Bring Your Own Chairs

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Students carrying chairs from classroom to classroom
I didn’t really notice the chairs at first. I saw the students carrying them across a field between buildings, but I was focussing on the throng of students. I wasn’t thinking about the chairs at all. I assumed carrying chairs between buildings was a one off occurrence. No one ever mentioned anything about not having enough chairs.

Neither was I terribly surprised to see the students carrying their chairs to the church, nearly half a mile up a dirt track, through long grass and tiny farms, to SolarAid’s Solar Cinema*. Why would the church have enough seating for a hundred kids and teachers? BYOC: Bring Your Own Chair.

It wasn’t until I was editing that I noticed this BYOC phenomenon wasn’t restricted to one school, or one day. There was footage I hadn’t noticed from other schools. In fact, the image above is a different school from most of the chair carrying footage in the movie.

“From the time we received the solar facility from SolarAid, we have not bought any litre of fuel – not even a drop of fuel – in school. That means that the school has able to save some good money which can be diverted to other areas – need areas – in the school. We can use the same money to books for the students.” – Habil Malika, Headmaster at Mbakalo Secondary School in Kenya:

Or chairs. Solar power saves money that could be spent on chairs.

To me, chairs say ‘need.’ The need is obvious if you don’t have something as fundamental as enough chairs. Obviously books are more essential to learning, but I just can’t help but take chairs for granted. (It’s undoubtedly a sign of how sedentary I’ve become, spending so much time sitting in front of computers, sitting on trains, sitting in cars. I imagine my body will conform to the design mistakes of my office chair, which will slowly distort my skeleton and ultimately cripple me, and I’ll end up confined to a wheel chair ;-)

It occurred to me that it might be a good idea for a school to avoid buying chairs on purpose, as the heavy lifting would help meet the children’s physical education requirements. Perhaps that’s why the school board chose rigid, heavy, hardwood chairs instead of something lighter, like the white, plastic moulded patio chairs one finds scattered across the planet, more prolific than McDonald’s. What are the relative economics? What’s the environmental impact? What’s the physiological impact?

On the one hand, learning begets schools which begets buildings and desks, and desks beget chairs. On the other: you don’t sit around a campfire in a Corbusier lounger.

Corbusier Lounger Campfire.

*SolarAid’s sole vehicle in Kenya is a van painted like a fireball with a large solar panel on top which powers a mobile solar powered cinema, or Solar Cinema. We’ll have a movie about it soon.

Photo credits: Campfire, lounger

Second video feeds back to donors

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Three students
The second donor video is out! It’s about SolarAid’s work with schools and the amazing impact they’re having.

You can watch the version produced for me, at my own personalised website, here:

http://steveandrews.mysolaraid.org/

We’d love to hear what you think of it. Use the comments section below.

Our thanks, again, to Nick Pride at Neon Nelly, the company that has created these fabulous personalised URLs for us.

As I speculated in this posting, we’ve tried to improve the number of people who visit their personalised site and watch the video by mailing them a simple invitation instead of a longer letter. We’ll let you know if it works.

Exciting coverage for SolarAid’s first video!

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For those of you that don’t know it, Treehugger is one of the biggest online news sites for green issues, globally. They get 3,500,000 unique visitors per month.

So how exciting that they’ve picked up on our first video, describing it as follows:
“They are providing a model for how development aid should work, and how that aid should be communicated too. The video is the perfect example of how integrity, innovation, transparency and a respect for the people you work with (or for) should be a vital part of charitable work.”

This is, of course, the kind of thing that we’ve hoped for… that our approach will start to stretch beyond giving feedback to donors… and start to reach out to new audiences. Cross fingers we get some donations through the SolarAid site!

By the way, next video coming soon.

The tip of the iceberg?

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Reel 1 1-1 00022306It’s been a while since we posted here in the Glass Workshop. We’ve been giving our PURL mailing and video a bit of time to mature. But it’s time to start sharing some early results.

Ultimately, we wont be able to test the impact of our feedback until we start sending donors appeals and measuring the income differences between those that saw the feedback videos and those that didn’t. An appeal is scheduled to go out soon.

But I can share with you some interesting facts and anecdotes so far…

We mailed 1,588 people, inviting them to visit a personalised website.
9% (143) of them visited the site and watched the video. This is high compared against industry averages.
But 50% didn’t make it to the end of the video (which is apparently not untypical).
66% of those that watched the video left us their email address; which is 6% of the total number of people we mailed.

We emailed a further 492 people, achieving a response rate of 14% for this group (or 69 unique video viewers!).

Out of the 212 people that watched all or part of our video, the reactions have been effusive. In addition to the two very positive comments that I mentioned on my previous Glass Workshop post, people have said, through the SolarAid website or by making contact directly with SolarAid:

“What a lovely family the Kokonyas are; it really brings into sharp focus the great work you are doing.” Jim Clarke.

