See3, YouTube and Edelman recently released Into Focus, a benchmark report and guide for nonprofits using video. This first-of-its-kind report provides both detailed close-ups of video best practices, and a broad look at the future of video communications on the nonprofit sector.
- 80% of respondents said video is important to their organization today
- 91% believe video will become more important in the next 3 years
- 92% value the investment they have made in video
- 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
Another important finding: nearly 2/3 of organizations say their video budgets will stay the same or decline despite knowing how important videos can be to their communications and marketing strategy. As See3 says:
The biggest challenge, however, is not about money— it is about culture. Video, like websites before it, will become one of those communications tools that are indispensable to organizations. Organizations will find a way to build internal capacities and think differently about how they use video, because they have to. This report is a first step to understand how to move in that direction.
If you want to learn more about applying the takeaways from the report, beginning tomorrow, they are having a free three-part Nonprofit Video Learning Series. During these webinars, you’ll learn how to plan and budget your video shoot, what makes a successful nonprofit video and how distribute your video and get more views. You can RSVP here.