{"version":"1.0.0","segments":[{"startTime":0.09,"endTime":3.29,"body":"This episode is sponsored by Qgiv, a comprehensive"},{"startTime":3.37,"endTime":6.43,"body":"fundraising platform trusted by over 20,000"},{"startTime":6.5,"endTime":10.282,"body":"fundraisers. Through online giving and event registration forms,"},{"startTime":10.346,"endTime":13.978,"body":"text fundraising, PeerToPeer campaigns, and auction events,"},{"startTime":14.074,"endTime":17.822,"body":"qgiv's tools help fundraisers like you raise more."},{"startTime":17.956,"endTime":21.374,"body":"The Qgiv team understands that fundraising isn't always an easy"},{"startTime":21.412,"endTime":25.074,"body":"job to help. They recently surveyed fundraising professionals"},{"startTime":25.162,"endTime":28.87,"body":"donors to create a soon to be released report, building"},{"startTime":28.94,"endTime":32.502,"body":"a Sustainable Future a Guide to Healthy Fundraising. This"},{"startTime":32.556,"endTime":35.958,"body":"report explores how the economy, staffing issues,"},{"startTime":36.044,"endTime":39.686,"body":"declining donor numbers, and more have impacted nonprofit"},{"startTime":39.718,"endTime":43.206,"body":"teams. To learn how you can build more sustainable fundraising"},{"startTime":43.238,"endTime":46.73,"body":"revenue and advocate for data backed change, head to"},{"startTime":46.8,"endTime":49.18,"body":"jcsocialmarketing.com"},{"startTime":49.79,"endTime":51.706,"body":"qive that's"},{"startTime":51.738,"endTime":55.578,"body":"jcsocialmarketing.com Qgiv"},{"startTime":55.754,"endTime":59.566,"body":"to be notified when the report is released and to receive your free"},{"startTime":59.588,"endTime":62.99,"body":"copy. Thank you and let's get to the episode."},{"startTime":65.75,"endTime":69.294,"body":"Hello and welcome to Nonprofit Nation. I'm your host,"},{"startTime":69.342,"endTime":73.182,"body":"Julia Campbell, and I'm going to sit down with nonprofit, industry"},{"startTime":73.246,"endTime":76.806,"body":"experts, fundraisers, marketers, and everyone in"},{"startTime":76.828,"endTime":80.454,"body":"between to get real and discuss what it takes to"},{"startTime":80.492,"endTime":84.242,"body":"build that movement that you've been dreaming of. I created"},{"startTime":84.306,"endTime":88.122,"body":"the Nonprofit Nation podcast to share practical wisdom and"},{"startTime":88.176,"endTime":91.91,"body":"strategies to help you confidently find your voice,"},{"startTime":92.07,"endTime":95.834,"body":"definitively grow your audience, and effectively build your"},{"startTime":95.872,"endTime":99.382,"body":"movement. If you're a nonprofit newbie or an experienced"},{"startTime":99.446,"endTime":102.942,"body":"professional who's looking to get more visibility, reach more"},{"startTime":102.996,"endTime":106.75,"body":"people, and create even more impact, then you're in the right"},{"startTime":106.82,"endTime":108.8,"body":"place. Let's get started."},{"startTime":114.77,"endTime":118.442,"body":"Hello, my nonprofit unicorns. This is Julia Campbell."},{"startTime":118.506,"endTime":122.094,"body":"I'm so thrilled to be here with you on another episode"},{"startTime":122.222,"endTime":126.006,"body":"of Nonprofit Nation. Today we're going to talk about one of my"},{"startTime":126.028,"endTime":129.83,"body":"favorite topics messaging. How to get better"},{"startTime":129.9,"endTime":133.686,"body":"at sharing your success stories, talking to"},{"startTime":133.708,"endTime":137.506,"body":"your network if they're confused about what you do, using video to"},{"startTime":137.548,"endTime":141.37,"body":"share your messaging. We are going to talk about all of"},{"startTime":141.44,"endTime":144.826,"body":"kind of my little favorite things. So I have"},{"startTime":145.008,"endTime":148.79,"body":"a special guest today, aaron Merch."},{"startTime":148.87,"endTime":152.378,"body":"Aaron Merch is the co owner and CIO"},{"startTime":152.474,"endTime":155.562,"body":"of two H Media. Aaron helps"},{"startTime":155.626,"endTime":158.99,"body":"nonprofits improve their visibility by building"},{"startTime":159.14,"endTime":162.802,"body":"video driven websites. I love that we're going to talk about"},{"startTime":162.856,"endTime":166.478,"body":"that. That reduce confusion and encourage"},{"startTime":166.574,"endTime":170.322,"body":"engagement. Leveraging close to 20 years of"},{"startTime":170.376,"endTime":173.922,"body":"marketing experience, aaron oversees and"},{"startTime":173.976,"endTime":177.714,"body":"implements crucial strategic projects for nonprofits."},{"startTime":177.842,"endTime":181.43,"body":"And he ran his first fundraiser when he was twelve years old"},{"startTime":181.5,"endTime":185.094,"body":"and has never lost his passion for making an"},{"startTime":185.132,"endTime":188.874,"body":"impact. Welcome, Aaron. Hi. Thank you so much for having"},{"startTime":188.912,"endTime":192.3,"body":"me on the show. And we should say you're a Canadian. I am."},{"startTime":192.67,"endTime":195.962,"body":"So I'll try to limit the A's and a boots. No,"},{"startTime":196.096,"endTime":199.722,"body":"never ever limit that."},{"startTime":199.856,"endTime":203.526,"body":"And we were talking about how I'm half Canadian, I"},{"startTime":203.568,"endTime":207.294,"body":"assume everyone is from Toronto, and I think that's probably something"},{"startTime":207.332,"endTime":211.13,"body":"that you get a lot. So thanks for bearing with me on that. My pleasure."},{"startTime":211.21,"endTime":214.958,"body":"So tell me about the first fundraiser when you were twelve years old."},{"startTime":215.044,"endTime":218.814,"body":"I want to hear about that. Yeah, it was a pretty small operation."},{"startTime":218.942,"endTime":222.626,"body":"A few friends of mine and I wanted to raise a bunch of"},{"startTime":222.648,"endTime":225.41,"body":"money to build a school in Tanzania"},{"startTime":226.39,"endTime":230.166,"body":"when you were twelve? Yeah, me and some buddies of"},{"startTime":230.188,"endTime":233.958,"body":"mine, we were business minded and we were charitably minded and we thought"},{"startTime":234.044,"endTime":237.586,"body":"we can probably make this happen. And it started"},{"startTime":237.708,"endTime":241.206,"body":"with we teamed up and we ran classes"},{"startTime":241.318,"endTime":245.146,"body":"for younger kids. We ran two streams of workshops where we"},{"startTime":245.168,"endTime":249.014,"body":"were teaching them stop motion animation,"},{"startTime":249.142,"endTime":252.766,"body":"and then we had a dance stream as well where we"},{"startTime":252.788,"endTime":256.414,"body":"were doing dance workshops for younger kids. And all the proceeds from"},{"startTime":256.452,"endTime":260.142,"body":"that, from that pair of workshop series went into"},{"startTime":260.276,"endTime":264.014,"body":"the pot for us to put funds towards building this school."},{"startTime":264.212,"endTime":267.986,"body":"That's absolutely amazing. So how did you get involved with that? Like, how did"},{"startTime":268.008,"endTime":271.582,"body":"you find out that there was this need in Tanzania?"},{"startTime":271.726,"endTime":275.406,"body":"So a friend of mine who I was originally working on this with approached"},{"startTime":275.438,"endTime":279.206,"body":"me about it and I believe he had been inspired by some content that"},{"startTime":279.228,"endTime":282.774,"body":"Feed the Children had put out. This was about the right time"},{"startTime":282.812,"endTime":286.406,"body":"frame where they were putting a lot of promotional stuff out in the press."