Presented by • Michael Hoffman, See3• Danny Alpert, See3• Milo Sybrant, Amnesty International• Felicia Carr, National Parks Conservation Association

Confessions from Organizations Big and Small

Anatomy of a Video

On Twitter? Use hashtag #10ntc.video

5 Video Myths

• “We need a viral video”• “We don’t have enough money for

video”• “No one on our staff can do video”• “This one video will transform our

organization”• “The video company will

figure it out”

Anatomy of a Video

The Strategy

• 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?

ObjectivesGood Objectives Bad Objectives

Create a communications tool supporters can share

Go Viral

Connect with supporters on deeper level

Make a Video

Fundraise using video Fill YouTube Channel

Illustrate and influence a particular legislative bill

Do Something New

AudienceGood Audience Bad Audience

Women 18-35 Everyone

Parents of Young Children The Public

Members of Congress The World

Our Current Supporters People Who Care About Our Issue

The Staffing and Budget

• What skills does your team have?– Storytelling– Editing– Social Media

• Who needs to be involved?• Who has the passion?• How can we maximize our

budget for the future?

The Message & Style

• What themes do your audience care about? Right now?

• What story are you telling?• What can video accomplish that text

and images cannot?• How will video compliment your

other creative?

Staff Produced

Documentary

Public Service Announcement

Animation / Motion Graphics

Personalized Video

Broadcast Events

The Production

• Do you need outside help?• How much media

(video/photography) do you already have?

• What new footage do you need?• How will you script the piece?• Do you have a contingency plan?

The Measurement

• Did you achieve your goal?• Were there any unanticipated

outcomes?• What was the best thing you did?• How would you use video differently

next time?

Amnesty International

• “Amnesty International is About Us” and “What Word Describes Amnesty International?” companion pieces

Strategy & Messaging

• Year-end online fundraising campaign– Successful tactics employed in Sept

Membership Drive; emphasis on success stories of Prisoners of Conscience

– Focus group research findings showed members were responsive to being part of Amnesty activist movement

Strategy & Messaging

• Campaign needed to be both:– Based on tried-and-true tactics of

previous 2008 campaign– Unique enough to be a stand-out

because of year-end competition in tough economy

Staffing

• Creative concept developed by staff stakeholders, a partner, and a videographer

• Have internal video production capacity, but need videographer to do heavy lifting due to resource limitations

• Accompanied crew for filming at Amnesty regional conference

Challenges

• Cold feet. Interviewee backed out 3 weeks before video launch scheduled.– Developed contingency plan quickly– Extra footage became the primary

material– Created two 90-second videos from

footage

Challenges

• Response not what we hoped (initially)– Video message 1 of 2 was average– Believed choice of players was the culprit

• YouTube allows users to click through to YouTube

• Multivariate testing shows these distractions negatively impact response rate

– Feedroom player had more control• Huge lift in response for video 2 of 2

Successes

• Reached December fundraising goal• Many lessons learned

– Mechanics of integrating video into online campaigns

– Working, replicable process for video production that will save time and money

– Pew study says video-sharing sites nearly doubled from 2006 to 2009

Let’s Watch

http://www.youtube.com/watch?v=hPI4o9BhTXc

Let’s Watch

http://www.youtube.com/watch?v=zl7NKdiy1nw

National Parks Conservation Association

• The Campaign: “National Parks Week—NYC”

• The Timing: September 2009 to coincide with release of Burns Burns latest film The National Parks: America's Best Idea

Let’s Watch

http://www.youtube.com/watch?v=eJHGQgEEBko

Strategy• Tap into buzz around Burns’ new film

The National Parks: America's Best Idea

• Build on interest in the film to draw attention to national park issues

• Draw attention to National Parks Second Century Commission report & findings

• Promote concert/events in NYC

TacticsMedia Tactic: Online Press Tours

• Audience: Reporters and Bloggers

• Theme: “Hidden Treasures of New York”

• Video Goal: Increased coverage in print

and online media

• Style: Documentary

Staffing• Concept and plan developed by media

team, regional staff, PR firm, and video production firm

• Managed & implemented by staff of one!

• Filming and production by external firm

• Regional staff accompanied crew for filming

Challenges• Complex content with multiple partners• Even with pro-bono assistance, videos

were expensive to create! • Hectic timeline cut into promotion time• Time intensive for staff• Unable to include compelling call to

action• Limited views; limited pick up

Successes• Two blog postings with the most

influential environmental blogs

• Opportunity for media staff to innovate

• Reporters found value in both traditional

press tour and online option

Discussion

Contact Us•See3 Amnesty• (773) 784-7333 (212) 633-4178• michael@sSe3.net

msybrant@aiusa.org • www.See3.net www.amnesty.org• @See3 @milosybrant

• Felicia contact available in person• Slidedeck and resources will be available at www.see3.net/event/2010-nonprofit-technology-conference

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