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INTO FOCUSA Benchmark Guide to Nonprofit Video
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Today’s Session
• About Into Focus• What We Learned• How Nonprofits Are Using Video• Distribution & Networking• The Future of Cause Video
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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.
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• 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
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• 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?
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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
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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…
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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
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What’s holding you back?
What’s Holding You Back?
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76% of responding nonprofits don’t know how to measure the impact of their videos or they only track it anecdotally.
Measuring Impact & ROI
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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.
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Uses of Video
Marketing & Awareness
87%
Fundraising 46%
Membership 32%
Advocacy 30%
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Fundraising
St. Jude’s/ALSAC
Powerhouse video fundraiser
Invested in internal production and distribution capability
Early adopters
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Advocacy
• Video as a petition & delivery tool
• Emerging apps like Propelit
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Where Views Come From
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Distribution & Networking
The old model of media distribution has changed almost beyond recognition.
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Media Distribution Model
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Distribution & Networking
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Distribution & Networking
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Distribution & Networking
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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
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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
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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.
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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!
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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
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Q&A
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