6 Steps to Producing Successful On-Screen Nonprofit Videos

If you read about the 2012 DoGooder Nonprofit Video competition hosted by YouTube, you would have found that it highlighted the importance and value of online video marketing for nonprofits. It’s becoming increasingly apparent that nonprofits of all sizes should plan to incorporate video into their marketing strategies and the sooner the better. The other day, I featured 8 types of online videos for nonprofits to consider when determining how to best blend this medium into existing or future marketing plans.

As I explained, each type of video serves a different purpose and sends a different message that can be delivered in 2 different formats: on-camera and off-camera. I want to focus on on-camera videos today as they can be the most intimidating but if you can get past the misconceptions and hesitations, you’ll realize that with proper preparation, they can be relatively easy to produce and can deliver a powerful message that will reach and engage supporters.

The following 6 steps will help nonprofits produce strong online videos:

1. Choose Your Camera. Avoid tape cameras. Today many regular digital cameras have dual functionality for both photos and video and are relatively inexpensive. Provided that it can record video footage and has sufficient storage capacity, it becomes a one-time investment that will go a long way. The better the quality of the camera, the better the quality of the video.
2. Content & Message. It’s critical to make an outline of the content and message that is to be delivered ensuring that it’s cohesive, concise and impactful. It’s also important to share your organization’s mission, goals and/or accomplishments. Aim to engage the viewer within the first 10-15 seconds of the video and keep the message as short as possible. The length should be only as long as it takes to deliver the message. The quality of the content is of utmost importance.
3. Communication & Delivery. It’s important that the talent forms a bond or connection with the viewer, therefore they have to be the right fit to represent your organization. How you communicate and deliver the message is important. Whether the video is welcoming, educational, informational or an appeal, make sure it remains true to your brand, the cause and the goal of the marketing plan. Be sincere and make it authentic by being genuine.
   

   Framing the Shot statue from Universal Studio

4. Composition & Framing. It’s important that there is sufficient lighting in the space that you are recording the video and that the background is suitable and not distracting to the viewer. Also ensure that the talent is framed properly, either centered or off center provided the shot is clear. Ensure that the audio is not muffled – clear audio is critical to the success of the video. Use an inexpensive tripod to minimize shaking and give the video a more professional look.
5. Editing. There are several free user-friendly online editing tools where you can upload, splice and edit your raw footage. Other features include the ability to add text, intros, conclusions and overlay music. Include a strong introduction and closing and include your website address and contact information. Most new PC’s include Windows Movie Maker and iMovie on Mac’s for editing. Ultimately, this step will add the finishing touches and add to the production value.
6. Distribution. Once you have a finished product, it’s important to distribute your video through different channels. Post the video on your website and/or blog. Share it through all your social media channels like on your Facebook wall, your Linkedin page and tweet it to your Twitter followers and any other networks where you engage with your supporters. Finally, visit the nonprofit page on YouTube and read how you can optimize your YouTube channel for best distribution.

Results may take time so don’t be discouraged and keep in mind that one video will probably not be enough and the videos may undergo ongoing development. Consistency, patience and continuity are essential to growing viewership and strengthening your online video marketing program.

The following are some great links to resources that will improve your online video production experience:

Other Useful Tools:

• You Tube, Pixorial, Creaza, –  Video Editors
• http://www.Animoto.com – You can create montages of pictures, graphs, written content that is created in a slideshow format
• http://www.SlideShare.net – Facilitates turning slides or Power Point presentations into videos.
• www.Ustream.tv – Completely free and you can webcast or broadcast live at anytime
• www.Jingproject.com  – Captures anything you see on your computer screen, as an image or short video, and lets you share it instantly
• www.Screenr.com – A web based screen capture recorder, it captures the picture of your computer screen
• www.Movieclip.biz – Has a resource called “Prompt” which is a teleprompter, paid and free versions available
• www.Qik.com – Allows you to shoot live video from a mobile phone and stream it on the web 

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Miratel Solutions is a Toronto call centre, eBusiness, and letter shop mail house specializing in professional fundraising services including telephone fundraising, online fundraising, lottery services, donation caging, donation processing and other donor management services. We are committed to our CSR business values in all contact centre services and mail house operations and advancing the missions of the nonprofits we proudly serve.