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« Joe Solomon, Guest Post: What's the Right Offline Event for Your Organization's Online Community? | Main | Guest Post by Peter Deitz: Open Standards, Yes We Can! »


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Chris Dattilo

Good post that I plan on sharing the next time viral video comes up. I particularly like your Teachers association example. If we could produce a video that was seen by even 10% of current donors I believe that would be more of a success then a "mentos exploding" type video. People who watch menotos in cans of coke explode would not be interested in our nonprofit.

Chris Wilde

Good post Beth!

VIRAL reminds me of FIRE. I love it. I use it. But requires constant watching.

Of course you can't control how others play with it. UNITED Air had a Viral NIGHTMARE when they said no to fixing a broken guitar. Customer YouTube song got 3 MILLION VIEWS in 10 days.

Chris Wilde

OOPS! HEY MICHAEL. You wrote a great post. I accidentally commented to Beth.

By the way I like your video at "GET THE MESSage OUT." It's refreshing to see something informative and fun.

Colin Rhinesmith

Thanks for the great post, Michael.

In effort to try and redeem my unsuccessful communication via Twitter - 140 characters can be challenging sometimes :) . . .

I wanted to add to your statement under "Towards a Video Strategy" when you write: "You need to ask yourself why do you think what you do is important, and ask your staff as well" by saying that it might perhaps be more important to ask your community/supporters what they think it is that you do that's important to them and then build your strategy from there.

Thanks, again.

Kristin Henry

Wonderful post Michael. It's very important for organizations to start with campaign goals to figure out which tools will best help achieve them. Smart advice on the target audiences and measurement of success too.

Michael Hoffman

Thanks for the comments everyone.

Colin, you are 100% right. I think it is critical that organizations be in dialog with their constituents and they can learn what aspects of their missions and work resonate the most.

I also think, and what I was saying in the article, is that founders are passionate, that staff is passionate, and they do what they do for a reason. Getting at those reasons can be a way to bring the passion into your communications more generally.

The most exciting thing about video right now are the efforts to make it more of a conversation as well -- it has been a very one-way medium. But that's for another blog post.

Will Coley

This is great! I totally agree that nonprofits need to think through the larger purpose of using video.

For example, I'm also very interested in how groups can use video creation as part of constituent leadership development and community organizing. Seems to me that the process of creation can be as important as the final product. At the same time, video is unique. Unlike lots of social media, it's created offline and often collaboratively. So much text-based digital media requires online access and a high level of English literacy.

That said, I do think that video is a storytelling tool. Even though being viral isn't a worthwhile goal, it's still important to think about what makes compelling engaging storytelling to draw the viewer in and spur them to share the video with others. Thanks again for this Michael! Keep up your great work!


Great post, I totally agree with the concept that nonprofits need long-term supporters, not 1-minute sympathizers. Quality over quantity!

Joe Waters

Nice post, Mike. It's one of those posts that I save to my Delicious for another day!

I say that because like you I do believe that video is an important strategy moving forward. But also like you, I don't believe it's the be-all, end-all to making your organization compelling and successful. It's just another piece--an important one, I think--but just another.

I think the bigger challenge for nonprofits is coming up with a video strategy that is effective, doable and affordable. If it is "another thing," it needs to find its place in that world among blogging, snapping pictures, tweeting, hanging out at Facebook, etc. That's what I really need to understand and why one of my staff is signing up for your free seminar at the end of the month.

Thanks again for writing this, Mike. And thanks to Beth for giving Mike the space!


Excellent post!

Viral videos get old. Who wants their nonprofit message to "get old"?

Brian Powell

There’s no question the cause community has gravitated towards social media outreach including web video given it’s relatively low cost as compared to it’s potential scalability. But often social media is best deployed as an additive to a robust integrated campaign, including paid media. And moreover, typically doesn’t achieve the dreamy results that one craves unless both a strong brand and an engaged audience are already in place. To your point Michael, if you're strategic in your targeting and messaging AND include a clear and convenient call to action you'll be viral to those who mean the most to achieving your results.

Brian Powell

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First Lady Ms. Love Ms.Michelle Obama My sister...

