’s the essence of your story? Most economical telling of it? If you know that, you can build out from there.

These great tips will help nonprofits capture their unique stories and engage their audiences.

What do you think of Pixar’s tips? Add your thoughts in the comments.

Related

• Techniques to add dazzle to your advocacy video (Socialbrite)

• 4 successful strategies for engaging interviews (Socialbrite)

• Spotlight: Homeless in Dehradun – Multimedia Storyteller Frank Rohrig (Major Multimedia)

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We were thrilled to be profiled in PhotoShelter’s latest handbook as an expert on Blogging for Storytelling and Advocacy. PhotoShelter is the leader in portfolio websites and business tools for professional photographers.

This useful guide to blogging is a free download on their website.

A few takeaways related to the guide:

• Get educated. If you are not comfortable with social media or blogging, take a class, hire a consultant, or read an online tutorial. You should understand what blogging can do for you before you even start designing a content strategy.

• Don’t try to be everything to everyone. Determine exactly  who your audience is and the best way to reach them (where they hang out online). If you try to do too much, you may end up with much less traction.

• Build a robust RSS feed of the blogs you admire, your competition, and your prospects and clients. This will not only help you keep up with news and trends, it can also be a great resource for blog topics.

The post Get prepared before designing a content strategy appeared first on Socialbrite.