Into Focus - A Benchmark Guide to Nonprofit Video
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The document summarizes key findings from a benchmark survey and report on nonprofit use of video. It finds that most nonprofits see video as important but invest little, and have difficulty measuring impact. While most use video for marketing and awareness, fewer use it for fundraising, membership, or advocacy. It also outlines trends in video consumption and distribution, finding that most views come from YouTube and other social media. The future will involve more professional and user-generated video distributed across more platforms and devices.
Into Focus - A Benchmark Guide to Nonprofit Video
- 1. #14NTCintofocus INTO FOCUS A Benchmark Guide to Nonprofit Video #14NTCintofocus
- 2. #14NTCintofocus Today’s Session • About Into Focus • What We Learned • How Nonprofits Are Using Video • Distribution & Networking • The Future of Cause Video
- 3. #14NTCintofocus Partner to organizations with a vision to do good things in the world. We create strategies and media that have impact against our clients’ goals. We believe in measuring that impact to strengthen ongoing efforts.
- 4. #14NTCintofocus • Leading provider of video strategy and services to the nonprofit community • Strategy, creative, production, distribution • Web design & development • Video as a tool for larger communications initiatives
- 6. #14NTCintofocus • Every month 4 billion hours of video are viewed on YouTube. • Every year more than 350 million videos are shared on Twitter. • More than half of all Internet content is video. The video train has left the station. Is your nonprofit on board, or are you running to catch up?
- 7. #14NTCintofocus First benchmark survey on use and impact of nonprofit video. 446 Survey Participants • Senior Management • Communications • Development Nonprofit Organizations • Representative of large, medium and small orgs • Rich diversity of missions • Broad range of experience with video YouTube Platform Data • 20,000+ nonprofits
- 9. #14NTCintofocus Nonprofits overwhelmingly agree that video is crucial to their communications. But, many feel they do not know how to use it effectively – or how to measure its impact – yet. What We Learned…
- 10. #14NTCintofocus HIGH VALUE • 80% think video is important to organization • 92% value investment • 87% want to produce more LOW INVESTMENT • 66% spend $10,000 or less • 6% anticipate significant increase in video budget • 24% expect slight increase • 70% think funds will remain the same or decrease Value vs. Investment
- 11. #14NTCintofocus What’s holding you back? What’s Holding You Back?
- 12. #14NTCintofocus 76% of responding nonprofits don’t know how to measure the impact of their videos or they only track it anecdotally. Measuring Impact & ROI
- 13. #14NTCintofocus Every Video Needs … The most important thing you can do to improve your video’s ROI is to define a clear, attainable goal and measure how and if you reach that goal.
- 14. #14NTCintofocus Uses of Video Marketing & Awareness 87% Fundraising 46% Membership 32% Advocacy 30%
- 15. #14NTCintofocus Fundraising St. Jude’s/ALSAC Powerhouse video fundraiser Invested in internal production and distribution capability Early adopters
- 16. #14NTCintofocus Advocacy • Video as a petition & delivery tool • Emerging apps like Propelit
- 17. #14NTCintofocus Where Views Come From
- 18. #14NTCintofocus Distribution & Networking The old model of media distribution has changed almost beyond recognition.
- 23. #14NTCintofocus Using YouTube • 20,348 active nonprofits in the YouTube nonprofit program • Nonprofits have received 6,450,608,282 views • 588 have over 1 million views • 1,940 nonprofits are using the Donate Button • 72 nonprofits have live-streamed an event *as of February 2013
- 24. #14NTCintofocus The Future • By 2016, the sum of all forms of video will be will be approximately 86% of global consumer traffic. • It would take over 6 million years to watch the amount of video that will cross global IP networks each month in 2016. • Every second, 1.2 million minutes of video content will cross the network in 2016. *Cisco Visual Networking Index
- 25. #14NTCintofocus The Future • The future is about more. More media volume and much more video making up that volume. • We will use video more nimbly. Faster turnaround, more staff, and more user participation. • Video is getting easier. The basic tools are already in your pocket. You can shoot and send HD movies from your phone or tablet. And your audience will most likely view them from similar devices in their pockets.
- 26. #14NTCintofocus More Insights • Increasingly there is data that organizations that use video have better results. But this data isn’t about 1 video! Or one kind of video!
- 27. #14NTCintofocus The See3 can help your org have more impact through video with two low-cost, high-value services: • Video Content & Capabilities Audit • Video Storytelling Workshops michael@see3.com 773-784-7333