},{"startTime":286.508,"endTime":290.234,"body":"That's really amazing. I think of when I was twelve, I did"},{"startTime":290.272,"endTime":293.702,"body":"start my nonprofit journey. I would say when I was twelve, I started a recycling"},{"startTime":293.766,"endTime":297.466,"body":"program at my middle school because we were"},{"startTime":297.648,"endTime":300.734,"body":"using Styrofoam trays and"},{"startTime":300.852,"endTime":304.03,"body":"Styrofoam cups and non recyclable"},{"startTime":304.37,"endTime":307.834,"body":"cutlery. And now I think that might shock"},{"startTime":307.882,"endTime":311.358,"body":"people, but we started a recycling program and like a"},{"startTime":311.364,"endTime":315.138,"body":"reuse program. So do you feel like that"},{"startTime":315.224,"endTime":318.994,"body":"sparked your nonprofit journey and how did that"},{"startTime":319.032,"endTime":322.706,"body":"lead you to what you are doing today? That definitely put it"},{"startTime":322.728,"endTime":326.434,"body":"into my mind. And so it's something that I've carried with me all these"},{"startTime":326.472,"endTime":329.926,"body":"years. In terms of my nonprofit journey, it really came"},{"startTime":329.948,"endTime":333.766,"body":"about organically. So I run a marketing agency. I've been doing"},{"startTime":333.788,"endTime":337.366,"body":"it for a long time now. I actually started doing marketing in a family business."},{"startTime":337.468,"endTime":341.234,"body":"I was doing like product catalogs and things for my parents"},{"startTime":341.282,"endTime":343.578,"body":"company. And then by the time I was a young adult, I was running the"},{"startTime":343.584,"endTime":347.354,"body":"full marketing department. Flash forward many years later, many"},{"startTime":347.392,"endTime":351.034,"body":"businesses later, and I'm running a marketing agency now. And"},{"startTime":351.072,"endTime":354.798,"body":"like most marketing agencies, we started out without a niche. We were"},{"startTime":354.884,"endTime":358.542,"body":"getting a lot of our contacts through word of mouth and building business"},{"startTime":358.596,"endTime":362.398,"body":"where we could find it. And we found through connecting with a"},{"startTime":362.404,"endTime":366.238,"body":"few nonprofits in our community, that was a niche that we had a"},{"startTime":366.244,"endTime":369.474,"body":"lot of success in. We were confident in the work we were doing. We were"},{"startTime":369.512,"endTime":373.298,"body":"able to make an impact and move the needle. And we started"},{"startTime":373.384,"endTime":377.074,"body":"adding to that roster and we realized this is something"},{"startTime":377.112,"endTime":380.694,"body":"we're good at. We love doing the work, we're passionate about it. So"},{"startTime":380.812,"endTime":384.326,"body":"why don't we make this one of our pillars for our business. And now"},{"startTime":384.428,"endTime":387.958,"body":"nonprofits are our largest vertical. It's the main industry we work in."},{"startTime":388.044,"endTime":391.834,"body":"That's fantastic. I love that you focus on the third"},{"startTime":391.872,"endTime":395.034,"body":"sector and nonprofit organizations. And I made that"},{"startTime":395.072,"endTime":398.666,"body":"decision quite a few years ago just because it's such a"},{"startTime":398.688,"endTime":402.186,"body":"specific niche that requires"},{"startTime":402.378,"endTime":405.854,"body":"such institutional knowledge, but also trust."},{"startTime":405.972,"endTime":409.774,"body":"It's the trust factor where nonprofits know, oh, you work"},{"startTime":409.812,"endTime":413.218,"body":"with us, you get us like you understand us. That's a big part of what"},{"startTime":413.224,"endTime":416.702,"body":"we love about it. We're not a massive"},{"startTime":416.766,"endTime":420.098,"body":"international corporation. We work with local"},{"startTime":420.184,"endTime":423.922,"body":"agencies, local organizations that we can have face to face real"},{"startTime":423.976,"endTime":427.346,"body":"relationships with, getting to spend that time with executive"},{"startTime":427.378,"endTime":430.758,"body":"directors, board members, the volunteers that are actually on the"},{"startTime":430.764,"endTime":434.486,"body":"floor, achieving impact is really rewarding. Absolutely. Oh,"},{"startTime":434.508,"endTime":437.262,"body":"I totally agree. So I do a podcast"},{"startTime":437.426,"endTime":441.018,"body":"document for my listeners. I usually"},{"startTime":441.104,"endTime":444.266,"body":"type in some questions and some"},{"startTime":444.368,"endTime":448.01,"body":"topics for me and my guest to speak"},{"startTime":448.08,"endTime":451.734,"body":"on. And I wrote about your tagline"},{"startTime":451.862,"endTime":455.294,"body":"and you actually corrected me, which I actually think is really interesting."},{"startTime":455.492,"endTime":459.326,"body":"So you have a tagline and then you also have a get to the point"},{"startTime":459.428,"endTime":463.042,"body":"statement. So your tagline is let's do good."},{"startTime":463.176,"endTime":466.91,"body":"And your get to the point statement is helps"},{"startTime":466.99,"endTime":470.658,"body":"nonprofits improve their visibility by building"},{"startTime":470.824,"endTime":474.334,"body":"video driven websites that reduce confusion and encourage"},{"startTime":474.382,"endTime":477.734,"body":"engagement. Can you tell me about the difference between the"},{"startTime":477.772,"endTime":481.35,"body":"two and also why nonprofits need"},{"startTime":481.42,"endTime":484.214,"body":"both of them? Absolutely. A lot of"},{"startTime":484.252,"endTime":487.79,"body":"organizations have a tagline."},{"startTime":487.89,"endTime":491.626,"body":"Or oh, they do, oh my gosh. Or a phrase that they try"},{"startTime":491.648,"endTime":495.29,"body":"to a mission statement, all of their promotional materials."},{"startTime":495.95,"endTime":499.562,"body":"Often that doesn't actually explain how you"},{"startTime":499.616,"endTime":503.326,"body":"create impact. It maybe gives some ideas about big picture, what"},{"startTime":503.348,"endTime":507.066,"body":"you're trying to do. It doesn't tell people in a bite"},{"startTime":507.098,"endTime":510.702,"body":"sized format how you're actually going to get there. So it's very"},{"startTime":510.756,"endTime":514.002,"body":"common to see taglines about"},{"startTime":514.136,"endTime":517.746,"body":"empowering specific interest groups or giving people a"},{"startTime":517.768,"endTime":521.49,"body":"hand up. It's a lot less common to then elaborate on."},{"startTime":521.56,"endTime":525.166,"body":"We do that by providing specific programs,"},{"startTime":525.278,"endTime":528.95,"body":"funding specific types of initiatives, providing help"},{"startTime":529.02,"endTime":532.806,"body":"for specific groups in specific kinds of areas of their"},{"startTime":532.828,"endTime":536.326,"body":"life. I'm trying to keep it very general because this applies to nonprofits of all"},{"startTime":536.348,"endTime":539.974,"body":"different ilks. But the difference between your"},{"startTime":540.012,"endTime":543.814,"body":"tagline and your get to the point statement is your tagline is short, pithy,"},{"startTime":543.862,"endTime":547.562,"body":"it's really easy for people to remember and spout off, but it"},{"startTime":547.696,"endTime":551.466,"body":"doesn't explain the purpose. Your get to the point statement perhaps isn't going"},{"startTime":551.488,"endTime":555.086,"body":"to stick in people's minds the same way, but when someone interacts with your"},{"startTime":555.108,"endTime":558.654,"body":"marketing materials, it needs to be there so that they can look at it very"},{"startTime":558.692,"endTime":562.062,"body":"quickly and understand what it is you actually do. And this is"},{"startTime":562.116,"endTime":565.954,"body":"especially true in spaces where there are, I don't want to say"},{"startTime":565.992,"endTime":569.522,"body":"competition, because in the nonprofit, a. Lot of people doing"},{"startTime":569.656,"endTime":573.17,"body":"each other up. But there's a lot of organizations doing really similar"},{"startTime":573.24,"endTime":577.074,"body":"things. Well, we're all competing for attention at the end of the day. Absolutely."