“What a great video. It’s very inspiring & encouraging to see exactly how our donations are being spent and to see that it has a direct impact on someone’s life. Thanks for creating this video. Can’t wait to see the next one!” feefs

“It was really inspiring and very impressive”. These comments from a regular giver that phoned up to say that he loved the film so much that he wanted to double his direct debit from £20 per month to £40 per month!

“Thankyou for your letter (February 2010) which prompted me to go on the internet and view the Barclays sponsored film focussing on Bob Kokonya’s account of the help through Solaraid. His experience is very moving and I am delighted to support your work.

Your recent method of showing the impact of Solar Aid via film on the internet is very powerful and I hope you will , from time to time, be able to show further developments…

… Finally I think that you are 100% right in commenting on the need for feedback and the film is an excellent approach.

Very best wishes for future success of Solar Aid.”
James F., Cardiff

My conclusions and observations

Although the response rate to our PURL mailing is as good as (if not better) than industry averages, I can’t help but be disappointed at the fact that only 212 people watched some of our video out of a potential 2,080.

The response rate was much higher for email (14% versus 9%) although we have have other ways to send feed back to people for whom we have postal addresses, so mustn’t get carried away with that observation.

The fact that the PURL mailing helped us to collect email addresses for 101 of our supporters is also good.

We need to make the videos shorter. It was one thing giving Bob Kokonya his voice but ultimately 50% not making it to the end isn’t good enough. Although this is, apparently, not untypical.

The reaction of the supporters who have seen the video has been fabulous. And exciting.

They lead me to conclude that we’re definitely on the right track here… When we can get a donor to view a feedback video, the impact is powerful. These comments represent the tip of an iceberg of goodwill that SolarAid has created amongst its donors.

But it’s going to be hard work – and take lots of testing – to improve the number of supporters who can view the videos which we absolutely HAVE to do.

Obvious ways to do this include:
1) Be persistent. With time we can hopefully build up an expectation with our donors that leads to better conversion rates and more people watching the videos. And let’s face it, not every donor has to watch every video for our experiment to work.
2) Maybe the personalised URL was lost a little in the letter? What about trying a postcard to deliver the invitation to the PURL?
3) What about testing posting a DVD with the feedback videos on to the donors? We’re busy costing this out and are surprised at how cheap it is.

So there you go, some early insights into our first attempt to give SolarAid’s donors the feedback they crave.

What do you think?

Steve Andrews
Chairman
Whitewater

Imagine you are me…

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I know, that’s a horrible thought for those of you that have met me. But try it. Imagine you’re me, you’ve recently given a donation to SolarAid… and then you receive a letter in this morning’s post, as I did, inviting you to visit this website:

SteveAndrews.mysolaraid.org

Curiously, this charity has created a website with my name in the URL! And then I log in and the website welcomes me personally and delivers me a video feeding back on how my donation has been spent.

Maybe you’d feel like John Brookdene who said, today, on SolarAid’s website:
“First off – thanks – what a great guy you chose to talk – I haven’t seen anyone that happy for a long time.
Second – thanks for helping Africa. This is a truly inspirational project.”

Or the Rev Jane Spindler who emailed in saying, “It is very encouraging to see how much lives can be changed by these simple solar devices.”

As for the real me. I’m just thrilled that we’ve delivered such a beautiful and inspiring video to hundreds of SolarAid donors through what is the first use, by a charity, of personalised URLS, to my knowledge!!

I hope they like it.

Bob Kokonya in 05:50

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Mobile Version

So here it is. The first of our SolarAid videos: the point of this whole project. We’re nervous, of course, about what you’ll think. Inevitably, we wanted to make a good first impression – on donors and everyone else who’s given us their attention – so we spent a little longer on it than we were strictly budgeted. I expect the videos that follow will be a little more raw and direct. They are less likely to have music. They won’t have subtitles unless it’s absolutely necessary. The reason: a simple matter of budgets conforming to the value of the movies. They were intended to be a bit more raw.

We’ll be learning a lot as this project progresses, video by video, and we hope to share what we learn with you.

With this video in particular, I found reconciling the tension between brevity and depth very testing. Bob spoke for about 10 minutes. At this length I found my assumptions were challenged: assumptions about Africa, poverty, peasant farmers, development charities, and so on. For example, I didn’t expect a cogent critique of national energy policy from a ‘peasant farmer’ (or any lay person anywhere).

But the web demands brevity. As I chopped the video toward a more web friendly length (3-5 minutes), I felt it was losing depth. The shorter it became, the more superficial it seemed to become, and the more as a viewer, I found myself relying on the stereotypes I’ve unconsciously gleaned from TV news flashes and disaster appeals to fill in the blanks. The problem is I really need my assumptions challenged. I don’t know anything – and that’s where all my viewing pleasure was coming from.

