Analyzing An Organization's Video Needs: Part 1, Getting To Know A Nonprofit

Over the next couple weeks we're going to do a three-part series on what it takes to sit down with a client and discuss their video needs.  We're going to look at a nonprofit, a successful small business, and a large corporation.  Each have different needs and as a result we have questions that are unique to their circumstance.

When our Orlando video production company receives an inquiry, it's our responsibility to find out the needs of that organization.  It goes beyond how much will a 3-minute video cost us, or how long will it take to produce the video.  We prefer meeting a client in person or at the very least talking over the phone.  Building a proposal and sending emails back and forth can often be more time-consuming than a sit-down or a simple conversation.  

 

10 key client review questions that help us understand the needs of an organization and at the same time will benefit a nonprofit video

 

1) What are your goals as an organization?

Understanding the goals of an organization provides intelligence on a broad level.  Naturally we'll determine the goals of the video, but we want to understand what the organization as a whole is trying to accomplish.  Even if it seems obvious, this is a question that needs to start off any conversation...and it's what we do.

2) What's the objective of the video?

Understanding the objective of the video and really trying to pinpoint a clear objective in a manner of a couple sentences is imperative.  A successful video will have a one clear objective in mind.  Once a company is trying to use a video to accomplish too many things the message gets watered down.  Focus on one clear objective.

3) Who is your target audience?

A very important element in producing a video for a nonprofit is identifying the target audience.  Who are we reaching out to?  What resonates with them?  What do they care about?  Understanding the target audience will direct us in how we shoot the video, how we edit the video, the music we use, the questions we ask and a myriad of other factors.

 4) What do you want to communicate to them? 

This is an extension of what's the objective of the video.  We want to produce the video in a way that gets your message out in the most concise manner possible and also educate your target audience to the needs of your organization.

5) How do you want people to feel after watching your video?

By knowing the answer to this question we're starting to dig deeper and connect emotionally with the viewer.  It's one of the one important questions we ask in our process.

6) What action do you want them to take after seeing it?

This will motivate the type of call to action we use.  This will also help us determine if there are certain points in the video we really to concentrate on or reiterate through multiple interviews or graphics.  

7) What kind of marketing have you done in the past?  What's worked, what hasn't?

This is what we refer to as complementary information.  It might reveal a nugget that we wouldn't have known without asking.  It might help us make recommendations in how you can best use video in the settings that have worked for you in the past.

8)  Do you have a link to a video project that your organization really likes?

When an organization has seen a video that they like it's very helpful for us to have a link to the project.  Being on the same page saves a lot of time and money.  It also enables us to be able to offer suggestions on how we can improve the video to make it work better for an organization.

9) Who are your most ardent supporters?

We like to find out who loves your cause.  It might be a collection of people:  volunteers, donors, board members, etc.  Possibly you've already determined who might be great candidates to interview, if not, this is the pool of people we need to contact.

10) How will the video be distributed?

Distributing the video is just as important as producing it.  You can have a great video but if you don't have a clearcut plan on distribution who will see it?  We need to think past that the obvious choices of hosting it on your website and have a real strategy in place in terms of sharing it so that it is seen by more people than just your supporters.   

It's true that these questions cut be cut and pasted and sent to a client for their reply.  But too often we're in a hurry and the replies back don't have enough substance or meaning to really resonate.  Taking the time to sit down with a potential client and really understanding their mission at a heart level is an important first step in producing a successful video.

In Part 2 we're going to examine important questions that we ask when meeting a successful small business.