Fundraise with the King of Content: Video!
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We’ve all felt the emotional pull of a great video. Videos can convey messages, emotions and impact in seconds. Now, with social media platforms seamlessly integrating video, it’s more important than ever for nonprofits to understand how to leverage this powerful tool. In this very tactical session, Michael Hoffman of See3 Communications shared the best practices for incorporating video into your communications strategy and across social media platforms, with a focus on how it can be used to help make an impact on your year-end fundraising. Watch the recording on our site: http://socialmedia4nonprofits.org/webinars/use-video-to-drive-donations
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Fundraise with the King of Content: Video!
- 1. #sm4np Powering Social Change through Social Media
- 2. #sm4np @ritusharma1 www.sm4np.org/blog Educational Programs We build digital media capacity through our educational programs in thirteen cities in three countries. Our programs include: • One-day Conferences • Leadership Salons • Free Webinars (1st and 3rd Wednesdays) • Tweetchats (2nd and 4th Fridays)
- 3. #sm4np @ritusharma1 www.sm4np.org/blog Consulting Solutions Monthly Content Creation and Curation Community Building and Management Event Marketing Strategy & Event Storming Social Fundraising Campaigns Measurement We craft newsletters, blogposts, tweets, posts, graphics We grow the size of your digital community Livetweeting, blogging, photojournalism, capturing instagram and Youtube content We provide a simple strategy and associated collateral We help design, launch and manage tweetchats
- 4. fundraising with the king of content: using video to drive donations Michael Hoffman CEO, See3 Communications
- 5. Michael Hoffman CEO, See3 Casey Baumer, CEO mhoffman@see3.com | @michael_hoffman not the king of content
- 6. See3 is the digital agency for do-gooders. We work with nonprofits and social causes, activating people to change the world. We develop videos, websites and digital strategies to deliver on goals like fundraising, advocacy, awareness, recruitment and more.
- 7. Agenda | #SM4NP | @Michael_Hoffman ● How great stories drive people to action ● The importance of mobile video ● Simple ways to increase video production ● Distribution tips and tricks
- 8. the fundraising cycle (and video’s role)
- 9. | #SM4NP | @Michael_Hoffman
- 10. fast forward almost 3 decades
- 12. when the word video is used in an email subject line, open rates double (Experian Digital Marketing Report)
- 13. click-through rates increase 2-3 times when a video is included in an email (Digital Sherpa)
- 14. companies using video require 37% fewer site visits before a person responds to a call to action (Aberdeen Group and Brightcove)
- 15. people who watch video are 85% more likely to make a purchase than those who don’t (Kiosked and Brightcove)
- 16. if you ever hope to reach a younger audience, you need to be using video. (ComScore) % of younger audience who watch video online 83% 91% 12-17 year olds 18-24 year olds
- 19. | #SM4NP | @Michael_Hoffman ● Over 200,000 video views on Facebook ● 1,750+ Shares ● 230+ Comments
- 20. how does video drive people to action? by telling great stories
- 21. “Storytelling is the brain’s way of making sense of our actions.” – Michael S. Gazzaniga Professor of Psychology, Cognitive Neuroscience UC Santa Barbara
- 27. video is a tool, not a strategy
- 29. Simple, Inexpensive Ways to Increase Video Content photo via WOCinTech Chat, Flickr
- 35. by
- 36. Distribution Tips & Tricks photo via WOCinTech Chat, Flickr
- 38. hero, hub, hygiene content strategy
- 39. creating your youtube content calendar | #SM4NP | @Michael_Hoffman hero hub hygiene hero large-scale, tent-pole events or ‘go-big’ moments designed to raise broad awareness hub regularly scheduled ‘push’ content designed for your prime prospect hygiene always-on ‘pull’ content designed for your core target
- 40. it’s not just about viral videos consistent content is key | #SM4NP | @Michael_Hoffman hero hub hygiene act like an advertiser act like a youtuber original design by Brendan Gahan
- 43. youtube’s not the only game in town
- 45. Video on Facebook | #SM4NP | @Michael_Hoffman 1. Upload directly to your page 2. Square format preferred 3. Design for silence (use text, powerful images) 4. Hook people in 5 seconds or sooner 5. Keep it under a minute
- 46. Three Things You Can Do Tomorrow to Increase Your Nonprofit’s Video Content | #SM4NP | @Michael_Hoffman 1. Make an iPhone thank you video for donors 2. Start discussions with your communications team about content strategy planning for 2016 3. Gather footage you have shot in the past that can be repurposed into a new video (if you’re ambitious, edit it into a new video and upload it to Facebook!)
