Michael Hoffman was joined by our client Sara Fusco of Refugees International to discuss nonprofit video strategy at the July 501 Tech NYC meet up at Planned Parenthood. Below is a description of what we'll be covering: "Organizations using online video effectively aren't just creating great content, they're creating great strategies. It all starts with understanding why video matters to your organization and rethinking what "viral" really means. We’ll talk about how to integrate video into your communications plan, how to staff and develop videos, and how to think about distribution. Bring your questions and walk away with examples of how nonprofits are using video to extend their programs and events online, to increase brand recognition, and to create valuable content for its supporters." More at www.see3.net

1. Beyond Viral
Crafting a Nonprofit Video Strategy
501 Tech NYC – July 2010
Michael Hoffman, CEO, See3 Communications
Sara Fusco, Assistant Director for Online Communications,
Refugees International

2. Letʼs Talk About Video
• About See3
• Crafting a Nonprofit Video Strategy
• Key Examples
• Measuring Success
• CASE STUDY: Refugees International
• Discussion

3. Visit: www.YouTube.com/NonprofitVideoAwards

4. See3 Communications
• Interactive communications agency for
nonprofits and causes specializing in video,
web, and outreach
• Results-driven online strategies
• Believe in leveraging technology and media to
help organizations achieve their goals

5. Viral to Who?

6. Beyond Viral

7. Your Website is Your Channel

10. The Nonprofit Video Strategy

11. Think Strategically
• Get your calendar out
• Evaluate your current video assets
• Align your organizational goals and messages
• Train your staff to be digital storytellers (shooting
video, taking photos, blogging, social media)
• Find the people (“The Passionate Ones”)

12. Digital Storytelling Cuture
• What skills does your team have?
• Storytelling
• Editing
• Social Media
• Who needs to be involved?
• Who has the passion?

13. Planning Your Video
• What is your objective?
• Who is your audience?
• What do you want to say?
• How will you use the video?
• How will you distribute the video?
• What tools will you need?

14. 11 Types of Nonprofit Videos
1. The Dinner Video
2. The Founding Myth
3. PSA/Awareness Campaign
4. Conversation Starter
5. Vlog (Video Blog)
6. Educational Videos

15. 11 Types of Nonprofit Videos
7. The Solicitation
8. The Livestream Event
9. From the Field
10. The Interactive Experience
11. Behind the Scenes

17. AVODAH
• Smaller nonprofits supporting Jewish young
adults serving in social justice organizations
• Provide storytelling curriculum training for
corp members
• On the ground footage mixed with professional
editing and storytelling services
• Integrate videos into key sections of website

19. Video Centric Campaign

20. Acumen Fund
Even Better Campaign
• Video shows how the money is used in an
engaging way - their “Theory of Change”
• Scripted messages from volunteers mixed with
motion graphics
• Video integrated seamlessly into campaign
landing page (www.acumenfund.org/evenbetter)
• Excellent use of YouTube Annotations using
source code tracking

21. www.see3.net/making-strides-personalized-fundraising-video

22. American Cancer Society
Personalized Video Fundraising
• ACS needed tool to encourage walkers to raise
money among peers
• Each walker received email with link to pre-
personalized video
• Over 4,500 donations sourced directly from
the video, resulting in a 10:1 ROI
• Repeatable model for ACS event fundraising

25. Expose Animal Abusers
Video Centric Advocacy Campaign
• Petition campaign encouraging state legislators
to introduce animal abuser registry bills
• Hard-hitting campaign video featuring extreme
animal abuser cases
• Video employed on campaign landing page,
online editorial and blogs, shared among
Facebook and Twitter

29. Measuring Success
• Does it move the needle?
• Does it help your SEO strategy?
• Does it improve conversion rates?
• Does it help spread the message?
• Does it engage your constituents?

30. Measuring Success
Determine your metrics upfront
• Donations
• Views/comments
• Blog mentions
• Website traffic
• Shares
• Use YouTube “Insight” to measure how people
are finding your content

31. Refugees International
(And our viral agnosticism)

32. Refugees International
Who we are
• Refugees International advocates for lifesaving
assistance and protection for displaced people
and promotes solutions to displacement crises

33. Refugees International
Our communications objectives
• Position as the go-to organization among target
audiences for solutions to refugee crises
• Improve overall name recognition and reputation
among target audiences

34. Refugees International
Who are we trying to reach?
• Policy-makers
• U.S. Congress
• U.S. Administration
• United Nations
• NGOs
• Donors

35. Video Dreams
Just because you build it…

36. Our Video Objectives
• Support our advocacy priorities among target
audiences
• Support initiatives and events to grow our
supporter base
• Help develop stronger narratives for the human
story of our work

37. Pre-Pre Planning
Funding?
Internal capacity and expertise?
Consistent organizational focus?
Compelling message?
Opportunity?

38. CASE STUDY:
The View from Syria
• Pre-Production /
Production /
Post-Production
• Outreach and
Advocacy
• Outcomes

39. (Pre-, Post-, and Everything
In-Between) Production
• Whatʼs our story?
• Whoʼs our primary audience?
• Who can tell our story?
• How do we show it?
• Permissions / security risks?
• Existing work?
• Whatʼs our budget?
• Whatʼs our timeline?

40. Advocacy and Outreach
• Three videos
• Petition
• Paid advertising
• Paid search campaign
• Google Grants optimization
• Blogger outreach
• Social network outreach

41. Outcomes
• 4,300 new email addresses
• 20% increase in web traffic
• 35 blogs covered petition and videos
• Growth of social network (+1,741)
• Lasting assets

42. Advocacy Successes
• The U.S. provided $328.7 million to UN
programs for displaced Iraqis, a noteworthy 60%
of the UNʼs request (up from 37% in 2008)
• House of Representatives passed legislation
calling for stronger policies to protect and assist
displaced Iraqis by the Govʼt of Iraq
• U.S. directly re-engages with Syria by appointing
an Ambassador

43. Thank you!
Michael Hoffman
• Email: michael@see3.net
• Website: www.see3.net
• Twitter: @Michael_Hoffman
Sara Fusco
• Email: sara@refugeesinternational.org
• Website: www.refugeesinternational.org

44. Photo Credits
• A Classic Cash Register - Heath Bar
• Blueprints, Typewriters and Gears - Traveling Steve
• Audience in 3D Glasses - Diamond Geyser
• Encyclopedias - Stewart Butterfield
• Hammer - Austin Camera Guy
• Annette Conway reads to children
- Marine Corp News
All photographs licensed under Creative Commons