Conceived by The AVI CHAI Foundation and produced by See3, The Jewish Day School Video Academy helped Jewish day schools improve their use of online video through training webinars, free one-on-one consultations, and this video contest with serious prize money. I watched many of these videos, and enjoyed seeing the creative approaches many took. They ran the gamut, from serious infomercials (I mean that in the best way, meaning marketing videos with rehearsed talking heads) to very creative student work, and down right silly fun.

It’s interesting to note what makes for an effective video. I encourage you to watch the following 6 winning entries and then reflect on what grabbed and kept your attention. What feeling do you actually walk away with? What’s your impression of the school? It’s also interesting to note that the 3 videos the panel of ‘expert’ judges chose were different than the people’s choice. Why do you think that is? What’s common to each grouping?

I can say that good lighting, great sound, reasonable length are absolute foundational elements of any decent video. And some playfulness never hurts.  Rumor has it that they may offer another contest this spring, so study up and then pick up your camera!  Take a tour of the winners:

Judges ratings:

1. Admissions Video (The Weber School – Doris and Alex Weber Jewish Community High School)

2. Milwaukee Jewish Day School Trailer (Milwaukee Jewish Day School)
3. MJGDS 50th Anniversary Video Invitation (Martin J. Gottlieb Day School)
People’s Choice
1. If a Picture is Worth a Thousand Words (Columbus Torah Academy)

2. A Gem in the Valley (Lander-Grinspoon Academy)
3. Put the P Back in PTSA (Greenfield Hebrew Academy)

Each year, See3 Communications, in partnership with YouTube, hosts the DoGooder Nonprofit Video Awards.  This year, winners will again have the chance to win one of four $2500 grants generously provided by the Case Foundation, awesome video cameras from Flip Video, a free registration to next year’s Nonprofit Technology Conference provided by NTEN and more. New this year: for small nonprofits that have small funds in the video department, there is a new category for the best “thrifty” videos produced for under $500. On top of all this, the winning videos will be featured on YouTube’s HOME PAGE in March.  Talk about a boost to traffic.

Submissions for Best Small, Medium, and Large nonprofit organization videos must be a video that was made in 2010. Entries for the Best Thrifty Video category can be for videos made any time before the end of the submission period. Each nonprofit can submit as many videos as they would like, but, we encourage only the best work from each organization.

• Entries cannot exceed 10 minutes in length and are limited to nonprofits from the US, the UK, and Australia. See contest rules here.
• All nonprofits are welcome to enter their video. There are no specific categories or missions we are looking for.
• You can submit your videos from February 4, 2011 until March 2, 2011. Tell your friends to submit as well!
• Starting March 7th, voting is open to the public, so be sure to share the word (Email, Facebook, Twitter, carrier pigeon).
• Your organization MUST be a member of the YouTube Nonprofit Program. If you’re not, make sure that’s the next thing you do after you read this post. If you’re picked as a semifinalist, we’ll make sure you’re a member by the time voting begins.

And of course, this post wouldn’t be complete without a video.  See, this is why it’s so powerful – I can embed this video in a blog in 10 seconds, and it just brings the text to life, don’t you think?

For more info on the context, visit http://www.youtube.com/nonprofitvideoawards

You might also want to check out our previous posts on online video.

Let’s see some entries from the Jewish community! Got a video to brag about? Post a link in the comments!

Develop a media library for your congregation. This library should include video, photos, and audio. It is important to organize and annotate materials so that they can be reused and repurposed into many different pieces.

• Determine what to collect for your media library. As previously suggested, review your program calendar with an eye toward collecting material. Document interesting and important things your institution does; capture what it means to be a member of your community. Collect video, photos, and audio.
• Ask videographers for the raw footage as well as the edited product. When you hire a vendor, stipulate in the contract that your organizaiton owns the footage.
• Invest time in watching video footage and logging what is on the tapes. This is a good project for a volunteer or intern.
• Be aware of privacy issues and implement policies. Ask people for their permission to be included in any video or photographs. Institutions are increasingly including photography/video releases into their membership forms. Allow people to opt out/ opt in. Parents need to provide permission for the filming of children. Be sure to have your legal ducks in a row.

For additional resources, see See3’s Guide to Online Video, especially this segment on “Building a Media Library:”

3. Building A Media Library from See3 Communications on Vimeo.

A huge thank you to Michael Hoffman and to the synagogues who participated in these webinars!

Does your synagogue have a media library? What are other tips and techniques do you have to share?

Archives of the recent webinars, “The Age of YouTube: An Introduction to Online Video for Congregations,” as well as previous webinars are available to members of the Darim Online Learning Network. Access to the archives and other webinar-related material can be found on the Darim Online website in Dirah, under “Learning Network Info.”

Not yet a member of the Darim Online Learning Network? Click here for membership information for your organization and to register.

Think of your organization’s online presence as your “channel.” As such, consider how to integrate online video into your overall organizational strategy. Online video can be an effective means to strengthen connections among your community’s members. Remember, people relate best to other people, less so to institutions. As you think about this, determine where your community members – and potential members – “reside” online and meet them there.

