TIP TWO: Determine the Type of Video You Want to Produce

Remember in Tip 1 where you answered the question about your target audience? Here’s where that information is critical. To reach your target audience effectively, you need to put yourself in their shoes, and their state of mind. What kind of video will appeal to them? How will they most likely watch it? Will a casual (low production value) video be acceptable or, will they have higher expectations for a professionally produced video? Here are some different types of videos that your nonprofit might want to consider based on your target audience, your resources, and your budget.

Staff or Internally Produced – These videos usually have a lower production value (unless you have a professional videographer and editor on staff) and therefore feel more casual than a professionally produce video. They are most often used by smaller nonprofits with small budgets for viewing on their websites or, Social Media applications. However, larger nonprofits may use them for quick updates on their Social Media applications too. It is important to note that the camera used for these kinds of videos dictates the quality of the final product. The level of expertise in editing also impacts the look and feel.

Some typical uses of staff or internally produced videos include:

• News updates
• Announcements
• Thank you’s
• Client testimonials
• Staff introductions
• Event recaps
• A day in the life
• How To’s
• Fun and entertainment

FYI:Flip video cameras are great for these kinds of videos but are not right for higher quality videos. They are made for shooting video that will be used on the web, not for broadcast or projection.

Professionally Produced – These videos have much higher production value, are more formal, and definitely cost more. Professionally produced videos should be used for branding, marketing, fundraising, advertising and Public Service

• Announcements.
• Some typical uses of professionally produced videos include:
• Organizational overviews
• Fundraising campaigns and events
• Conferences and tradeshows
• Public Service Announcements (PSA)
• Television advertising

FYI: Don’t be dissuaded from engaging with a production company to produce your nonprofit’s video. A good production company can offer you a variety of budgets based on the elements used to create the video. Professional videos can be created using photos and video footage alone, or mixed together. The greatest expense in professionally produced videos is in the shooting.

Come back for TIP THREE: Create a “Shot List” before you shoot

PS: I will be teaching a Nonprofit Video Production workshop on September 7th at the Ignatius House Retreat Center in Atlanta. For more information visit our facebook page http://www.facebook.com/#!/event.php?eid=203406909713667, or our website at http://www.purpleduckmarketing.com/pdu.html, or call (678) 925-3582