Tuesday, September 3, 2013

4 Reasons Your Nonprofit Should be Using Video

From Wikimedia Commons
As promised, here is the first of three guest posts on using video for a small nonprofit. The next post will be in October.

Madeleine Hammond is a Marketing Executive at Skeleton Productions, a UK based corporate video production company. 

The role of the online video is becoming increasingly important to the marketing strategies non-profit organisations. From it’s potential reach to it’s affordability, the inclusion of video into your marketing efforts is changing from ‘nice to have’ extra, to intrinsic part of your campaign. Here, I will discuss the reasons your nonprofit should be jumping on the video bandwagon too.

 1. It’s Affordable
It goes without saying that when it comes to charities, the lower the cost the better, as the saved money can go into furthering your cause. Ergo video is an invaluable way of spreading your message in a cost-effective manner. Between ever-increasing technological advantages,  better equipment at cheaper prices and video sharing sites like YouTube being completely free, the distribution of your quality web video content has never been easier. These advances have helped to make advertising to a wider audience more affordable and simpler than ever.

2. Increased Conversion Rate
Video can connect with viewers in ways text & pictures cannot. Clothing site Zappos noticed a 6-30% increase in sales for products with videos and a study by Forrester Research showed that even email with video is opened 2-3x more than email without video.By embedding a video on a web-page next to interactive links the likelihood of that content being clicked improves greatly. 

3. Better Engagement Rates
When marketing your nonprofit in any format, the absolutely fundamental aim is to convey your message. This is where video is king. Research shows that site visitors stay an average of 2 minutes longer on sites with well-integrated video. According to Forbes, 59% of senior executives prefer navigating video-friendly sites as well. With it’s shareability and visually appealing nature, video is a great way of hooking viewers into your message. 

4. It’s Affordable...Again
Given that most nonprofits are on a tighter budget than businesses and are reliant on a sea of volunteers, the affordability of video really is a point worth making twice!  Not only is video relatively low-cost from a production side, but it is also time-effective. With the advent of video sharing sites like YouTube, you can schedule the uploading of your video to a time that suits you. There is also the advantage of video being incredibly share-worthy. If you have built up a good following on social media, you will already have a decent base to start your video campaign ball rolling, and hopefully people will be moved enough by your message, they will want to share it among themselves - completing part of your distribution strategy for you!

Note from Robyn:

If you've had success - or not such good luck - using video at your small nonprofit, share your story in the comments.

No comments :