57% of Those Who Watch Nonprofit Videos Go On to Make a Donation

YouTube_LogoA recent survey from Google found that 57 percent of everyone who watches a nonprofit’s video will go on to make a donation to that nonprofit.

57 percent.

So, what is your nonprofit’s video strategy? As recently as 10 years ago, that question was ludicrous for a large number of cash-strapped organizations. But video is far more affordable than it used to be. High-quality cameras that provide HD video can be purchased for just a few hundred dollars. Editing software is either free or low-cost …most of us even carry phones that shoot decent video!

Below is a video from a workshop with tips to help even the most novice photographers shoot quality video that can be uploaded to sites and networks like YouTube and Facebook. It’s likely your organization has someone who could easily become a decent videographer. Think about your staff members who have active Instagram feeds or those who often post cool pictures to Facebook – they could become highly valuable video producers for your nonprofit. Get them started with the tips in the video below…

Now that you know how to shoot, the next question is, what should you shoot? Think about the following when deciding what to produce and/or post:

  • Length: Shorter is always sweeter. Remember, the total running time on YouTube videos is apparent before a person starts to watch. If you’re at your desk taking a short break, which video are you more likely to watch …the 2:00 video or the 20:00 video?
  • Authenticity: Avoid the urge to produce what looks like a traditional TV ad. Instead, deliver the message straight from the mouths of those your organization helps. Simple thank yous, like this one from The Children’s Hospital Foundation, are beyond powerful. [WARNING: grab a tissue before clicking on that Children’s Hospital Foundation video]
  • Produce videos that carry emotion. Whether it’s a deeply moving piece like this one from the Cleveland Clinic or something that makes you laugh like this video for the Rain Forest Alliance, nothing moves a donor to give more quickly that connecting with them on an emotional level.
  • Get creative: From lip dubs, to pink gloves, the viral hits are those that took a chance and did something unique. It’s video …have fun with it! 

Justin Ware is an Emmy-winning YouTube video producer who helps BWF’s clients build online and social media content strategies. To learn more, click here.


9 thoughts on “57% of Those Who Watch Nonprofit Videos Go On to Make a Donation

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