[Music]
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hey welcome to the video marketing made easy podcast where we believe that video is the most powerful way to monetize
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your message stand out in the market and grow your business i'm josh crandall and today i'm rolling
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solo so usually we've had dallin need on board the ceo of content supply and uh
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uh just uh flying solo today so um so let's do this yeah so in this
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podcast um we talk about practical strategies that help you grow your business with
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video so if you struggle with growing your audience and getting the word out about your product or service
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we're here to help our website videosupply.com you can go there and there's many tools there's a lot of
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content uh there's training courses that you can use to better prepare yourself to be a
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content creator um and to create your own video products that will help to monetize your message and help your
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brand stand out so today's podcast uh we're talking about not-for-profit
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uh videos so um i wanna talk about uh you know what's similar to the
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commercial side of things uh and what's different and then you know what you can do
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to use video successfully in your not-for-profit business so whether you know you do your
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marketing yourself or you have a full-time content creator or you hire a supplier
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or an agency this material should be applicable um it should be uh relevant um and so
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so why why talk about non-profits right so a little history about where i'm coming
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from or and where we're coming from in this podcast is uh dallin need who you know as i said
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usually uh joins me in this podcast um he and i actually uh
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oh he's he's actually moving today by the way so um and i'm moving today this is why i'm in the different setting uh i you
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know then i have been in all the other videos uh in the process of finding a new home so
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um that's where dalan is today anyway so um so why not for profit um gallon need and i we actually met
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each other um in college uh he was he was going to be working on a um a feature-length film with an idea
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that he created with local lore uh and and me being one of the locals
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thought that it would be kind of uh silly or kind of a ridiculous topic so i actually
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i actually went to check things out and went to a casting call almost as a joke just to see what it was
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all about and then uh realized that you know it was a lot more uh detailed and in depth and prepared
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and scripted than i had expected and it actually was pretty cool so i ended up acting in downs uh feature
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length film a long time ago so anyway after after college we teamed up
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on a number of commercial projects or even in college too some you know while we're in college we
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worked with a number of clients um and then afterwards we teamed up on some commercial projects and worked with
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each other there and then uh also after college for myself well
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down he worked in the in kind of a more commercial sector and then for me i went pretty pretty not
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for profit actually um that's just kind of the opportunities that presented itself to me
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and so i've been in the not-for-profit realm for you know almost you know almost seven years um after
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college i uh in 2014 i was the video manager for adoption.com
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i was there for about six months when then i got called back to a uh a videographer position that i held as
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an intern in the los angeles county fire department um and i so so i worked there about a total
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of a year you know and i guess they're more public sector versus non-profit
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but you know a similar organization um and uh and worked there for about a
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total of a year you know uh so so the fire department being a public sector is kind of like a
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not-for-profit i think a lot of volunteer departments are actually uh not-for-profits themselves
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um volunteer fire departments that is and then uh after that i kind of
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networked into the underwriters laboratories firefighter safety research institute
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um so ul or underwriters laboratories who you know they they do a lot of
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product testing and making sure that products are safe to go in your home they have a not-for-profit section or a group of sections and one
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within that was the firefighter safety research institute and i was recruited to be the full-time
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uh marketing content developer there and and while there uh i had the opportunity
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to to uh do a lot of experimenting and creation within the realm of
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you know the the promoting the the organization uh promoting fire
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safety messages promoting uh research uh to help better improve the uh the tactics and decision
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making of firefighters on the fire ground um so i myself you know i've worked
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for the better part of seven years and not for profit uh in the not-for-profit realm which has
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been amazing so not-for-profit realm um really uh gives you a lot of
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opportunities to work with um that aren't really typically found in a more commercial setting um but a lot of
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the same things apply so i really wanted to talk about uh you know what what's the same what's different what can you do to leverage
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uh video marketing in your not-for-profit so uh so yeah fun fact there's about
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uh i think one and a half million or so not-for-profits in the united states uh i think upwards
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of 11 million people work in a not-for-profit organization within the united states um and and you
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know obviously if you're a not-for-profit you understand that um a lot of them are funded by uh government government grants or
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charitable donations and uh you know they're obviously not geared towards pulling a profit as a
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business um but you know they they may act as such so a lot of them secure those those uh
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those grants in order to pay employees for a purpose and that purpose uh you know whether
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it's um you know whether it's mission driven so like underwriters laboratories
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uh firefighter safety organization that i worked with they were very mission driven and that
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mission was to improve the the knowledge that the firefighters had
