NONPROFIT VIDEO CREATION · media. This video is a must have for every organization’s website....

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NONPROFIT VIDEO CREATIONGETTING STARTED GUIDE & TOOLKIT

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TABLE OF CONTENTS

This video creation toolkit will help your nonprofit organization turn your ideas into beautiful, effective video. Complete the guide, get inspired by example videos, and use the tools and templates to get your video project off the ground and your nonprofit’s message to the world!

STEPS TO COMPLETE A VIDEO PROJECTPURPOSE OF VIDEOWHAT YOU WILL NEEDCHOOSE YOUR CONTENT CREATOR

PRE-PRODUCTION PRODUCTION

POST PRODUCTION

RELEASE

FAQs

HELPFUL VIDEO TERMS

ABOUT US & EVENT VIDEO TIMELINE

EVENT RECAP VIDEO

FUNDRAISING ASK VIDEO

LIST OF QUESTIONS TO ASK CLIENTS PRIOR TO MEDIA RELEASE

SAMPLE MEDIA RELEASE GENERIC

SAMPLE MEDIA RELEASE ANONYMOUS

PGS 3 - 8

PG 9

PG 10

PGS 11 - 13

PGS 14 - 16

PGS 17 - 19

PG 20

PGS 21 - 22

PGS 23 - 24

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STEPS TO COMPLETE A VIDEO PROJECT

Purpose of Video Video is a wonderful communication tool. It can be used to educate, inform, inspire, and move.

Is video right for you? List your reasons for wanting to create a video.

What is the goal of the video?Fundraising?Awareness?Advocacy?Training?Recapping an event?Other (see next page for video types)

Reasons to Pursue VideoVideo can help tell your nonprofit’s story and show the work you do. It also gives you the opportunity to let others speak on your behalf.

Reasons to ReconsiderBudget constraints, scheduling conflicts, or your subject matter might be reasons why video might not work for your project.

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Scripted VideoSimilar to a broadcast ad, but without time restraint requirements. Instead it is simply focused on a very tailored message for your organization.

Documentary VideoA longer form of the About Us or Testimonial video. Typically 10+ minutes in length. Best for telling a long form story about a program or event.

Animated and Motion Graphic VideoGraphics and drawings animated to tell your story instead of a live action cast. Best for conveying lots of info or data, or when the live action equivalent would be cost prohibitive. Typically, more expensive than short, shoot-and-edit interviews.

Types of VideoAbout Us VideoA high level introduction to your organization and its work. Think of it as an elevator pitch for social media. This video is a must have for every organization’s website.

Fundraising Ask VideoAn emotional appeal that emphasizes an area of the nonprofit that needs focused fundraising. This could be a program area, a location, tools or resources, or those that you serve.

Testimonials VideoA collection of stories and experiences from those you have served. This is best for inspiring donations or support because it shows those who give where their money is going.

Event Recap/Promotion VideoA short video to show off your event. This is best for sending out shortly after the event to thank supporters and attendees, or to promote next year’s event for additional ticket sales.

15/30/60 Ads VideoThese are scripted, highly produced ads for TV broadcast or social media. They typically come in the form of a 15 second, 30 second, or 60 second video. These videos are best for reaching a more traditional viewing audience.

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Idea for the video• What is the video for? Are you looking to create an About Us for your website?

Promote an event? Capture the magic at an annual event?

Rough idea of a timeline• Work backwards- When do you need your finished video? Then give yourself at

a minimum of 3-4 months for filming and editing, and 3-4 months of planning. The more time the better.

• When you will share the finished video: • Final video completion date (typically one week prior to sharing):• Post-Production Editing period: • Production - Filming period: • Pre-Production period: • Planning period:


Who should be in the video?• For About Us videos and Event videos it’s a good idea to have at least one person

from your organization speak, and at least one client that you’ve served speak on your behalf. For videos recapping an event you may not want anyone to speak in the video and just show the energy and atmosphere of the event.

Budget• Video is expensive. It’s important to know that it will be more costly than creating

photos, blogs, and updates to the website, but it is well worth it. Video can range wildly based on number of videos, length, complexity of the video, days of shooting, and days of editing.

• Some companies charge per hour and will give you estimates; others offer a flat fee.• The price can easily range from $1,000-$10,000• Cheaper isn’t always better.

• If you know your set budget, see what the company can offer at that price point.

