Nonprofits that are 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 the possibility of "going viral" really means. How can Aid for Africa member organizations tell their stories in compelling and meaningful ways using video? And how can they use the web as a platform for rich storytelling and constituent engagement? In this session, we’ll discuss and show how aid organizations are using video to extend their programs and events, increase brand recognition, and create content that deepens relationships with their supporters.

1. Beyond Viral Video
Nonprofit Storytelling in the Digital Age
Prepared for Aid for Africa
Presented by Michael Hoffman, CEO, See3
www.see3.net | michael@see3.net | @Michael_hoffman

2. Today’s Plan
• Why Video Matters
• Storytelling Using Video
• Key Video Examples
• Distribution
• 5 Takeaways for Aid for Africa members
www.see3.net | michael@see3.net | 773-784-7333

3. See3 Communications
• Interactive communications agency for
nonprofits and causes specializing in video, web,
and outreach
• Results-driven online strategies
• Believe in technology and media to help
organizations reach their goals
www.see3.net | michael@see3.net | 773-784-7333

4. Visit: www.YouTube.com/NonprofitVideoAwards
www.see3.net | michael@see3.net | 773-784-7333

5. October 9, 2006:
Google Buys YouTube
www.see3.net | michael@see3.net | 773-784-7333

6. YouTube: Why Video Matters
Users (M) % Users
Age All 57.1 –
In 1 Minute
20 hours of video are
<18 11.0 19% uploaded to YouTube
18-34 11.1 19%
#4 Biggest Site in the World
35-44 12.3 22%
Bigger than MySpace and
45-54 11.9 21% Wikipedia
Source: Alexa
55+ 10.9 19%
58 Minutes
Gender Male 29.8 52%
Average time spent on
Female 27.3 48% YouTube
Source: Nielsen//NetRatings (October 2007) - US audience.
www.see3.net | michael@see3.net | 773-784-7333

7. Your Audience is Watching
www.see3.net | michael@see3.net | 773-784-7333

8. Search
www.see3.net | michael@see3.net | 773-784-7333

9. The Tools are
Improving
www.see3.net | michael@see3.net | 773-784-7333

10. The Nonprofit Program
• Organizations must be nonprofits based in
US, UK, Canada, or Australia
• Increased branding capabilities
• HTML channel banner
• Branded side column image
• Ability to add Call to Action overlay and
externally linkable annotations
• More info: http://www.youtube.com/nonprofits
www.see3.net | michael@see3.net | 773-784-7333

11. YouTube Channel
www.see3.net | michael@see3.net | 773-784-7333

12. Your Website is Your Channel
www.see3.net | michael@see3.net | 773-784-7333

13. www.see3.net | michael@see3.net | 773-784-7333

14. www.see3.net | michael@see3.net | 773-784-7333

15. Viral to Who?
www.see3.net | michael@see3.net | 773-784-7333

16. Viral to Who?
Planning
Creative
Cultural
Moment
www.see3.net | michael@see3.net | 773-784-7333

17. Think Strategically
• Current video assets
• People
• Events
• Fundraising opportunities
• Organizational goals and messages
www.see3.net | michael@see3.net | 773-784-7333

18. Laws of Social Storytelling
• Be prepared to tell 3 types of stories:
• The story of self (org)
• The story of us (community)
• The story of now (change the world)
“A story communicates fear, hope, and anxiety, and because we
can feel it, we get the moral not just as a concept, but as a
teaching of our hearts. That’s the power of story.”
- Marshall Ganz
www.see3.net | michael@see3.net | 773-784-7333

19. Storytelling Tips*
Keep It Short
• Powerful videos are often under 2 minutes long.
The effort you put into keeping it short will go a
long way in helping you focus your message.
Keep It Simple
• Try to focus on one main topic (ie. an event, one
person’s story, a lesson, a testimonial). It’s
easier to get excited about a video that is
focused.
* From our friends at Flip Video – www.FlipVideoSpotlight.com
www.see3.net | michael@see3.net | 773-784-7333

