Video is everywhere on today’s internet but why should charities and other 3rd Sector organizations be taking the lead by raising awareness, campaigning and fundraising with web video?
Claire Northcott, who heads up the 3rd Sector Production Unit at online video specialist StreamCity, gives some advice on how video can help get your message across.
VIDEO HAS THE EDGE - Visual images versus the written word.
Today we live in a visual age with most people accessing information via the web. Video provides a quick and effective solution for relaying information, while also grabbing the attention of the viewer.
With tools such as sign language and multi language sub titles available, one video can be targeted at a wide range of people, and using a creative presentation is a simple and effective way to get across a complicated message or one that is perhaps hard to understand on paper.
Watching a person recounting first hand an experience they’ve had rather than reading it is also an important way to provoke emotion and ensure that the message hits home.
KNOW YOUR AUDIENCE - Communicate your messages efficiently.
There are probably a number of different audiences who access your website.
This audience might be split into sections of the general public according to campaigns or perhaps staff members looking to be updated with what is going on in different areas of your organisation. Identifying your audience is key to a successful video. Are you talking to donors, service users, volunteers or staff? Video enables you to target specific audiences and broadcast directly to them.
KEEP IT REAL - Reveal the human side of your organisation.
What better way to show the workings of your organization than through the voices of the people who work there?
Video provides the opportunity to invite viewers in for a closer look, showing various activities and aspects of your organization in a visual and engaging way. Using members of staff to present or appear in videos is a great way to humanize your organization and show the people who are working hard to achieve your charity’s aims.
KEEP IT FRESH - Explore the creative possibilities of video.
There are a vast number of different creative options available from staff video diaries, ‘a day in the life’ of your organization and campaign led films to raise awareness through to case studies about people who have benefited from your charity and ‘Call to Action’ promos, highlighting fund raising initiatives.
All videos can have a linking theme and style which unifies them as the voice of your organization while also containing an interesting creative edge to ensure individuality.
THE BOTTOM LINE - Don’t assume it will cost the earth.
When people are asked for their views on video production, responses normally include comments about large crews, big budgets and lots of disruption! Well, it doesn’t have to be this way.
A good tight brief for the producers and a strong idea of what your message should be will prevent waste and keep the costs down.
By working with a small professional crew, with extensive experience of working with sensitive subjects and filming people who are inexperienced in front of the camera, it is easier to access areas and film subjects who perhaps would not be approachable otherwise. All budgets are catered for and by working with experienced Producers, steps can be taken to ensure that costs are kept low and quality is kept high.
For more information on how we tackle a production, see our guide to the video production process.
