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CONTRIBUTE BLOGS
04/02/2009 18:22
by Marcia Stepanek
When in Britain last week at
the Skoll World Forum, I was
referred to a recent article
in The Observer written by
Joss Garman, the 24-year-...
03/02/2009 22:35
by Marcia Stepanek
As the recent copyright woes
of Obama poster artist Shepard
Fairey show, there's a war
raging over what some now are
calling a new art form in ...
02/16/2009 07:24
by Marcia Stepanek
I just finished reading an
advance copy of "The Blue
Sweater: Bridging the Gap
Between Rich and Poor in an
Interconnected World,&qu...
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Change.org:
The Engagement Imperative/Part 2
PART TWO IN A SERIES OF FOUR
WHEN
NFL QUARTERBACK MICHAEL VICK was accused last year of gambling on and
sponsoring dog fights, the Humane Society’s Web site and social
networking sites across the Net erupted into a buzz of outrage and
accusations of animal abuse. “People kept sending us letters, photos,
and comments,” recalls Carie Lewis, the nonprofit’s Internet marketing manager. “We knew people wanted a way to express how they felt.”  Lewis and colleagues wasted no time seizing the opportunity. They
decided to harness the outrage and transform it into new levels of
support for the nonprofit and its work by issuing an open call over the
Web for short, citizen-made public service videos about the
incident—and the importance of fighting animal abuse.
By crowdsourcing the videos this way, the Humane Society not only
engaged the creative talents of its supporters and would-be backers, it
engaged them in the contest, itself, by asking people not only to send
in videos but to judge them, as well.
The result? Twenty-two people sent in their videos for judging, 18,000
people voted on the submissions, and—by the time the contest had
ended—the Humane Society increased its membership by 2,000. And that’s
not all. It didn’t cost the nonprofit a cent, Lewis says.
Call it the engagement imperative. As the U.S. economy spirals into
economic malaise this giving season, more and more charities are
turning to mass collaboration with supporters, both online and off, to
boost interest in the cause and shore up membership rosters—without
breaking the bank. Short videos can pack the least expensive and most
emotionally resonant engagement, say nonprofit Internet  experts—and
it’s no wonder. It’s one thing to talk about a problem, they say; it’s
another to show each other examples of it, triggering new talk over
solutions. Says Lewis: “We’ve seen that when we attach a video to our
fundraising appeals, it increases [public] interest and donations
tremendously. People really relate to us when they actually see what
we’re doing.”
The Humane Society’s experimentation with social media, chiefly video,
is just one example of the movement toward the use of cause videos by
the giving sector. NYU media professor Clay Shirky, the author of Here Comes Everybody,
a new book about the influence of social media on the way people
organize groups, says an organization’s ability to engage people and
pull them into its work has never been easier. “A lot of the power of
the Web isn't actually in the technology,” Shirky told Contribute
in an interview, “it’s in the ability that the Web is unleashing for
people to come together, to share things together, to collaborate, to
take collective action.”
Engaging others to film and share their stories about a particular
cause can help nonprofits hugely: cause videos provide nonprofits with
a quick way to reach donors where they spend much of their time
already—on video-sharing Web sites like YouTube and Facebook. According
to the most recent data by the Pew Internet & American Life
Project, 75 percent of Net users watch or download videos online; 57
percent send video links to others, and 13 percent upload videos into
an email so they can share them online with others.
With the explosion of low-cost social media—from Twitter to digital
videos to social networking sites—it’s never been easier for nonprofits
to cultivate communities that are sympathetic to their causes. Add to
that the proliferation of inexpensive video equipment, and nonprofits
now have a new way to work with supporters to expand their visibility,
online and off. “Nonprofits traditionally do not have big budgets, so
that when they hear ‘video,’ many think it’s expensive,” says Steve
Grove, Head of News, Politics, and Nonprofits for YouTube. “The reality
is that all you need is a hundred-dollar camcorder and a free YouTube
account.”
Grove says YouTube recently beefed up the number of ways nonprofits can
brand themselves using online videos. One new feature, for example,
lets users attach additional video clip links to their digital videos,
allowing several attachments to travel with a video simultaneously, as
it rockets across the Web. YouTube also now gives nonprofits free
access to a set of statistics about the videos that people upload,
including a way to track which videos are the most popular and the
geographical location of the people who watch them.
For nonprofits like the Humane Society, the goal is to show potential
members and donors exactly what they’re doing for the cause, and all at
a minimal cost to the organization. “We use YouTube because it’s free,”
says Lewis.
But cause videos are only as good as the dialogue they ignite, say
nonprofit experts. Citizen-made videos can help generate online
discussions but simply posting one won’t necessarily lead to
sustainable, bottom-line results for the cause. Video-sharing, to work
best, needs to be part of a larger engagement strategy, says the New
York-based nonprofit, Creative Counsel. This past July, the group
launched 1000 Voices, a Web-based platform that showcases video stories
around social issues affecting communities across the country. “There
were not many places online where videos were married to advocacy
programs that could lead to tangible change,” says executive director
Phoebe Eng. Getting video to move quickly online—to “go viral”—is the
quicker, but not always more effective, way to seed sustainable change,
she says.
The organizers of 1000 Voices say that by December 2009, they hope to
have 1,000 videos made by community nonprofits working with
professional filmmakers featured on its site. The short, 3- to 7-minute
personal story videos will cover subjects ranging from health care to
women’s rights and immigration. Eng doesn’t rule out soliciting
citizen-made videos in the future. But she says 1000 Voices’ strategy
is to bring creative professionals to the fore, to help causes promote
their work. “We’re looking for projects that can [combine] the best of
the creative spirit with effective advocacy goals,” Eng says. Those
goals will be met, she says, if nonprofits can reuse the videos to
train staff, drum up community interest at public gatherings, or make
more effective presentations to funders.