},{"startTime":577.272,"endTime":581.078,"body":"And even outside of that, I'm a big believer in collaboration. But when"},{"startTime":581.084,"endTime":584.774,"body":"you look at four or five nonprofits in one community, that all do very"},{"startTime":584.812,"endTime":588.374,"body":"similar things. A lot of them don't even have a clear"},{"startTime":588.412,"endTime":592.106,"body":"picture of what the differences are. And if your organization and"},{"startTime":592.128,"endTime":595.818,"body":"the other organizations in your community don't know what the differentiating factors are,"},{"startTime":595.904,"endTime":599.046,"body":"then it's going to be completely impossible for your donors,"},{"startTime":599.158,"endTime":603.006,"body":"volunteers, and recipients of your services to know what you do"},{"startTime":603.028,"endTime":606.654,"body":"and if you're the right fit. Oh, absolutely. So why are"},{"startTime":606.692,"endTime":610.499,"body":"nonprofits so terrible at explaining what they do? What do you"},{"startTime":610.499,"endTime":614.278,"body":"think holds us back? I think a lot of nonprofits are fairly"},{"startTime":614.314,"endTime":617.762,"body":"good at explaining what they do on a long"},{"startTime":617.816,"endTime":621.614,"body":"form, face to face basis. Like in a grant"},{"startTime":621.662,"endTime":625.362,"body":"proposal. Yeah, in a grant proposal or at a board"},{"startTime":625.416,"endTime":629.126,"body":"meeting. And maybe if you're lucky, even explaining to the people"},{"startTime":629.148,"endTime":632.358,"body":"in your network what you do if you have a long time to explain it"},{"startTime":632.364,"endTime":635.19,"body":"to them. I think most nonprofits"},{"startTime":635.53,"endTime":639.194,"body":"haven't gone through the exercise of really trying to refine it"},{"startTime":639.232,"endTime":642.09,"body":"down to a less than 32nd explanation,"},{"startTime":643.15,"endTime":646.858,"body":"and that's the place to start. So number one,"},{"startTime":647.024,"endTime":650.826,"body":"really defining that get to the point statement. Most organizations haven't done that. If"},{"startTime":650.848,"endTime":654.526,"body":"you can do that, I think it will drastically improve your ability to"},{"startTime":654.548,"endTime":657.79,"body":"explain what you do. And then number two, actually getting"},{"startTime":657.86,"endTime":661.678,"body":"comfortable explaining what you do. I think that's something that is a challenge to a"},{"startTime":661.684,"endTime":665.474,"body":"lot of people running nonprofits. Most people, when they start"},{"startTime":665.512,"endTime":669.346,"body":"a nonprofit, want to do good. They want to make an impact. That's really"},{"startTime":669.368,"endTime":673.06,"body":"important. A lot of those same people are"},{"startTime":673.67,"endTime":677.414,"body":"scared or self conscious to really self promote. It"},{"startTime":677.452,"endTime":681.302,"body":"can feel like bragging. It can feel egotistical. And it's really"},{"startTime":681.356,"endTime":685.062,"body":"important to understand the necessity of actually"},{"startTime":685.196,"endTime":688.966,"body":"self promoting, getting the messaging out there and explaining to people in your"},{"startTime":688.988,"endTime":692.746,"body":"community what you do so that you can, in turn, resonate with more"},{"startTime":692.768,"endTime":696.474,"body":"people and make more of an impact. 100%. And"},{"startTime":696.512,"endTime":700.354,"body":"I think this starts with your website. So I'll"},{"startTime":700.422,"endTime":703.918,"body":"completely agree with you on this. I teach"},{"startTime":704.084,"endTime":707.082,"body":"organizations how to best use digital"},{"startTime":707.146,"endTime":710.766,"body":"tools to build their audience and increase their"},{"startTime":710.788,"endTime":714.606,"body":"impact, whether it's fundraising or maybe it's"},{"startTime":714.638,"endTime":718.194,"body":"advocacy, maybe it's volunteerism, maybe it's just"},{"startTime":718.232,"endTime":721.25,"body":"changing hearts and minds around difficult topics."},{"startTime":721.59,"endTime":725.282,"body":"But digital tools, the infrastructure, it's almost"},{"startTime":725.336,"endTime":728.694,"body":"like Maslow's hierarchy of needs. And I always teach this"},{"startTime":728.812,"endTime":732.306,"body":"website is at the top. Okay, you can have TikTok"},{"startTime":732.338,"endTime":736.086,"body":"channel, but if you don't have a website that resonates and"},{"startTime":736.108,"endTime":739.682,"body":"that really works, that's not going to be effective,"},{"startTime":739.746,"endTime":743.354,"body":"because that's where most of people, most people are going to search. Most"},{"startTime":743.392,"endTime":747.146,"body":"people are going to ask Google or Siri or"},{"startTime":747.168,"endTime":750.974,"body":"Alexa, and sorry if people's devices are going off right now,"},{"startTime":751.092,"endTime":754.862,"body":"but that's where most people are going to start. So what"},{"startTime":754.996,"endTime":758.64,"body":"makes an effective nonprofit website, in your experience?"},{"startTime":759.09,"endTime":762.75,"body":"That's a great question. There's a few factors. Number"},{"startTime":762.82,"endTime":766.482,"body":"one, understand who your website is for and"},{"startTime":766.536,"endTime":770.386,"body":"what your website is for. Who and what? I love it. Yeah. A"},{"startTime":770.408,"endTime":773.7,"body":"website can really only do one thing well at a time"},{"startTime":774.23,"endTime":777.926,"body":"and trying to have it do too many things is going"},{"startTime":777.948,"endTime":781.702,"body":"to ultimately mean that it doesn't do anything effectively. So to"},{"startTime":781.756,"endTime":785.046,"body":"put that in more clear terms, is your website for"},{"startTime":785.148,"endTime":788.886,"body":"attracting corporate sponsorships and donors or is"},{"startTime":788.908,"endTime":792.406,"body":"your website for attracting participants to your programs?"},{"startTime":792.518,"endTime":796.314,"body":"Both of those audiences are going to have very different questions about your"},{"startTime":796.352,"endTime":799.814,"body":"organization. They're going to use very different information to make a decision to actually engage"},{"startTime":799.862,"endTime":803.678,"body":"with you. I completely agree with that. I'm going to give"},{"startTime":803.684,"endTime":807.182,"body":"you a little pushback because this is the pushback I get from"},{"startTime":807.316,"endTime":811.086,"body":"my clients and my students. What if we have"},{"startTime":811.108,"endTime":813.838,"body":"multiple audiences? How can we"},{"startTime":813.924,"endTime":817.666,"body":"determine the primary audience and how can"},{"startTime":817.688,"endTime":821.506,"body":"we figure out which audience our website wants to kind of attract and"},{"startTime":821.528,"endTime":824.866,"body":"talk to? That's a really big question and it's going to really depend on the"},{"startTime":824.888,"endTime":828.594,"body":"specific organization. And this is where it really takes some"},{"startTime":828.632,"endTime":831.974,"body":"long form discovery to get into the nitty gritty and figure out where you are"},{"startTime":832.012,"endTime":835.446,"body":"in your growth curve and what your biggest needs are as an"},{"startTime":835.468,"endTime":839.286,"body":"organization. If you've got tons of funding and you're looking for ways to actually"},{"startTime":839.308,"endTime":842.838,"body":"use it in the community, your primary audience is probably your user"},{"startTime":842.854,"endTime":846.57,"body":"base. If you've got a ton of need in the community and you've got"},{"startTime":846.64,"endTime":850.474,"body":"a waiting list of people trying to get into your programs but you don't have"},{"startTime":850.512,"endTime":854.17,"body":"the funding to actually expand on those programs and increase your capabilities,"},{"startTime":854.25,"endTime":858.026,"body":"then your primary audience is probably donors and sponsors."