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to understand the tactics that they're employing to better reduce injuries and deaths in the fire service but then also in the community um so
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that definitely a mission driven organization there um but a lot of not-for-profits can
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you know raise awareness um they're there to you know better help
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the public in general so so those um you know it really opens the door for
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creativity you're not really nailed down to a specific goal of hey everything that we do has got to drive
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the numbers right got to drive some profit so that's that's been really neat it was really neat to work with a a
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organization for so long that was really geared towards creating a better living
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and working environment which is what ul does so so let's talk about um you know your
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brand as a not for profit as with a commercial entity or
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commercial business you should really brand yourself that you can stand out uh you need to be
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unique uh you need to be able to have a powerful message and you need to be able to convey that message because
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you need to be relevant in your space right and so so i want to talk about how to go about doing that later we'll talk about
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our process of of planning producing and then promoting and those three steps
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will help you to really stand out and be become you know a powerful voice within the realm that
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uh that you are so if you are um if you're focused on
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making a big impact or change you need people to buy into your mission or ideas and
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you know what better way is there to do that than producing videos right um
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[Music] and it's it's such a powerful powerful medium um that is used in
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in really all aspects of of marketing but uh but specifically i think it's it's very
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powerful in the not-for-profit realm uh now why is that so you know as i mentioned before i worked with adoption.com
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i only worked there for about six months right after college um but really it was a good entry into
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the not-for-profit space and at adoption.com we primarily told stories about
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adoptive parents as well as um people who are placing their children
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for adoption uh and and really connecting those dots and showing their adoption journey
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um so like i said those two audiences were the birth parents looking to place their child for adoption as well as the hopeful adoptive parents
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um and and then speaking to them you know that's that's an audience that um i think sometimes they they find
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themselves in you know it's not really a not not a lot of people plan to obviously
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place their child for adoption um and not every couple um who wants to adopt
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uh you know has made that decision based on you know their desire to adopt a lot of
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them they realize they cannot have you know children of their own so so it was a unique way to
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um you know to share our message at adoption.com um because
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you know it it was kind of a challenge to um to share how you know how was the right
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way to speak to these audiences right and we found that video storytelling was the right way to connect everything
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and make everything work with uh with
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with the uh creation of these videos and telling these you know hopefully
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adoptive parents or these birth parents uh helping to tell their stories or to show
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that that process that took place in order you know and how they found each other and the outcome and and what that life
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uh looks like and how it varies from you know having children of your own um you know a more a more normal process
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the the video storing was was hugely impactful and that's because it broke the barriers
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it showed the relationships between the couples between the birth parents and the children placed for adoption
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and you can really open people's eyes into an issue there and how others have gone about making an
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impact through adoption video storytelling can can really
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you know hold somebody's hand into the next step of the journey right and
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it shows hey here's here's what you might be scared of but here's how this person did it and here is this outcome and you can do
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this too right and so it was empowering in a way so it was really fun to work with adoption.com and to go out and interview you know
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families who had adopted or interview the children who were placed for adoption or even the birth parents and to really connect all those you know
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pieces of the puzzle and show that hey this is how it works right like adoption is fantastic
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and and you can do it too and so you know working with adoption.com was
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was uh a great way to you know help to polish at least my video storytelling but to to greatly
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understand like there is a time and a place for the different types of
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video production right so so whether it is you're you know creating videos to educate to generate awareness
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to tell a story or just to be informative as a not profit you might be uh involved in making a public safety
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announcement stuff like that so uh adoption.com was was a very good way
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for me to discover that you know storytelling has a very uh powerful
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impact beyond just telling a story it can really help to accomplish some of those other purposes
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like to educate so um anyway moving on from there i uh you know later in my career worked with the
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underwriters laboratories and as such we uh we did a we were involved in a campaign that was
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called the close before you does campaign and a little background on that is that
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through some of the research projects that underwriters laboratories was doing they discovered that having a closed
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door between occupants and a fire can prove to have a life-saving impact
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and that was bore out many many times that um you know along with the fire department arrival times
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and the the uh you know the strength and resilience of a typical holocaust or
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it can can really have a life-saving impact so we wanted to share the message of closing your bedroom doors because
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before you went to sleep at night and in order to do that you know we you know in
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in order to plan our messaging we we approached it in many different ways right so uh we shared many examples from
