1. Video is becoming a major online medium, with potential to engage parents and donors for schools through storytelling on websites and YouTube; 2. Effective educational videos should showcase individual stories to convey a school's impact in under two minutes using simple, emotional narratives; 3. Schools must develop strategic video plans to distribute compelling content across online channels and measure engagement for fundraising goals.

1. Mission Video Harness the World of Online Video for Your School Prepared for PEJE Presented by Michael Hoffman, CEO, See3 Michael Hoffman: See3 Communications

2. Today’s Session The web and TV are merging, turning your website into a channel. Schools that can harness this new world of video will gain invaluable attention to bring in new students and donors. There is a paradigm shift underway--you now have to stop telling people what a wonderful school you have and starting showing them. But how can you do this with limited resources? What roles do YouTube and your website play? In this session, you will develop strategies for programming this new channel, study compelling and interesting content designed to deepen parent engagement and promote your school, and learn how to develop a culture of storytelling that directly benefits your bottom line. Michael Hoffman: See3 Communications

3. About Me Michael Hoffman, CEO, is a leading authority in online video for nonprofits and a long-time consultant to nonprofit leaders on online fundraising and outreach strategies. He started his career as a political consultant and Washington-based nonprofit fundraiser before joining a venture investment firm to develop internet start-ups. Post-bubble, Hoffman founded See3 to bring together his belief in the power of the web and his passion and experience with nonprofit fundraising, advocacy, and education. He is a frequent blogger and tweeter on nonprofit marketing and is a nationally sought-after speaker on topics such as online cause marketing, web video, and Web 2.0 for social change. See3 Communications is an interactive communications agency that works exclusively with nonprofits, foundations, associations, and social causes. We specialize in online strategies and campaigns, video production, and web design & development.

4. % Users Users (M)‏ Age – 57.1 All 19% 11.0 <18 19% 11.1 18-34 22% 12.3 35-44 21% 11.9 45-54 19% 10.9 55+ Gender 52% 29.8 Male 48% 27.3 Female Video is BIG In 1 Minute 24 hours of video are uploaded to YouTube #3 Biggest Site in the World Bigger than MSN and Wikipedia 58 Minutes Average time spent on YouTube Source: Nielsen//NetRatings (December 2009) - US audience.

6. 16% of these donors use LinkedIn

8. Graphic from HubSpot

9. WhyStorytelling is Important “Stories are the best way to convey information, ...the best way for people to remember things ... The best way to get to people's hearts and make them take action.” -- Roger Burks

11. Find Them Where They Are

13. People Pay Attention to Good Stories

15. The story of us (community)

16. The story of now (change the world)“A story communicates fear, hope, and anxiety, and because we can feel it, we get the moral not just as a concept, but as a teaching of our hearts. That’s the power of story.” - Marshall Ganz

17. Storytelling Tips Keep It Short Powerful videos are often under 2 minutes long. The effort you put into keeping it short will go a long way in helping you focus your message. Keep It Simple Try to focus on one main topic (i.e. an event, one person’s story, a lesson, a testimonial). It’s easier to get excited about a video that is focused. From our friends at flipvideospotlight.com

19. Storytelling With Video Above All, Tell a Story Show it visually Give your viewers the right web tools (portability) Sound is critical Prepare a script and get feedback

22. Determine what video resources you'll need

23. Build internal capacity through trainings

24. Make at least one more video than last year

27. Focus on the individual stories of real people

28. Create a media library to pull from

29. Reuse and repurpose for different mediums (live

31. Staff Produced Behind the scenes – people are much more interested in process than you think! Use computer cameras or Flip Video to staff members, interns, volunteers, students? Conduct video interviews via Skype (i.e. bloggingheads.tv) Good for immediate updates

33. Great example is Girl Effect – success is in framing

34. the problem in simple terms

35. Distill the story through words and music

37. live using Ustream or Livestream

38. Reach and connect with larger audience online

39. Use live streaming to hook into top news stories

42. Mobilize your email list

43. Build relationships with bloggers

44. Feature in multiple areas on your website

45. Distribute on social networks

46. Give as a tool to your partners

48. Build a media library

49. Start an account on TubeMogul.com

50. Find the passionate people in your organization and

51. let them loose!

54. DiscussionMichael Hoffman Email: michael@see3.net Twitter: @Michael_Hoffman Phone: +1773-784-7333 The slidedeck and links will be available after this session at www.see3.net/peje