},{"startTime":858.138,"endTime":861.678,"body":"That isn't to say that you should completely neglect your secondary audiences on your"},{"startTime":861.684,"endTime":865.194,"body":"website, but it's important to understand who's"},{"startTime":865.242,"endTime":869.074,"body":"primary and who's secondary in terms of your messaging. Because once you"},{"startTime":869.112,"endTime":872.818,"body":"understand that, your next step is to create pathways in your website"},{"startTime":872.984,"endTime":876.646,"body":"that make it very clear and easy for your visitors to get to the"},{"startTime":876.668,"endTime":880.454,"body":"sections of the site they need to answer their questions and move forward with some"},{"startTime":880.492,"endTime":883.894,"body":"kind of engagement with your organization. So you talk"},{"startTime":883.932,"endTime":887.65,"body":"about improving visibility by building"},{"startTime":887.82,"endTime":891.434,"body":"video driven websites. Why"},{"startTime":891.552,"endTime":895.226,"body":"should we have a video driven website and what does that"},{"startTime":895.248,"endTime":898.922,"body":"mean? So I'll answer the second question first. A video"},{"startTime":898.976,"endTime":902.734,"body":"driven website is more than a website that has"},{"startTime":902.772,"endTime":906.414,"body":"video on it. It's a website that is built with video in"},{"startTime":906.452,"endTime":910.174,"body":"mind throughout the process because web pages with video"},{"startTime":910.212,"endTime":913.678,"body":"on them have higher conversion rates. But that content needs to make sense for the"},{"startTime":913.684,"endTime":917.426,"body":"pages. The layout of the pages needs to take into account that"},{"startTime":917.448,"endTime":921.246,"body":"there's going to be video displayed. If you just slap video onto"},{"startTime":921.278,"endTime":924.706,"body":"an existing web page, it might help your conversions a little bit, but you're going"},{"startTime":924.728,"endTime":928.562,"body":"to create a better experience for your users if there's a conscientious"},{"startTime":928.706,"endTime":932.31,"body":"plan put into place around which content goes where"},{"startTime":932.38,"endTime":935.826,"body":"and how it's displayed. So that's what we talk about when we say video driven"},{"startTime":935.858,"endTime":939.126,"body":"websites is we're very purposefully creating the videos and the"},{"startTime":939.148,"endTime":942.65,"body":"website in tandem so that they work for each other"},{"startTime":942.8,"endTime":946.634,"body":"with like a singular purpose and vision. In terms of why they should"},{"startTime":946.672,"endTime":950.214,"body":"use video, I touched on it a little bit in that explanation. It does drastically"},{"startTime":950.262,"endTime":953.854,"body":"improve conversion rates. The biggest thing for video though"},{"startTime":953.892,"endTime":957.706,"body":"is there is a lot of noise in the online marketing"},{"startTime":957.738,"endTime":961.438,"body":"space. There is a ton of text content out there. There is a"},{"startTime":961.444,"endTime":965.002,"body":"ton of messaging going into people's feeds. As we touched on earlier,"},{"startTime":965.146,"endTime":968.898,"body":"you are competing for people's attention with how much content is being pushed out on"},{"startTime":968.904,"endTime":972.482,"body":"the internet. Video is the fastest way to actually"},{"startTime":972.536,"endTime":976.238,"body":"stand out from the crowd in terms of putting content out there that can"},{"startTime":976.264,"endTime":980.022,"body":"resonate with an audience and start to build a personal connection. So"},{"startTime":980.076,"endTime":983.926,"body":"video driven. I love that distinction. It doesn't mean sort"},{"startTime":983.948,"endTime":987.462,"body":"of embedding a YouTube video onto the website."},{"startTime":987.596,"endTime":991.194,"body":"It's much more than that. So it's like creating a video, thinking"},{"startTime":991.312,"endTime":994.746,"body":"of the website first. Yeah. In terms of the"},{"startTime":994.768,"endTime":998.566,"body":"technical implementation, a lot of the times it's a YouTube video embedded"},{"startTime":998.598,"endTime":1002.38,"body":"on a website. But what that video is about is really important"},{"startTime":1002.83,"endTime":1006.35,"body":"and where that video is embedded on the website is really important. Yes. Where"},{"startTime":1006.42,"endTime":1010.158,"body":"that's my next question. Where should we put video on our website? All over the"},{"startTime":1010.164,"endTime":1013.646,"body":"place. It really depends on what that video is about and what you're trying to"},{"startTime":1013.668,"endTime":1017.154,"body":"achieve. So there's no reason your about page can't have"},{"startTime":1017.272,"endTime":1020.91,"body":"a longer form explainer video that walks through what the heck your organization"},{"startTime":1020.99,"endTime":1024.754,"body":"does. That's probably going to do a much better and faster job of"},{"startTime":1024.792,"endTime":1028.294,"body":"explaining your messaging to your audience than"},{"startTime":1028.492,"endTime":1032.246,"body":"a long blurb about the history of your organization and what your"},{"startTime":1032.268,"endTime":1035.558,"body":"vision is. On the other hand, if you're trying to promote specific"},{"startTime":1035.644,"endTime":1039.042,"body":"programs through your organization, those program"},{"startTime":1039.116,"endTime":1042.682,"body":"pages are an excellent avenue to share very"},{"startTime":1042.736,"endTime":1046.426,"body":"different types of video content. Actually explaining things like, hey, how do you"},{"startTime":1046.448,"endTime":1049.45,"body":"get involved with this program? Whether that's for"},{"startTime":1049.52,"endTime":1052.894,"body":"volunteers or actual participants. I"},{"startTime":1052.932,"endTime":1056.654,"body":"love the explanation of there's different uses for"},{"startTime":1056.692,"endTime":1060.542,"body":"different kinds of video. I think nonprofits, first of all,"},{"startTime":1060.596,"endTime":1064.178,"body":"struggle with where to put videos on their website,"},{"startTime":1064.264,"endTime":1067.94,"body":"but also struggle with video production in general."},{"startTime":1068.31,"endTime":1071.666,"body":"So what are your top tips for video for"},{"startTime":1071.688,"endTime":1075.442,"body":"nonprofits that have been doing it or maybe are not"},{"startTime":1075.496,"endTime":1079.174,"body":"doing it or kind of want to dive into video? Sure."},{"startTime":1079.292,"endTime":1083.126,"body":"There's an important distinction there between tips for process and tips for"},{"startTime":1083.148,"endTime":1086.838,"body":"content. Exactly. Okay, so I'd like to talk about both of those"},{"startTime":1086.844,"endTime":1090.342,"body":"things, but we'll talk about do it go content probably the biggest thing"},{"startTime":1090.396,"endTime":1093.878,"body":"because you can have amazing production or terrible production"},{"startTime":1093.974,"endTime":1096.886,"body":"and either way it's not going to do anything for you if your content isn't"},{"startTime":1096.918,"endTime":1099.874,"body":"on point. In terms of top content tips,"},{"startTime":1100.022,"endTime":1103.598,"body":"my number one thing is"},{"startTime":1103.764,"endTime":1107.23,"body":"look for other people to be involved in your content that"},{"startTime":1107.3,"endTime":1110.91,"body":"aren't immediate parts of your organization. So"},{"startTime":1111.06,"endTime":1114.53,"body":"one of the most impactful things you can do is share success stories"},{"startTime":1114.95,"endTime":1118.718,"body":"from people, groups, whoever that may be, that have been through your organization"},{"startTime":1118.814,"endTime":1122.514,"body":"already. A perfect example is we worked with a nonprofit that"},{"startTime":1122.552,"endTime":1126.286,"body":"was supporting small businesses in powering"},{"startTime":1126.318,"endTime":1130.114,"body":"up