Blogs

Best of the Web: January 2014

The Idealware “Best of the Web” is a monthly roundup of the top nonprofit resources from the Idealware blog, our Facebook page, and our Twitter feed to help you make the right technology decisions.

 
To kick off the year, Markets for Good released a free e-book, Selected Readings: Making Sense of Data and Information in the Social Sectorthat provides a curated retrospective on the last 15 months of posts from the organization's blog. Each post is updated for the e-book by its author to reflect discussions or comments generated by the original post, new thinking on the topics, or any changes the posts helped to effect. While the entire e-book is as rich in content as it is in design, we're especially fond of the first section, In Search of Better Data About Nonprofit Programs, written by Idealware founder and Executive Director Laura Quinn.
 
What Nonprofits Can Expect from Facebook in 2014: Pay to Play (Epolitics)
Facebook has become one of the most popular online outlets for nonprofits to connect with their fans. One of its largest attractions is the enormous potential for reach; anyone with a free account can follow your every update. However, with the growing popularity of paid promotion on Facebook, should nonprofits be worried? According to this article, maybe so...
 
These Scientists Studied Why Internet Stories Go Viral. You Won't Believe What They Found (Fast Company)
Believe it or not, no matter what communications channel you use, content is still king. Make your audience feel something with that content, and it will never be forgotten. (Cute animals and kids are optional, but never hurt.)
 
Come Back NOW! (Idealware)
Idealware's Research Director Elizabeth Pope draws a few conclusions from a recent online shopping experience that nonprofits can benefit from in the areas of constituent engagement and privacy. (Don't miss the comments on this one.)
 
Lessons Learned from the HealthCare.gov Rollout (NPEngage)
Starting even a small technology project is not something to be taken lightly. What better place to learn from than one of the biggest technology projects in the last year: the launch of HealthCare.gov? Tips like "leave yourself plenty of time" and "test things before they go live" become even more invaluable when you don't have the budget of a large country behind you. Learn from the government's mistakes.
 
Seven Powerful Facebook Statistics You Should Know for a More-Engaging Facebook Page (The Next Web)
While there are no surefire ways to make your Facebook posts generate thousands of likes and comments, The New Web did some research to determine how you can experiment to improve your engagement.
 
What Nonprofits Can Learn from Public Radio about Storytelling (NTEN)
While you may not have anyone on staff with a silky-smooth radio voice, you can still take the public radio approach to heart when it comes to telling your organization's stories. Using audio as a storytelling tool can sometimes draw people in more than the written word. Will Coley explains how using the right tools, and of course telling a powerful story, will go a long way in creating the intimate feeling of a public radio broadcast.
 
Five Web Design Trends To Watch Right Now (Frogloop)
While making sure your site works on mobile devices is top of mind for most nonprofits, there are still plenty of ways to make your desktop site look modern and refined. Trying new things can breathe new life into a dusty site. In some cases, even small changes can make a big difference, as the very smart people behind the Frogloop blog show here.
 
New and Improved Annual Reports: From Two–Pagers and Postcards to Videos and Infographics (Kivi's Nonprofit Communications Blog)
If your annual report is a chore (to create or read) you may want to consider changing it up. You could add a modern flare by incorperating infographics to show progress, videos of your organization at work, or just think about how you can condense the information into a few short pages. In this article, nonprofit communications rockstar Kivi Leroux Miller provides some good examples to help inspire you for 2014.
 
Five Reasons Why Your Nonprofit Must Prioritize the Mobile Web in 2014 (Nonprofit Tech for Good)
It's almost guaranteed that in 2014 people will be viewing your website and opening your emails on mobile devices. Poor compatibility might be a negative to that potential donor, volunteer, future staff member, or lifelong fan. This Nonprofit Tech For Good post looks at a few of the facts on how people are interacting with nonprofits in the mobile connected age.

All of the Data Collection, None of the Data Entry

In many of our minds, "data collection" brings up a vision of paper intake forms and never ending data entry.  In fact, in our upcoming survey of what outcomes measurement looks like in the real world, one of the most commonly repeated themes (alarmingly) was that human services organization didn’t have all the data they wanted because they didn’t have enough computers for all their front line staff to enter it.  
 
