I love this ad. I love it because it turns all of your expectations around and in so doing that it’s very effective. And I love it because it is yet another cultural marker for normalizing gay marriage. They are selling mayo! This is not an advocacy piece, or is it? (It was done by major agency BBDO)
Link [YouTube]
Changing light bulbs is great, but that’s don’t going to stop global warming. We are working with Sierra Club on a campaign called LightBulbs To Leadership. The idea is simple, How many lawmakers does it take to change a light bulb?
Here’s the second video:
You can view the microsite that is at the center of the campaign here.
I have a whiteboard in my office and I often use it to draw out complex problems, workflow diagrams, website diagrams, lists, etc. It helps to see things clearly. This is a technique we think can go successfully into video and help your organization explain complex tasks.
Here are some examples of different versions of this technique.
UPS - They have an elaborate whiteboard campaign complete with TV spots and a very expensive website. But we can learn something from it, do something less elaborate and succeed in explaining our issue. Here’s the whole thing — UPS Whiteboard HQ — it’s very elaborate.
Here’s one short animated spot from UPS.
The folks at CommonCraft use a technique with paper that’s pretty cool. They have explained many things, including RSS feeds and podcasts. Here’s Social Media:
Of course, where we got this whole idea was from Al Gore. Think about it… The guy won an Oscar with a PowerPoint. But he’s doing the same thing, explaining something complex in a way people can understand it.
If you haven’t seen the latest version of his talk, here it is:
I’ll be speaking as part of the OneWorld Nonprofit Learning Network for a session called “Power of Video for Nonprofits” on Wednesday. I’ll be joined by folks from The Center for Social Media, ArtsEngine, Brave New Films, and RyanIsHungry.
The event will be in DC, but you can phone in from anywhere. Check here for details. People phoning in can follow along at home using the materials below, and they’ll be up here after the session for future reference.
The topic is: “Power of Video for Nonprofits”
Here is the session description:
Learn about and discuss how you can use video to engage your audience, attract new audiences and get people excited about your issues.
I’ll be showing two videos, one for AJWS and one for Sierra Club, called Lawmakers in the Dark:
And here are more resources:
The power of video to breakthrough all the clutter. Example: Yes. We. Can.
See3 produced videos from Amnesty International showing both the man-on-the-street technique and how you can use video in an online campaign and how you can make videos with very different tone out of the same source material.
Bread for the World video is an example of something easy you can do with your staff.
World Lung Foundation slide show that viewers can customize and email to friends. The idea here is simple slide show, with a Web 2.0 twist — the viewer can change the slide show to put their own organizational or personal message in, and then embed that show elsewhere on the web.
Planned Parenthood also released a simple and effective man-on-the-street video recently.
The PSA type video. An example See3 produced for the Chicago Foundation for Women and a very edgy UK one from Greenpeace International.
A documentary-style video from Columbia College Chicago. One of my personal favorites.
See3’s 10 Things to Remember When Shooting Video for the Web
• Tell a story. If you want your audience to identify with your mission, you need a compelling story that connects your work to real people. If a story moves you, it will likely move others as well - and become the foundation for deeper involvement.
• Keep the audience in mind. Are you trying to reach urban street youth or retired veterans? Tailor your messaging for a targeted audience and consider how you want it to feel before the camera starts rolling.
• Make a clear call to action. You have their attention, now tell your viewers how you want them to engage, whether it’s donating money, visiting a website or volunteering.
• Shoot video with repurposing in mind. Video footage can be reused for different projects and messages. Building a media library is a valuable long-term asset for your organization. Have a camera ready for every important event. Ask volunteers to document their work and make it available for future events, trainings, and online use.
• Think outside of the box. Consider new ways to make your video edgy or gripping. Use music, stills, or archival footage to reel a viewer in and then maintain energy throughout the piece.
• Prepare a script and get some feedback. Yes, even a one- or two-minute video needs the arc of a well-considered story. Scripts help lay the foundation for every piece of good production out there. Use feedback from trustworthy sources to make improvements.