their capabilities through learning how to put together business plans,"},{"startTime":1130.242,"endTime":1134.006,"body":"capturing some grant funding, things like that. We went back to a lot of"},{"startTime":1134.028,"endTime":1137.846,"body":"successful businesses that had been through those programs, followed up with what"},{"startTime":1137.868,"endTime":1141.046,"body":"they're doing now, got them to talk about all of the great things they're"},{"startTime":1141.078,"endTime":1144.714,"body":"achieving and how the organization that had helped them get"},{"startTime":1144.752,"endTime":1148.586,"body":"there supported them in that journey. And so we created this interest"},{"startTime":1148.688,"endTime":1152.51,"body":"story that was about a person and an organization and an individual"},{"startTime":1152.58,"endTime":1156.27,"body":"and someone in the community that viewers could connect with, not"},{"startTime":1156.34,"endTime":1159.786,"body":"just about the organization itself. It wasn't this promo"},{"startTime":1159.818,"endTime":1163.482,"body":"piece for the organization providing the services. It was a celebration"},{"startTime":1163.546,"endTime":1166.446,"body":"of the people who'd been through the programs. Now that was one example of doing"},{"startTime":1166.468,"endTime":1169.426,"body":"it with businesses, but you could do it with any number of people that have"},{"startTime":1169.448,"endTime":1172.894,"body":"been through your programs. We did a very similar impact"},{"startTime":1172.942,"endTime":1176.734,"body":"video, one of our local Big Brothers Big Sisters chapters, talking"},{"startTime":1176.792,"endTime":1180.466,"body":"to someone who'd been through the program and the impact it had on them growing"},{"startTime":1180.498,"endTime":1183.606,"body":"up, that's amazing. I love big brothers, big"},{"startTime":1183.628,"endTime":1187.334,"body":"sisters. Yeah, they're an awesome organization. So"},{"startTime":1187.372,"endTime":1191.126,"body":"that would be content tip number one. Another content tip that's really"},{"startTime":1191.148,"endTime":1193.866,"body":"important is reach out to other people in your network that you might not think"},{"startTime":1193.888,"endTime":1197.642,"body":"of right away. A big one is sponsors. There's a ton of value"},{"startTime":1197.696,"endTime":1201.29,"body":"in creating non monetary asks for your sponsors."},{"startTime":1201.71,"endTime":1204.96,"body":"Oh, right. Acknowledgment. I love it. Yeah."},{"startTime":1205.49,"endTime":1209.13,"body":"There's this real tendency to treat your corporate sponsors"},{"startTime":1209.21,"endTime":1212.366,"body":"as a checkbook and you're going back to them asking for money all the time,"},{"startTime":1212.468,"endTime":1215.682,"body":"it really sours the relationship and it means that you're leaving a lot of value"},{"startTime":1215.736,"endTime":1219.218,"body":"on the table. We did an interview recently with a corporate sponsor for a"},{"startTime":1219.224,"endTime":1222.978,"body":"nonprofit talking about why they chose that organization in"},{"startTime":1222.984,"endTime":1226.386,"body":"particular to sponsor. And this was such a win win for the"},{"startTime":1226.408,"endTime":1230.166,"body":"sponsor and the nonprofit. It's amazing social proof for the"},{"startTime":1230.188,"endTime":1233.986,"body":"nonprofit. And it's a phenomenal opportunity for the actual corporate"},{"startTime":1234.018,"endTime":1237.014,"body":"sponsor to get in front of an audience, get their messaging out there, and get"},{"startTime":1237.052,"endTime":1240.706,"body":"more value for themselves out of that sponsorship. Any corporate"},{"startTime":1240.738,"endTime":1243.546,"body":"sponsor in the world would be crazy to say, no, we don't want to be"},{"startTime":1243.568,"endTime":1246.65,"body":"part of your marketing. They should be more than willing to share those stories."},{"startTime":1247.55,"endTime":1251.066,"body":"So, like, capturing that content can show a lot of impact for your"},{"startTime":1251.088,"endTime":1254.926,"body":"audience and it's achieving other goals within your business or within your organization, I"},{"startTime":1254.948,"endTime":1258.094,"body":"should say, where you could do that for email marketing, social media"},{"startTime":1258.132,"endTime":1261.662,"body":"posts. Again, it's as simple as going back to your corporate sponsors and saying,"},{"startTime":1261.716,"endTime":1265.474,"body":"hey, why did you choose to support our organization? And"},{"startTime":1265.512,"endTime":1269.042,"body":"can I share your answer with my audience? I think that is a"},{"startTime":1269.096,"endTime":1272.91,"body":"very untapped resource for a lot of organizations"},{"startTime":1273.07,"endTime":1276.61,"body":"where they think they only can tell client stories"},{"startTime":1276.69,"endTime":1280.226,"body":"or somehow get clients face to face and telling their stories."},{"startTime":1280.338,"endTime":1284.166,"body":"But there are so many partnerships and collaborations and people that"},{"startTime":1284.188,"endTime":1287.65,"body":"we work with that have these amazing"},{"startTime":1287.74,"endTime":1291.194,"body":"experiences and stories to tell that we can capture on"},{"startTime":1291.232,"endTime":1294.81,"body":"video. So what are some of the most impactful"},{"startTime":1295.23,"endTime":1298.65,"body":"videos nonprofits can produce? The success"},{"startTime":1298.72,"endTime":1301.926,"body":"stories. I know it's low hanging fruit, but it is probably the biggest"},{"startTime":1301.958,"endTime":1305.706,"body":"one. Anything that's showing impact to the community, anything that's focused"},{"startTime":1305.738,"endTime":1309.486,"body":"on a feel good moment that can be easy for people to"},{"startTime":1309.508,"endTime":1313.306,"body":"share. I think there's an instinct to focus on the negative"},{"startTime":1313.498,"endTime":1317.266,"body":"in terms of sharing really sad moments and really try to"},{"startTime":1317.288,"endTime":1320.834,"body":"express people why your organization is necessary. But"},{"startTime":1321.032,"endTime":1324.658,"body":"it's equally important to show people the impact you're having."},{"startTime":1324.744,"endTime":1327.846,"body":"And you're going to get a lot further inspiring people"},{"startTime":1328.028,"endTime":1331.83,"body":"than necessarily putting out something that's going to bring people down."},{"startTime":1331.98,"endTime":1335.586,"body":"Like a Sarah McLaughlin. That's exactly what I'm thinking of. Everyone's"},{"startTime":1335.618,"endTime":1339.366,"body":"seen Sarah McLaren ASPCA yes, they always think of the arms of the."},{"startTime":1339.388,"endTime":1342.938,"body":"Angels, but I'd love to see a follow up video to that."},{"startTime":1343.104,"endTime":1346.426,"body":"Maybe we get some happy music in there and show people what this can look"},{"startTime":1346.448,"endTime":1350.042,"body":"like when the program is actually solving that problem. So how long"},{"startTime":1350.096,"endTime":1353.894,"body":"should videos be? Depends on the video maximum."},{"startTime":1353.942,"endTime":1357.76,"body":"There's typically no reason for a video to be longer than two to 4 minutes."},{"startTime":1358.13,"endTime":1361.914,"body":"For the most part, anything going on social media should be 30 seconds"},{"startTime":1361.962,"endTime":1365.038,"body":"at the max. So when we produce a video, we'll usually produce a two to"},{"startTime":1365.044,"endTime":1368.53,"body":"four minute version and then also produce a 32nd social media"},{"startTime":1368.6,"endTime":1372.018,"body":"cut. That's just a shortened version of the same video. It almost acts like a"},{"startTime":1372.024,"endTime":1375.746,"body":"trailer. So you can repurpose it? Oh yeah, absolutely. And people"},{"startTime":1375.768,"endTime":1379.558,"body":"should repurpose their videos. A lot of organizations don't get enough use out"},{"startTime":1379.564,"endTime":1382.71,"body":"of their video content. It's crazy how many times I see people"},{"startTime":1382.86,"endTime":1386.246,"body":"produce a video specifically to show at an"},{"startTime":1386.268,"endTime":1389.914,"body":"event and then never use it again in any of their marketing. Oh my"},{"startTime":1389.952,"endTime":1393.59,"body":"gosh, that five minute like Gala video and it's gold."