Creating Video and Stories for Missions that Matter

A conversation with Elissa Leif, Chief Executive Officer, MiniMatters And Sarah Sosa-Acevedo, NCGPC

NCGPC: Tell us about MiniMatters. What are your company’s values? Have your company’s values shifted, adapted, or shone brighter in the face of COVID-19?

Elissa Leif (EL): We named MiniMatters a little over 10 years ago with the idea of producing short videos about things that matter, hence the name “MiniMatters.” The “things that matter” part—serving nonprofits and mission-driven organizations—has not changed with COVID. However, we have sometimes found ourselves doing longer videos—entire virtual galas or event programs, “special video moments” during conferences, or Zoom events with a video component. We have not shifted our values, but we are adapting video products as our clients’ needs pivot under COVID.

NCGPC: How has COVID-19 affected your business operations and how have you adapted?

EL: In order to be able to implement safe filming under COVID, two of our staff members, including me, obtained COVID compliance officer certification. Thus far, I have been out for three days of filming production—all outdoors. We have a rolling suitcase full of COVID supplies to ensure everyone’s safety, including checklists and protocols, as well as health declarations and a host of legal documents. Still, given the risks, many of our clients are opting instead for virtual filming via Zoom and other platforms. We then edit the virtual footage into videos. As a result, we have developed strong techniques for virtual filming and even offer a virtual recording tip sheet available to anyone.

NCGPC: Share a success story or a creative solution that was prompted by the challenges of the pandemic. How did your team resolve the challenge to best support your charitable clients?

EL: The National Academy of Engineering (NAE) asked us for help with a first-time virtual event. In non-COVID years, newly selected members enjoyed an in-person dinner in Washington, DC, some donor recognition, and interacting with peers from across the country. Thus, NAE needed a virtual program to minimize how much people would miss the event.

Our tasks were:

1. to produce virtually filmed “Why I Give” videos featuring donors at each giving level (including legacy giving), and
2. to create an inspiring video about one of NAE’s signature programs, EngineerGirl.

To produce the EngineerGirl video, we virtually interviewed a donor and three amazing participants who had continued on in their love of engineering. Two of the girls had implemented their own project introducing engineering to younger girls despite the obstacles posed by the COVID-19 pandemic. It was just the sort of inspiring triumph and effective impact that was great for members and donors to see, especially at this time. And it is a video that NAE can continue to use to showcase the program well after the event.

NCGPC: What do you value most about your relationship with NCGPC that made you decide to continue supporting us during a challenging and uncertain year?

EL: It never gets boring being NCGPC’s “video sponsor.” Each year unique needs arise, and we end up doing a different type of project. It also feels good to contribute a sponsorship to NCGPC in a way that is unique to our Council and adds to PG Days and the Council’s capacity. This year we are going to be filming virtual videos of the DSA Award winners, so look out for that.

NCGPC: Will COVID-19 change the way your company conducts business in the future? If so, how? What does the future of your business look like post-COVID?

EL: As virtual interviews will likely be with us for the foreseeable future, we are honing the best techniques for these interviews, both interpersonally and technologically. We realize that we need to reach out to potential clients by virtual means too. Given our experience managing other people’s webinars and events, in 2021 we might try to host some webinars or livestreams about using video for fundraising as a way to reach out to potential clients.

Overall, we do have a dispersed team and a variety of technology, and we are used to doing a lot of collaborating with clients and team members whom we haven’t met in person even once. Still, we are a “people business” so we do miss seeing people! Please don’t hesitate to get in touch at videos@minimatters.com for a no-obligation-whatsoever conversation to answer any video questions. You can also look us up on the web at www.minimatters.com.