Creating a Video Annual Report: What the CEO Learned (VIDEO)
(The following post originally appeared on Transparency Talk, the Foundation Center’s Glass Pockets blog.)
Guest Post: Cedric Brown, Chief Executive Officer of Mitchell Kapor Foundation
As much as I hate to admit it, I rarely spend more than 30 seconds looking at annual reports. I’m usually attracted to the paper, design, or lead stories, but don’t really delve into the sometimes-substantial reading required to make it through one of these tomes. And who has time? I’m not sure if there’s a general trend toward simplification of such publications, but that’s what I had in mind in late 2010 when starting to consider a format for the Kapor Foundation’s first annual report.
Given that we’re a small family foundation interested in the intersection of social justice and tech, I wanted to use a tack that would reflect our values, style, and general approach to work. And I especially wanted it to be simple to digest. Daniel Olias Silverman, the Irvine Foundation’s fantastic director of communications, advised me that the world is moving to video. And so move we did.
Working with the Kapor Center’s in-house production team, we scripted brief highlights from the Foundation’s areas of work. I wanted each of our staff members and the Kapors themselves to have a role, giving voice to our priorities and accomplishments. This vision was met with a little skepticism and camera shyness. But on the day of the shoot, everyone came through like pros – well, maybe not, but at least our natural selves shone through. We left the footage in the hands of the director, Trevor Parham, who added photos and animation to bring our words and work to life.
When we distributed the video through emailing it and posting it on our website’s home page, I hadn’t expected to get the kind of positive, “WOW!” reviews that came back to us. Some of our community partners expressed appreciation for getting the pithy information in an entertaining format (and a little hip hop beat in the background never hurts). Of course, we didn’t win any awards or such, but we accomplished my ultimate goal of explaining what the Foundation does in a way that would be widely and clearly understood. The video format also allows us to be (a certain kind of) green by minimizing the use of paper, to save production money, and perhaps best of all, to have almost three times the distributive reach that we would’ve had strictly through our mailing list!
So this year, we’ve taken it a step further. No animation against a green screen this time, but we again aimed to deliver the highlights of our efforts in a concise way, using a knockoff of an increasingly popular format. Check it out by playing the video below:
I’m now a believer that video is indeed the way to go. If you’re thinking about doing the same, I’d advise a few practical things:
- Write a narrative that outlines your organization’s mission and framework;
- Use video or photos of grant recipients and partners in action to help tell your story; and perhaps most importantly,
- Videos need not be overly fancy or polished. While we at the Kapor Foundation benefit from an incredibly talented in-house team, I’ve actually seen interesting work done with flip cam footage and freeware. Just be neat (aesthetically) and tell a good story!
Looking forward to seeing your work next year!
For additional suggestions and an overview of new tools you can use to create compelling online publications, view a replay of a recent Communications Network webinar, How to Spruce Up Your Online Publications (and Save a Tree in the Process).