Your Budget (if you have one):Must haves:

Do a little research into what these cost and write your notes here:

What You Will Need

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Notes from Video Content Creators

Price

Company Name

Timeline

Past Work

Rapport

You want to build a relationship with your content creator, not just make it a one and done project. You want someone that has experience working with nonprofits and takes an interest in your mission and vision for the video.

• When choosing a content creator you should consider:• Price – Will our investment be recouped or lost?• Timeline – Are they available when you need them?• Past Work – Does their past work align with what you’re looking to create?• Rapport – Is it easy to imagine a great working relationship with them?

Choose Your Content Creator

Pre-ProductionThis is where all of the planning happens. This is the most important part of a successful video. Be prepared with some ideas, but be open to changes and collaboration. Your pre-production meetings will center around finalizing the idea for your video, shoot dates, locations, and delivery dates. This is also a time to establish expectations for communication and what should be delivered when. If you are expecting to see a nearly completed version of the video when they send you the first draft, this is something to discuss now. If you’re okay with a rough draft for your first look, let them know.List some key items to cover in your pre-production meeting, such as locations, dates, ideas for the video, and who needs to be involved. Use the following section to start thinking about what you’ll need from your content creator.

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What do you want to include in a scope of work or agreement?

Dates and deadlines

Location(s) and Number of Locations (Do you need to make adjustments for capturing quality video or quality audio? Should you and the company visit locations together ahead of time?)

Agreed-Upon Timeline (See sample timelines in this toolkit)

Editing and Revisions (At what point would the scope of work be considered changed, and additional charges incur?)

Communication (Will you hear from the company on a regular basis, or only when there is news to report or new versions to view? Will the company communicate directly with your talent or clients appearing on video?)

Invoicing (Do you pay a deposit when you sign the agreement and the rest upon final delivery of the finished video? Do you have grant reporting to consider?)

Ideas for your video

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Production

Post-Production

Release

A fancy word for filming. The filming process will take longer than you expect. Prepare to have lots of time to set up lighting and gear. Don’t rush this process. It’s important that what is captured is as high quality as it can be. The setup process for a shoot will generally take anywhere from 30 minutes to 2 hours depending on the shoot and what you’re capturing for each location.

Your video is finished! Now share your video with the world.• Where will your organization store and back up the finished video file?• Where will you share the video? Remember to upload natively to individual social

media channels!• How will you measure against your goals? Dollars raised, number of views, whom to

share with?

This is the editing process. Editing typically will take 2-4x longer than it took to film, depending on the video. There are numerous things to consider for how you would like your post-production experience to go.

• How do you want to give revisions to your editor? Do you gather your internal team or your production team for the second draft? Do you review the video in person or over email?

• Some companies offer unlimited revisions, and some will charge after 2 or 3 rounds of edits. Make sure you know in advance what their policy is, and stay in communication during editing.

• Your project timeline should include when to expect your first look and your final version. If the video is for an event, plan to have your video finished at least one week before your event or launch, just in case something needs to be changed last minute.

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FAQs

1. How much does it cost?Price for video varies like any other service or product. There are many factors that affect theprice, but generally you can expect to spend $1,000 to $10,000 to create a video. It’s all aboutyour budget and what you want to create. Longer videos, longer shoots, and longer time spentediting will increase the cost. Did you know that creating motion graphics can take at least 3xlonger than editing footage?

2. How long will it take?The process for producing a video, from the pre-production meeting to finished product, can takeas little as a month or as long as 4 months. Including the organization’s planning stage of about3-4 months, expect the whole project to take at least 6 months and possibly closer to 8 months.

3. What will it look like?The look and feel of the video will ultimately be the result of the content creator you choose.Every content creation company will have their own distinct style and approach to the project, sochoose a style that will match what you’re wanting to achieve.

4. Do we need a script?Sometimes yes, sometimes no. It all depends on the video you want to create. More often thannot the content creator will be able to handle the writing of a script if necessary.

5. How much work do I have to do?Content creators are often as hands-off or as hands-on as you need them to be. It’s important toestablish what roles the content creators will take on, and what you will take on.

COMMON MISTAKES1. Starting the project too close to the deadline2. Not researching what realistically can be done within your budget, including what potential

funding sources exist3. Not setting clear expectations upfront for communications with your content creator,

including response times, email vs text vs other, and dates you’ll be unavailable4. Looking at a video project as a one-and-done-for-you product; your video is a project you’ll

create and bring to life together with your content creator

YOU DID IT! You have worked through all the major considerations to start a video project for your nonprofit, and you’re ready to get started. We are so excited for you to take the next steps, so that your organization’s stories can be sung from the video mountaintops!