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Previous names for the virus include human T-lymphotropic virus-III (HTLV-III), lymphadenopathy-associated virus (LAV), and AIDS-associated retrovirus (ARV).[1][2] Infection with HIV occurs by the transfer of blood, semen, vaginal fluid, pre-ejaculate, or breast milk. Within these bodily fluids, HIV is present as both free virus particles and virus within infected immune cells. The four major routes of transmission are unprotected sexual intercourse, contaminated needles, breast milk, and transmission from an infected mother to her baby at birth (Vertical transmission). Screening of blood products for HIV has largely eliminated transmission through blood transfusions or infected blood products in the developed world. HIV infection in humans is now pandemic. As of January 2006, the Joint United Nations Programme on HIV/AIDS (UNAIDS) and the World Health Organization (WHO) estimate that AIDS has killed more than 25 million people since it was first recognized on December 1, 1981. It is estimated that about 0.6 percent of the world's population is infected with HIV.[3] In 2005 alone, AIDS claimed an estimated 2.4–3.3 million lives, of which more than 570,000 were children. A third of these deaths are occurring in sub-Saharan Africa, retarding economic growth and increasing poverty.[4] According to current estimates, HIV is set to infect 90 million people in Africa, resulting in a minimum estimate of 18 million orphans.[5] Antiretroviral treatment reduces both the mortality and the morbidity of HIV infection, but routine access to antiretroviral medication is not available in all countries.[6] HIV primarily infects vital cells in the human immune system such as helper T cells (specifically CD4+ T cells), macrophages, and dendritic cells. HIV infection leads to low levels of CD4+ T cells through three main mechanisms: firstly, direct viral killing of infected cells; secondly, increased rates of apoptosis in infected cells; and thirdly, killing of infected CD4+ T cells by CD8 cytotoxic lymphocytes that recognize infected cells. When CD4+ T cell numbers decline below a critical level, cell-mediated immunity is lost, and the body becomes progressively more susceptible to opportunistic infections. Eventually most HIV-infected individuals develop AIDS (Acquired Immunodeficiency Syndrome). These individuals mostly die from opportunistic infections or malignancies associated with the progressive failure of the immune system.[7] Without treatment, about 9 out of every 10 persons with HIV will progress to AIDS after 10-15 years. Many progress much sooner.[8] Treatment with anti-retrovirals increases the life expectancy of people infected with HIV. Even after HIV has progressed to diagnosable AIDS, the average survival time with antiretroviral therapy (as of 2005) is estimated to be more than 5 years.[9] Without antiretroviral therapy, death normally occurs within a year.[10] It is hoped that current and future treatments may allow HIV-infected individuals to achieve a life expectancy approaching that of the general public It robs life... Stole the life of the family of Rose Family which lives in South Africa and Soweto exactly That city known beauty She strange And is strange in that picture That combine luxury housing for wealthy And tin homes for the poor In a wonderful range Painter Who drew the painting time and life And forms Is the humanity in this era... 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This work Stole the time of the father and mother Passing month Without To meet the family And emotional tension Live at home These factors Paid to the girl looking for a warm outside Warmth bad friends Life is a drug of banditry prostitution Lived their lives a taste of the drug ecstasy And tested Warmth men The girl became ill on a permanent basis She is no longer as it was full of life Prompting the mother to Check her daughter Finally after it is too late decided The approaching At the outset Is simply a case of cold But medicine Requested Of her daughter Escort To hospital For some analysis Mary did not object to it despite the fact that the analysis will reveal the drug addiction Retaliating against her parents at the expense of the same to get some attention Is simply a drug Girl in mind But the truth is the slow death Makes a person dancing Dance of Death is kidnapped spirit Mary is usually home And the rest of the mother in the hospital to work And wait for the result of the analysis Leave room office Towards room Some of the sick Suddenly change the way To the laboratory Because the result is delayed Asked Dr. Adam Adam please Analysis What is this delay Seen and sadness on his face Provide the paper with the fact Neglect of duty for mother Just consider the line Vibrates the heart of the mother And denies the truth Impropriety in the argument analysis Adam answers Confirmed three times He tried to control the situation calms down mother It's a Position terrible doctor is unable to treat his daughter's This disease is the enemy of Medicine Return to the House And the movement of the story to the Father As for Mary, do not move the rest of Silent After 6 years Mary died Not in her bed at home or in hospital beds Hugging a family tree Planted by the grandfather of Mary Before his death Each of you look at a scene Aware How is life Distorted within the Mary... James age of 26 years live in the capital the United Kingdom of London City of love He is married to Julie and has a beautiful wife the daughter of Diana 3 years Is a man very attractive and loves women, although he is married Allow itself to betraying his wife Married Jolie After story of love Hear the echo from afar But weak in front of women Unable to control his desire Feebleminded Did not know the meaning of loyalty...Julie suffers from low pressure, making it go to the doctor Disease is considered merely a normal Request The doctor for some analysis Because she is pregnant Jolie, the joy of news pregnancy Is awaiting the results of the analysis along with James The nurse calls to Julie for enter the doctor Enter couple After a moment, shook the place screaming Jolie refuses to that fact that it infected slow death James Been done Suicide He threw himself from the roof of the hospital He became a deep pain for me Julie... 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Everyone involved in the change Diligence in study and work The country needs you now more than ever Do not look to be pessimistic about the economic crisis It is a turning point for the better Lost your job In order to discover what is right for you all I am a believer that every person carries within it is something Distinctive is not owned by other This is your chance discovered Only to see President Obama achieved a dream Yesterday And the dream is You Despite the heavy pregnancy Fought battle Because he loves the country and loves you Make plight grant The others such as We need you........

Daughter of Miss.OPRAH WINFRY

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