HOW TO Produce More (Cheap) Video for Your Nonprofit

This could finally be the year.

Thanks to a seemingly endless stream of posts touting the life or death cruciality of video content, 2015 might finally be the year we video producers have been waiting for – the point in time when organizations and companies make investing in video content their top communications priority. But you don’t have to take my word for it…

There’s this recent Ad Age piece that says users are posting 75 percent more videos to Facebook than they were one year ago.

More importantly for those of us who make our livings working in communications is this Guardian piece that, among other things, highlights an Axonn Research study that tells us seven in 10 people view brands in a more positive light after watching a video produced by those brands.

And finally this post by Recode that lays out the magnitude of the whole thing – Facebook users watch about 3 BILLION videos on Facebook everyday.

Among other amazing video stats, a recent Google study tells us 57 percent of those who view a nonprofit's video will go on to make a gift to that nonprofit.

Among other amazing video stats, a recent Google study tells us 57 percent of those who view a nonprofit’s video will go on to make a gift to that nonprofit.

Simply put, an investment in producing your own video might be the most important decision you make this year. And the good news is, with amazingly high quality video cameras built into everyday items like the phones in our pockets, that investment doesn’t have to break the bank.

The following are a few tips to help your organization create more quality, engaging video content without pushing your organization’s budget into the red…

Hire a social media manager with video experience

Social media managers should do more than sit in front of a social network dashboard all day. They should be involved in strategic planning, help train staff and volunteers on using social media to advocate for your cause, and they should be content producers. And because video is quickly emerging as the top form of content, they should be video content producers.

Work with internal and external (volunteer) content producers

In higher ed, this is a no brainer. There are students on your campus who know how to do video and will do it at a small cost or no cost at all if they can add it to their nascent resumes. Find them and work with them.

For other organizations, the volunteers might be difficult to find, but they are out there. Do you know any board members who love talking about their beautifully produced videos of a weekend at the family lake cabin? How about a video blogger who often links to your organization’s website? …or a local video production company employee who also happens to be a repeat donor? There are video producers out there in your supporter base. Find them and work with them.

Select willing staff and provide them with video training

Again, thanks to inventions like the iPhone, most of us are carrying high quality cameras with us everywhere we go. So put those cameras to use! There’s a good chance a small handful of your staff would welcome the opportunity to receive (free) video production training. Thankfully (SHAMELESS PLUG AHEAD) organizations like BWF_social provide our clients with video training workshops and services. Regardless of the approach you take, find your willing staff and provide them with the training they need to become video evangelists for your cause.

Justin Ware is a Emmy-winning and Webby-nominated video producer who helps BWF_social‘s clients produce transformational online and social media (and video) strategies.

BWF_social’s 2014 Higher Education Giving Day Survey Results

  • Columbia’s Giving Days raised $6.8 million from 4,940 donors in 2012, $7.8 million from nearly 9,700 donors in 2013, and $11 million+ from 10,400 donors in 2014.
  • The University of Sydney’s September 2014 “Pave the Way” Campaign raised $932,000 from more than 1,000 donors.
  • Santa Clara University’s April 2014 “Power of One Day” raised $795,000 from almost 3,000 donors.

The numbers are clear—when planned well, online giving days can be enormous fundraising tools. In higher education, colleges and universities are leveraging giving days to acquire new donors, meet fundraising goals, and engage major gift supporters. But you don’t have to take our word for it…

BWF_social recently concluded a survey of 45 higher education institutions. The respondents included schools of all size and scope—from public universities to liberal arts colleges. Much like the schools, the scale of the giving days varied, but the numbers are clear—giving days equal big fundraising for nearly every school that put resources toward the effort.

To view a summary of the survey’s highlights, click on the infographic below. For the full results of the survey, click here. Wanna join the list of institutions that have conducted leading giving days? Click here to learn more about how BWF_social can help ensure a big online fundraising event for your school.

2014 BWF_social Online Giving Day Survey

 

Why Investing in Social Media Leads to High ROI

Nowadays, when I’m asked “what’s the ROI on social media for fundraising?” I often respond with my own question – “that depends, what’s your investment?”

Too often, organizations put a low-level employee or intern in charge of managing a Facebook page or Twitter account and claim that they’re active on social media. If that’s the level of investment in social media at your organization, the lack of results from social media shouldn’t come as a surprise. Real results take a real investment in time and money. If your organization is serious about  making that investment, you will see a significant return. But you don’t have to take my word for it. Instead, check out the collection of statistics in the infographic below that show just how valuable online and social media are for your awareness building and fundraising activity.

InvestinSocialInfographic

Justin Ware is a fundraising consultant who specializes in online and social media engagement at Bentz Whaley Flessner. To contact Justin, click here.