Nonprofit Storytelling in the Digital Age

1. Nonprofit Storytelling in the Digital Age Beyond Viral Video 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

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

4. Visit: www.YouTube.com/NonprofitVideoAwards

5. October 9, 2006:Google Buys YouTube

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

7. Your Audience is Watching

8. Search

9. The Tools are Improving

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

11. YouTube Channel

12. Your Website is Your Channel

15. Viral to Who?

16. Viral to Who?

17. Think Strategically • Current video assets • People • Events • Fundraising opportunities • Organizational goals and messages

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

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

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.

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

22. Broadcast Live Events

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

24. Staff Produced

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

26. Documentary

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)

28. Public Service Announcement

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

30. Animation / Typography Watch Video

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

32. Personalized Video

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

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

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

36. DiscussionMichael 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

37. Photo Credits • Audience in 3D Glasses - Diamond Geyser • Encyclopedias - Stewart Butterfield • Hammer - Austin Camera GuyAll photographs licensed under Creative Commons