There are of course many good reasons to have enough computers to allow all your staff to enter their data… but that’s not the only way to do data collection.  More people, I think, should be talking about passive ways to collect data – meaning, no one has to do any data entry, but rather the data – and often, lots of it—comes to you.  
 
What would this mean?  There’s a whole marketplace of passive data collection devices like:
  • Swipe cards. With inexpensive machines, you can code a card with a magnetic strip (like a hotel room key), and then automatically record wherever it’s swiped.  So your clients could swipe to get their free lunch, or to enter the library.  
  • Bar codes.  Even more straightforwardly, you could print bar codes onto a label, stick the label on things, and then read them with a hand reader. Most people think of package tracking when they think of this, but there’s no reason you couldn’t use it to track any kind of inventory or item.  For instance, you could scan the bar code on an item in museum storage to get information on it, or scan a patient bracelet to get a full case history.
  • GPS location sensors.  GPS sensors can report location information back to a central location. For instance, you could have a delivery vehicle automatically record where it is every ten minutes, and later dump all that data to look at the most efficient routes.  Or you could count the number of site visits a case worker does based on the number of stops her car takes.
  • Personal sensors.  For those clients who are willing to wear something a bit more intrusive, you can get all sorts of data – heart rate, mood, and more.  It’s very common for those with heart problems to wear a heart monitor around.  With enough buy-in from your clients, you could imagine a fascinating set of data that would report on when your anger management clients are most likely to get angry. 
  • Electronic gauges.  Many things can be easily gauged with a small device – for instance, rain amounts, energy usage, water flow.  For instance, a gauge on an office bathroom sink could tell you how often people are washing their hands.  
With these types of devices, the data is collected automatically—which means that reliability of the data is generally higher.  The GPS doesn’t forget to check in when scheduled, and the water faucet isn’t going to pretend that you’re washing your hands more than you do.  Instead of a huge pile of paper forms to be entered, you have a huge pile of data waiting to be analyzed.  Which of course isn’t the same as all the answers to your questions… but that’s another post.

Come Rain, Sleet, or Snow: How Does Your Nonprofit Work When Mother Nature Acts Up?

With much of the Northeast (Idealware Global Headquarters included) battered by a blizzard this week, I feel that this is as good a reminder as any to think about how nonprofit organizations can prepare and plan for how weather can interrupt their regular work days. With the predictably bad Maine winter weather, and all our traveling, Idealware is no stranger to snow days and cancelled flights.

When bad weather hits, and travel to and from the office gets hazardous, are your staff members able to work from home effectively? While some of Idealware's staff have laptops that can easily be taken home when a storm hits, many of us (myself included) can't say we'd want to do the same with our desktop computers, and that can complicate matters. How do you make sure your staff members have the equipment and software to get work done while bundled up at home?
 
This is also a time to think about how your data is stored -- can staff members access the files they need when they're at home? While temporary storage devices like flash drives and the tried and true method of email attachments can tide an employee over for a day or two of snow, they might not be able to cut it for longer storms. Last year, when Hurricane Sandy hit the Mid-Atlantic, parts of New York and New Jersey were without power for days, many offices were inaccessible due to flooding, and even offices that stayed dry may have been inaccessible to staff members who depend on the (flooded) subway lines.
 
Clearly, it's difficult to expect your staff members to get work done when they lack power or internet access, but good planning and preparation can ensure that work can still happen when the roads are too bad to travel, or planes are grounded.
 
How does your organization handle bad weather? Share your preparations (or tribulations) in the comments.

 

Come back NOW!

In an effort to avoid those sanity-draining trips to the mall, I've been doing a lot more shopping online. Sometimes I miss the experience of just browsing in a shop, and will check out the website of a retailer to see what they have to offer without necessarily intending to buy anything. But a recent trip to the website of a major home goods chain (I won't call them out here, but their name incorporates both crockery and farm architecture) made me wonder if "just browsing" is even a thing that can exist online anymore--and what the implications are for nonprofit list-building.