But perhaps most significantly, digital cause videos are giving many
groups the ability, for the first time, to tell their own stories
directly to the public. In the past, that usually meant expensive,
long-form documentaries, but the Net has changed all that, says Pat
Aufderheide, a professor and the director of new media at American
University in Washington, D.C. Rather than reach out to big media for
coverage, she says, nonprofits are increasingly opting to use the Net
to broadcast their stories globally, hopefully to millions.
Consider The Hub, the online video-sharing arm of Witness.org, the
human rights advocacy group. Since its November 2007 launch, the site
has urged people to “See it. Film it. Change it.” The group solicits
video from individuals, advocates and organizations to document—with
user-made videos or videos made by Hub staffers—incidents of abuse and
human rights violations, as told by those on the ground and those being
victimized. Videos posted so far on the site tell stories that have
included reports of peacekeepers accused of rape in Haiti to a citizen
video of a rally outside a Cambodian prison in support of wrongly
accused inmates.
Hub manager Sameer Padania says the Hub grew out of Witness’s desire to
see footage from cell phones and personal cameras shared alongside
Witness’s existing footage. “If you think about the fact that by year’s
end there will probably be around a billion PCs in operation around the
world, and something like 3.5 billion cell phones, that’s another
frontier,” he says.
But not all nonprofits using video are looking to expose wrongs as much as they're trying to reach out to new supporters and would-be backers and engage them in dialogue. Last month, for example, the Canadian-based international nonprofit TakingITGlobal began spearheading a youth video contest that it and 10 other nonprofits and academic institutions, including the U.S. State Department, are backing. Called the Democracy Video Challenge (DVC), TakingITGlobal is promoting the contest through its Youth Media Exchange, an online video-sharing Web site. DVC is soliciting 3-minute videos from youth around the world. The project asks participants to complete the sentence, "Democracy is..." Says TakingITGlobal's project coordinator Natalie Rodic: "What's important for us is the discussion that takes place around the videos." The online platform, she says, allows for ongoing global dialogue among peers in one forum—and, perhaps, more likely to appeal to younger generations.
Other nonprofits, meanwhile, are outsourcing their cause videos to more
experienced production companies. See3 Communications, a Chicago-based
consulting company, is working with causes to produce online video
campaigns and teach them how to continue projects on their own. “Even
with the current economic challenges,” says See3 President Michael
Hoffman, “we’re seeing a tremendous growth in people budgeting for this
work because they understand that those who effectively tell their
stories will gain the mindshare they need to be successful at
fundraising.”
Hoffman knows from experience. In 2006, he convinced Amnesty
International USA to launch a video campaign around torture that
involved, of all things, humor. Making a reference to the U.S. policy of extraordinary
rendition—a term used to describe the transfer of alleged terrorists to
countries known for brutal interrogation techniques—the video asks
passersby if it’s okay to torture people—as long as you, personally,
are not doing it yourself. “It got people thinking about the issue,”
Hoffman said. “By turning [that issue] on its head, it was extremely
effective” in raising awareness.
 Since
working with See3, Amnesty has launched its own set of video campaigns.
“It’s a constant challenge to do something more cutting-edge than
anybody else,” says Steve Daigneault, Amnesty’s managing director of
Internet communications. The nonprofit is working on a series of 2-3
minute videos for release next year that will highlight the personal
stories of people who have been victimized by violations of human
rights, freedom of speech, women's rights, and labor rights, among
others. “We hope these videos will be more participatory and will give
our advocates another way to engage in our issues,” says Jennifer
Gmerek, Amnesty’s online campaign coordinator.
But not all cause videos are made on purpose. Sometimes, they just come
in over the transom. For the Boston-based nonprofit Charley’s Fund,
which is seeking a cure for Duchenne Muscular Dystrophy (DMS), a video
came to it from people sympathetic to the cause. Co-founder Tracie
Seckler was approached by Logan Smalley, an aspiring young filmmaker
who wanted to know if she would be interested in helping him and 10
teen-aged boys complete a documentary of a road trip they all took
across the country with their close friend Darius Weems, a teenager
with DMS. The idea for the film, Darius Goes West , came from the boys’ quest to get Weems’ wheelchair customized on MTV’s Pimp My Ride
reality series—a show that features celebrity mechanics glamming up old
sets of wheels. Smalley’s group of teens chronicled the trip they took
in a rented RV from Athens, Ga., to MTV’s LA studios. Seckler, who has
a son suffering from the same disease, didn’t hesitate to use her
fundraising acumen to raise the $15,000 needed by the boys to complete
their film. “We had never experimented with video at all,” she said.
“We had just been doing the traditional things—mailing letters asking
for money, power point presentations at fundraisers, that kind of thing
But the experiment paid off nicely—to the tune of $1.3 million for DMS
research from the sale of DVD versions of the journey and from
donations by people who saw the finished film when the boys posted it
on dozens of sites, including YouTube and Facebook. “Video doesn’t move
by itself,” says Smalley, the film’s director. “If you can tell a good
story…then inevitably [in today’s Net environment], you’re going to
reach thousands, if not millions, of people.”
Seckler couldn’t agree more. “I can’t tell you,” she says, “how many
donors have called after seeing this film and basically said ‘we’re
sold’.”
_________________________
By Cristina Maldonado, with Marcia Stepanek
and Richard Balestrino contributing. Icon illustration ©2008 by Brian
Stauffer c/o the ispot.com.
______________________
Coming...
Part Three: Mobile Action
Part Four: The Cause-Wired: A Roundtable
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