},{"startTime":1393.67,"endTime":1396.73,"body":"And why don't they repurpose it? How can they repurpose it"},{"startTime":1396.88,"endTime":1400.06,"body":"immediately? That can go into your website."},{"startTime":1400.59,"endTime":1404.374,"body":"That Gala video is probably showing the results of one of your programs."},{"startTime":1404.422,"endTime":1407.326,"body":"You're talking about why you need it, you're talking about what it does. You're talking"},{"startTime":1407.348,"endTime":1410.974,"body":"about everything you've achieved. If you don't have a web page about that"},{"startTime":1411.012,"endTime":1414.814,"body":"specific project or service offering or whatever it may be, you"},{"startTime":1414.852,"endTime":1418.354,"body":"probably should have a website, a web page for it, number one. And number two,"},{"startTime":1418.392,"endTime":1421.954,"body":"that web page is a great place to put that video content. In addition to"},{"startTime":1421.992,"endTime":1425.394,"body":"that, that five minute gallery video is probably way too long for your social."},{"startTime":1425.592,"endTime":1429.362,"body":"I agree. Get whoever is producing it to cut it down."},{"startTime":1429.416,"endTime":1432.646,"body":"Give you a 32nd version of the same video post that on all of your"},{"startTime":1432.668,"endTime":1436.422,"body":"socials and link back to the main page on your website that hosts the longer"},{"startTime":1436.476,"endTime":1439.318,"body":"video. I completely agree with that. Repurposing"},{"startTime":1439.414,"endTime":1443.082,"body":"spending that money on making this perfect"},{"startTime":1443.216,"endTime":1446.954,"body":"five minute video that we all have, or at least a lot of us"},{"startTime":1446.992,"endTime":1450.55,"body":"did have when we were doing more traditional"},{"startTime":1450.71,"endTime":1454.494,"body":"marketing and fundraising. We have this video that is"},{"startTime":1454.532,"endTime":1458.366,"body":"just this institutional knowledge, and it's the executive director and the board chair and"},{"startTime":1458.388,"endTime":1461.806,"body":"it's everybody, and it's these fantastic stories. Why not cut it"},{"startTime":1461.828,"endTime":1464.8,"body":"down and repurpose it for social media"},{"startTime":1465.33,"endTime":1469.01,"body":"channels? It's crazy not to. We don't even charge for the social media"},{"startTime":1469.08,"endTime":1472.834,"body":"cut. It's so important. If we're building a two to four minute video, we"},{"startTime":1472.872,"endTime":1476.674,"body":"insist on giving you the 32nd. You have to have it. It's non negotiable. And"},{"startTime":1476.712,"endTime":1480.434,"body":"sometimes if I've got the content, I'll do two or three. Because if you've got"},{"startTime":1480.472,"endTime":1483.974,"body":"great social media content there, I want to see you actually utilize that across your"},{"startTime":1484.012,"endTime":1487.286,"body":"social media channels rather than just leaving it in a vault and never capturing any"},{"startTime":1487.308,"endTime":1490.806,"body":"value on it. I think another point of contention"},{"startTime":1490.998,"endTime":1494.714,"body":"for a lot of nonprofits, especially ones that I work with,"},{"startTime":1494.912,"endTime":1498.298,"body":"how do we get more comfortable on video?"},{"startTime":1498.464,"endTime":1501.882,"body":"Because so many organizations, we just want"},{"startTime":1501.936,"endTime":1505.758,"body":"to put our heads down and do the work right. We don't want"},{"startTime":1505.764,"endTime":1508.72,"body":"to be the face of the organization. Like you said,"},{"startTime":1509.33,"endTime":1513.026,"body":"it's not spammy. I would never say the word spammy. We don't want to"},{"startTime":1513.048,"endTime":1516.626,"body":"be promotional or we just don't want to"},{"startTime":1516.648,"endTime":1520.062,"body":"be in the social media feeds."},{"startTime":1520.206,"endTime":1524.018,"body":"And for me, a lot of it's just convincing people"},{"startTime":1524.104,"endTime":1527.842,"body":"that video is so important and you have to do video."},{"startTime":1527.896,"endTime":1531.142,"body":"But how do you work with nonprofits to get more"},{"startTime":1531.276,"endTime":1535.126,"body":"comfortable being on camera? That's a really big question, and"},{"startTime":1535.148,"endTime":1538.774,"body":"I'm glad you asked because it also ties back into our conversation about tips for"},{"startTime":1538.812,"endTime":1542.362,"body":"producing good quality videos. There's a certain"},{"startTime":1542.416,"endTime":1546.25,"body":"element of having to get out of your head, get over yourself,"},{"startTime":1546.32,"endTime":1549.882,"body":"and just do it. It's so important that you can't let those personal"},{"startTime":1549.936,"endTime":1553.614,"body":"hang ups stop you from creating the content, like it or not. Especially"},{"startTime":1553.732,"endTime":1557.582,"body":"for geographically locked organizations. If you're trying to communicate within"},{"startTime":1557.636,"endTime":1560.83,"body":"your local community, you are your brand."},{"startTime":1561.41,"endTime":1564.846,"body":"If you're the executive director, people in your network know who you"},{"startTime":1564.868,"endTime":1568.706,"body":"are. They think of you when they think of your organization. So if you are"},{"startTime":1568.728,"endTime":1572.466,"body":"not part of your promotional activities, if you're not showing your belief and"},{"startTime":1572.488,"endTime":1576.098,"body":"your passion, the people in your network aren't going to see it, and they're going"},{"startTime":1576.104,"endTime":1578.886,"body":"to have a really hard time connecting with your organization. So you have to get"},{"startTime":1578.908,"endTime":1582.742,"body":"out there, make yourself uncomfortable, step outside your comfort zone, and"},{"startTime":1582.796,"endTime":1586.566,"body":"share your passion with your community, because that's the fastest way to make"},{"startTime":1586.588,"endTime":1590.374,"body":"an impact. I agree. We can't get away from video it's"},{"startTime":1590.422,"endTime":1594.154,"body":"everywhere. It's the most engaged with social media"},{"startTime":1594.272,"endTime":1597.894,"body":"content. It's like you said, the highest converting"},{"startTime":1598.022,"endTime":1601.806,"body":"kind of content. So where do you see the future of"},{"startTime":1601.828,"endTime":1605.274,"body":"video going with TikTok and Instagram"},{"startTime":1605.322,"endTime":1609.134,"body":"reels and YouTube shorts? Do you think we're getting more"},{"startTime":1609.252,"endTime":1613.006,"body":"into the kind of short form video? Where"},{"startTime":1613.028,"endTime":1616.85,"body":"do you see a place for longer video and like web based"},{"startTime":1616.92,"endTime":1620.37,"body":"video. Longer video is"},{"startTime":1620.52,"endTime":1624.306,"body":"less and less. I mean, people's attention spans are shrinking, so longer video is less"},{"startTime":1624.328,"endTime":1627.33,"body":"and less impactful. From like a social media"},{"startTime":1627.4,"endTime":1631.126,"body":"standpoint, it's great as part of your nurture engine for"},{"startTime":1631.148,"endTime":1634.934,"body":"people that are already part of your ecosystem and really invested in what you're doing."