Non-profit, by definition, means “not conducted or maintained for the purpose of making profit” Merriam-Webster Dictionary. Let’s think about this for a second… this basically means there is no fat cat sitting at the top of his heap collecting all of the doe that his cash cow is bringing in. This typically means that there are a group of decent, hard working individuals working for a company that you can bet is offering some good, helpful service that leaves an ignorant spectator wondering how such an organization makes any money.
In the past, I have been fortunate enough to provide video production services for non-profit organizations. Whether I was being paid or I was donating my time, it was a privilege to be working for a cause that you could go home and feel good about. The dollar signs in your eyes tend to fade and give way to a generous mindset that is concerned only with getting the message across, regardless of full compensation and acclaim.
That being said, while putting together production packages and discussing logistics, I find myself and others going the extra mile to make sure that they (the non-profit organization) are getting the most for their money. When it comes to equipment, you have to be creative and disregard your picky response which is to grab all of the best gear that you can with the client’s money. Sometimes you have to downsize the package you would typically go out with, but more often then not, DP’s and cameramen find themselves bringing along any toys that they own for a secure back-up or to add to the arsenal.
Here are the top 3 cameras I have used most often when shooting non-profit video recently:
Canon C-300
Sony FS700
Sony PMW-F55
Though the F55 is a little pricy to purchase, the rental price (which has gone down) is not much more than the FS700 and it is the cleanest and most versatile choice of camera to use if the budget permits. If you can get away with it, record externally to a system like the Odyssey to get better results or to back up footage. When it comes to lenses, I typically will go with EF mount zoom lenses because more often then not, that’s all they can afford. If I can get away with it, I’ll snag myself an adapter (C-300,FS700) and grab a PL mount zoom lens and a couple primes that are higher quality glass, especially if I’m working with the F55.
Here are the top 3 lens brands I have used most often when shooting non-profit video:
Canon (EF)
Zeiss (PL)
Angenieux (PL)
To be honest though, most companies opt out for the less expensive option.
As far as sound gear, as a rule, I always recommend to record sound externally and send a feed back into the camera from the sound recorder. It’s never a good idea to record internally because it never sounds as good as you want it to. With non-profit video especially, the dialogue is most often the most crucial aspect of what is being captured in the moment. Always approach the audio with as much attention and care as the visual side of the production, regardless of budget.
Here are the top 3 brands used most often when shooting non-profit video:
Sound Devices
Lectrosonics
Sennheiser
Here are some well done Non-Profit Video examples:
Great Futures Campaign PSA
**10th Annual Legislative Conference: Habitat on the Hill **
How to do More with Your Money: AARP
With non-profit video production, there is no revenue being generated from the final product, and typically all that’s generated is awareness that hopefully spreads to donations and appropriate action. Funds can be tight, to say the least, but most organizations seem to get by okay with perseverance and hard work. What keeps them alive is their necessity and that is most often the reason one finds it rewarding to donate money or time. More then anything though, with video production, you want to give the organization a professional product that represents them well, so it’s important to do a delicate balancing act of meeting in the middle and holding your ground when it comes to disagreements over the quality of gear used and expenses available. After all, they’re coming to you for the expertise.
About the Writer
Trenton Massey, Director of Photography for Ambient Skies Productions, works on a wide scope of production including Corporate, Commercial, Non profit, Reality TV & Advertisement Narratives. His work and ability to create compelling stories has lead his career to working with companies such as Globaltranz, United Way Worldwide, Integrate, Boys & Girls Club, M2 Pictures & many more. He enjoys writing about his experiences and educating followers and clients through his company blog. Feel free to reach out to Trenton at Trenton@ambientskies.com.
