Serious Video
by Michael HoffmanSunday, July 23rd, 2006
I had an interesting meeting with a potential partner company last week. I don’t want to talk about who they are yet, because our relationship is still forming. But the meeting, and another one I will tell you about had me thinking about the relationship between video and print materials.
The company I met with does very high-end case statements and other written material for nonprofit organizations. They also work on websites, but they are known for their golden touch with words. The materials I have seen are quite stunning, beautiful photography combined with powerful words that always make me think, “I wish I could write like that!”
One thing they mentioned in the meeting was that their words are deep, and video, by focusing in on one story or another might not provide the gravitas of the bigger picture they present. In other words, they don’t want to lose the big picture focus or cheapen their words with images that won’t convey as much information. My initial response was that video does not need to stand alone and we often produce materials with companion print pieces. Also, by providing real life stories of people who are working in the trenches or experiencing the services of the institution, video brings what was abstract to life. I thought this was a valid concern on their part and one that could be solved by real collaboration. By working together from the start we can make the sum of a program better than the parts.
I had another conversation this week that also focuses around print material. This potential client/partner believes that too many fundraising pitches are emotionally centered and lack the hard facts about whether the program makes sense as an investment. There are many business people who think like investors. The nonprofits they support don’t treat them that way. This firm wants to teach organizations how they can create a prospectus for fundraising. This document will talk about return on investment and measuring results – the language of business.
I think it’s a great idea and I see it as part of the trend of “venture philanthropy,” which came out of the dot-com boom. There are lots of (often younger) philanthropists who want to make change and look to how they run their businesses as models. They are less concerned with ego – a big driver of big gifts – and more concerned with results. This firm is talking to us about a video tutorial that would explain this approach, its importance and give practical advice for moving a development program in this direction.
But it begs the question for us of whether, within this approach, there is a use for the kinds of emotionally powerful video stories we are so good at telling. I think there is. In fact, I think the two approaches together are very powerful. On the one hand I will tell you in cold hard facts why this is the best investment you can make to make real change. And on the other hand I will show you the lives we are changing and you will meet the real people for whom your investment will provide direct benefits.
