How Online Video Helps Nonprofits Build Awareness and Raise Funds
How Online Video Helps Nonprofits Build Awareness and Raise Funds
Following the financial crisis of September 2008, many nonprofits experienced a marked decline in contributions. A November 2008 DMA Nonprofit Federation Survey found 63% of nonprofits reporting a significant decrease in their direct response rates, most notably in the large-gift category of $1 million to $50 million. Nonprofits knew they needed new cost-effective fundraising tools. Looking to the Internet, many found an answer in online videos. Nonprofits realized synergistic videos placed strategically on their sites could help build awareness and attract traffic. Additionally, they recognized that partnering with other websites allowed their videos to reach a wider audience and potentially capture more donors. Today, the most successful nonprofits using online video do such armed with market knowledge and effective strategies; something all nonprofits should understand.
First, it's important to know the online video market. In its "Three Screen Report," Vol. 8, the Nielsen organization reported that over 60% of U.S. households have broadband Internet access with high-speed connections that enable quality online video experience. The Nielsen report also identified that the average adults spends approximately a half-hour or more per week viewing online videos. Online video viewing in 2010 is up 38% over 2009.
To leverage the growing online video market, nonprofits can tap into many strategies. They can post videos projecting their organization's good deeds and success stories onto websites that promote positive values such as Beliefnet.com or Witness.org. Nonprofits can create their own, stand-alone viral campaigns wherein videos are broadcast on a unique page that gives viewers the opportunity to learn more and promote the video through their own social networks, or request permission to post a specific video on their own websites. Videos should be those which nonprofits believe will attract the right audience to their respective causes. For example, the Biblical epic "One Night with the King," would appeal to followers of nonprofit organization with a Christian orientation, such as churches and ministries. A feature about a boy and his dog would be synergistic with an animal protection organization. A music video featuring a concert to raise funds to protect the rain forests would be appropriate for an environmental conservancy.
Video contests are yet another way to leverage the popularity of online videos. Nonprofits might announce a video contest with directions regarding the required theme, length, format, and production quality. Winning entries can then be posted on the nonprofit's website. This enables the nonprofit to capture the names of new potential donors, while also adding new content and driving more traffic to its website.
Regardless of which strategies are employed, every online video program should also follow these basic guidelines:
Use cross-marketing to support the video program. Publicize it in the organization's newsletter, direct mail and advertising campaigns, and special events.
Keep it real and relatable to the organization's members and prospective members/contributors. Avoid using videos in which the contents appear to be overtly manipulative in trying to capture contributions.
Become familiar with social networking sites; especially those that appeal to target markets. In a Chronicle of Philanthropy survey, over one third of charities canvassed reported relying on YouTube for posting their videos. Seek out media websites looking for the type of videos the nonprofit produces. For instance, a college may have a lecture series with prominent thought leaders which they could offer to the WGBH/Boston Forum Network ( http://www.wgbh.org/news/wgbhnews.cfm ) which broadcast live and on-demand lectures.
Leverage timely news events to convey the value of the nonprofit. The American Red Cross and other relief efforts quickly mobilized their outreach efforts following the earthquake in Haiti, and captured over $5 million in one day. Videos depicting the aftermath of a particular event can be leveraged to immediately convey the enormity of a problem and the need for contributions. Videos portraying other needs (e.g., a school's overcrowded conditions and need for expanded facilities), as well as an organization's volunteers performing a public service (i.e., an animal shelter providing free neutering/spaying clinic) can also be effective.
Maintain quality standards. The best-performing videos meet certain production standards.
Maintain metrics to track the video audience and benchmark which videos are most popular and prompt contributions.
There are many qualified Internet marketing firms assisting nonprofits with their online video strategy. Nonprofits should seek out their advice and services to derive the maximum benefit from an online video program.
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