• B-roll (footage where people aren’t talking) is important. Too many talking heads can make it difficult to hold a viewer’s attention. Collect all the footage you can and choose your best content when it’s time to edit.
• Sound is critical. One of the most underappreciated aspects of production is sound quality. Web viewers are more likely to watch a poor-quality video with good sound than a good-quality video with poor sound.
• Give the viewer the right web tools. Can the viewer forward the video to a friend, subscribe to your RSS feed, get involved, and sign up for your newsletter right there on the spot? If not, they should.
• Host a screening. Working with award-winning documentarians makes screenings here at See3 one of the most exciting parts of our work. Professional films rely on screenings, so why shouldn’t nonprofits? Screenings foster discussion and feedback from others who care about your message. It’s also an opportunity to meet up with others in your nonprofit community. For See3, it helps us maintain the award-winning video quality that we strive for with every project.
YouTube’s Basics of Using YouTube
• Reach Out. Post videos that get YouTube viewers talking, and then stay in the conversation with comments and video responses.
• Partner Up. Find other organizations on YouTube who complement your mission, and work together to promote each other.
• Keep It Fresh. Put up new videos regularly and keep them short—ideally under 5 minutes.
• Spread Your Message. Share links and the embed code for your videos with supporters so they can help get the word out.
• Be Genuine. We have a wide demographic, so high view counts come from content that’s compelling, rather than what’s “hip.”
Your Channel:
• Design Your Channel. Go to Channel Design, then choose a color scheme to match your logo or other materials, and decide which modules you’d like to display on your public profile.
• Add Banners and URLs. Go to Branding Options, upload your icons and banners, and enter any of the other options you’d like to use.
• Choose Your Top Video. The top video on your channel automatically plays each time someone visits your page—choose it wisely. Update this video regularly to keep it fresh, or keep your most important video there as an introduction.
• Get Donations Flowing. Sign up for Google checkout, then go to your Google Checkout Options, enter your ID and Merchant Key, and choose donation amounts. Once you’ve filled in the information, the button will appear on your public profile and all of your video pages.
Your Content:
• Direct Dialogue. Make videos that create a dialogue about your work and what you’re trying to achieve. Ask questions and solicit video responses.
• Call to Action. Harness the power of user-generated content by asking supporters to submit videos to your cause. Create a group to collect these videos together; find ways to give recognition to the best ones.
• Tell Serial Stories. Engage viewers with a series of videos that tell a story around a specific theme, and keep them coming back for more. Once you’ve created a few episodes, put them into a playlist. This allows you to develop several video narratives targeted at particular demographics.
• Respond to Current Events. Address relevant news stories by posting videos that explain your position. You can then embed them in emails to your supporters—a video message can be more effective than a text-laden email.
• Use Endorsements. Whether they’re from celebrities or people you’ve impacted, it helps to have supporters chiming in about why your work matters.
Networking and Distribution:
• Tag and Title Well. Tag and title your videos with relevant keywords—that’s how users will find your content as they navigate YouTube.
• Embed, Embed, Embed. Broadcast your videos over the web by embedding them on your website and encouraging supporters to do the same on theirs.
• Click “Subscribe”. Subscribe to the YouTube channels you’re interested in to stay up-to-date on their content; they may return the favor.
• Engage and Interact. Draw attention to your work by interacting with both allies and adversaries through video responses, text comments, or joint projects/debates.
• Make Web Traffic a Two-Lane Road. Use your video description field and branded banner URL to drive users to your website, and link to your YouTube channel from your website to encourage people to interact with your video content here.
Links & Resources for Web 2.0
Michael Stein’s Nonprofit Technology Blog
Blogging:
How to Blog for Fun and Profit
Five Tips to Starting a NonProfit Blog
Blog Marketing – Figuring Out What Your Message Is
Tips for New Bloggers – HTML codes, designs, widgets
Social Networking:
What Can Social Networking Do For Your Organization?
