Why Video Is Cheap Compared to Other Marketing Methods
Many nonprofit leaders are quick to say that video is too expensive. We argue that video is one of the cheapest marketing methods to grow your nonprofit.
Here are Three Reasons Why Video Marketing is Cheaper than Other Marketing Methods
It’s about the Consumer:
Back in 2023, before we rebranded, our company dedicated ourselves to posting twice per day for 30 days.
What we found is that our short-form video content ALWAYS performed significantly higher than our other posts (single images, carousels & stories).
We’re very data driven, so we wanted to make sure it wasn’t just a fluke on our account, so we started researching…
In a HubSpot State of Video Marketing Report, researchers claim 73% of consumers prefer watching short-form video to learn about a product or service.
In nonprofit terms, 73 out of 100 people prefer to learn about your organization through video content.
You gotta give the people what they want!
It’s about your ROI:
2 out of 3 marketers reported that their highest marketing ROI comes from video marketing.
I can hear the critics already: “how do you even prove that?”
At Nonprofit Video, we work with an organization to figure out what goals they have and assign quantifiable metrics to achieve that goal.
We’ve found four major pillars that most nonprofit goals fall into:
Traffic -> Conversion -> Relationship -> Loyal Advocate
Traffic: You need people to see what you do and who you are. This is getting people to see your content.
Quantifiable metrics might include: Views, Subscribers/Follows, Comments/DMs, Cost per View & Average Watch Time.
Conversion: You need some of those people who see your stuff to convert in some way. That could be donating or volunteering.
Quantifiable metrics might include: Number of signups, Number of Link Clicks, Number of Downloads, Number of Donations & Cost per Click.
Relationship: Nonprofits are built on relationships: relationships with the community you serve & relationships with community partners that offer niche skills outside of the services you offer.
Quantifiable metrics might include: Number of community partners, Newsletter signups, Number of corporate donations/sponsorships, Number of event sponsors
Loyal Advocate: You may have heard you need to build your tribe of “raving fans.” We like the term “loyal advocate” a bit more. That means that someone understands who you are, what you do, and who you help. PLUS they will talk about you and refer people to your organization.
Quantifiable metrics might include: Number of referrals, Number of social media tags/mentions, Number of guest of honor requests.
Reuse & Recycle Your Nonprofit Video Content
Video content is the most versatile, in my opinion.
Both in the way that the video content is created…
And in the way where the video content is distributed.
For example, you can create video content that talks about who you are, what you do, who your partners are, what your employees do, what your volunteers do, what your event is like, what your event will be like, how you’ve helped individual people… the list goes on almost infinitely.
But with that content, it can “live” in all sorts of places:
On your blog, your website, a landing page, a QR code on an end-of-year appeal letter, Facebook, Instagram, TikTok, YouTube, a gala/fundraising event, in an email… again, the list goes on.
And not only is video versatile in how it’s created and where it’s distributed, it also can be recycled into various types of formats:
It can be cut down into short form videos, the spoken words can be converted into a blog post or email or LinkedIn post, high-converting hooks can be used as email headlines, and transcripts can be provided to help improve SEO.