When I got to the landing page of the store's website, I was confronted with a popup that offered $10 off my order in exchange for my email address. OK, so I wasn't looking to buy anything that day, but not wanting to pass up a good deal, I entered my email address. I poked around the curtains section for a little while and then left without making a purchase or putting anything in my cart. When I checked my email later that day, I had gotten a welcome message, which I quickly flagged into Unroll.me, my preferred means of managing mass emails. 

The next day, I got a weird email. "Too good to pass up..." it read, and the body had a picture of one of the drapes I had apparently clicked on next to a message exhorting me to buy now. The day after, I got another. "Come back NOW!" was the subject line, with a similar message and picture of the drapes.

"That subject line has to dock them a few spam points," said my husband, who works in online communications at a nonprofit.

Still another arrived the day after that: "Come back and see our great products! Let us know if we can help!" the email pled. I was so creeped out by the amount of tracking I received from a five minute visit in which I bought nothing that I immediately navigated the passive-aggressive unsubscribe process ("Please unsubscribe me. I no longer wish to receive exclusive emails specific to my interests").

If a for-profit business with lots of funds to devote to marketing research can get it so wrong, it's no wonder that nonprofits struggle with the right balance between welcoming constituents online and driving them away with too much attention. There's undoubtedly a slow erosion of our privacy that's been going on for years online, and we're becoming grimly accustomed to the fact that our every click can be tracked. But even though I'm aware that nonprofits can and do profile me, if one sent me emails that clearly indicated that they keep track of where I go on their website, I wouldn't be happy, and I might even be driven away as a supporter.

I'm not the communications expert here at Idealware, but I'm interested to hear how nonprofits are balancing the increased tracking power that communications and marketing software can provide with their constituents' desire for privacy. How are you navigating these issues?

 

Best of the Web: December 2013

The Idealware “Best of the Web” is a monthly roundup of the top nonprofit resources from the Idealware blog, our Facebook page, and our Twitter feed to help you make the right technology decisions.

If you appreciate the resources we share each month, please consider donating to our annual campaign, which we kicked off last week. Any size gift will grow our capacity to provide free resources to thousands of nonprofits, including yours. You can donate here before December 31. 
 
When we talk about driving donors to donate, we often talk about clicks and redirects. However, there is always more to consider. What happens when the donor gets to that page? If you're not keeping that donor reminded of why that gift is so important, they could back out at the last minute. These tips will help make sure your donors feel connected and confident at every step. 
 
*Facebook has moved beyond photos of pets and updates on breakfast to be a source of news for many people. According to the survey by the Pew Research Center, half of adult Facebook users "ever" get their news there. This could mean big things for how news organizations think about social media and how all organizations should be thinking about curating newsworthy content online.
 
*Measuring your fundraising performance is an important factor in setting accurate goals for future fundraising, and making the most of what you have. Unfortunately, it is not always easy to get started. You've got a lot of data that lives in a lot of different places, and it isn't always clear how you should best analyze and interpret it. This article looks at a few simple fundraising metrics to add a little mathematical magic to your next campaign. 
 
Clearly, confusing your prospective subscribers and donors is never good, but little decisions in form design can make a big difference. For example, should you have an opt-in or an opt-out form for newsletter signup? There are arguments for both sides, but the right choice for you comes down to your goals, audience, and having good content either way. 
 
Live-Tweeting: Just because it's there (and popular) doesn't mean you should always use it. It takes the right event, the right attendees, and the right followers to reach that very special Twitter sweet spot. Before you start #hashtaggingeverything, check out this article for a few tips. 
 
Data is a big word. When it comes to understanding organizational success, it often requires more than a cursory examination to get any accuracy. Sometimes, unique sources of data can be more telling than anything else. That could include everything from Twitter feeds to news stories to demographic information. 
 
