Q: We want to produce a video to use at a Free Feel-Good Cultivation Event^™, but we haven't the slightest idea where to start and how we would follow your rule that the video must "bring people to tears three times" in seven minutes. I remembered you said you reviewed videos for other organizations; but do you have any we could view and then return? Any help would be appreciated.

Donna in Ohio

A: Nice to hear from you, Donna. Unfortunately I can't loan out the videos, since other people have loaned them to me, but here are some suggested guidelines I can recommend:

1. Remember, this video has a particular purpose: to inspire people about the life-altering quality of the work of your organization. It has to have a very human slant to it.
2. The easiest way to accomplish this is with testimonials from people whose lives have been changed/improved/helped/saved as a result of your work. Having real clients or constituents speaking from the heart about how your organization changed their life—that's what you're after.
3. Include a variety of perspectives, not just the clients'. For example, testimonials from family members, volunteers and staff work well to deepen the quality. Three vignettes is about right.
4. Try to have each of the testimonials represent a different aspect of your program.
5. Then intersperse the key facts about the extent of the need in your community.
6. Good music is essential.
7. Don't feel that you have to spend a lot of money on the video. Ideally, you can find someone to donate their services or a funder who will underwrite the costs. Some of the best videos I've seen have been low-budget, yet incredibly inspiring. If you have someone who has worked in television news involved with your organization, that's the best person to ask for help.
8. Finally, put it through the test I use: if it doesn't move you to tears three times in seven minutes, send it back to be re-worked. Odds are you have a good educational video but it's short on emotion. Just tweak it a little more.

Terry