Video-Driven AdvocacyVideo-Driven AdvocacyTell Your StoryTell Your StoryDrive ActionDrive Action

DonDon’’t Break the Bankt Break the Bank

Michael Hoffman, CEO, See3Michael Hoffman, CEO, See3David Gunn, Account Executive, Salsa LabsDavid Gunn, Account Executive, Salsa Labs

About See3About See3See3 produces compelling content.

Paired with creative strategy, we develop online campaigns that tell your story to drive action.

OUR TEAM 35 OF AUDIO-VISUAL PRODUCERS, STRATEGISTS, OUR TEAM 35 OF AUDIO-VISUAL PRODUCERS, STRATEGISTS, MARKETING PROS, DESIGNERS, AND DEVELOPERSMARKETING PROS, DESIGNERS, AND DEVELOPERS ARE COMMITTED TO BRINGING YOUR GOOD WORKARE COMMITTED TO BRINGING YOUR GOOD WORK

TO THE PEOPLE INVESTED IN YOUR ISSUETO THE PEOPLE INVESTED IN YOUR ISSUE..

David GunnAccount Executive dgunn@salsalab.com

About Salsa Labs:About Salsa Labs:• Integrated online organizing

and fundraising platform• 2,000 organizations• 50K Salsa users • 75 million members• $25 million raised

Email Fundraising & eCommerce

Website Forms

Events

Reports & StatisticsAdvocacy

3rd Party Plugins

Social Media

Supporter DatabaseCRM

Salsa Platform Capabilities

HOW CAN WE MAKE A HOW CAN WE MAKE A GREAT VIDEO THAT GREAT VIDEO THAT MOVESMOVES PEOPLE TO PEOPLE TO TAKE TAKE ACTIONACTION??

KONY 2012KONY 2012

Tell a story Tell a story thatthat’’s worth telling.s worth telling.

Nonprofit Storytelling Nonprofit Storytelling

Can be done many ways…Can be done many ways…

……But there are fundamentalsBut there are fundamentals

MAKING YOUR STORY WORKMAKING YOUR STORY WORK

WHO ARE YOU TRYING TO REACH?Clear understanding of who you’re trying to reach – your audience is

specific, there’s no such thing as a general public

WHAT ARE YOU SAYING?A clear message – you know exactly what you’re trying to say to them.

You are saying it in the clearest way possible

WHAT DO YOU WANT THEM TO DO?A clear call to action – you know exactly what you want them to do

DOGOODER AWARDSDOGOODER AWARDS

KKEEEEPP

ITIT

SIMPLESIMPLE

CREATE IDENTIFICATION + ASPIRATION CREATE IDENTIFICATION + ASPIRATION

INSPIREINSPIREACTIONACTION

EasyEasy

PROTECT OUR DEFENDERS: ACTION PAGEPROTECT OUR DEFENDERS: ACTION PAGE

Great Re-DirectGreat Re-Direct

http://en.wikipedia.org/wiki/File:Xanadufilm.jpghttp://en.wikipedia.org/wiki/File:Xanadufilm.jpg

Animal Legal Defense FundAnimal Legal Defense FundProtect YProtect Your Food Campaignour Food Campaign

• Petition campaign encouraging lawmakers to resist anti-Petition campaign encouraging lawmakers to resist anti-transparency transparency ““Ag-GagAg-Gag”” laws laws

• Campaign microsite to educate the target audience and Campaign microsite to educate the target audience and give them the right tools to advocategive them the right tools to advocate

• Hard-hitting campaign video distributed as online pre-roll Hard-hitting campaign video distributed as online pre-roll ads via YouTubeads via YouTube’’s TrueView platforms TrueView platform

Animal Legal Defense FundAnimal Legal Defense FundProtect YProtect Your Food Campaignour Food Campaign

Campaign MicrositeCampaign Micrositewww.protectyourfood.orgwww.protectyourfood.org

Easy to Share PetitionEasy to Share Petition

Animal Legal Defense FundAnimal Legal Defense FundProtect YProtect Your Food Campaignour Food Campaign

Campaign resultsCampaign results

• Pre-roll ad performance was excellentPre-roll ad performance was excellentOver 30,000 views; 26% view rateOver 30,000 views; 26% view rate1.68% click-through vs. 1% average1.68% click-through vs. 1% average

• Video motivates actionVideo motivates actionOver 8,000 petition signaturesOver 8,000 petition signatures

MAKE IT PERSONALMAKE IT PERSONAL

MAKE MAKE ‘‘EM LAUGH. EM LAUGH. MAKE MAKE ‘‘EM CRY.EM CRY.

Oh no?!

Hahaha!

WINNIPEG HUMANE SOCIETYWINNIPEG HUMANE SOCIETY

MAKE IT AUTHENTIC.MAKE IT AUTHENTIC.

CYSTIC FIBROSIS FOUNDATIONCYSTIC FIBROSIS FOUNDATION

Personal + Easy ActionsPersonal + Easy Actions

BE THE MOONBE THE MOON

Doctors Without BordersDoctors Without Bordershttp://youtu.be/Tm9D3MatgKwhttp://youtu.be/Tm9D3MatgKw

Take the audience Take the audience someplace they cansomeplace they can’’t go t go on their own on their own . . . . . .

and bring them back and bring them back changedchanged. .

A story that invites the viewer to open a door to A story that invites the viewer to open a door to

new awareness, insight and responsiveness new awareness, insight and responsiveness

is a story worth telling. is a story worth telling.