While nonprofit organizations are overwhelmingly represented on social media, the same cannot be said for foundations. Despite this, the foundations that are using social media find it useful. If you are part of a foundation, creating a fully developed social media strategy could be an interesting way to stand out from the crowd. 
 
We say it a lot, but thanking your donors can create a stronger relationship with them. A timely, personal thank you has the potential to both make a donor return, and increase their gift. Our own Andrea Berry breaks down why this small action is so important, speaking from her experience on both sides of the fundraising process. 
 
Nonprofits are finding that Google Drive can be an extremely helpful tool when budgets don't allow for more sophisticated software suites. If your organization is starting to hit the edges of Drive's capabilities, check out this article in order to get a little more bang for your buck. 
 
14 Questions to Ask When Developing Your Nonprofit’s Social Media Policy (HubSpot)
A social media policy is an important document to create if you're looking to bring your online presence to the next level. Where to start is a frequent question. Before you dive in to the really tough questions, taking some time to go through these overviews will help make things easier down the road. 
 
Infographics: They look cool, they're educational, and were it not for the difficulty involved in making them, we'd see a lot more. These tools make it easy to create simple infographics, and get your feet wet experimenting with them for your own organization's communications strategy. 

 

Trends for 2014: Changes in Media Consumption

Vine and the Six-Second Attention Span

In the past year, we’ve seen the appearance of new services like Vine, from Twitter, and Instagram video, from Facebook by way of Instagram, that let people create and share really, really short videos—seven seconds and 15 seconds, respectively. While most of the earliest Vines were just six seconds of someone’s desk, the format seems to be growing in both audience and capability. Vine recently added the ability to edit footage, while Instagram provides the ability to add filters and effects to your brief videos.
 
Both of these services are also much more smartphone-oriented than prior methods for sharing video online. The idea behind these services seems to be that not only are users making their Vines on their phones, but viewing other peoples’ as well, which seems to benefit from the fleetingly short time limit on video length.
How will this affect how our audiences consume videos we put out? Will their attention spans shrink to the point where anything longer than a few seconds will seem too long? How can we, as nonprofits, get our messages across concisely to people who are accustomed to watching Vines?
 
In general, these questions aren’t really new—each generation is said to have shorter attention spans than the previous one, or at least that’s what my grandfather always complained about. While it’s not expected for every nonprofit to take to Vine to make six second fundraising appeals, it’s still important, when creating a video, to cut to the chase as soon as possible. You want to drop your audience into the “action,” so to speak, quickly; if they know what you’re asking early on, they’ll stay to watch the rest (or not) because they now have an investment or stake in your message.
 
Another good way to combat short attention spans is to give them something to care about—tell a compelling or personal story that will let them connect to your cause. If they care about what you’re saying because it’s heartwarming/heartbreaking/exciting/etc., they’ll keep watching to hear more.
 

Wearable Technology

If you believe the hype from the tech bloggers and trend-setters, wearable gadgets like Google Glass or smart watches are The Future, and companies like Google,
Sony, and Apple are betting on it—but we’ve been hearing this for decades. We may love to have a heads-up display to turn our daily routines into a video game, or a communicator on our lapel like Captain Picard, but are they going to gain widespread adoption?
 
Already, businesses like restaurants and nightclubs are preemptively banning patrons form using Google Glass in their establishments, and police officers are ticketing people for driving under the influence of Glass. The idea of people walking around with computers and cameras strapped to their heads in public raises privacy concerns—how do we know if someone is secretly recording us? And, honestly, it looks kind of weird. 
 
Even if wearable technology does gain mainstream acceptance and adoption, it’s hard to picture nonprofits going out and getting a pair of Glass, or equipping staff members with smart watches. However, it’s important to think about how we can reach an audience who has replaced their smartphones and tablets with Google Glass. Will they still read our fundraising emails—will it even be feasible for them to read emails at all? A smart watch may show a notification that you’ve received an email, and maybe the subject, but that might be it. As before, it’s likely that brevity will be increasingly essential to reach this sort of audience, getting your message across quickly and concisely.
 
Of course, we’ll have to wait and see if this is even worth worrying about.

