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Has your nonprofit posted any videos on YouTube? We’ll examine how to create, post, embed, and drive traffic to videos – and photos – on YouTube and other social media sites. Learn how to do all these things for free or low cost. Learn what kinds of videos and photos to post, and how they can benefit you. We’ll examine how to build awareness, raise funds, recruit volunteers, spawn viral marketing, communicate effectively, build online communities, interact with constituents, & drive traffic.
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YouTube for Nonprofits: 25 Strategies to Attract Donors
Allan Pressel, CharityFinders
Use Twitter Hashtag #npweb
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Today’s Speakers
Hosting: Sam Frank, Synthesis Partnership
Assisting with chat questions: April Hunt, Nonprofit Webinars
Allan PresselCharityFinders
Nonprofit Webinars
January 12, 2011
Presented by:
Allan Pressel, CEO/founder
CharityFinders
877-456-3210
www.CharityFinders.com
Special Thanks To Our Sponsors
YOUTUBE FOR NONPROFITS:
25 STRATEGIES TO ATTRACT DONORS
© CharityFinders, proprietary & confidential, not for reproduction
You should strive to achieve these goals for your
video:•Findability
•Stickiness
•Loyalty
•Referability
•Maximum conversion rate
•Dynamism
•Positive ROI
7 Key Goals of an Effective Online Video
© CharityFinders, proprietary & confidential, not for reproduction
•Incite action
•Inspire
•Grow brand awareness
•Fundraise
•Wide audience
•Viral-ness
Other Goals
© CharityFinders, proprietary & confidential, not for reproduction
WHERE SHOULD YOU POST YOUR VIDEOS?
YouTube Your own channel
Vimeo
Your website
E-newsletter
E-mail blasts
DVD
Tons of other video sharing sites, including BlogTV
Flickr
MySpace
MyVideo
Photobucket
SchoolTube
© CharityFinders, proprietary & confidential, not for reproduction
WHY SHOULD YOU POST YOUR VIDEOS
ON A SOCIAL MEDIA SITE?
Easy
Free
Doesn’t require storage or bandwidth on your site/host
Easy to embed within your site
Findable by lots of visitors
Easy to spread the word
© CharityFinders, proprietary & confidential, not for reproduction
PRODUCTION CONSIDERATIONS
Short
Easy to see
Large enough size
Good sound quality
Do-it-yourself vs. professional
Plan everything
Storyboard
Script
Shoot location
Needed equipment
Camera(s)
Lighting
Green screen
© CharityFinders, proprietary & confidential, not for reproduction
PRODUCTION CONSIDERATIONS (CONT.)
Personnel
Format
Image montage
Voiceover
Graphics
Animation
Transition effects
Talking head
Interview
Video magazine
Documentary
Story
Publish quickly
Label your video
Title (eye-catching!)
Tags
Descriptions
© CharityFinders, proprietary & confidential, not for reproduction
SHARE YOUR VIDEO
YouTube
MySpace
Blogs
© CharityFinders, proprietary & confidential, not for reproduction
TECHNICAL CONSIDERATIONS
Don’t use Flash (yet)
Use HTML5 (incorporates video playback)
Video Spokesperson (VSP)
Links between website, social media, blog, e-newsletter, video
Non-linear editing
Licenses/copyrights
© CharityFinders, proprietary & confidential, not for reproduction
CONTENT CONSIDERATIONS Who is the intended audience?
What action(s) would you like them to take?
Will you include specific calls to action?