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fire departments who had been on scene or had taken photos uh after fires
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and had shown the impact of a closed door and what he could have in the event of a fire
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to keep those uh products of combustion or some you know superheated gases from you know
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and lethal lethal gases from from killing you so
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um so we created infographics to help educate the public we created toolkits clothes before you do those
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toolkits that we you know gave to fire departments so that they could help to promote these public safety
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messages within their communities we also created um oh man what else we create
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created so many things but basically all to generate um
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[Music] the the buzz of being able to
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um you'll have that life-saving impact of doing a simple action of closing your
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bedroom door that can have a life-saving impact so there were many things that we did in
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order to to educate and to share the messages um
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but it wasn't but it was really um the creation of a viral video that
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helped um drive that impact uh and and it's hard
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to plan for a viral video but if if you get a good you know equation going sometimes that can
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you you can plan for very high impact and uh and again i'll go through those steps here in a minute of planning
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producing and promoting and how we were able to generate upwards of a one one billion uh
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impression reach which is massive and so so at ul we created this viral video
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it's called the dramatic difference video and and in this video so so
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we had approached everything up to this point uh within ul as you know pretty informative
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videos like hey here's what here's what happens when you close your door and we just show it to you right um but i had the idea one day of hey
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what if we take a group of people right and we put them in a situation of you know we ask them a bunch of
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questions about hey do you close your door at night or do you think that would make a difference between you know
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like should it be the right thing to do in in your house if you have a family right because maybe the people want to
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hear their kids or or hear the smoke alarm or whatever it is um so let's take these people these
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individuals let's put them in a situation of of questioning and then put them together
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and ask them some more questions but then also show them a demonstration and and so what we did is we constructed
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this home that we could demonstrate the importance of closing doors where the walls actually came down afterwards and showed
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um a open door bedroom and a closer bedroom and the impact of having a
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closed door and how it would you know and what its impact was in the event of a fire uh so so um we created this video we um
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even though i was the full-time content developer we brought on an agency uh because the scope of work was
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was greater than one person or was greater than a one-man band and we filmed this this experience
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and then um it was hugely successful for the organization
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uh estimated over like i said one billion impressions through social media the the agency that we worked with uh
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they made sure and had a fantastic plan in place to promote uh the message
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and that was uh you know a lot of it was through news organizations so um so my boss and the the director of
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the organization was involved in many many many interviews that were set up
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with organizations that were able to share the message and bring it to a different light in a
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different medium than than would normally you know advertise and so you know which is another thing that's very powerful
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about not-for-profit uh is is being able to leverage things like news outlets because news outlets can be seeking for
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stories like this that can drive you know impact for the betterment of society so
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um but it was it was uh it was very impactful uh as well so
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so it was very influential but it was impactful because uh survey that we put out after the campaign revealed that most people
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that saw the closed before you knows video they actually were closing their doors at night um
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it was just it just stuck with them so so so talk about like a an awesome thing
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to be a part of as a not-for-profit um and and and how leveraging video can really help to
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drive your message and to have an impact um and and in this video
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or sorry in this podcast which is also a podcast video by the way if you go to youtube you can watch these podcasts but if you
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go to our site and i'll use this website um if you go to videosupply.com
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process um now if you go here we talk about what we do to help brands
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stand out in the market um and it's you know it would break it down
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to its very simplistic routes here of uh how you can plan you can produce
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and you can promote uh your videos in order to have great impact so
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where do you start so with planning um you you you know just like with
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anything in your business or or organization you should have a plan right you should have a marketing plan you should have
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a brand you should have a visual identity should have a look and feel about you
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and and you want to make sure that that that your video marketing
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messaging really connects with everything else that you do as an organization so so really when you plan
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to use video marketing within your not for profit you want to make sure that you have a branded look and feel
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and that can be done with with color it can be done with music it can be done with your graphics etc it
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can be done you know through consistent messaging and you really should have
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your desired outcome outlined so when you are crafting your message whatever it is you
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should you should really have a statement written out that says i want this audience member to do this
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as a result of watching the video and and that way
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it can have some sort of impact and really and like in our last podcast you should
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also be aware that you shouldn't really create a video that hits more than you know one or two messages because
