Nonprofit Video Marketing Strategy

14 07 2008

After a break, I am back with my latest call for a technological solution to low cost, high ROI marketing approach for nonprofits: video marketing. For those close to me, you have likely heard my incessant nagging for nonprofits to bring short, concise videos to their website audience.

The reasons are many:

  1. People don’t read ~ they scan text ~ but they will sit through a 2-5 minute video with a latte and danish if the content is relevant. On average, that’s about 400-1000 words of content ( @200 words per page) you probably didn’t want to type anyway, so efforts to reach your audience in the video medium are greatly enhanced.
  2. Video is persuasive, visceral and when well crafted, a timeless snapshot of your organizational values, service to the community and mission in general. People relate better to other people (on screen) than they do to text.
  3. The cost to produce video is low and the general population has the technological infrastructure to view, send and receive these types of files now. Simply buy a miniDV camera for less than $300, and if you are not lucky enough to have a newer Mac, pick up some simple video editing software (which I found for free at wikipedia’s open source software list ) and BAM you can create video for your website in no time. That means for less than a dollar a day, you can create video! Ads in your local newspaper can’t compete on a cost effectiveness basis!
  4. Capturing an organizational event like a fundraiser on video and using that to analyze and evaluate it is a great benefit for planning future events as well as archiving previous ones. In the event of staff turnover, your new event planner will no doubt be grateful to see the evolution of your community events to inspire new growth in the program. PLUS, if your production quality is good enough, put the whole thing on a DVD and you have a low cost give-away OR, you can create a new revenue stream by soliciting sponsors to advertise. For orgs like the Special Olympics or March of Dimes, this is a brilliant way for the community to remain involved long after the event and likely a fantastic resource for further event development. (My brain is just bursting with ideas at the possibilities here!)
  5. Posting video content on social sites like YouTube, Google Video, MySpace, Facebook and (if it is super short) Flickr, can help bring traffic to your regular website, thus creating inbound links which are a major component of findability in search engines like Google. Wouldn’t it be great if the introduction to your org by a searching citizen was a short and sweet 2 minute video that asked him or her to join your cause? Chances are they are more motivated by a happy smiling person, than they are to a bunch of dense, if not rambling, text.

So, I know what you are thinking: IF I am such a big advocate of video, why am I not shooting this and posting it in a video podcast? The truth is my camera quality and computer are not quite up to speed with the technology yet. Hopefully, one day soon, I will convert to a hybrid version of video AND text where I draft my content in written form, shoot the video and post them both. That’s coming soon, so stay tuned…

In the meantime, if your organization can afford it, give it a try. Its fun, but more importantly, its really the next level of for your organizational message, and as I said, the benefits are too many to foresake.




2 responses

5 08 2008

In response to your article, and more specifically the comment on non-profits bringing videos to their website audience, I have to say… I couldn’t agree more. The future of media truly is online, and while many videos about non-profits get lost on obscure TV channels and stations, they are much easier to find online. However, the internet is so huge, and full of so much different information, that they can get lost online as well. This is where our website, fits in perfectly with what you are saying about non-profits and videos. is a non-profit, online video sharing website dedicated entirely to good. Any organization (501c3 or not), or even an individual with a “good” story can go to, set up an account if they are 501c3, and upload a video for free. Each video is reviewed and then posted live by a viewer to assure the content truly is “good” and humanitarian related. Under each video, there is the option for description of their organization or video, but like you said, that’s not really necessary when an individual is more inclined to watch something visually appealing than to read through a description of something that may lose their interest. Today’s technology and high-speed internet enables us to both upload and view clear, precise videos within seconds, so why not make the most of it? Not only do online videos of your non-profit drive traffic to your site, market your non-profit, and help to get donors, but they hopefully inspire viewers, leaving them with the desire to do something good.

19 08 2008
Podcasting Directory

Couldn’t have said it any better

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