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INTO FOCUS
A Benchmark Guide to Nonprofit Video
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Today’s Session
• About Into Focus
• What We Learned
• How Nonprofits Are Using Video
• Distribution & Networking
• The Future of Cause Video

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Partner to organizations with a vision to do
good things in the world. We create
strategies and media that have impact
against our clients’ goals. We believe in
measuring that impact to strengthen
ongoing efforts.

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• Leading provider of video
strategy and services to the
nonprofit community
• Strategy, creative, production,
distribution
• Web design & development
• Video as a tool for larger
communications initiatives

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• Every month 4 billion hours of video are viewed on
YouTube.
• Every year more than 350 million videos are shared on
Twitter.
• More than half of all Internet content is video.
The video train has left the station. Is your nonprofit on
board, or are you running to catch up?

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First benchmark survey on use
and impact of nonprofit video.
446 Survey Participants
• Senior Management
• Communications
• Development
Nonprofit Organizations
• Representative of large, medium
and small orgs
• Rich diversity of missions
• Broad range of experience with
video
YouTube Platform Data
• 20,000+ nonprofits

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Nonprofits overwhelmingly agree that
video is crucial to their communications.
But, many feel they do not know how to
use it effectively – or how to measure its
impact – yet.
What We Learned…

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HIGH VALUE
• 80% think video is important to organization
• 92% value investment
• 87% want to produce more
LOW INVESTMENT
• 66% spend $10,000 or less
• 6% anticipate significant increase in video budget
• 24% expect slight increase
• 70% think funds will remain the same or decrease
Value vs. Investment

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What’s holding you back?
What’s Holding You Back?

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76%
of responding
nonprofits don’t
know how to
measure the
impact of their
videos or they only
track it anecdotally.
Measuring Impact & ROI

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Every Video Needs …
The most important thing
you can do to improve your
video’s ROI is to define a
clear, attainable goal and
measure how and if you
reach that goal.

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Uses of Video
Marketing &
Awareness
87%
Fundraising
46%
Membership
32%
Advocacy
30%

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Fundraising
St. Jude’s/ALSAC
Powerhouse video
fundraiser
Invested in internal
production and
distribution capability
Early adopters

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Advocacy
• Video as a petition & delivery tool
• Emerging apps like Propelit

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Where Views Come From

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Distribution & Networking
The old model of
media distribution
has changed
almost beyond
recognition.

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Media Distribution Model

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Distribution & Networking

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Distribution & Networking

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Distribution & Networking

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Using YouTube
• 20,348 active nonprofits in the YouTube
nonprofit program
• Nonprofits have received 6,450,608,282 views
• 588 have over 1 million views
• 1,940 nonprofits are using the Donate Button
• 72 nonprofits have live-streamed an event
*as of February 2013

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The Future
• By 2016, the sum of all forms of video will be
will be approximately 86% of global consumer traffic.
• It would take over 6 million years to watch the
amount of video that will cross global IP networks
each month in 2016.
• Every second, 1.2 million minutes of video content
will cross the network in 2016.
*Cisco Visual Networking Index

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The Future
• The future is about more. More media volume and
much more video making up that volume.
• We will use video more nimbly. Faster turnaround,
more staff, and more user participation.
• Video is getting easier. The basic tools are already
in your pocket. You can shoot and send HD movies
from your phone or tablet. And your audience will
most likely view them from similar devices in their
pockets.

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More Insights
•
Increasingly there is data that organizations
that use video have better results.
But this data isn’t about 1 video! Or one
kind of video!

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The
See3 can help your org have more impact
through video with two low-cost, high-value
services:
• Video Content & Capabilities Audit
• Video Storytelling Workshops
michael@see3.com
773-784-7333

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Q&A

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THANK YOU!
#14NTCintofocus
michael@see3.com
@michael_hoffman