It’s A Social Networking Carnival
How non-profits are using social networking to raise money and awareness
Social Marketing:
Social Marketing and Social Change
Social Marketing vs. “Social Marketing”
Viral Marketing:
Six Simple Practices of Viral Marketing
Beware self-proclaimed social marketing experts
Useful Website:
Commoncraft – Explanations in Plain English
Simple and easy to understand videos that explain blogs, social media, podcasting, social networking, Wikis and RSS
Good Examples of Microsites:
I had the great pleasure to speak last week at the Making Media Connections Conference put on by the wonderful folks at Community Media Workshop.
This blog post is a follow up so that folks who were there, and those who couldn’t make it, can see the session materials and other materials I would have used if we would have had the time.
My topic was:
“Incorporating Video into Nonprofit Messaging”
Here is the session description:
Nonprofits have great stories to tell. But how do you compel supporters to give their money and time? What messages resonate in your community and how can you amplify these messages to reach new audiences? In this half-day training, we’ll guide you through the world of nonprofit video from inception to distribution using your own organization as a template. We’ll begin with a look at video from 10,000 feet: the importance of documenting your work on an ongoing basis and why it’s necessary for every nonprofit to get their story out there, no matter how small the budget. Where’s the story in your organization? In the interactive portion of the training, we will cover effective storytelling and the practical considerations of creating a video—tailoring our discussion using real-world audience examples. How do you turn your story into a successful video campaign? Through a discussion of best practices and case studies that yielded measurable results, you’ll walk away knowing how to create a successful distribution plan for your video assets.
Here is the slide deck I used for the session. Mostly, these are just illustrative of talking points.
Other pieces you can make from a dinner video. (American Jewish World Service Passover Video)
The power of video to breakthrough all the clutter. Example: Yes. We. Can.
See3 produced videos from Amnesty International showing both the man-on-the-street technique and how you can use video in an online campaign and how you can make videos with very different tone out of the same source material.
Bread for the World video is an example of something easy you can do with your staff.
Sierra Club video Lawmakers in the Dark. This is an example of video using animation.
World Lung Foundation slide show that viewers can customize and email to friends. The idea here is simple slide show, with a Web 2.0 twist — the viewer can change the slide show to put their own organizational or personal message in, and then embed that show elsewhere on the web.
Planned Parenthood also released a simple and effective man-on-the-street video recently.
The PSA type video. An example See3 produced for the Chicago Foundation for Women and a very edgy UK one from Greenpeace International.
A documentary-style video from Columbia College Chicago. One of my personal favorites.
See3’s 10 Things to Remember When Shooting Video for the Web
• Tell a story. If you want your audience to identify with your mission, you need a compelling story that connects your work to real people. If a story moves you, it will likely move others as well - and become the foundation for deeper involvement.
• Keep the audience in mind. Are you trying to reach urban street youth or retired veterans? Tailor your messaging for a targeted audience and consider how you want it to feel before the camera starts rolling.
• Make a clear call to action. You have their attention, now tell your viewers how you want them to engage, whether it’s donating money, visiting a website or volunteering.
• Shoot video with repurposing in mind. Video footage can be reused for different projects and messages. Building a media library is a valuable long-term asset for your organization. Have a camera ready for every important event. Ask volunteers to document their work and make it available for future events, trainings, and online use.
• Think outside of the box. Consider new ways to make your video edgy or gripping. Use music, stills, or archival footage to reel a viewer in and then maintain energy throughout the piece.
• Prepare a script and get some feedback. Yes, even a one- or two-minute video needs the arc of a well-considered story. Scripts help lay the foundation for every piece of good production out there. Use feedback from trustworthy sources to make improvements.
• B-roll (footage where people aren’t talking) is important. Too many talking heads can make it difficult to hold a viewer’s attention. Collect all the footage you can and choose your best content when it’s time to edit.
• Sound is critical. One of the most underappreciated aspects of production is sound quality. Web viewers are more likely to watch a poor-quality video with good sound than a good-quality video with poor sound.
• Give the viewer the right web tools. Can the viewer forward the video to a friend, subscribe to your RSS feed, get involved, and sign up for your newsletter right there on the spot? If not, they should.
