Finally had a few minutes to dig into Into Focus, the new benchmark and best practices report by our friends at See3. And it’s AWESOME. It really gets into the ROI of video, and specifically takes a look at specific business goals for video – namely marketing and raising awareness, fundraising, membership development and relations, and advocacy.
Some info from See3:
1. Video is important, and getting more important
· 80% of respondents said video is important to their origination today
· 91% believe video will become more important in the next 3 years
· 92% value the investment they have made in video
2. Orgs want to make more video, but aren’t allocating the funds to do so
There is a massive disconnect between the belief that video is really important, working and wanting more of it, and allocating the funds to make more videos.
Nearly 2/3 of organizations say their video budgets will stay the same or decline!
3. Metrics with video are hard and is probably one thing holding back investment.
The survey reveals that organizations are counting what is easy to count: views, likes, and clickthroughs. These numbers only have real meaning and value if you understand their connection to the underlying organizational goals that the video was meant to achieve. If, for example, your goal is email sign-ups, how do views translate into constituent engagement?However, when it comes to analyzing the impact of their videos, 76% of the respondents either don’t know how it’s measured or they only track it anecdotally.
4. Change the Culture, Be Successful.
“If you went to a nonprofit in 1995 and said they needed a website, they would probably have seen the writing on the wall and said, ‘Yes, we will get a website.’ If you told them that within ten years they would have a whole web department, they would say you were crazy. They would ask, ‘Where could we possibly get the money to do that?’ Nevertheless, the culture started to shift – even before organizations had the ability to assign money and staff. We are in the same place now with video. People know they need it, or they are about to discover they need it, and nearly all of them intend to use it more. But many nonprofits are still figuring out how to integrate it into their work and allocate funds for it in their budgets.” Michael Hoffman, CEO, See3 Communications
By understanding how the nonprofits that are leading the way on effective video communications are approaching their video work, users of this guide can apply key insights and takeaways to their own organization’s efforts. Understanding what metrics of measurement matter for video, as well as the time, budget, and overall focus that winning orgs put into their video effort, will help users to create goals for video production and distribution within their own organization. Also, the guide provides examples of videos that are most successful in fundraising, advocacy, and general communications.
Check it out.
BONUS :- if you’re really into this topic, don’t forget to read iPhone Millionaire, reviewed here a few weeks back.