- Image via CrunchBase
After yesterday’s announcement about the National Aphasia Association’s evening gala with Second Stage Theater in New York, we return to our week’s topic of social media and outreach. Streaming video (Think: YouTube or Vimeo) has really come-of-age in the last few years, and many not-for-profit organizations take advantage of it. We have discussed YouTube’s not-for-profit channel in the recent past, which is a great way to get your organization’s video and information out to the world. Today we discuss some ways to ensure your videos draw viewers back into your organization.
By Melissa Nelson, Media Production and Outreach Manager at Blackbaud, has posted a fine ‘how-to‘ blog entry at the Nonprofit Technology Network. She starts us off with her ‘four basic steps’ to creating a successful and interactive video:
- Set the tone
- Convey real purpose
- Define the need
- Inspire supporters
The goal is to make the video not simply a passive experience for the viewer, but a motivational tool to get the viewer involved. The script should ask for feedback or present a call-to-action that moves the viewer toward your organization’s website or event. “A video should be a way of giving enough information to entertain and spark interest — while leaving the viewer wanting more.” The obvious ways to do this include stating your institution’s phone number, website, etc., in the video and/or posting the information graphically.
Ms. Nelson encourages us to leverage the available (and fairly straightforward) web technology to our greater benefit. YouTube, for example, allows interactive annotation to videos (for those who subscribe for free), as well as click-boxes that engage viewers as they watch. “The key is to annotate with a call-to-action at the end of the video directing viewers to your website. Then, at the conclusion of the video, they’ll find it easy to learn more about your organization and can spend time exploring your site.” The conversation might not immediately produce donations or volunteers, but it keeps new and potential benefactors engaged in your organization’s material. And of course they might use their own social media accounts to continue to spread the word.
Post those videos to a number of sites, the ones we mentioned above, and Google, BlipTV, etc. As you do, take advantage of the opportunities to tag (consistently!) your posted videos, which will help those who are engaged by one topic to look for your other posted materials on that topic. Ms. Nelson also encourages tweaks to your website to encourage people to go straight to your videos and to comment on/respond to them back at the site.
All of Ms. Nelson’s helpful points are only of use if the videos have engaging stories and are well produced. If the personal/emotional appeal is not in the presentation, the convenient social-media interactivity will not in itself stir people to action. So brainstorm the video’s script and shooting techniques. Then brainstorm them again. Then be ruthless with editing and with soliciting advice. But once the work is completed, be sure also to take advantage of the ways video has become another social and interactive medium.
And have a Happy Halloween!
