Sebastian's Note: Lee did a GiveGetWin deal a while back that was very popular, and people loved the advice on audience building. He graciously agreed to share more insights with us on making quality media, at my request.
How to Make Quality Media Online by Lee Schneider, creative director at Red Cup Agency and founder of Digital Fundraising School
If you want to be remembered a bit longer than today’s meme, your art will need to offer quality material and craft. In doing research on crowdfunding recently, I've noticed a lot of what stands out powerfully, and what does not.
Look at the videos made by Charity Water and you’ll see a consistently high level of quality, in conditions that are often pretty challenging for production. Dig a little deeper, and look into the work of Paul Pryor, who directs a lot of Charity Water’s videos. You’ll see passion, craft, and technical perfection in every one.
If your video has technical issues, like hard-to-see images or hard-to-hear audio, it’s going to make it hard for people to get with your program. After a couple of decades of documentary and film production experience, I can tell you that your viewers and listeners don’t understand why they dislike your material if the technical quality is poor. They will just say they didn’t like your video. They won’t know why.