Into Focus, the first-ever benchmark study of how nonprofits use video, was released in June by video producer See 3, the Edelman public relations firm, and the YouTube Nonprofits Program. Bottom line:
- 80% of nonprofit respondents think video is important to their organization today
- 91% believe it will be even more important tomorrow.
- But nearly two-thirds expect no budget increases for video production
- and 76% don’t measure the impact of video, except anecdotally.
Budget and metrics are closely related. It’s hard to justify more money for a project when you can’t prove whether it works. And you can’t prove whether it works if you haven’t set goals to measure against. Fortunately, the study shows how to work through this conundrum with excellent case studies and suggestions.
With video accounting for more than half of all Internet content, and YouTube viewers watching 4 billion hours every month, it’s hard to argue that video is not an essential communications tool.