Budget – 79% of respondents attributed a lack of funding as one of the main reasons for not producing videos although a majority understood the value of video production. Video creation does not have to be costly as the necessary tools are affordable and only require a one-time investment. (See: Video Tools for Nonprofit to Help Supporter Engagement). Even inexpensive equipment can produce high quality videos. Another challenge that 52% of nonprofits face includes a lack of staff resources and time. I recently wrote about Insights into Structuring Nonprofit Social Media Teams and how including interns was one way that social media teams have been developing. Having interns who are specializing in video production might be a great way to produce videos without having to break the budget.
Return on Investment – Another challenge that nonprofits often face is determining the value in producing and sharing videos as the return on investment is not clear or easy to measure. Three quarters (76%) of respondents either did not know the impact of their videos or measure success anecdotally. The study makes recommendations on the best ways to track the ROI and success of the video. First it must have a purpose and secondly a clearly defined goal, either by number of views, click-through rates, or sharing of the video.
Goals – The survey identified four main goals nonprofits had when producing their online videos. The top and most important goal by 87% of respondents was Marketing and Raising Awareness. Although it’s probably the most challenging objective to measure success by, it really is the first step in building a community of supporters. The second most important goal with 46% of respondents was Fundraising and videos can help cultivate existing relationships particularly when videos show how their contributions are put to work and making a difference. The third and fourth goals include Membership Development & Advocacy with 32% and 30% of respondents respectively.