Video as an Engine for Nonprofit Growth: A Case Study
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Video as an Engine for Nonprofit Growth
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For more than a decade, Brent Royer led video marketing strategy and media production for ALSAC/St. Jude Children’s Research Hospital, the nation’s second-largest healthcare charity. In this webinar, he'll tell you how to create and distribute video that will help your organization increase donors, spread awareness and make an impact.
Transcript of Video as an Engine for Nonprofit Growth: A Case Study
Video as an Engine for Nonprofit Growth
Today’s Presenters
BRENT ROYER
m
MICHAEL HOFFMAN
Consultant, Screen Deep Creative
CEO, See3
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:
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
First Things First:Finding Your Voice
Finding Your Voice
- Brand Voice- Communicates value- Informs your audience- Builds identity
- Building the Relationship - Authenticity- Consistency
Finding Your Voice
- Know your audience
- The Tone of Voice- Authoritative/Informative- Emotional/Sympathetic- Fun/Zany
Finding Your Voice
- The mission experience- Patients/Families
- Directly Impacted- Authenticity- Universal Appeal
frantab / Shutterstock.com
So, Why Video?
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
Why Video?
Video works!But…
Why Video?
Bloomua / Shutterstock.comTwin Design / Shutterstock.com
Why Video?
YOUR AUDIENCE IS HERE
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)
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)
Why Video?
- The Perfect Medium- In-depth, emotional storytelling- Versatile/Customizable/Serialized- Infinitely integratable
Why Video?
- Production Costs - More Affordable- Technology readily available- Requires less infrastructure
*Cheaper isn’t always better
How do you do it?
How do you do it?
- Get started NOW
- Leadership buy-in critical
- Make your case with DATA!
How do you do it?
- Partnerships with experts- Video Marketing Strategy- Creative Development/Story and Voice- Technical Production Vendors
How do you do it?
- Build internal expertise- Negotiation w/Vendors
- Asset management/distribution
- Video brand steward
- Legal Considerations
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
- 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
- Does it brand?- Does it inform?- Does it sell?- Does it deliver?
How do you do it?
“All marketing video should lift the brand, create demand, increase sales and diminish
the impact of competitive voices.”
Rob DavisExecutive Director, Content & Video MarketingOgilvy One
We Have Content - Now What?
Maximizing Content
© Screen Deep Creative
Maximizing Content
- Where should video live?- Explore hosting options
- ALWAYS embed @ home
- Promote your video page
- Social Media
dolphfyn / Shutterstock.com
Maximizing Content
PUT YOUR CONTENT IN YOUR HANDS
How do I know it’s working?
Measuring Success
- Define Success- Analytics/Measurement
- Set benchmarks
- Realistic goals
Rob CiampaChief Marketing Officer, Pixability
“Planning your business around viral video is like planning your retirement
around lottery tickets.”
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
BRENT ROYER
m
MICHAEL HOFFMAN
Consultant, Screen Deep Creative
CEO, See3
Questions?
Need help with your next video project?Contact Michael at [email protected].
We produce videos for hundreds of nonprofits and social causes, and we can help you with everything from strategy to production to distribution.
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
