video strategy for nonprofits...video strategy for nonprofits part 2: 10 types of videos you should...
TRANSCRIPT
Video Strategy for NonprofitsPart 2: 10 Types of Videos YouShould Think about Creating
Welcome!We’ll begin 2 minutes after the top of the
hour.
Handouts:http://npmg.us/13
The password is camera
Video Strategy for Nonprofits
Part 2: 10 Types of Videos You Should Think
about Creating
Nonprofit Marketing Guide.com
Kivi Leroux Miller
Kristina Leroux
@npmktgd @kivilm @kristinaleroux #npmc
1. Start with the tech you have and build on that.
2. Focus on the fundamentals:1. Clear sound2. Light on faces3. Add captions (closed or open)4. Practice!
3. Learn just one or two pieces of editing software.
Just Do It!
VIDEOCREATION
ESSENTIALS
StoryBoards
Why Storyboard?
• Creates the timeline• Clarifies beginning,
middle, and end• Helps you see what you
have and what you still need
• Includes both visuals and audio
StoryBoards
Storyboarding Tools
• Pencil and paper!• PowerPoint• Storyboardthat.com• Canva.com (Photo Collage
layouts)• Search “video storyboard
software”
VIDEOCREATION
ESSENTIALS
https://www.youtube.com/c/Nonprofitmarketingguide
As we review categories and examples, think about . . .
• Can I visualize the storyboard?• What am I hearing (music, voices,
background sounds?)• What I am a seeing (photos, video,
overlays, how heavily edited is this?) • Could we do this live or recorded?• Does this feel like it could be a natural
part of our strategy?
Explainers –Your Mission
This is storytelling, not mission regurgitation.
• The problem, your solution, the hows and whys, the invitation.
• The process/steps you go through to reach a destination
• Break it down into simple language – no wonky jargon!
NPVideos: Explainers –Mission
The what and why of your nonprofit told as a story.
Offers a compelling invitation to be a part of it.
https://www.youtube.com/playlist?list=PLPJOGTVucBumgVHxGpM1eY9Q1H5cui_dw
Let’s Break It Down:
The Problem:00-:43 of 1:43
• Kids need to be kids, being hungry stops that and isn’t fair
• 1 in 6 children face hunger, despite their families working hard
• Children can’t focus, long-term consequences
https://youtu.be/qWNf5XV1s-0
Let’s Break It Down:
“The Big Question”:43-:56 of 1:43
• Free or reduced-price lunch through school
• Big Question: But what happens outside school?
• That’s where Feeding America Network of food banks comes in . . .
https://youtu.be/qWNf5XV1s-0
Let’s Break It Down:
Program Solutions:57-1:22 of 1:43
• Variety of programs: backpack program, kids café,
• Traditional food pantries• Reaching 12 million children
each yearhttps://youtu.be/qWNf5XV1s-0
Let’s Break It Down:
Role of Supporters in
Reaching Solution1:22-1:43 of 1:43
• Kids says thank you• Roles to end hunger (donating,
advocacy) • Simple outro
https://youtu.be/qWNf5XV1s-0
What did you notice
about audio?
• Slower, lower tone about the problem, starts to pick up slowly.
• Gets faster and more upbeat when talking about solutions
• Main narration by a staff member: clear, but very natural and authentic. Added voices from a teacher and a child.
https://youtu.be/qWNf5XV1s-0
The “Process” Explainer• Problem: 1 in 8 people struggle with
hunger• It begins when a meal like this > food
pantry description• Before that > a food bank• Before that > an act of kindness
(donation, hour of time)• Who? Business, farmers, state
program and people like you• Meals to 46 million people >
together we can solve hunger (small acts to big results)
https://youtu.be/JT8WSVezFiA
Explainers –How To Videos
Give good advice or simplify a process.• Share a personal experience that
illustrates a solution for others• Provide a list or steps• Do a demo
NPVideos: Explainers – How Tos and Tips
Most searches on YouTube are for How To videos.