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then you become a little bit less impactful so by planning carefully what you want the
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viewer to do as a result of watching your video you can have an impact and
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what's really fun about being in a not-for-profit is you can vary the way of your messaging right
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like i said before you can educate you can generate awareness you can tell stories you can be informative
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uh you can create your own public safety announcements and really you can think outside the box and how to create
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all these things um and you really should have fun on this creation process because of your ability to step out into
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all these things it's really great um so so do you um do you want the viewer to
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donate as a result of watching the video do you want them to join your organization or your mission do you
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want to change your character create a buzz etc and really the way that you can speak to
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somebody you really should uh can you can really plan to speak to
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your audience's heart in order to move their mind um by having such a strong powerful message
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you can drive change which is which is beautiful with uh with not-for-profits um
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so if we talk about some powerful tools to utilize in your planning process
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uh we can talk about subject matter experts right so subject matter experts um at least for
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me in the work that i did with fire departments with the work that i did with the research organizations
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with me i was able to leverage subject matter experts in order to
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to really craft my message and to really make sure that the information was accurate right
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um subject matter experts within the los angeles county fire department we brought on board to vet the information that we're going
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to be using to train uh you know thousands of firefighters throughout the county and so we'd bring them in we'd bounce
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ideas off of them and say hey we're going to create this training course and in this portion you know we'll have this video in this video
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but then we want your feedback on x y and z right so they'd come back with their feedback and we'd you know put that into play
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and and incorporate that into our trainings and our training videos uh in order to
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create obviously more powerful messaging but also make sure that everything was accurate
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um so in your planning process with not-for-profits you know if you are things such as a research organization etc
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utilize the subject matter experts find a professional in the field that can help you craft that message to make sure that
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it is accurate and impactful you know a lot of researchers have good ideas
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for ways that you can convey a message or convey a process because um
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you know just like any professional field they've got such great knowledge about it and can really help you in that
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creation process so bounce ideas ask questions help them have them help you in your
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pre-pre-production process and in script writing so that you can make sure that you get the right
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lingo or the jargon down if you're a full-time video creator or content developer in a not-for-profit
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organization you should really be invested in becoming a subject matter expert yourself uh just like like i was
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at uh underwriters laboratories i um i would take time each day uh to be
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connected to news outlets uh within that firefighter space so that i could um you know be up to date on
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on kind of the buzz or or uh you know be able to speak in that field and and that will really help you with your
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um really really any aspect of your job if you're a content creator in that space
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it'll help you with your rapport building with your storytelling and every conversation um etc so so
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make sure that you are investing yourself and are truly interested in not seeing things as just like oh
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it's you know there's a client but it's um if you can become you know a mini subject matter expert it's going to help
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you a lot in helping to to be a creator for
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uh video marketing with not-for-profits so and don't be afraid to think outside the box you know we uh you can do
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all those things educate you can tell stories you can be informative you can do psas
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you can combine all those if you want to um but you can really think outside the box and the more you do that the the
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more powerful your messaging is going to be uh because it will stand out so
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so the next step we're going to go to is uh produce and let's bring back this uh
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this website this process here so in the produce section um in the film
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production you know it needs to be professional and capture your message in a in a batch film or that's that's what we do um in a
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batch film production to create your content so um so there needs to be uh there are
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there are tools available to help you out and to help you produce but some thoughts on here are um
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basically any organization and you probably to do do too is you have a need to create
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content um so how do you go about doing it right um and there are many many ways that you
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can do that of course so whether you are a you know the owner of the organization
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and have a phone and uh you know want to use that to craft videos by all means do it
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it will help you to share your message and it will be shareable but if you are a you know are you a
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full-time content developer do you have a budget um commercial video production for a
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not-for-profit um even though a lot of commercial entities offer the discounts to a not-for-profit agency
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uh things like commercial video work can be very costly um and that's that's something that i
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saw with working with outside marketing organizations for our field um but sometimes it's what's
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needed really and it's one way that can really help you drive your impact um so if you can set aside a budget for
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you know high quality content that's going to really help you you know also to to stand out all you
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know along with having a professional uh marketing organization help you you know like video supply we can help
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you to really craft your brand message and to really uh help you in the content
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creation process and remove that headache of you know doing all the planning or the production of the post-processing
