501 Tech NYC – July 2010

Crafting a Nonprofit Video StrategyBeyond Viral

Michael Hoffman, CEO, See3 CommunicationsSara Fusco, Assistant Director for Online Communications, Refugees International

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

Visit: www.YouTube.com/NonprofitVideoAwards

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

Viral to Who?

Beyond Viral

Your Website is Your Channel

The Nonprofit Video Strategy

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”)

Digital Storytelling Cuture• What skills does your team have?

• Storytelling• Editing• Social Media

• Who needs to be involved?

• Who has the passion?

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?

11 Types of Nonprofit Videos1. The Dinner Video2. The Founding Myth3. PSA/Awareness Campaign4. Conversation Starter5. Vlog (Video Blog)6. Educational Videos

7. The Solicitation8. The Livestream Event9. From the Field10. The Interactive Experience11. Behind the Scenes

11 Types of Nonprofit Videos

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

Video Centric Campaign

Acumen FundEven 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

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

American Cancer SocietyPersonalized 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 fromthe video, resulting in a 10:1 ROI

• Repeatable model for ACS event fundraising

Expose Animal AbusersVideo 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 amongFacebook and Twitter

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?

Measuring SuccessDetermine your metrics upfront

• Donations• Views/comments• Blog mentions• Website traffic• Shares

• Use YouTube “Insight” to measure how peopleare finding your content

Refugees International(And our viral agnosticism)

Refugees InternationalWho we are• Refugees International advocates for lifesaving

assistance and protection for displaced peopleand promotes solutions to displacement crises

Refugees InternationalOur communications objectives

• Position as the go-to organization among targetaudiences for solutions to refugee crises

• Improve overall name recognition and reputationamong target audiences

Refugees InternationalWho are we trying to reach?• Policy-makers

• U.S. Congress• U.S. Administration• United Nations

• NGOs• Donors

Video DreamsJust because you build it…

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

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

CASE STUDY:The View from Syria

• Pre-Production /Production /Post-Production

• Outreach andAdvocacy

• Outcomes

(Pre-, Post-, and EverythingIn-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?

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

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

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 legislationcalling for stronger policies to protect and assistdisplaced Iraqis by the Govʼt of Iraq

• U.S. directly re-engages with Syria by appointingan Ambassador

Thank you!Michael Hoffman

Sara Fusco

• Email: michael@see3.net• Website: www.see3.net• Twitter: @Michael_Hoffman

• Email: sara@refugeesinternational.org• Website: www.refugeesinternational.org

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