Of course, the brevity/depth question leads me to question whether a warm audience of donors would be more willing to commit to engage with longer, slower, deeper movies than a cold web audience. If so, to what degree?

At this point, after one video, my gut tells me to work to err on the side of rawness. If a video seems to demand length, perhaps clips can be segmented into a few short movies. The more polished the editing becomes, the more it begins to take on the role of marketing rather than reportage. I want to adopt the values of the internet: democratic, timely, cheap, authentic, unprocessed, transparent, personal, and so on. The internet is not TV.

Please watch Bob Kokonya tell us how solar power transformed his life – and let us know what you think.

Brad Bell, Head of Video, Whitewater

TIP: You can watch the video full screen by clicking the button with 4 arrows in the bottom right corner of the player. There’s also an HD button to switch HD off or on (when you are watching full screen). Also, try clicking the donate button at the end of the movie!

Half a buffalo just doesn’t cut it…

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Thanks to Adrian for inadvertently drawing our attention to the fact that we only posted an abridged version of the Buffalo Movie yesterday.

If you liked it, you’ll love this. (the full story).

And thanks to Louise for pointing out the deficiencies of our comments section. ‘Not as good as facebook’, she said. Well we’ve put it right. In future, if you’re kind enough to comment on one of our postings, you’ll be notified if someone else (including us at Whitewater) responds.

Enjoy,
Steve

Our inspiration

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I’ve just finished seeing one of the last cuts of our first feedback video. It’s not going to disappoint SolarAid donors (not that they know it is coming!). You’ll see it within a week.

So it seems a fitting time to pay homage, before we go live, to two video based fundraising case studies that have truly inspired us here at Whitewater. They showed us how the future of fundraising can be although of course, to quote Sci Fi writer William Gibson, “The future is already here; it’s just not very evenly distributed.” (Thanks, Bryan, for this quote).

The first is the now famous Buffalo Movie. If you haven’t seen it, make yourself a cup of tea, sit back and enjoy. For me it’s a parable of how disappointing fundraising can be. And how truly inspiring we can make it.

And the second is just one of many videos we could have chosen from the US-based charity, charity:water.

This is a charity that does everything it can to offer tangible propositions to its donors and to feed back to them, often with video, on how their money has been spent. They’re growing fast and showing how the right media can engage a younger audience. The fact that their founder, Scott Harrison, is a charismatic leader with a big vision helps a lot too!

We believe these videos show us the way.

Steve Andrews, Chairman, Whitewater

See the Difference: What do you think?

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I guess most of us have now heard of the new initiative, See the Difference, due to launch this year. This certainly is going to be the year of video online for charities.

The video on their home page is typical of the energy, enthusiasm and vision of the people behind the idea. And they certainly share many of our beliefs here at Whitewater: that donors (especially younger ones) want to know where their money is going… and that giving great feedback is vital to achieving this.

But is it being a tad over-hyped? Is a portal that shows videos of charities work – and gives video feedback – going to change the way that people give to charity? Like a Kiva or a Justgiving (because that’s the kind of growth they believe they can achieve). Are people going to keep coming back to such a portal, even if the videos are really inspiring?

I really hope they succeed. It’s the kind of revolution that’s needed to engage a new generation of donors. And clearly the Institute of Fundraising is very excited, with a letter going out from the CEO, Lindsay Boswell, to all members, urging support for the project.

But what do you think? Is the Emperor wearing any clothes?

Steve Andrews, Chairman, Whitewater

A personal invitation to you

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Reel 1 1-1 00013209We’re getting close to the business end of this experiment… where we send out our first video to donors. And I’d like to invite you to take part and see how it works exactly as SolarAid’s donors will.

I mentioned earlier, in this post, that how we deliver the video feedback to our donors will be crucial.

Well, we’re very excited about what we’ve got planned.

We’ve teamed up with a company called Neon Nelly who are helping us to deliver the video using personalised URLs (otherwise known as PURLS). We’re not aware of a charity using this technology before. For those of you not familiar with PURLS, this means that each donor will be invited to visit a microsite which has been specially created for them: with their name in the URL and within the microsite itself.

This will allow us to welcome them personally and show them their first feedback video in a personal space.

If you’d like to see all this from a donor’s perspective, we need some basic details from you:
1) Your first name and surname
2) Your home address
3) Your email address

Rest assured, we’ll not use this information ever again for any reason other than to demonstrate to you how this will work.

If you’re interested in taking part, please send these details to my colleague, Celia Cole at celia.cole@whitewater.biz. Whitewater will be paying for your participation, not SolarAid. We’ll limit the numbers to 250… so get your skates on.

We hope that you join us!

Steve Andrews, Chairman, Whitewater.