Why a video strategy?
Whether it’s news, social networks, or shopping, more and more people are getting their information on the web. How will they discover your organization’s message? Video is what’s hot on the web today and You Tube is the most popular search engine - - more popular than Google. So non-profits need to leverage the power of video to reach their constituents in an engaging way that promotes their brand and mission.
Where should you start?
Should you go out and buy a camera today and start shooting video? Not exactly. Your organization’s mission should drive your video strategy. Your mission should drive the who, what, and why of how you communicate online. Once you have a communications strategy that’s aligned to your mission, decide upon the stories you want to tell, and ensure you have the time and money to produce them. Video, however, is no magic bullet. There are other ways to communicate information effectively on the web besides video, so your strategy should consider those tactics as well.
What should you say?
Marshall Ganz, a noted Harvard professor, says you should, “Tell the story of us, the story of now, and the story of the organization.” In other words, tell people why the organization matters, the difference it makes, and the people you help.
Video should tell a story and create a strong emotional connection with the audience. Find the story you want to tell and create a signature video on you web site that tells that story. Don’t just put a video on your website to put a video on your website, however. It needs to be compelling.
What about video quality and length?
In general, video quality is more important that quantity. Producing high-quality video can, however, be daunting when you have only consumer equipment and non-professional staff using Flipcams, so striking a balance is important. Arm your staff with the basic skills and tools they need to tell a video story and give them the time to learn how to do it.
Short and sweet videos are the best. The reality is that people decide if they like a video in the first 5-6 seconds of watching it, so an awareness video should be no longer than 1-2 minutes long and a more in depth video should be a maximum of 5-6 minutes in length. Also, think about repurposing your video and using it in different ways on the web to reach different audiences via your home page, Twitter, and You Tube.
How should you equip your staff?
Put video tools in the hands of your staff by investing in basic equipment and software for shooting and editing (e.g. camera, tripod, iMovie, Final Cut Express, etc.). Also invite others, when possible, to produce advocacy pieces for you that help tell your story.
If you already have access to quality still photos that tell your organization’s story, you can use a number of software programs to bring them to life as videos. Programs like Final Cut Express and Animoto.com are two examples of these types of tools.
How should you promote your videos?
Promoting your videos online can be as easy as mentioning them in your e-mail signature (e.g. “Check out our new video.”) Also, get your video out into cyberspace so people can see and blog about it. Post it on sites like Tube Mogul, Vimeo, Kaltura, and YouTube and spread the word to your stakeholders and constituents. Google has promotional program for non-profits that’s worth checking out. Finally, try collaborating with other online groups and partners to help get your story out.
How should we measure success?
How do you know your video was successful? You can measure success by a number of metrics: the number of online views, length of views, donations, and audience feedback on the video. Remember when it’s all said and done, however, video is just one communications tactic for building awareness for your organization. Make sure you are leveraging a variety of tactics to reach your target audience.
Source: From a panel discussion on “Why Non-Profits Need a Video Strategy,” featuring Marissa Wasseluk (Moderator), Nasser Asif ( See3 Communications), Becky Schneck Allen (Urban Gateways), Jill Geiger ( Environmental Law & Policy), and Ben-Hur Uribe (Cine Productions).