- 47. questions? get in touch: mhoffman@see3.com
- 48. thank you
Editor's Notes
- BUILDING BLOCKS Monthly Content Creation and Curation - In organizations that have a limited (or time-deficient) staff and budget, content creation often becomes an afterthought. We’re your dedicated content writers, publishing and curating consistently to keep up engagement. This takes many different forms, such as crafting newsletters, blogposts, tweets, posts, graphics, etc. Community Building and Management - We grow the size of your digital community with relevant followers, engaging with top influencers, segregating top industry influencers and cultivating relationships through a targeted multi-channel approach. Event Marketing Strategy & Event Storming - We currently produce conferences and leadership salons in 13 cities in three countries to sold out audiences, all from our SF Bay Area offices. For your events, we provide a comprehensive social media marketing strategy around event promotion leading up to, during, and after an event. Depending on the scope of our support, we include livetweeting, blogging, photojournalism, capturing instagram and YouTube content for luncheons, and donor events. We generate high quality content to be used throughout the year to further engage your community long after the event is done. Social Fundraising Campaigns - Want to participate in local giving days like SFGives or GivingTuesday? We provide a simple strategy and associated collateral to execute on the strategy in addition to staffing support on the day of the campaign to amplify the message and engage with supporters to rally them to your cause. Tweetchats - Tweetchats are a great way to build online community and maintain visibility in the digital sphere. We help design, launch and manage tweetchats so you can simply show up and engage on your Twitter party and leave the rest to us!
- You need consistent, quality content over time to build an audience and measure your strategy’s effectiveness. Your video strategy should be developed within your overall content marketing strategy.
- There was a time when we thought about nonprofit video. Sally Struthers - Christian Children’s Fund, 1987; my introduction to nonprofit video Two timelines: birth of television to today 1950 to 2015
- Wounded Warrior Project, 2015 - on television, not much has changed It’s still successful, but it’s still a very thin layer of orgs that have access to this tool. Can’t be anything controversial or complicated: kids, puppies, and veterans.
- Current revolution is mobile. It’s connected to content marketing - not just about video, it’s about how it all works together Don’t separate video from your content approach
- Now when we think nonprofit video, we need to be thinking mobile. See3 has already been working with clients on optimizing video for Facebook and partnering with publishers like upworthy to raise awareness for causes. Raising donations through social media is possible, and nonprofits need to focus more of their efforts there.
- Regardless of platform
- Example of how MAW put the hero at the center of the story
- Example of how MAW put the hero at the center of the story
- Example of how MAW put the hero at the center of the story
- Example of how MAW put the hero at the center of the story
- You need consistent, quality content over time to build an audience and measure your strategy’s effectiveness. Your video strategy should be developed within your overall content marketing strategy.
- Bring up the idea of being audience-centric; donor-centric - not about you, it’s really about them. That’s the key to great storytelling. Let’s think about what we can give people that is of value.
- Americares example
- It’s connected to content marketing - not just about video, it’s about how it all works together Don’t separate video from your content approach
- Titles can be full of SEO or intriguing click-bait - depends on what your video is and who your audience is
- See3 does this for all of our clients, we can do it for you too if you’d like