20. Storytelling Tips
Be genuine
• Viewers want to connect with the work that your
organization is doing. Focus on content that is
compelling rather than what’s “cool”.
Keep It Fluid
• Beginning-Middle-End: Catch the audience at
the beginning and explain what is happening,
build emotion in the middle, and come to some
sort of resolution at the end.
www.see3.net | michael@see3.net | 773-784-7333

21. Storytelling Tips
Keep It Moving
• Audio: Video shows the story but don’t forget the
importance of audio. Audio adds emotion.
Keep It Interesting
• Wide shot - establishes the scene
• Medium shot - gives more intimacy
• Close-up - for emotion and direct connection
• Extreme close-up - very intimate, emotional
effect
www.see3.net | michael@see3.net | 773-784-7333

22. Broadcast Live Events
www.see3.net | michael@see3.net | 773-784-7333

23. Broadcast Live Events
• Stream important news or organizational events
live using Ustream or Livestream
• Reach and connect with larger audience online
• Use live streaming to hook into top news stories
• Stream and archive trainings
www.see3.net | michael@see3.net | 773-784-7333

24. Staff Produced
www.see3.net | michael@see3.net | 773-784-7333

25. Staff Produced
• Behind the scenes looks at the office or on the
ground
• Use computer cameras or Flip Video to staff
members, interns, volunteers
• Conduct video interviews via Skype (i.e.
bloggingheads.tv)
• Good for immediate updates from the field
www.see3.net | michael@see3.net | 773-784-7333

26. Documentary
www.see3.net | michael@see3.net | 773-784-7333

27. Documentary
• Strong way to show organization’s work and
impact
• Focus on the individual stories of real people
• Create a media library to pull from
• Reuse and repurpose for different mediums (live
events, DVDs, meetings, website)
www.see3.net | michael@see3.net | 773-784-7333

28. Public Service Announcement
www.see3.net | michael@see3.net | 773-784-7333

29. Public Service Announcement
• Make PSAs accessible online on YouTube
• Reverse model: create PSA and publish online –
raise funds to get it aired on TV
www.see3.net | michael@see3.net | 773-784-7333

30. Animation / Typography
Watch Video
www.see3.net | michael@see3.net | 773-784-7333

31. Animation / Typography
• Very popular style (use with caution)
• Great example is Girl Effect – success is in
framing the problem in simple terms
• Distill the story through words and music
• Method to bring important speeches/text to life
www.see3.net | michael@see3.net | 773-784-7333

32. Personalized Video
www.see3.net | michael@see3.net | 773-784-7333

33. Personalized Video
• Novelty and personalization increases
probability viewer will pass along
• Best for awareness building (broad audience) or
peer-to-peer fundraising (niche audience)
• Creates interactive opportunity – sharing or
donating
• ClipCall takes it to the next level with phone
integration
www.see3.net | michael@see3.net | 773-784-7333

34. You Made A Video, Now What?
• Bring People to Your Video
• Website
• Email
• PR (earned media)
• Bring Your Video to People
• YouTube and TubeMogul
• Social Networks (Facebook, Twitter, etc.)
• Blogger Outreach
www.see3.net | michael@see3.net | 773-784-7333

35. 5 Takeaways for Aid for Africa
• Watch and emulate
• Connect video to organizational objectives
• Integrate video into your content
• Find the passionate people and let them loose
• Commit to doing more video this year than last
www.see3.net | michael@see3.net | 773-784-7333

36. Discussion
Michael Hoffman
• Email: michael@see3.net
• Twitter: @Michael_Hoffman
• Phone: 773-784-7333
The slidedeck and links will be available after
this session at www.see3.net/events
www.see3.net | michael@see3.net | 773-784-7333

37. Photo Credits
• Audience in 3D Glasses - Diamond Geyser
• Encyclopedias - Stewart Butterfield
• Hammer - Austin Camera Guy
All photographs licensed under Creative Commons
www.see3.net | michael@see3.net | 773-784-7333