How will you achieve the desired emotional appeal
Music
Montage
Graphics
Animation
Humor
Shelf life
Interactivity
Discuss issues
Ask questions
Invite responses, feedback
Links
Dynamic content
© CharityFinders, proprietary & confidential, not for reproduction
TOOLS TO PRODUCE/EDIT YOUR VIDEOS
cnet.com
YouTube Downloader
PhotoScape
Windows MovieMaker
VideoSpiritPro
PowerPoint, Keynote
© CharityFinders, proprietary & confidential, not for reproduction
TYPES OF VIDEOS
Testimonial
Client
Client’s family
Donor
Volunteer
Staff
Board member
Industry expert
Celebrity
Tribute
Awards ceremony
Major donor
Major volunteer
Long-term
employee
Event
Highlights
Performer
Speaker
Conference
Keynote
Breakout sessions
Workshops, seminars
Webinars
Podcasts
Organizational history
Biographical
PSA
Marketing
Capital campaign
Accomplishments
Membership recruitment
Field work
iReport
© CharityFinders, proprietary & confidential, not for reproduction
Private Website Consultation
I’d like to offer each of you a free private website consultation
One hour
Consultation includes: CharityFinders’ assessment of your site
Recommendations
Building your nonprofit's most-needed functionality
In person or by webinar
Include anyone you want (e.g., ED, DD, board members, etc.)
In one location or several
We’ll contact you in 1-2 business days to schedule the consultation
© CharityFinders, proprietary & confidential, not for reproduction
SAMPLE VIDEO APPROACH: SUCCESS STORY
Call to action on your home page
Success story synopses (including pictures)
Provide information people are actually interested in…
...but not all the information
Give the reader a reason to click thru to the video
Success story of the month
Other success stories
© CharityFinders, proprietary & confidential, not for reproduction
AN EFFECTIVE ONLINE VIDEO STRATEGY:
5 STEPS
1. Define Content Strategy
what content your organization needs
how you are going to develop it
how you are going to accomplish this content strategy
Target Audiences
Target Messages
Target Transactions
2. Produce
3. Edit/Proof
4. Publish
5. Maintain/Update
© CharityFinders, proprietary & confidential, not for reproduction
“DON’T”S
“Don’t say a little in so many words but a great deal in a few.” (Pythagoras)
Make your videos hard to find
Use old or obsolete stories
Automatically play sound
© CharityFinders, proprietary & confidential, not for reproduction
“DO”S: DEVELOPING YOUR STYLE
Incorporate humor
Consistency with your branding, mission, and image
Each story should have a purpose
Present your nonprofit and cause in a positive light
Tug at their heartstrings, get them to believe in your
mission and want to support it
© CharityFinders, proprietary & confidential, not for reproduction
“DO”S: PLANNING YOUR VIDEOS
Ensure consistency in the way different stories are presented
If possible, tie results directly to prior donor or volunteer action
Take notes on what you like and don’t like about other nonprofits’ vdeos
Collect stories, examples, humor, and other content
Exercise to think about what videos to include in your site
Identify types of website visitors
For each
What do they want to SEE on your site?
What do they want to DO on your site?
Use videos to build better relationships with your constituents
Address confidentiality issues
Update your videos frequently
Drive search engine traffic to your videos
© CharityFinders, proprietary & confidential, not for reproduction
“DO”S: DEVELOPING YOUR CONTENT
Engage: have an attention grabbing opening
Interest: present about what the website visitor wants to
see/hear, not what you want to tell them
Entertain
Inspire
Motivate to take action
Be concise
Be credible
Ensure all videos are well-written/produced, error-free, and
up-to-date
© CharityFinders, proprietary & confidential, not for reproduction
“DO”S: NAVIGATION
Easy to find/navigate
Hierarchical/drill-down
© CharityFinders, proprietary & confidential, not for reproduction
“DO”S: USE IMAGES
Pictures
Kids
Animals
Graphics
Animation
Images should be:
Large enough
Of a sufficiently narrow subject
Good resolution
Small file size
Properly cropped
Including a caption
© CharityFinders, proprietary & confidential, not for reproduction
“DO”S: INTERACT WITH YOUR VIEWERS
Feedback
Referrals
Polls
Blogs
Online Q&A
E-mail list sign-up
Video submittal
© CharityFinders, proprietary & confidential, not for reproduction
EXAMPLES
Let’s go online!
© CharityFinders, proprietary & confidential, not for reproduction
Contact Information
Allan Pressel, CEO/founder
www.CharityFinders.com
1-877-456-3210
641 21st St.
Hermosa Beach, CA 90254
Find the listings for our current season of webinarsand register at
NonprofitWebinars.com
Chris [email protected]
707-812-1234
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