Michael Hoffman joined Laura Norvig of ETR Associates and Ramya Raghavan of YouTube in presenting "Mission Video: Storytelling and Strategy" on Monday, June 28, from 10:00-11:30 AM at the 2010 National Conference on Volunteering and Service in New York City. Description: Understand the best ways to integrate video storytelling into your already busy schedule running a non-profit. Learn to effectively use the most affordable video equipment, software, and solutions to document your project and showcase it on the web.

2. Presenters
• Laura Norvig,
The Resource Center, ETR Associates
nationalserviceresources.org
youtube.com/serviceresources
• Michael Hoffman, See3 Communications
• Ramya Raghavan, YouTube Nonprofit Program

3. Todayʼs Plan
• Why storytelling is important
• Crafting a nonprofit video strategy
• Exercise: What story will you tell?
• Leveraging YouTube channels and tools
• Discussion

4. Why Storytelling 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

5. Rethinking Viral

6. Rethinking Viral
Planning
Creative
Cultural
Moment

7. Think Strategically
• Current video assets
• People
• Events
• Fundraising opportunities
• Organizational goals and messages

8. Grow Your Video Strategy
• Get your calendar out!
• Determine what video resources youʼll need
• Build internal capacity through trainings
• Make at least one more video than last year
• Write grants focusing on visual storytelling

9. Key Planning Questions
• What are our goals?
• Who are we trying to reach?
• What message do we want to send?
• How will we reach our audience?
• What action do we want them to take?
• How will we measure success?

10. Laws of Social Storytelling
• Be prepared to tell 3 types of stories
• The story of self (org)
• The story of us (community)
• 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. Thatʼs the power of story.”
- Marshall Ganz

11. Documentary

12. Documentary
• Strong way to show organizationʼs work and impact
• Focus on the individual stories of real people
• Create a media library to pull from
• Reuse and repurpose for different mediums (live
events, DVDs, meetings, website)

13. Public Service Announcement

14. Public Service Announcement
• Make PSAs accessible online on YouTube
• Reverse model: create PSA and publish online – raise
funds to get it aired on TV

15. Staff Produced

16. Staff Produced
• Behind the scenes looks at the office or on the ground
• Use computer cameras or Flip Video to staff
members, interns, volunteers
• Conduct video interviews via Skype (i.e.
bloggingheads.tv)
• Good for immediate updates from the field

17. Animation / Typography
Watch Video

18. Animation / Typography
• Very popular style (use with caution)
• Great example is Girl Effect – success is in framing
the problem in simple terms
• Distill the story through words and music
• Method to bring important speeches/text to life

19. Broadcast Live Events

20. Broadcast Live Events
• Stream important news or organizational events
live using Ustream or Livestream
• Reach and connect with larger audience online
• Use live streaming to hook into top news stories
• Stream and archive trainings

21. Personalized Video

22. Personalized Video
• Novelty and personalization increases probability
viewer will pass along
• Best for awareness building (broad audience) or peer
-to-peer fundraising (niche audience)
• Creates interactive opportunity – sharing or donating
• ClipCall takes it to the next level with phone
integration

23. So Many Ways to Show Video

24. 7 Ways to Distribute Video
• Tie your video to an action/campaign
• Mobilize your email list
• Build relationships with bloggers
• Feature in multiple areas on your website
• Distribute on social networks
• Give as a tool to your partners
• Talk about it offline

25. 5 Things You Can Do Right Now
• Get a pocket camera (or 10!) for your org
• Build a media library
• Start an account on TubeMogul.com
• Find the passionate people in your organization and
let them loose!
• Apply for the YouTube Nonprofit Program

26. Exercise
Take a few minutes to write down the following on your worksheet
• What do you want to say?
• Who do you want to reach?
• What do you want them to do?

