Video as an Engine for Nonprofit Growth

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Video as an Engine for Nonprofit Growth

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Today’s Presenters BRENT ROYER brent@screendeepcreative.com MICHAEL HOFFMAN mhoffman@see3.com Consultant, Screen Deep Creative CEO, See3

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See3 works with nonprofits and social causes, activating people to change the world. We develop strategies and create media to deliver on goals like fundraising, advocacy, awareness, recruitment and more. Our clients include:

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About Brent Royer Broadcast Journalism and Promotions 13 Years at ALASAC/St. Jude First on-staff producer of video content Full-service production staff and studio More than 250 unique pieces of video content annually

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First Things First: Finding Your Voice

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Finding Your Voice Brand Voice Communicates value Informs your audience Builds identity Building the Relationship - Authenticity Consistency

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Finding Your Voice Know your audience The Tone of Voice Authoritative/Informative Emotional/Sympathetic Fun/Zany

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Finding Your Voice The mission experience Patients/Families Directly Impacted Authenticity Universal Appeal frantab / Shutterstock.com

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So, Why Video?

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Why Video? Long history of DRTV success at St. Jude Patient and family focused Authentic documentary style storytelling Key-driver of donor acquisition High awareness © ALSAC/St. Jude Children’s Research Hospital

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Why Video? Video works! But…

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Why Video? Bloomua / Shutterstock.com Twin Design / Shutterstock.com

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Why Video? 89 million people in the U.S. will watch 1.2 billion online videos today. (ComScore) Online video users are expected to double to 1.5 billion in 2016. (Cisco)

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Why Video? 52% of consumers say watching video makes them more confident in online purchase decisions. (Invodo) 76% of marketers plan to add video to their sites, making it a higher priority than Facebook, Twitter and blog integration (Social Media Examiner)

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Why Video? The Perfect Medium In-depth, emotional storytelling Versatile/Customizable/Serialized Infinitely integratable

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Why Video? Production Costs More Affordable Technology readily available Requires less infrastructure *Cheaper isn’t always better

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How do you do it?

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How do you do it? Get started NOW Leadership buy-in critical Make your case with DATA!

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How do you do it? Partnerships with experts Video Marketing Strategy Creative Development/Story and Voice Technical Production Vendors

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How do you do it? Build internal expertise Negotiation w/Vendors Asset management/distribution Video brand steward Legal Considerations

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How do you do it? 2003 PSA Campaign First PSA in HD No Internal HD Production Limited budget © ALSAC/St. Jude Children’s Research Hospital

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Find intimate stories but sell/show broad impact Visualize your mission Mission in Action The “How” and the “Why” Existing assets How do you do it? Photo courtesy of Mercy Corps

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Does it brand? Does it inform? Does it sell? Does it deliver? How do you do it?

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“All marketing video should lift the brand, create demand, increase sales and diminish the impact of competitive voices.” Rob Davis Executive Director, Content & Video Marketing Ogilvy One

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We Have Content - Now What?

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Maximizing Content © Screen Deep Creative

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Maximizing Content Where should video live? Explore hosting options ALWAYS embed @ home Promote your video page Social Media Email dolphfyn / Shutterstock.com

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How do I know it’s working?

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Measuring Success Define Success Analytics/Measurement Set benchmarks Realistic goals

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Rob Ciampa Chief Marketing Officer, Pixability “Planning your business around viral video is like planning your retirement around lottery tickets.”

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Video as An Engine for Fundraising Make Your Case for Video Brand Voice - Authentic/Consistent/Intimate Partnerships while building Expertise Integrate Across Campaigns and Programs Host, Post and Promote Set Realistic Goals - Measure and Learn

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BRENT ROYER brent@screendeepcreative.com MICHAEL HOFFMAN mhoffman@see3.com Consultant, Screen Deep Creative CEO, See3 Questions?

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Need help with your next video project? Contact Michael at mhoffman@see3.com. We produce videos for hundreds of nonprofits and social causes, and we can help you with everything from strategy to production to distribution.

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Subscribe to the DoGooder Dispatches, See3’s weekly email newsletter with advice, insights and inspiration for do-gooders (including plenty of nonprofit video wisdom). http://bit.ly/DoGooderDispatches