Created in partnership with Frost Media Group and Nonprofit Connect.

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HELPFUL VIDEO TERMS

PLANNINGa. Pre- Pre-Production, or the time before filming begins. Includes time spent planning and scheduling.b. Post- Post-Production, or the time after filming as finished. Includes time spent editing and sharing feedback.c. A-roll – The main content of your video. Often this will be interviews or people delivering a script.d. B-roll – Supplemental video to compliment your A-roll. Often times this is a video of what the A-roll is referencing. For example, if your executive director is talking about a program that your organization has, the B-roll will be video of that program in action.e. Storyboard – A visual aid used with the script to outline what the video will look like and what content will be in the video.f. Interview – Both video and audio of the person speaking.g. Voice Over – Recorded audio only. This does not include any video of the person speaking.h. Lower Third – A small graphic in the bottom third of the screen that often includes the name and title for the person on screen.i. Bumper/Close – A small video used at the beginning or ending of a video to introduce or conclude the video as a whole.j. Bed Music – The background music used in a video.k. Talent – Anyone who appears on camera.l. Shot List – A list of all of the shots and angles the production team plans to capture. m. Sound bite – A short clip of audio from an interview.

ON SETn. Lav Mic – Lavalier Microphone. A small microphone that is often attached to clothing or skin underneath the clothing.o. Shotgun Mic/Boom Mic – A long microphone designed to pick up audio in a very specific direction as opposed to all directions.p. Teleprompter – A specially designed monitor that allows a script to be displayed in front of the camera. This results in your talent being able to read the script word for word while maintaining eye contact with the camera.q. Seamless – A roll of paper used as a temporary background r. Gimbal – A device that the camera attaches to with the goal of reducing shaking and small

movements from holding or walking with the camera. TECHNOLOGY

s. EPS – A file format for graphics that maintains high quality. Often the highest quality option for delivering your logo to a creator for use in your video.t. 4K – Refers to the resolution of the video, similar to the megapixels on a camera. 4K is twice the size of HD. This results in clearer, sharper looking video.u. Color grading and correcting – Color correcting is the process of fixing the color of video that may look inconsistent when played with other video. This can happen when the lighting changes from shot to shot, or if two different models of cameras are used in one production. Color grading is creating a look and feel for the video by adjusting the coloring of the video. This can make your video feel warm and happy, or cold and bleak, and everything in between.v. Premiere – Referring to Adobe Premiere, a video editing program.w. After Effects – Referring to Adobe After Effects, a motion graphic and compositing program.

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LIST OF QUESTIONS TO ASK CLIENT PRIOR TO MEDIA RELEASE SIGNATURE

When you ask a client or service recipient to appear in your video, you want to partner with them to tell their story and in turn raise awareness of your organization and its services.

Have a member of your staff discuss the following questions with the client before you ask them to sign a media release, and be sure to take good notes.

Feel free to add in questions specific to your populations served, your organization, and the purpose of your video. You’ll find editable versions of this list and the media releases in the toolkit so you can save and edit copies.

1. Why do you want to tell your story on video for our organization?

2. What parts of your story do you feel are most important to share?

3. Is there any part of your story that you definitely do not want to disclose in the video? (Hardship, addiction, drug use, immigration status, or anything else sensitive to you?)

4. This video will be played at our event as well as shared on our website and social media. Would you be ok with current or potential employers seeing this video?

5. Would you be ok with community members -- neighbors, teachers, or anyone else who knows you or your family -- seeing this video?

6. Do you have any questions about how this video will be used and who will see it?

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ReleaseI, ___(talent name)___, being of legal age, hereby give (__nonprofit organization__) and (__media contractor, if applicable__) permission to use my name and to publish, reproduce, edit, exhibit, project, display, digitize, broadcast, resell, and/or otherwise use photos, images, audio, print, digital copy, and/or video footage of me, or in which I may be included from today’s date _______. (__Nonprofit organization__) will offer the opportunity for me to renew or revoke this release after 2 years for public use, but materials will be available internally to (__nonprofit organization__) staff and volunteers indefinitely.

A representative of (__nonprofit organization__) has answered any questions I have up to this point about how my image, name, voice, and/or words shall be used.

No Role in Editing, Use, or DistributionI hereby waive any right that I may have to inspect and/or approve the finished product or products and any right that I may have to control the use of said product or products.I understand that (__nonprofit organization__) and (__media contractor, if applicable__) are under no obligation to use the materials.