Top Six Do’s and Don’ts for Thanking Your Supporters

As we gear up for year-end fundraising, it’s important to remember to thank your donors for every fundraising campaign. I know it seems like we say it a lot, but it bears repeating—thank your donors. While this should be a common sense point to make, many organizations may stall on the thank you process because they aren’t sure of what their donors would want to hear, or what donors should be thanked.

Here are six tips for thanking your donors effectively, without it feeling like an afterthought.
 
1.       Thank everyone! I know it is easier to thank only people who donate $250 or more, but you lose so much when you don’t offer at least a simple thank you to everyone. I’ve seen $10 a year donors turn around and leave an organization a huge bequest! To manage the workload, consider creating a strategy that thanks supporters by tiers—like “Gave $250 or more,” “$100 to $250,” “less than $100,” etc.
2.       Get creative. Mailed thank you letters are always nice—especially with an actual signature—but when your thank you stands out it makes for a much stronger impression. My recent donation to a preschool was thanked by a student, and we keep the card on our fridge.
3.       Make it at least a little personal. The extra time it takes to put pen to paper and sign a mail-merged thank you letter does go a long way. You don’t want your donors to feel like one of many—you want to make them feel special. A simple signature can help, a personal note is better, and a phone call is best.
4.       The extra effort is worth it. When donors feel appreciated, they come back. Last year I donated to a local organization where I know both the Board President and Board Secretary personally. When we received our thank you letter it was signed by a person we didn’t know, without even a personal note from either acquaintance. It has caused us to reduce our gift this year because we feel they are not taking the time to strategically fundraise, and so we feel our gift would be better invested elsewhere.
5.       Be timely. I know that it is a huge crunch at the end of the year to process donations and create your thank you letters. But don’t let the time get away from you. Thanking donors is important; thanking them in a timely manner gives a positive impression. Perhaps consider an online thank you in the short term, and sending the offline thank you’s on a more manageable timeframe.
6.       Report on your progress. Showing donors the impact of their gift is the best way to say thank you. Try and report on your progress in a variety of ways— more than just the annual report of your standard stuff. Use technology, newsletters, phone calls, thank you letters, and TV ads (among other things) to show all of the amazing work you were able to accomplish because of your donors.
 
Repeat donors is the name of the game in fundraising. And that is where thank you letters come in. Not making it clear to your donors that you appreciate them and their financial contribution is the best way to lose a donor. No matter the size of the gift, someone has made a choice to donate to your organization instead of doing something elsedonating to a different organization, buying a cup of coffee or a brand new carand it is your job to help them feel like they made the right choice.  Saying thank you is the minimum you should be doing to show your appreciation.

 

Best of the Web: November 2013

The Idealware “Best of the Web” is a monthly roundup of the top nonprofit resources from the Idealware blog, our Facebook page, and our Twitter feed to help you make the right technology decisions. 
 
Sophisticated multimedia software makes creating beautiful images a lot easier for designers. However, most nonprofits don't have room in their budgets for pricey software suites, especially when they simply want to make a nice looking poster or edit some photos from an event. These alternative software choices can make your organization look professional, without paying a professional price.
 
Creating a fundraising or advocacy ask can be a scary proposition. You want to convey the importance of your mission and the real need behind your ask without being overbearing to your audience. This infographic will remind you to take a little extra care when creating this kind of appeal, and remind you of the major turnoffs to avoid.
 
Just because some websites are rampant with cheesy animations, typos, and illegible blocks of yellow Comic Sans doesn't mean your website needs to be. We're not pointing any fingers, but this blog post will remind you of a few big no-no's that should not make it to the final design of your website.
 
When Windows 8 came on the scene just over a year ago, it met with mixed reviews. What are these tiles, where is my start button, and why has my laptop morphed into a pseudo-tablet? Windows 8 has since undergone a major update which addresses many concerns of early users. If you have a computer with Windows 8 installed, you may have wondered whether or not you should update to 8.1. Your answer is in this review.
 