27. YouTube Demographics
Users (M)‫ %
‏‬Users
Age
All
80.7
–
<18
14.4
18%
In 1 minute…
18-34
16
20%
24 hours of video are
35-44
15.6
19%
uploaded to YouTube
45-54
18.3
23%
55+
16.3
20%
If YouTube were a
country…
Gender
Male
42.0
52%
it would be the 3rd most
Female
38.7
48%
populous in the world
Source: Nielsen//NetRatings (December 2009) - US audience.

28. Donor Demographics
Last year, Convio, SeaChange Strategies and
Edge Research released a report called
“The Wired Wealthy: Using The Internet to
Connect to Your Middle and Major Donors”
Surveyed donors with email addresses who
donated over $1000 during an 18-month period
Findings:
9 % of these donors use Facebook
16% of these donors use LinkedIn
52% of these donors use YouTube

29. User-Generated Content

31. In the past year…
 Volunteers have submitted over 500 videos about nonprofit
organizations they care about
 These videos have received over 8 million views with the help of
YouTube homepage spotlights and celebrity curators like Morgan
Freeman, Dr. Phil, Al Gore and Diane von Furstenberg.
 The Video Volunteers channel has over 30,000 subscribers and
close to 9 million channel views.

32. Case Study: Video Volunteers for Human Rights
 In December, Video Volunteers partnered with guest curator
Morgan Freeman and asked users to make videos about human
rights organizations.
 Eighty videos were submitted by the community in one month and
the top 3 went on the homepage, alongside a video from Freeman.
 The one day total was 900,000 video views. In one week, the 4
videos garnered over 1.5 million views.
32

33. Moderator on YouTube
• New crowdsourcing tool that
allows anyone to hold their own
public forum
• Users can submit ideas or
questions through text or video,
and vote on the ones they like the
best
• Best submissions rise to the top
• Moderator is a standard feature
for all YouTube channels

34. Driving Action from Video

35. Call to Action Overlays
Call to action is a way for
nonprofits to drive action from
their YouTube videos to
external take action, sign-up or
donation pages.
The World Food Program
added call-to-action in-video
overlay asking people donate to
feed the billion hungry people
Raised $36,000 in one day

36. How to Add an Overlay
Call-to-action overlays are one
of the features of the YouTube
Nonprofit Program
To gain access to overlays,
apply to Nonprofit Program at
www.youtube.com/nonprofits
Once accepted, overlays are
easy to create and amend. Just go
to “My Videos” then “Edit Video” and
fill out fields in the “Call to Action
Overlay” box.

37. Video Annotations
Video Annotations are a way to
add interactive commentary to your
videos. Use them to:
Add background information
about the video
Create stories with multiple
possibilities (viewers click to
choose the next scene)
Link to related YouTube
videos, channels, or search
results from within a video.
YouTube nonprofit partners
have the ability to link to
external web pages.

38. Embedding Multiple Action Items

39. Choose-Your-Own Adventure

40. Collaborative Annotations

41. Adding Video Annotations
You can add video annotations
to any video, in any place on the
screen, at any time during the video
For nonprofits, annotations
have the ability to link to an external
site
Annotations appear on
embedded videos
To add an annotation, go to “My
Account,” then “Edit Video” and
select the “Annotations” tab at the
top of the page

42. Measuring Your Effect

43. YouTube Insight
Easily monitor the performance of videos over time and
compare your channelʼs popularity with other channels
Free demographic analysis - discover your audience
Track the efficacy of call-to-action overlays through CTR

44. Stay Updated
Read our Citizentube blog at
www.citizentube.com
Follow on Twitter @citizentube
Subscribe to the YouTube Nonprofit Newsletter at
www.youtube.com/nonprofits

45. Contact Us for More Info
• Laura Norvig, the Resource Center
resourcecenter@etr.org
Twitter @serviceresource
• Michael Hoffman, See3
michael@see3.net Twitter @Michael_Hoffman @See3
• Ramya Raghavan, YouTube
rraghavan@youtube.com
Twitter @ramchopps
• More Resources
http://bit.ly/vidstory