57% of donors researching non-profits made a gift after watching an online video according to a recent study by Millward Brown and Google. The same study found that 75% of donors used video to understand an organization’s impact: a major factor in deciding to make a gift.
If you are wondering if video can be effective at your institution and this data doesn’t convince you here are my top five reasons schools and non-profits should use video in marketing and development.
Video is increasingly what affluent people do online: An industry analyst recently found that Americans watched 52.4 billion videos in December of 2013 alone. In fact YouTube accounts for 18.96% of all internet traffic second only to Netflix (another video provider). The Pew Research Center found that online video consumption correlates with wealth and education: 84% of college graduates watch online video and 87% of online adults with household incomes greater than $75,000 create and watch video. But video isn’t only what we do online, it also inspires us to act.
The power of why inspires action: As Simon Sinek famously put it people don’t buy what you do, they buy why you do it. Video is the perfect tool to introduce a new audience to your talented and passionate people. Video keeps spreading your message day after day, year after year which is something traditional media can’t do and has a very high conversion rate. But if video is so good, why aren’t more schools and non-profits getting involved? Maybe there is still a perception that video is too expensive.
Video is a great value: Not only is high quality camera equipment within the reach of even a small shop but editing applications like iMovie are free or very inexpensive. Video hosting is also free at YouTube or Vimeo and there are also plenty of resources on how to make good videos. In fact a great place to look is… you guessed it: YouTube! Another reason video is such a great value is that we tend to pass it around much more than other kinds of content.
Video gets shared: There is a reason we talk about viral videos and not viral essays: it’s because video gets shared! You might not get lucky and have your winter weather announcement go viral but you should certainly see thousands of views on your videos. We find that videos created for one purpose often cross boundaries and target audiences. For example a faculty profile intended for admissions could inspire memories of a favorite teacher among alumni. One reason video is shared so readily is that for schools and non-profits high quality video is still an element of distinction… for now.
Element of distinction… or parity? The admission acceptance video seems to have become a thing this year with more and more schools jumping on the bandwagon to welcome students to their ranks. If you are in a competitive climate for students or donors do you want to be the only institution not using video?
What do you think? Are you ready to jump into video? Still have questions or concerns? Let us know in the comments!