},{"startTime":1635.132,"endTime":1638.966,"body":"And we're seeing a split there where if you're trying to"},{"startTime":1638.988,"endTime":1642.826,"body":"reach an uningaged audience, keep your content really short. If"},{"startTime":1642.848,"endTime":1646.554,"body":"you're trying to reach a really engaged audience, it's okay to"},{"startTime":1646.592,"endTime":1650.266,"body":"continue relying on longer videos as part of that process. They just do different things"},{"startTime":1650.288,"endTime":1653.946,"body":"and they have to be applied differently in terms of where it's going. Video is"},{"startTime":1653.968,"endTime":1657.806,"body":"becoming more and more common. It's easier than ever to produce. More and more"},{"startTime":1657.828,"endTime":1661.47,"body":"people are doing it. So not only do you need video to stand out,"},{"startTime":1661.54,"endTime":1664.734,"body":"we're hitting a point where if you don't produce video, you're going to get left"},{"startTime":1664.772,"endTime":1668.338,"body":"behind in order to get more comfortable producing it."},{"startTime":1668.504,"endTime":1671.726,"body":"Once you get over that idea that you have to do it, once you've accepted"},{"startTime":1671.758,"endTime":1675.486,"body":"that fact, the best way to get comfortable doing it is practice. And so my"},{"startTime":1675.528,"endTime":1679.24,"body":"advice to every single nonprofit leader out there is"},{"startTime":1679.69,"endTime":1683.302,"body":"start producing something, anything at all, because"},{"startTime":1683.356,"endTime":1686.934,"body":"some video is going to be better than none. Start producing it. Get"},{"startTime":1686.972,"endTime":1690.21,"body":"comfortable. That's what I have always told my clients."},{"startTime":1690.29,"endTime":1693.734,"body":"So I remember when Instagram stories"},{"startTime":1693.862,"endTime":1697.546,"body":"first came out and I was very uncomfortable and I didn't know how to use"},{"startTime":1697.568,"endTime":1701.19,"body":"it. And I thought, oh, I can't do this. Just watch a lot of stories,"},{"startTime":1701.27,"endTime":1704.926,"body":"just watch a lot of reels. If you want to be on TikTok, just go"},{"startTime":1704.948,"endTime":1708.506,"body":"on TikTok, go on YouTube, look at a lot of nonprofit"},{"startTime":1708.538,"endTime":1711.758,"body":"websites, see what they're doing. You just have to learn"},{"startTime":1711.844,"endTime":1715.546,"body":"from example and see what"},{"startTime":1715.588,"endTime":1719.17,"body":"other people are doing and then take inspiration from that."},{"startTime":1719.32,"endTime":1723.042,"body":"I also want to reassure people that you don't have to chase trends. Right?"},{"startTime":1723.096,"endTime":1726.866,"body":"That's also true if you're not a dancer. You don't have"},{"startTime":1726.888,"endTime":1730.386,"body":"to go out and create TikTok videos where you're doing the latest dance"},{"startTime":1730.418,"endTime":1734.098,"body":"trends. It's probably not your organization's brand. That's"},{"startTime":1734.114,"endTime":1736.902,"body":"probably not something you're comfortable with. And you don't have to set that far outside"},{"startTime":1736.956,"endTime":1740.754,"body":"your comfort zone. Start with whatever's the most comfortable"},{"startTime":1740.802,"endTime":1744.314,"body":"for you. A small update that you post on your"},{"startTime":1744.352,"endTime":1747.766,"body":"Instagram once a week is going to be a great way to get your feet"},{"startTime":1747.798,"endTime":1751.406,"body":"wet in terms of where to post your content. Facebook is still the"},{"startTime":1751.428,"endTime":1754.35,"body":"largest social media platform by a huge margin."},{"startTime":1755.25,"endTime":1758.746,"body":"It dwarfs every single other platform out there in terms of daily active"},{"startTime":1758.778,"endTime":1762.506,"body":"users. So don't feel the need to explore"},{"startTime":1762.538,"endTime":1766.078,"body":"the latest and. Greatest platform the kids are using. Stick to the ones you're"},{"startTime":1766.094,"endTime":1769.842,"body":"comfortable with. Figure out where your audience are and rely on those"},{"startTime":1769.896,"endTime":1773.394,"body":"channels rather than trying to tackle all of them at once. Exactly."},{"startTime":1773.512,"endTime":1777.17,"body":"Figure out where your audience is. What are your goals?"},{"startTime":1777.25,"endTime":1780.918,"body":"What are you trying to achieve now? What's the difference,"},{"startTime":1781.004,"endTime":1784.694,"body":"in your opinion, between a good fundraising video and a good"},{"startTime":1784.732,"endTime":1788.326,"body":"marketing video? And which one should we have on our"},{"startTime":1788.348,"endTime":1792.134,"body":"websites? Interesting. So how are you defining fundraising"},{"startTime":1792.182,"endTime":1795.946,"body":"versus marketing? I define fundraising as I want someone to make a"},{"startTime":1795.968,"endTime":1799.686,"body":"donation. So they watch the video, they make a donation. Marketing"},{"startTime":1799.718,"endTime":1803.35,"body":"is more this is my organization and this is the cause,"},{"startTime":1803.44,"endTime":1807.034,"body":"and go to our website and maybe sign up for an email newsletter."},{"startTime":1807.162,"endTime":1810.942,"body":"To my mind, the difference between those videos is mostly focus. Having"},{"startTime":1810.996,"endTime":1814.174,"body":"a strong call to action is really important for all of your"},{"startTime":1814.212,"endTime":1817.93,"body":"videos. When I talk about storytelling, one of the"},{"startTime":1817.94,"endTime":1820.514,"body":"things I like to impress on people is that a story needs a beginning, middle,"},{"startTime":1820.552,"endTime":1824.306,"body":"and end. In terms of a video, the beginning is something to get"},{"startTime":1824.328,"endTime":1827.618,"body":"their attention, and that might be as simple as telling them what you're going to"},{"startTime":1827.624,"endTime":1831.286,"body":"talk about. The middle is the meat of your video where you're actually exploring a"},{"startTime":1831.308,"endTime":1834.998,"body":"topic, and then the end is your call to action, where you're actually"},{"startTime":1835.084,"endTime":1838.754,"body":"telling them what to do next. And so a marketing"},{"startTime":1838.802,"endTime":1842.534,"body":"video, if you're not trying to raise funds specifically, but you're just trying to increase"},{"startTime":1842.582,"endTime":1846.358,"body":"engagement, your call to action should tell people how to be more engaged"},{"startTime":1846.374,"endTime":1850.086,"body":"with your organization. Does that answer the question? Yes. So the call"},{"startTime":1850.128,"endTime":1853.886,"body":"to action should be specifically about your"},{"startTime":1853.908,"endTime":1857.758,"body":"goal. I think this is where nonprofits get really"},{"startTime":1857.844,"endTime":1861.246,"body":"messed up because they think, oh, every"},{"startTime":1861.348,"endTime":1864.91,"body":"video should do all the things, and there are"},{"startTime":1864.98,"endTime":1868.738,"body":"specific kinds of videos that do specific things. Do you know what I"},{"startTime":1868.744,"endTime":1872.274,"body":"mean? Yeah. A marketing video is more like, oh, let's raise awareness about"},{"startTime":1872.312,"endTime":1875.798,"body":"this issue. Maybe let's get people to our event. And a"},{"startTime":1875.804,"endTime":1879.398,"body":"fundraising video I always have seen, and maybe"},{"startTime":1879.564,"endTime":1883.378,"body":"you have some opinions on this is more not the Sarah"},{"startTime":1883.394,"endTime":1886.626,"body":"McLaughlin ASPCA kind of thing, but pulling"},{"startTime":1886.658,"endTime":1890.442,"body":"heartstrings or like making an emotional connection to show me that money"},{"startTime":1890.496,"endTime":1894.314,"body":"is needed. Yeah, the emotional connection is great. And"},{"startTime":1894.352,"endTime":1897.37,"body":"again, it doesn't not manipulative"},{"startTime":1898.51,"endTime":1901.306,"body":"by no means. We never want to manipulate. We never want to take advantage of"},{"startTime":1901.328,"endTime":1905.006,"body":"anyone. We're talking about organizations that create massive