More and more, software vendors are creating systems with Constituent Relationship Management functionality. When exactly do you need this, and why is it useful for nonprofits? This guest post on the Idealware blog was written by the Community Manager at Heller Consulting to help nonprofits find the right system.
 
Could it really be so easy? According to MediaCause, taking a little extra time to plan out your posts will more than double your current engagement. While there aren't many easy tactics that will work for everyone, coming up with a plan for your content and looking at your metrics is a great place to start.
 
Peek into any busy coffee shop and you'll see people staring into their smartphones and typing away on their laptops. It may seem like just about everyone is online now, but 15 percent of Americans continue to remain unplugged. Is living offline bliss, or are people falling prey to the digital divide in our culture? PEW Internet looked for the answers.
 
Your organization is busy, and you want to let your followers know what you've been working on at all times. But the question remains: Are you alienating your email list by filling up their inboxes? Does anybody care enough to recieve multiple updates each week? This infographic looks at a few metrics, and tries to find the "sweet spot" in email.
 
If you're still mourning the loss of Google Reader, you might find some comfort in checking out these other tools. Uncovering interesting content on these sites is not only fun, but can be a great way to add a bit of wisdom to your social media presence.
 
For as long as hashtags are popular, there will be people curious about the best way to use them. The answer is not always clear. It requires a bit of creativity and the right group to make a hashtag work. When done well, a hashtag can grow your online audience, and bring a wide community a bit closer. Whether you want to decode the # sign on Facebook, Twitter, Instagram, or Tumblr, this article will be a good place to start your journey.

Peer-to-Peer Fundraising in the Real World

To coincide with the launch of our latest resource, Peer-to-Peer Fundraising Made Easy: A Step-by-Step Workbook, we solicited this guest post from Nicole Lagace. Nicole is Interim Executive Director at HousingWorks RI, an organization working to ensure that all Rhode Islanders have quality, affordable homes, and a former board member of Girls Rock! Rhode Island.  
 
Last year Girls Rock! Rhode Island—an amazing volunteer-run nonprofit that uses music creation and critical thinking to foster empowerment, collaborative relationships, and the development of healthy identities in girls and women—decided to use Razoo, a peer-to-peer fundraising tool, for its annual campaign. Razoo lets 501c3s create a branded portal for online giving. Even better, anyone can start a peer-to-peer fundraising campaign for any nonprofit on razoo.com. Girls Rock! encouraged board members like me and several camp alumni to create campaigns for the organization so near and dear to their hearts.
 
I started my campaign on November 9, 2012, with a goal of raising $500 before the end of the year and started receiving donations almost immediately. Keep in mind that these were donors who had never before given to Girls Rock!, but as my peers, they knew how important the organization was to me.
 
Throughout the fundraiser, I reminded them how important the organization was in my campaign story by talking about the life-changing work the organization was doing with young girls and my experience volunteering. I shared a photo of myself actively engaged with campers and shared our vision of a world in which gender and identity are assets, not limitations, and where girls and women actively claim their own strengths and expertise to pursue goals of their own design.
 
To create a buzz, I made sure to publicly acknowledge each donation on Facebook.  This simultaneously allowed me to link to the campaign daily and encourage more friends to click to my campaign and consider giving. I also made personal appeals via email to my peers not on Facebook who I thought would value the work of Girls Rock! Finally, I offered my own premium—after the campaign, in January, all donors would received a personalized thank you song (MP3) written by me, a fitting thank you for giving the gift of rock.
 
How successful was it? Within the first week, I had 13 donors and raised $480. By the end of the year I raised $750 using Razoo and engaged 22 new donors for the organization. In total, the organization raised over $3,400 via seven personal campaigns and engaged 102 new donors—not too shabby for an experiment and first-time annual campaign.
 
Around the same time Girls Rock! was planning its campaign, I attended a fundraising workshop about annual end-of-year appeals. Donors need to feel a connection to the organizations they are giving to; they need to understand that their dollars are being put to good use; they want to hear personal stories—the workshop leader brought in various examples of direct mail pieces and urged workshop participants to find the story that would resonate most, but balked when asked about online campaigns. The implication was that “online” is for younger folks, and young folks don’t generally give. She eventually conceded that young folks do give—and they give online—but not very much, making an end-of-year annual direct mail piece the best way to raise a lot of money for a nonprofit.
 