This is your chance to position yourself as a helpful friend.
https://www.youtube.com/watch?v=Iyv6tasFjSY&list=PLPJOGTVucBultSFk7_Hjvrl8Tx5sx1ODN
What did you like about this video?
https://www.youtube.com/watch?v=1xjHZMNYdYY&list=PLPJOGTVucBultSFk7_Hjvrl8Tx5sx1ODN&index=6&t=0s
Behind the Scenes
Meet the __________ (by The Nature Conservancy, Meet the Prescribed Fire Crew)
Breakfast at __________(by Humane Society of the United States, South Florida Wildlife Center, Breakfast at the Nursery)
What ________ is Doing at the _________(by Save the Children USA, What is Save the Children Doing at the Border?
NPVideos: Behind the Scenes
https://www.youtube.com/watch?v=2o9GmD5LjkI&list=PLPJOGTVucBuncWIJRoWAigNdUm76cgpUV
Making of __________ (by Feeding America, Making of – I am Hunger in America)
Watch How It’s Done: __________(by UNICEF USA, Watch How It’s Done: The Making of a UNICEF Market Silver Gemstone Necklace)
NPVideos: Behind the Scenes
https://www.youtube.com/watch?v=2o9GmD5LjkI&list=PLPJOGTVucBuncWIJRoWAigNdUm76cgpUV
Ephemeral (Stories)
What Can You Show Us? Where Can You Take Us? • Before the meeting /
After the meeting• Let’s go see what’s
happening today with . . .
• Boring office? Zoom in on something in the office (a bookshelf, the mug collection). Close-ups are great!
• Describe your own creative process
• Show team work and friendships at work
• Show learning or new skills building
• Anything funnyor quirky –individual staffmembers, teams, happenings.
Call to Action Motivators –Get Involved
Fight for __________ (by Humane Society of the US, Fight for All Animals)
_________ Unites Us(by The Nature Conservancy, Nature Unites Us)
CTA is often “sign up” or “share”
NPVideos: Call to Action Motivators to Get Involved
https://www.youtube.com/playlist?list=PLPJOGTVucBuk116xGO7JoHJYaTqk98WYt
Call to Action Motivators –Donate Now
NPVideos: Call to Action Motivators to Donate
CTA is “donate now” or “donate today”
https://www.youtube.com/playlist?list=PLPJOGTVucBuk8IxCQqDAEkdYW72nqWAqH
Help us see the need
Focus on the change that will take place / who will benefit
Ask very clearly!
Testimonials
https://www.youtube.com/playlist?list=PLPJOGTVucBun7eyBVsg4UhdqZBg5Ez8YF
Lots of ways to do this. When in doubt, follow the 3-act structure
1. Introduce person, situation and goals2. Uh-oh challenges3. How they overcome with help from
nonprofit
NPVideos: Testimonial Stories
https://www.youtube.com/playlist?list=PLPJOGTVucBun7eyBVsg4UhdqZBg5Ez8YF
Thank You Videos
Holding Thank You Signs
Look for playlists that begin with TY
Great “starter” approach where you want to include staff and maybe clients, but don’t really want to write a script.
https://www.youtube.com/watch?v=6QHrH9VG7qw&list=PLPJOGTVucBulkezjn1PPlScgL4_mu5t3g
Because of You / Thanks to You
Look for playlists that begin with TY
These are typically narrated by staff members.
https://www.youtube.com/user/kivilm/playlists
“Thank You for . . .” Storyboard
A special message from . . .
playground Financial literacy music meals
volunteers bandCollege
scholarshipsart homework
College prep danceThose who need
mostBrighter futures
Thank you with logo
Donor Thank You Video(Boys and Girls Club of Dane County)https://youtu.be/-eUy65hIziI
“Thank You For . . .” Script
For providing us with the fun place to play, we say
thank you.
