We need to tell people what they can do - a simple thing they can do in a few seconds while they're still interested and before they move on with other things. We can expect the film to raise awareness but not to hold people's attention. We should be putting out donation links for OMF and Solve.
I've just taken my own advice and posted a comment on Jen's TED talk about this - please upvote my comment to get it to the top:
http://www.ted.com/talks/jen_brea_what_happens_when_you_have_a_disease_doctors_can_t_diagnose
I posted as "Sasha T". I don't seem to be able to link directly to it.