• Host a screening. Working with award-winning documentarians makes screenings here at See3 one of the most exciting parts of our work. Professional films rely on screenings, so why shouldn’t nonprofits? Screenings foster discussion and feedback from others who care about your message. It’s also an opportunity to meet up with others in your nonprofit community. For See3, it helps us maintain the award-winning video quality that we strive for with every project.
YouTube’s Basics of Using YouTube
• Reach Out. Post videos that get YouTube viewers talking, and then stay in the conversation with comments and video responses.
• Partner Up. Find other organizations on YouTube who complement your mission, and work together to promote each other.
• Keep It Fresh. Put up new videos regularly and keep them short—ideally under 5 minutes.
• Spread Your Message. Share links and the embed code for your videos with supporters so they can help get the word out.
• Be Genuine. We have a wide demographic, so high view counts come from content that’s compelling, rather than what’s “hip.”
Your Channel:
• Design Your Channel. Go to Channel Design, then choose a color scheme to match your logo or other materials, and decide which modules you’d like to display on your public profile.
• Add Banners and URLs. Go to Branding Options, upload your icons and banners, and enter any of the other options you’d like to use.
• Choose Your Top Video. The top video on your channel automatically plays each time someone visits your page—choose it wisely. Update this video regularly to keep it fresh, or keep your most important video there as an introduction.
• Get Donations Flowing. Sign up for Google checkout, then go to your Google Checkout Options, enter your ID and Merchant Key, and choose donation amounts. Once you’ve filled in the information, the button will appear on your public profile and all of your video pages.
Your Content:
• Direct Dialogue. Make videos that create a dialogue about your work and what you’re trying to achieve. Ask questions and solicit video responses.
• Call to Action. Harness the power of user-generated content by asking supporters to submit videos to your cause. Create a group to collect these videos together; find ways to give recognition to the best ones.
• Tell Serial Stories. Engage viewers with a series of videos that tell a story around a specific theme, and keep them coming back for more. Once you’ve created a few episodes, put them into a playlist. This allows you to develop several video narratives targeted at particular demographics.
• Respond to Current Events. Address relevant news stories by posting videos that explain your position. You can then embed them in emails to your supporters—a video message can be more effective than a text-laden email.
• Use Endorsements. Whether they’re from celebrities or people you’ve impacted, it helps to have supporters chiming in about why your work matters.
Networking and Distribution:
• Tag and Title Well. Tag and title your videos with relevant keywords—that’s how users will find your content as they navigate YouTube.
• Embed, Embed, Embed. Broadcast your videos over the web by embedding them on your website and encouraging supporters to do the same on theirs.
• Click “Subscribe”. Subscribe to the YouTube channels you’re interested in to stay up-to-date on their content; they may return the favor.
• Engage and Interact. Draw attention to your work by interacting with both allies and adversaries through video responses, text comments, or joint projects/debates.
• Make Web Traffic a Two-Lane Road. Use your video description field and branded banner URL to drive users to your website, and link to your YouTube channel from your website to encourage people to interact with your video content here.
Links & Resources for Web 2.0
Michael Stein’s Nonprofit Technology Blog
Blogging:
How to Blog for Fun and Profit
Five Tips to Starting a NonProfit Blog
Blog Marketing – Figuring Out What Your Message Is
Tips for New Bloggers – HTML codes, designs, widgets
Social Networking:
What Can Social Networking Do For Your Organization?
It’s A Social Networking Carnival
How non-profits are using social networking to raise money and awareness
Social Marketing:
Social Marketing and Social Change
Social Marketing vs. “Social Marketing”
Viral Marketing:
Six Simple Practices of Viral Marketing
Beware self-proclaimed social marketing experts
Useful Website:
Commoncraft – Explanations in Plain English
Simple and easy to understand videos that explain blogs, social media, podcasting, social networking, Wikis and RSS
Good Examples of Microsites:
The Sierra Club has a great new campaign called “Lightbulbs to Leadership“, which aims to remind Americans that it takes more than changing lightbulbs to fix global warming – it takes changing the will of our leaders.
