SOME RESOURCES AND FAQs ON PROMOTIONAL VIDEOS
A couple brief thoughts:
As you know by now, it’s not how many people your organization's video reaches but which people it reaches. There are plenty of resources to help you navigate social media, YouTube, etc.. However, video production from someone who will take the time to understand your organization's specific needs and produce an affordable, high quality finished product is hard to find.
Your organization needs to inspire someone to give, not just ask someone to give. It's not enough to simply tell them what your need is. Often, you must show them the need, but most important, show them your organization in action and the impact of your labor and their donations. If your donor is unable to see your front line efforts in person, video is the next best thing.
Also, (and this is very important) if you're going to invest in a video, put it on your website's home page! When you can show your story, show it. Make it easy for the visitor to find the video, not tucked away in a sub-menu where it will rarely be seen or shared. Think of it as an extension of your website's home page or even your business card. It should speak for you just as loudly as your logo or your mission statement.
Why should I use video to get my message out?
What style of video is right for our organization?
What is the production process with Going Home Pictures?
What are the costs for a video?
What is your "Video From the Field" tool?
I have hours of footage but don't know how to make something from it. Can GHP help?
How can I present more than one video on my site?
What should we do about music?
Why should I use video to get my message out?
First of all, as stated on our Nonprofit page, we’re living in an ever-changing visual environment. Everything is connected: your video can reside on a site like YouTube, be embedded into your Blog, get posted on Facebook and shared on Twitter all with a few simple clicks. Furthermore, a recent study found that 86% of internet users watch videos online (47% use social networking sites). Also, the typical attention span is shorter and the amount of distractions and things competing for one’s attention are dramatically increasing, so a long essay or involved brochure might get skipped over. Here is a quick article that we found informative: Why You Need a Video Presence Online. Also, an article from the Pew Internet & American Life Project shows that 57% of viewers of online video send the links to others (and that was in 2007). We could go on and on about why we and others think that video is not just the future but the present. Contact us, and we'll be happy to continue this list and answer any questions or concerns.
There has been research on this stating that the typical attention span is around 90 seconds. But at GHP, we think you have even less than that to hook the viewer... more like 30 seconds. So if your first 30 seconds isn’t strong, the next 60 seconds or 10 minutes is meaningless. We are also proponents of using the teaser method when applicable - tell the story in the time that it takes, but make a separate Teaser Edit of 60 to 90 seconds that would typically be viewed first. Engage them within that first 30 seconds, and if they are interested in your cause, they will then view the more in-depth, full-length version. A longer piece can also be cut up into 'webisodes' and released periodically, sometimes coinciding with another awareness or marketing campaign. Also see our "Videos From the Field" tool below.
What style of video is right for our organization?
Going Home Pictures will work with you to choose the best style of video to compliment not only your organization but your organization's specific goals of the video. We can implement traditional documentary storytelling techniques, high quality graphics, or just do a simple piece with clean, animated text. We can provide examples from either our past work or from other organizations on the web to illustrate the possibilities, or if you have some example videos in mind, please don't hesitate to tell us.
What is the production process with Going Home Pictures?
Typically we'll have a meeting either via phone or in person to discuss your organization's goals with the video. A rough storyboard and media plan will be created by GHP accompanied by a rough budget. When concept and budget estimates are agreed upon, a more formal contract with firm budget and timeline is provided by GHP. We ask for 50% down at that time with the remaining balance due upon final delivery of the video or media elements. In some cases we can discuss ongoing video updates or web series which would require a different agreement. There is no standard boilerplate for this. It is, in fact, a creative endeavor with each project having its own unique challenges and logistics. Most importantly we want to work with you to fulfill your needs, so you'll find us accessible and passionate about our work.
What are the costs for a video?
There are many factors that go into the production of a video, so price can fluctuate quite a bit from project to project. These varying factors include number of shooting days, locations, amount of required editing, use and complexity of graphics, music, overall length and number of videos, and finally, how you need the finished video elements delivered - be it compressed for various websites, distributed on USB drives, duplicated onto DVDs, or setup for a large live presentation. Regardless of these factors you'll find the rates for a Going Home Pictures promotional video to be extremely competitive and fair. We did not start providing video services for nonprofits with the expectations to turn a huge profit -- this is where our hearts are and where we wish to focus our creative energy. Before writing off a video due to assumed cost, let us put together a proposal for you.
What is your "Video From the Field" tool?
We sometimes refer to these as "Done-in-a-Day", too. Let's face it, the newer and fresher the information, the more it speaks to the recipient. You may want to engage your donor and social media audience as quickly as possible when something happens. Maybe the opening of a new wing at the children's clinic, your organization's disaster response as it is happening, or outreach taking place in rural or international location. We'll be there to capture the event, edit it within hours, and have it compressed and uploaded to your website and social media outlet - usually within 24 hours... often much sooner. On example: when filming the volunteers of Team Rubicon in Joplin, MO we shot, edited, and uploaded short updates from the field every 2 or 3 days, thus keeping their subscribers constantly engaged and encouraging them to share the content within their social media network (in addition to making contributions for the organization's ongoing efforts as they were happening).
I have hours of footage but don't know how to make something from it. Can GHP help?
Absolutely. You may have footage from the field where your outreach is in action, or you may have interviews from those directly affected by your organization's outreach. Whichever the case may be, we can help you to make an informative, engaging piece from the raw footage regardless of how or when it was shot. Our first two projects with Team Rubicon involved taking amateur footage shot on a Sony handycam from their past relief missions, finding the story within it, and editing it for presentation to major donors at fundraisers and for online outlets.
How can I present more than one video on my site?
There are various solutions for this. Vimeo and YouTube are getting savvier everyday with their embedded player content, allowing HD streaming and customizable video channels containing all of your video content. There are also subscription video players that allow you to fully customize the viewing experience within your site. Within that player you add “Donate” buttons or other information pop-ups as the video progresses and track when people click on the buttons and how often. Going Home Pictures can help you weigh the many options out there and help implement your video(s) in the most effective manner within your budget.
What should we do about music?
This subject is near and dear to our hearts. First of all, music is a much larger and more important part of the finished product than most people give credit. An outstanding and fitting score can turn an informative video piece into an emotionally inspiring piece. Secondly, music is a copyrighted product just like a movie or professional photograph or any other labor of love. Without proper clearances we cannot include your favorite song by Celine Dion or Kings of Leon. Many companies make a profit from using published music without the proper licensing and clearances, and they are leaving themselves open to legal conflict down the road, or at the very least, the inability to use a video they paid to produce. Music is best implemented when it is composed to hit the emotional beats and important points of the video. In many cases videos would be accompanied by an appropriate song from a music library or an original score from an award-winning composer, with whom we do much collaboration.