value in their"},{"startTime":1905.028,"endTime":1908.814,"body":"communities. Yes, and if you're not one of those organizations, then this"},{"startTime":1908.852,"endTime":1911.998,"body":"conversation isn't for you. This conversation is for people that are trying to make a"},{"startTime":1912.004,"endTime":1915.474,"body":"huge impact. And so you don't have to be manipulative to tell"},{"startTime":1915.512,"endTime":1919.186,"body":"people, we're doing amazing things. We need some funding to do more"},{"startTime":1919.208,"endTime":1922.834,"body":"of that. Please help us. Hallelujah. Love"},{"startTime":1922.872,"endTime":1926.466,"body":"that. We should not be embarrassed and"},{"startTime":1926.568,"endTime":1930.054,"body":"ashamed to say that we need support and we need your"},{"startTime":1930.092,"endTime":1933.91,"body":"help. And there's a way to do that, I think that is not"},{"startTime":1934.06,"endTime":1937.75,"body":"manipulative or coercive. And then there are other videos"},{"startTime":1937.82,"endTime":1941.338,"body":"that might just be thinking about social issues,"},{"startTime":1941.424,"endTime":1945.226,"body":"changing hearts and minds around. I'm just thinking of gay marriage is"},{"startTime":1945.248,"endTime":1948.854,"body":"one thing. That was years ago. There were a lot of videos just creating"},{"startTime":1948.902,"endTime":1952.718,"body":"empathy and telling stories and it was trying to"},{"startTime":1952.804,"endTime":1956.638,"body":"create a different narrative in people's minds. And it"},{"startTime":1956.644,"endTime":1960.222,"body":"wasn't raising money necessarily. It was just trying to"},{"startTime":1960.276,"endTime":1963.44,"body":"change the way people thought about something."},{"startTime":1963.81,"endTime":1966.77,"body":"So video is just such a powerful medium"},{"startTime":1967.43,"endTime":1971.074,"body":"for sort of all of these different things. That's a really"},{"startTime":1971.112,"endTime":1974.386,"body":"interesting distinction that you just made. And that's not something that comes up a lot"},{"startTime":1974.408,"endTime":1978.082,"body":"in these conversations. The idea of a video that's not actually trying"},{"startTime":1978.136,"endTime":1981.826,"body":"to get the viewer to engage with your organization in any specific way, but it's"},{"startTime":1981.858,"endTime":1985.494,"body":"just to get the information out there to push a cause. I"},{"startTime":1985.532,"endTime":1989.186,"body":"would almost put that as a completely separate budget item"},{"startTime":1989.298,"endTime":1992.89,"body":"within your organization because to my mind, that's not"},{"startTime":1992.96,"endTime":1996.758,"body":"a marketing video that's going to move the needle. That's a mission video. That's"},{"startTime":1996.774,"endTime":2000.01,"body":"exactly it. That's part of your service delivery as an organization."},{"startTime":2000.51,"endTime":2004.334,"body":"I didn't even think about that. That's a different budget item. So"},{"startTime":2004.372,"endTime":2008.062,"body":"there's so many different videos that nonprofits can create, which I think is really"},{"startTime":2008.116,"endTime":2011.822,"body":"exciting and interesting. And also I know"},{"startTime":2011.956,"endTime":2015.65,"body":"that for me, just as a consumer, video is"},{"startTime":2015.72,"endTime":2019.314,"body":"the type of content that stops the scroll and makes"},{"startTime":2019.352,"endTime":2023.026,"body":"me want to pay attention and click to learn more. And it"},{"startTime":2023.048,"endTime":2026.886,"body":"is the type of content that's really not we don't want to talk"},{"startTime":2026.908,"endTime":2030.39,"body":"about the younger generations only watch video. Everybody watches video,"},{"startTime":2030.46,"endTime":2034.214,"body":"okay? Everyone's on YouTube, everyone's watching video"},{"startTime":2034.252,"endTime":2037.802,"body":"on Facebook, everyone's watching video on Instagram. But"},{"startTime":2037.856,"endTime":2041.306,"body":"it's something that I agree with you."},{"startTime":2041.408,"endTime":2045.002,"body":"Nonprofits need to put in their tool"},{"startTime":2045.056,"endTime":2048.362,"body":"belt of communications or they're going to get"},{"startTime":2048.416,"endTime":2052.238,"body":"left behind. I think that's the"},{"startTime":2052.244,"endTime":2055.774,"body":"most important takeaway from today. I absolutely agree."},{"startTime":2055.892,"endTime":2059.55,"body":"So where do they start, Aaron? Where can they work with you and"},{"startTime":2059.62,"endTime":2063.374,"body":"your company and create their video driven website?"},{"startTime":2063.572,"endTime":2066.866,"body":"Yeah, to get a hold of us and learn more about what we do or"},{"startTime":2066.888,"endTime":2070.194,"body":"even just answer any of your burning questions on"},{"startTime":2070.312,"endTime":2074.162,"body":"nonprofit marketing and video driven websites. Best thing to do is just email"},{"startTime":2074.216,"endTime":2077.746,"body":"me, aaron. At Two H Media, we typically start all of our"},{"startTime":2077.768,"endTime":2081.206,"body":"relationships by just booking a free strategy session where we get to know your"},{"startTime":2081.228,"endTime":2084.966,"body":"organization, find out if we're the right fit, and try to give you a"},{"startTime":2084.988,"endTime":2088.426,"body":"way forward that makes sense for you, regardless of whether or not that fit is"},{"startTime":2088.448,"endTime":2092.202,"body":"there. I love that. Okay, what's the website? Two H media."},{"startTime":2092.336,"endTime":2096.074,"body":"Two H media. I will put that link in the"},{"startTime":2096.112,"endTime":2099.85,"body":"show notes, and I just think this was"},{"startTime":2100.0,"endTime":2103.726,"body":"a very topical conversation. Video is clearly going to"},{"startTime":2103.908,"endTime":2107.646,"body":"outpace any kind of content, at least in terms of social media,"},{"startTime":2107.828,"endTime":2111.326,"body":"and it's also a way to put your fingerprint on your content,"},{"startTime":2111.428,"endTime":2114.882,"body":"especially with things like chat, GPT and so much"},{"startTime":2114.936,"endTime":2118.546,"body":"automation and AI coming out. Video is a way"},{"startTime":2118.568,"endTime":2122.274,"body":"to put your unique stamp on your cause and"},{"startTime":2122.312,"endTime":2125.65,"body":"your mission and to really connect authentically"},{"startTime":2125.73,"endTime":2129.218,"body":"with your followers and your donors."},{"startTime":2129.314,"endTime":2132.934,"body":"So thanks so much, Aaron, for being on the podcast. My"},{"startTime":2132.972,"endTime":2135.08,"body":"pleasure. Thank you so much for having me here."},{"startTime":2141.23,"endTime":2144.714,"body":"Well, hey there. I wanted to say thank you for tuning into my"},{"startTime":2144.752,"endTime":2148.234,"body":"show and for listening all the way to the end. If you really"},{"startTime":2148.272,"endTime":2152.106,"body":"enjoyed today's conversation, make sure to subscribe to the show in"},{"startTime":2152.128,"endTime":2155.966,"body":"your favorite podcast app and you'll get new episodes downloaded as"},{"startTime":2155.988,"endTime":2159.406,"body":"soon as they come out. I would love if you left me a rating or"},{"startTime":2159.428,"endTime":2163.242,"body":"a review, because this tells other people that my podcast"},{"startTime":2163.306,"endTime":2167.086,"body":"is. Worth listening to, and then me and. My guests can reach even more"},{"startTime":2167.108,"endTime":2170.734,"body":"earbuds and create even more impact. So that's pretty much"},{"startTime":2170.772,"endTime":2174.27,"body":"it. I'll be back soon with a brand new episode, but until"},{"startTime":2174.34,"endTime":2178.114,"body":"then, you can find me on Instagram at Julia Campbell"},{"startTime":2178.162,"endTime":2181.922,"body":"77. Keep changing the world, you nonprofit"},{"startTime":2181.986,"endTime":2182.53,"body":"unicorn."}]}