An American Opinion

Do you need to employ video in your media strategy?  Almost everyone has seen at least one popular viral video either online or on television and can imagine the impact it could have.  But you should realize that viral video isn’t the only option you have available.  The business sector understands the broad power of visual communications and invests tens of thousands of dollars just to have a product or logo appear in the background of a feature film. Product placement is far removed from viral but unquestionably effective. (Millions still remember E.T.’s favorite candy from an 1982 film)

When it comes to moving people to action, video can be extremely effective; a fact that has been proven by the advertising industry.  If video didn’t have the power to influence you can bet that businesses would not be spending millions of dollars per year for the honor of interrupting your favorite TV shows with commercials.  Whether it is laughter or tears, video can move people. (Note: Happiness is more memorable than sadness)

This influential medium is now available to almost anyone thanks to reasonably priced video cameras, editing software, and online applications like YouTube.  In a very true sense, just about anyone or any organization can promote themselves on video and distribute it freely across the Internet at minimal cost.  An entertaining or funny video can spread around the world quickly through social media and carry your message to thousands, if not millions.  Even if you do not have a great idea for a viral video, here are some practical video applications you can work on while you wait for inspiration.

1)   It is not a coincidence that television news programs often lead off with a human interest story.  Human interest stories attract viewers and your nonprofit organization should be able to tap into this inclination.  Create a video recounting a success story related to your organization, post it on YouTube, and feature it on your website to give visitors an example of what your organization can achieve.  People like to identify with winners so make your video a story on how your organization serves as an agent for positive change.

2)   Create your own short simple commercials and feature them on appropriate pages of your website. A video can welcome visitors, introduce a new program, promote the opening of a new facility or highlight a fun fundraising event.   Make your video informative and sufficiently short to hold viewer interest.

3)   Video a personal message, a thank-you or an appeal from a leader or recognizable personality.  You can post it on your website or link to it from an e-newsletter and deliver it to your entire support base at almost no cost to your organization.

A few cautionary considerations you should consider when filming a video or preparing a video script:

a)   Be sure to get signed permission before you share someone’s personal story or change the details sufficiently so that the subjects cannot be identified.  (It isn’t a bad idea to do both)

b)   Always get permissions in writing and make sure everyone appearing in a video signs a release form.

c)   Take precautions to make sure your video doesn’t come across as an attempt to guilt-trip viewers into supporting your cause. No one enjoys  guilt trips.

d)   Make sure your facts are absolutely correct.  When you quote statistics double check them and identify your source.  If you quote manipulated statistics, it could cost your organization its reputation.  I recently read online a shockingly high statistic about violence attributed to a government survey.  When I looked into the report I discovered that buried in the small print it had used eighteen months of data to represent a twelve month period.  These figures had been intentionally inflated by fifty percent; probably to justify department funding.  The organization that used these figures is taking a chance on their reputation that could come back to haunt them.

There are plenty of instructions on the technical aspect of using video online available through websites like Mashable.com and in books available at your local bookstore.  Do some research, create a script, and shoot some video.  You don’t have to be an expert to shoot video because you can shoot as many takes as you need until you get something you like.  Experiment and encourage your staff and supporters to do the same and submit it for consideration.  You may soon find yourself with plenty of material to work with.