We helped them create a series of three videos for the campaign, the first of which you can see below. The other two will roll out in the coming weeks, so make sure you join the campaign to stay updated. You can also find these folks on MySpace and Facebook, so there’s no lack of ways to stay involved.
The campaign has a lot of great components at work here, including a federal petition, a lightbulb joke contest, and “Lightbulbs to Leadership” house parties. We talk a lot about video-centric microsites here at See3, so check out what they’ve done!
Lynn Sanders from Park Avenue Productions just alerted me to a great nonprofit story. She’s hoping to take video footage of the trip to bring back and share with others. It’s great that Causes for Change has made it easy for people to contribute to the trip even if they can’t make it out there.
She writes:
My family will be participating in a unique service mission this summer. My husband Joel, a holistic dentist, will be donating free dental services to poor children in Ecuador. The program is Causes For Change International, Inc. I will be doing “line management,” which means that I’ll be keeping the kids occupied who wait in line. Our 17-year-old son will be helping out too. The village that we’ll visit in Ecuador is around Guayacuil, and it’s so remote that the natives don’t even speak Spanish.
Just through my “viral marketing,” I’ve experienced a tremendous response. One mom visited over the weekend with her daughter and daughter’s friend, and brought over 310 beanie babies! Another mom created a flyer for the parents at her son’s school. They’re planning to collect donations at this weekend’s school picnic. My rabbi, Bruce Elder of Congregation Hakafa is donating money from their discretionary fund to help provide some items for the kids. The Pioneer Press wants to write a story too.
Vote for the Best Nonprofit Taglines
Place your vote today for the first Getting Attention Nonprofit Tagline Awards. These tagline finalists have been carefully culled from the more than 1,050 taglines submitted to the recent Getting Attention Tagline Survey. They’re all fantastic, but they all can’t be the best.
The organizations behind these taglines have done a fantastic job in putting eight words or less to work to build their brands. Now it’s your turn to select which are the best in class.
Vote today – Getting Attention blogger and e-news publisher Nancy Schwartz wants to know what you think. It’ll take you 7 minutes or less; polls close Friday, June 20th.
Jewish Funds for Justice
Job Title: Director of Communications
Description: ABOUT JEWISH FUNDS FOR JUSTICE:
The Jewish Funds for Justice is a national public foundation guided by Jewish history and tradition. JFSJ helps people in the United States achieve social and economic security and opportunity by investing in healthy neighborhoods, vibrant Jewish communities, and skillful leaders. Our holistic approach to social change includes grantmaking and loans, service learning, leadership development, organizing, education, and advocacy. We are a rapidly growing, entrepreneurial organization seeking to hire someone who shares our values and enjoys a fast-paced, friendly, collaborative and ambitious work environment.
POSITION SUMMARY:
The Director of Communications will be responsible for the day-to-day operations of the Communications Department. This will include increasing JFSJ’s earned media presence, contributing and helping to edit jspot.org – our blog and action center, and running the JFSJ speaker’s bureau. Applicants should be comfortable working in an environment that is fast-paced but which also values personal development and work-life balance.
QUALIFICATIONS:
Requirements include a bachelor’s degree and a minimum of 5 years working in communications and/or journalism. Applicant must demonstrate strong writing skills in various mediums. We are looking for someone with an appreciation for and an understanding of the work of the social justice field. Experience in or familiarity with the Jewish nonprofit world is a plus. Position reports to Mik Moore, currently the Director of Communications & Public Policy. Jewish Funds for Justice is an equal opportunity employer that values diversity on its staff.
RESPONSIBILITIES:
• Help program directors promote their programs in press
• Run JFSJ Speaker’s Bureau
• Outreach to media (including regular press releases)
• Maintain message calendar & “clip book”
• Help edit and contribute to jspot.org, our blog
SALARY: Commensurate with experience. We offer a generous benefits package.
HOW TO APPLY: Please send a short cover letter, two writing samples, and your resume to: jobs@jewishjustice.org with the position title in the subject line. We will not respond to all applicants. Only applicants considered for the position will be contacted to interview. We will review applicants on a rolling basis until the position is filled.
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