These are great questions to start with as you consider producing a video. Under some of the questions are possible answers or issues to consider in the process. The more you prepare the better the result!
Who is your audience?
age, background, religion, race, culture, education, economic class, language
What are your goals?
education, advocacy, fundraising, sales, instruction
What other tools will go along with this video?
brochure, website, power point, speaker
How do you want people to feel after watching your video?
hopeful, determined, sad, generous, scared, guilty, ashamed, excited, curious
What do you want them to do?
write a check, volunteer their time, tell their friends, live differently, make a call, write a letter, visit a website
How should they think differently?
What needs to be included in the video?
What do you want to avoid?
How long do you want it to be?
most fundraising/marketing videos should be under 10 minutes, the more entertaining the video the longer you can make
Where will it be shown?
on DVD, on the web, at a one-time event, on a laptop, in homes, at church
What is your budget?
don’t forget the cost of manufacturing DVDs, think about graphics for the cover
What similar videos do you like? Dislike?
What style music will fit best?
Do you want to use a narrator/voice-over?
often a scripted narration can explain things more concisely, using a voice-over can add professional quality and establish a sense of authority or identity with the audience but it can also feel distant and less personal than an interview saying the same thing
Who are the best people to interview for this project?
Sometimes the best people on camera are not the CEO, leader or expert—often it’s the most genuine, clearest communicator or even the best actor who can create the image you are looking for