For helping us teach our members financial literacy
and responsibility.
Thank you for letting us play our favorite songs.
Thank you for feeding our kids healthy meals. Man,
that's good.
Thank you for helping us help the kids.
Thank you for the rocking guitars.
The TOPS program thanks you for sending kids to
college.
Thank you for our new art room.
Thank you for providing us with a quiet place to do our
homework.
College Club would like to say W-E-T-H-A-N-K-Y-O-U.
We thank you.
Thank you for letting our kids explore the art of dance.
For allowing us to help those who need us the most,
thank you.
Because of you we can create bright futures for these
young people. Thank you.
Donor Thank You Video(Boys and Girls Club of Dane County)https://youtu.be/-eUy65hIziI
Thank You For / Because of You, I
The American Cancer Society Thanks YouAmerican Cancer Societyhttps://youtu.be/YrjiR3Ck3Jo
2016 Campership Donor Thank You VideoCollier Youth Serviceshttps://youtu.be/IeMKemIMAbI
Because of You . . . The Arc of the United Stateshttps://youtu.be/qQGcSPJBvpA
Look for playlists that begin with TY
These are first-person testimonials thanking supporters, so they usually include more participant or client voices.
https://www.youtube.com/user/kivilm/playlists
Message RepetitionLook for playlists that begin with TY
This is done with multiple narrators reading the same script and editing the voices together.
https://www.youtube.com/watch?v=6v0KOstEs5Q&list=PLPJOGTVucBukSL6Rxa0EzxGYNOzGTNLfe
“Multiple Narrators, Message Repetition” Storyboard
Kids introduce themselves: “Name and grade”
“I have dyslexia” “what I like about the center”
“thank you for helping kids like me”
“thank you” Big Logo
Logo on wall Kids smiling and wiggling
Donate Today
“Multiple Narrators, Message Repetition” Script
Hi, my name is Kevin and I’m in grade 5
My name is Olivia and I'm in grade 3
I’m Lauren and I’m in grade 2
I have dyslexia
I have dyslexia
I have dyslexia
This is my first year of coming to the center. I really, really like it.
I like the reading.
‘Cuz of you now I can read my favorite book, Alice in Wonderland.
Thank you for helping kids like me read.
Thank you for helping kids like me learn to read.
Because of you I can read my favorite books by kids
Thank you
Thank you
Thank you
Thank you
Consider These Uses for Your Thank You Video:
• Make it the first email in your year-end campaign. Bonus points if it ties in thematically.
• Email and post on social Thanksgiving Week• Email and post on social after Giving Tuesday• Add to donation confirmation page• Add to donation confirmation email• Use after events or even major gift meetings
Personalized Video Messages
Annual Report or Impact Videos
Theme SongsTypically a song is playing over a combo of still photos and some live action video, with some text overlays
Visuals change to the beat of the music
Highlight ReelShoot for something like 12 accomplishments in under 300 words, and under 2 minutes.
Read by one or more narrators in a voice over a combination of stills and live action video.
Internal Comms
Internal Comms
• Substitute this for the emails noone reads.
• Great for leadership!
• But also great for you!
Thought Leadership
Thought Leadership
• Think TED Talk Style
• Conference Recordings
• Can also be more casual “op-ed” style videos
From the 2019 Nonprofit Communications Trends Report
• Video is one of the top tasks that nonprofit communicators would assign a new team member, if their team were to grow.
0% 20% 40% 60% 80%
Videos for storytelling about participants or supporters
Video appeals for fundraising
Thank you videos to share with supporters
Videos that take supporters behind the scenes
Videos to teach people how to do something
We did not create any videos last year
Video appeals for advocacy
Other (please specify)
A video annual report or impact report videos
The Types of Videos Nonprofits Created in 2018
1. Pick one type to work on before year end.
2. Pick two more types to work on in 2020.
3. Decide where live video makes most sense.
Wrapping Up