• Be strategic when program planning. Think in terms of telling your community’s story and use your organization’s program calendar as a guide. Determine: what do we need to capture? What do we need have professionally filmed and what can be documented by staff and or volunteers? What types of footage would be good for recruitment, for community building, for fundraising?
• Go deep rather than wide. Effective marketing involves repetition, creating conversation, portraying real human relationships, and providing real engagement.
• Meet the parents. And congregants. And staff. And lay leadership. Ask community members who they are, what they do, and why they care about the community – on video. This is a terrific way of creating transparency with the community at large, by showing them “who are the people in your neighborhood.” These types of videos also foster people-people connections which in turn create connections to your institution.
• Map your community online. Focus on places your community and potential community live online – social networks, Facebook, discussion lists, etc. Conduct a survey to see what online spaces your people inhabit. This is a great marketing exercise in general!
• Capitalize on influencers and supporters. Tap into the people who are already your constituents and empower them to share videos and other resources with their friends; be “viral” to the right audiences.
• Grab attention outside of your current membership. Reach out to potential members by alerting them to special activities in which your community is engaged. For example, a program on Judaism and the environment could be marketed to groups outside of your immediate membership… bring your community to them.
• Push and pull. For example, send out an email to your congregation’s discussion list that includes a note from the Rabbi with a link to a video clip on your website. Highlight special clips in your newsletter. Share “how to videos” on Jewish life on your website – and ask members for recommendations for additional resources.
• Reach your peeps. Use Groundswell’s social profile technology profile tool to help determine how to prioritize efforts. Who and where is your target audience and what kinds of relationships do you want to build with them?
• And… “Action.” Provide video training sessions for staff and volunteers. Invest in a good video camera with an external microphone. People are more likely to watch bad quality video with good sound, than good quality video with bad sound. A low-cost video camera, like the Flip, is good to have handy. It does not, however, take the place of a better quality camera. In general, the Flip does well at close range, with someone speaking directly to the camera in a quiet place, but it is not great for covering large events.

What are some of your strategies? Do you have a few tips to share? What is your favorite use of online video to promote your community? Post your ideas and links in the comments below!

Take a look at See3’s Guide to Online Video for more tips and techniques.

Additional Resources:

Educause: 7 Things You Should Know About Flip Camcorders

Synagogue Examples:

Chizuk Amuno Congregation, Torah Dedication, Baltimore, Maryland
Chizuk Amuno Congregation – Rosenbloom Religious School, Baltimore, Maryland (see YouTube links)
Congregation Beth Elohim, Brooklyn, New York
North Shore Congregation Israel, Glencoe, Illinois (see link to Building for the Generations campaign video on home page)
Temple Beth El of Northern Westchester, Chappaqua, New York (capital campaign video)

Archives of the recent webinars, “The Age of YouTube: An Introduction to Online Video for Congregations,” as well as previous webinars are available to members of the Darim Online Learning Network. Access to the archives and other webinar-related material can be found on the Darim Online website in Dirah, under “Learning Network Info.”

Not yet a member of the Darim Online Learning Network? Click here for membership information for your organization and to register.

Coming up… Developing a Media Library

We had the pleasure of hosting Michael Hoffman, CEO, of See3 Communications for a series of excitng webinars with the Darim Online Learning Network for Synagogues. Nearly 40 participants from 28 organizations participated in “The Age of YouTube: An Introduction to Online Video.”

What We’ve Been Hearing
Synagogues are expressing an increased interest in using online videos in various aspects of their work, including fundraising, community building, documenting community moments, and project-based learning. Some of our organizations are just beginning to explore the potential of video, others are in the midst of experimenting, while several congregations are already actively integrating video into their community’s strategic plans.

• There is a growing awareness of the power of the medium to communicate community values and events.
• Video can be used to tell a synagogue’s story in a powerful, visual style.
• Synagogues are interested in employing multiple media to connect with members and potential members.

What We’ve Been Learning
Congregations are looking at more comprehensive strategies for communicating and fostering community online. There are many reasons for including online video in your organization’s work and strategic plan. These include, but are not limited to the following:

• Video is portable – it’s online, downloadable, shareable; members can help market your community by sharing with their other social networks.
• It can help broaden a community’s reach and audience.
• Video delivers your community’s message and helps build relationships.
• Video captures significant moments in your community’s history.
• Online video makes your community accessible by bringing community to members who can access activities, events, and services that they might not otherwise be able to attend
• Video can be used to augment synagogue websites and blogs
• Video can highlight targeted campaigns
• Learners – students, youth groups, adults – can develop video projects to showcase their work

Be sure to check out See3’s Guide to Online Video for more tips and techniques.

Additional resources:

Beth Kanter’s Blog post: A Look at Nonprofits and Vlogging
Mashable’s 150+ Online Video Tools and Resources
Video in the Classroom: Digital Storytelling

Examples of Video Hosting Sites:

BlipTV hosting service for online video
TeacherTube video hosting service for teachers and students
UStreamTV hosting service for livestreaming
Vimeo hosting service
YouTube
YouTube: Nonprofit Program

Darim Online Resources: How Do I Add Video to My Site? for Darim Online members

Archives of the recent webinars, “The Age of YouTube: An Introduction to Online Video for Congregations,” as well as previous webinars are available to members of the Darim Online Learning Network. Access to the archives and other webinar-related material can be found on the Darim Online website in Dirah, under “Learning Network Info.”

Not yet a member of the Darim Online Learning Network? Click here for membership information for your organization and to register.

Coming up… Community Strategies for Integrating Online Video

The 7-part entertaining, informative and inspiring Guide is your best introduction to the WHY and HOW of online video for publicizing your organization, increasing momentum for a campaign, and spreading your message virally. Michael serves as your docent through the series of short 1-3 minute videos, each with complementary links and resources. Non-technical and very accessible, Michael teaches you how to be an online storyteller.

Check out the first part in the series below. Then proceed to the full Guide to Online Video on the See 3 site.

1. The World We Live In from See3 Communications on Vimeo.