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we can really help you out to that process but when you have need for several hands
27:30
on deck at one particular time or you've got limited opportunities to to do something like it's an event
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or you need a fast turnaround time having a marketing company come in and help you out or video
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company you know that can work the best but if you do have a skilled full-time content
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developer on a fair salary they can be extremely cost effective you know for myself i was the uh the
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full-time marketing content developer for that underwriters laboratories firefighter safety research
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institute organization and as the full-time person i was there to to do everything like you know talk to
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the subject matter experts to generate scripts to do all the planning and then to do all the filming and then to you know help disseminate it
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and so that was um it was a unique opportunity in that we were doing a lot of research
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often and in doing that research we had multiple uh times available for me to film things at
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different angles so it worked out that they could have a full-time marketing content developer
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and filmmaker on board to be able to do all this you know work and so
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um so it was cost effective to have a full-time content developer on
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the team and the benefit of that too is having somebody who can be integrated into the team like i said
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you know becoming a small subject matter expert they'll know how to be how to work with
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the team they're well integrated they they know how to to build a rapport
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with everyone around them that are in the field and can really really approach every um
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every interview or every issue with with a knowledge base towards you know
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that purpose that you have of using video and your um in your marketing plan so
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so yes being a full-time video guy um or having a full-time video person on
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your team can be extremely cost effective um so do you have content that needs
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you know that requires the the output to have a full-time content developer um
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do you hire so so really what it comes down to is if you see the need for a full-time
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person that's great get them but if you've got uh if you've got a one-time big event
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it may be wise to to loop in a commercial video production agency so
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anyway the third the third step in the process is obviously to promote and and how do you promote well
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as a not-for-profit well again like i have been saying i think it's a beautiful thing
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to be a not-for-profit agency and be able to um to be able to have
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leverage or to have options when it comes to promoting your message right so
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um don't be afraid to team up with other organizations i'm sure this is something that you've seen with uh whether it's
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like you know a run to promote uh cancer awareness or
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uh things like that usually organizations will team up in order to help um
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promote their message or to bring awareness to something with with where i was with the
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firefighter organization we leveraged many other research organizations in order to first of all work together
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but then also to disseminate everything or to promote everything when you promote don't be
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afraid to don't be afraid to leverage that
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commercial entity to bring your product to the market whether that is
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a actual product or a message right um with with the with you know as with
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anything in promoting uh don't be afraid to do some paid advertising you know you can you can
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buy advertising on google and youtube and uh and other you know facebook
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platforms instagram you can you can do a lot of paid advertising that's going to help really drive uh people to see your message uh
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influencers on instagram i mean the the sky's the limit there um but don't don't be afraid to to reach
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outside the box a little bit too as for us at the
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firefighter safety research institute a lot of news organizations were after um
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messaging that can be you know life-saving and so a lot of news news organizations
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came to us um and that helped us to spread our message
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but at the same time we would reach out to them or marketing
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agencies that we worked with would reach out to news organizations that would then come
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to us to help to expand our reach and impact um
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so there's many many things you can do you know we've we even thought about uh involving celebrities every now and then
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um at least in the los angeles county fire fire department um harrison ford they actually and this
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was unfortunately just after i had left l.a county as a video creator they
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started working with harrison ford and uh they used him or he got involved to help promote the
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regional training in the greater los angeles region and he was on board with several
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videos to help with the uh the trainings of those firefighters so so really the sky's the limit
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and when you when you get to to to planning or producing or promoting you're not for profit
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videos really you should be thinking outside the box and leveraging all that you can
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and looking for unique opportunities to be able to create a powerful message so
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so yeah if you have any questions go ahead and reach out to us at
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videosupply.com and
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we at content supply we've we've worked with many uh organizations that are very similar to not-for-profit
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organizations but are also not-for-profit organizations um we'd love to help you uh out as well
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if you're not if you're a non-for-profit organization that needs any help in your marketing strategy uh go to
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video supply dot com slash non-profit and let us help you with your brand strategy uh you can schedule a call with
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us through that site and we can see if we're a good fit to work together as our team
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and uh yeah so go to our website and you can utilize all those tools that
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we have available for you and hope to see you there video supply dot com thanks everybody
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[Applause] [Music]
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[Music]
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