I understand that use of my likeness, image, footage, copy, audio, or any materials for social media and other publication may be viewable and accessible by the public, including people who know me such as my neighbors, employers, family, friends, colleagues, and associates.

Waiver of LiabilityI hereby release, discharge, and agree to hold harmless (__nonprofit organization__) and (__media contractor, if applicable__) from any liability in association with use of my likeness, image, footage, copy, audio, or any materials. I understand that all materials are the sole property of (__nonprofit organization__). I agree not to contest the rights or authority granted to them. I hereby forever release and discharge (__nonprofit organization__) and (__media contractor, if applicable__), its employees, and other agents from any claims, actions, damages, liabilities, costs, or demands whatsoever arising by reason of defamation, invasion of privacy, right of publicity, copyright infringement, or any other personal or property rights from or related to any use of the materials.

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[Place Logo Here] Media Release Template

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AGREED AND ACCEPTED

_________________________________________Printed Name

_________________________________________Signature

_________________________________________Address

_________________________________________Address line 2

_________________________________________Email

_________________________________________Phone Number

_________________________________________

Date: ______/_______/________

GUARDIAN SIGNATURE FOR CHILDREN/MINORS

I am the parent or legal guardian of ____________________________, a minor, and I hereby make the grants and representation set forth above on their behalf.

_________________________________________Parent/Guardian Signature

_________________________________________Parent/Guardian Printed Name

_________________________________________Address

_________________________________________Address line 2

_________________________________________Email

_________________________________________Phone Number

_________________________________________

Date: ______/_______/________

Please have your own legal team review this agreement before using to ensure it covers all your purposes. Nonprofit Connect provides templates and samples for informational and educational purposes – to help you get started – but does not assume the role or responsibilities of legal counsel.

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ReleaseI, ___(talent name)___, being of legal age, hereby give (__nonprofit organization__) and (__media contractor, if applicable__) permission to publish, reproduce, edit, exhibit, project, display, digitize, broadcast, resell, and/or otherwise use:

as well as media in which I may be included from today’s date _________. (__Nonprofit organization__) will offer the opportunity for me to renew or revoke this release after 2 years for public use, but materials will be available internally to (__nonprofit organization__) staff and volunteers indefinitely.

A representative of (__nonprofit organization__) has answered any questions I have up to this point about how my image, name, voice, and/or words shall be used.

No Role in Editing, Use, or DistributionI hereby waive any right that I may have to inspect and/or approve the finished product or products and any right that I may have to control the use of said product or products.I understand that (__nonprofit organization__) and (__media contractor, if applicable__) are under no obligation to use the materials.

I understand that use of my likeness, image, footage, copy, audio, or any materials for social media and other publication may be viewable and accessible by the public, including people who know me such as my neighbors, employers, family, friends, colleagues, and associates.

Waiver of LiabilityI hereby release, discharge, and agree to hold harmless (__nonprofit organization__) and (__media contractor, if applicable__) from any liability in association with use of my likeness, image, footage, copy, audio, or any materials. I understand that all materials are the sole property of (__nonprofit organization__). I agree not to contest the rights or authority granted to them. I hereby forever release and discharge (__nonprofit organization__) and (__media contractor, if applicable__), its employees, and other agents from any claims, actions, damages, liabilities, costs, or demands whatsoever arising by reason of defamation, invasion of privacy, right of publicity, copyright infringement, or any other personal or property rights from or related to any use of the materials.

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My first nameMy first and last namePhoto(s) of me

Video footage of meAudio of my voicePrint or digital copy of my words

[Place Logo Here] Media Release Template

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AGREED AND ACCEPTED

_________________________________________Printed Name

_________________________________________Signature

_________________________________________Address

_________________________________________Address line 2

_________________________________________Email

_________________________________________Phone Number

_________________________________________

Date: ______/_______/________

GUARDIAN SIGNATURE FOR CHILDREN/MINORS

I am the parent or legal guardian of ____________________________, a minor, and I hereby make the grants and representation set forth above on their behalf.

_________________________________________Parent/Guardian Signature

_________________________________________Parent/Guardian Printed Name

_________________________________________Address

_________________________________________Address line 2

_________________________________________Email

_________________________________________Phone Number

_________________________________________

Date: ______/_______/________

Please have your own legal team review this agreement before using to ensure it covers all your purposes. Nonprofit Connect provides templates and samples for informational and educational purposes – to help you get started – but does not assume the role or responsibilities of legal counsel.

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NONPROFIT VIDEO CREATION · media. This video is a must have for every organization’s website....

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