The direct mail piece may still work for larger nonprofits with a budget for massive mailings, but what if you are raising money for a fledgling nonprofit with a connection to potential donors that exists mostly online? Peer-to-peer fundraising tools offer the opportunity to access supporters online, immediately test different messages, tweak campaigns, and ultimately use the power of social networks to engage even more donors.
 
This type of fundraising is the best thing since sliced bread for small nonprofits, but it does take some effort. If you’re involved in a campaign, be sure to actively recruit campaigners—ask your board members or people with a special connection or story to share. Offer them encouragement and guidance on campaign messaging, but allow room for their own voices to come through. Give tips on how to engage more people and promote their campaigns via your own social media channels. You can also encourage healthy competition by offering a small prize for most money raised or most donors engaged.
 
I learned firsthand that fundraisers need to play an active role, but my enthusiasm for the organization made that easy. This year I’ve started a new campaign via Razoo for the Women’s Fund of Rhode Island, another organization I believe strongly in. The campaign is associated with #GivingTuesday, so any pledges made aren’t visible until December 3. The suspense is killing me, but I’m confident the effort will be worth the wait.
 
Nicole Lagace is Interim Executive Director at HousingWorks RI. In her spare time she serves as the Communications Chair on the Board of Directors for the Women’s Fund of Rhode Island and continues to volunteer with Girls Rock! Rhode Island as an instrument instructor. She’s also the bass player for the band Gertrude Atherton.
 

 

Nonprofit Film School Appendix: Trailers, Music Videos, and You.

This post assumes that you’re already familiar with the basics of video production. If you’re not, you can get a quick introduction here.

You’re all ready to make a video for your nonprofit. Armed with your camera, editing software, and knowledge, it’s time to dive in. But what type of video are you making? In this blog post, we’ll be talking about trailers, music videos, and other videos that depend on music cues.

When I’m talking about trailers, I’m talking about videos in the style of a movie trailer - you’re providing a short “teaser” of an upcoming event. There’s a few different specific times a nonprofit would want to make a trailer, including big volunteer or fundraising events (walk-a-thons, galas, etc.) and announcing a new program (like we just did at Idealware with our Tactical Tech Training.

Why would you want to make a trailer? What are the benefits? In a trailer, you’re combining music and voiceovers with footage from an actual event. For a movie trailer, that would usually mean actual footage from the movie itself, but for a nonprofit, that probably means you’re using photos and video from past events to give your audience an idea of what to expect this year. These types of videos also benefit from familiarity. Most people are already familiar with movie trailers, and will recognize just from the format what you’re telling them (“We have something coming up that you should be excited about!”). Because of this, you’re completely allowed to borrow elements from actual movie trailers - “In a world gone mad, one organization will rise to the challenge.” You have two goals with your video: 1) get a lot of people to watch it, and 2) get them pumped up.

In a similar vein, there are also music videos. While these aren’t as valuable to nonprofits as a trailer might be, the two share a lot of similar goals and features. Both exist to get an audience excited for something (in this case, instead of a movie or event, it’s a product, the album the music comes from). Both rely heavily on music to convey that message. And both are fun to watch and (hopefully) fun to make.

Trailers and music videos also share one important production tip. Whichever of these types of videos you make, you have to cue the images with the music. Major actions, transitions, all the exciting moments--these must happen on the beat. That means that you have to listen to the music over and over, find the beat, and line up all your footage. There doesn’t have to be a new image on every beat, but the more frequent the changes, the more exciting the video. Play with the speed of the transitions to get your audience more engaged. In general, longer takes will go at the beginning, when the music is probably slower or quieter, and faster takes will go towards the end, when you’re building up to the exciting climax.

But the most important tip for these types of videos is to have fun making them. They’re a chance to let your hair down, listen to music, and be a little silly.

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