Picking the correct channel is vital

The old model of media distribution has changed almost beyond recognition, according to Michael Hoffman. Effective strategies for nonprofits cross all channels – traditional, social, hybrid – to present compelling content, whether video, audio, photos, infographics or text. Which channel is more important for video distribution, he said.

Impactful storytelling requires the synchronization of how, when and where a story is told, to drive maximum conversation and participation, said Hoffman, CEO and founder of Chicago, Ill.-based See3 Communications. In the ideal scenario, “the work done boosts overall visibility and results beyond what’s capable within an otherwise siloed communications strategy,” he said during a session titled “Into Focus: A Benchmark Guide to Nonprofit Video” during the Nonprofit Technology Conference (NTC) held last month in Washington, D.C.

Video is high value, low investment for nonprofits, according to the survey. Four out of five nonprofits technologist surveyed think video is important to the organization and even more, 87 percent, want to produce more. Yet, two-thirds spend $10,000 or less but only a quarter expected a slight increase in their video budget and only 6 percent anticipate a significant increase.

Factors cited by organizations that prevent them from producing more video included: Budget, 79 percent; In-house staff/talent, 53 percent; Silos, 39 percent;

Proof of impact/ROI, 22 percent; and Training, 19 percent

The use of video by nonprofits varied but marketing and awareness was the most popular: Marketing and awareness, 87 percent; Fundraising, 46 percent; Membership, 32 percent; and, Advocacy, 30 percent.

More than half of a nonprofit’s views typically came from their own constituents, from its website or email, and one in five said their views came from sharing video on social media, including Facebook and Twitter.