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Maximising the
Fundraising Impact of
Online Video
M I C H A E L H O F F M A N
S E E 3 C O M M U N I C A T I O N S
Who Am I?
• Former senior nonprofit fundraiser and
political consultant
• Online marketing and communications
specialist
• Founded See3 Communications to
merge video and the web for richer
donor engagement experiences
The Daily DoGooder
Video Why
MATTERS…
Why Video Matters
Online Video Scale is Staggering
Globally - 1.2 billion people age 15 and older watched 201.4 billion online videos online (comScore October 2011)
Video Is Growing Cisco predicts that 60% of the web’s data will be video within four years
(ComScore Video Metrix)
Source: Alexa
#3 Site in the World
Bigger than Yahoo!, Blogger,
Baidu, and Wikipedia
Wide Demographic Appeal
Even gender breakdown with
every age group represented in
audience
Source: Quantcast June 2010 – July 1011
YouTube: Why Video Matters
Huge User base
490 million regular users
worldwide
Every Single Minute 48 hours of video are uploaded to YouTube Every Single Day YouTube receives over 3 billion views and users spend about 3 billion hours on the site each month The Average User Spends between 15 and 25 minutes every day on the site
YouTube: Why Video Matters
What do we mean when we talk about fundraising
video?
Awareness & Identification
Solicitation
Acknowledge Engagement
Stewardship
Fundraising Has a Life Cycle
Awareness & Identification
Solicitation
Acknowledgment Engagement
Stewardship
A video that asks for money
A video that thanks
Awareness of the issue. A video that gets people thinking about
a problem and how an org is dealing with it.
A video that shows why donors should
double down
A video that shows where the money went and
how your donation helped
Don’t Put
More On Video
Than It Can Do
Measure the Right Things
• KPIs
• Impact
• Engagement
Finding the Right Stories
What makes a story worth telling?
F*@K What the
Storytelling? is
When storytelling starts
to mean everything
it begins to mean nothing
+ =
FINDING YOUR STORY:
What makes you
LOOK AROUND
lean forward?
MAKING YOUR STORY WORK
WHO ARE YOU TRYING TO REACH?
Clear understanding of who you’re trying to reach – your audience is specific,
there’s no such thing as a general public
WHAT ARE YOU SAYING?
A clear message – you know exactly what you’re trying to say to them. You are
saying it in the clearest way possible
WHAT DO YOU WANT THEM TO DO?
A clear call to action – you know exactly what you want them to do
5 Tips
KEEP IT
SIMPLE
U N I C E F T A P P R O J E C T
H T T P : / / Y O U T U . B E / C V R 0 4 8 7 R L T 8
C H A R I T Y W A T E R “ T H A N K Y O U ” C A M P A I G N
H T T P : / / W W W . Y O U T U B E . C O M / C H A R I T Y W A T E R T H A N K S
MAKE ‘EM LAUGH.
MAKE ‘EM CRY.
Oh no?!
Hahaha!
W I N N I P E G H U M A N E S O C I E T Y
H T T P : / / Y O U T U . B E / K 4 F V S S E J I 4 Q
MAKE IT AUTHENTIC.
C Y S T I C F I B R O S I S F O U N D A T I O N
H T T P : / / Y O U T U . B E / E S C F I J N - Z 1 E
BE THE MOON
Doctors Without Borders http://youtu.be/Tm9D3MatgKw
Tactics & Considerations
5 TYPES OF VIDEO
• Pay a Professional
• Make it yourself
• Reuse and Repurpose
• User Generated Content
• Become a CURATOR!
UNDERSTAND
YOUR CHANNELS
LEVERAGE BASIC
PAID DISTRIBUTION
YouTube TrueView
• Pre-roll video ads leveraging the massive reach of
YouTube and the Google Content Network
• Available in US, Canada, the UK, Australia and NZ
(with more markets to follow).
• Simple platform built on the easy-to-use AdWords
interface
• Opportunity for low-cost, high-volume online direct
response
• Contextual targeting allows fundraisers to “own”
issue related video content
YouTube TrueView
A story that invites the viewer to open a door to
new awareness, insight and responsiveness
is a story worth telling.
F O R M O R E I N F O :
E M A I L : M I C H A E L @ S E E 3 . C O M
W W W . S E E 3 . C O M