The importance of video to your nonprofit's marketing strategy

Video content consumption is increasing rapidly, meaning brands and nonprofits must begin engaging with their audiences through video. According to Ooyala's Global Video Index, mobile video views increased 100 percent year over year in Q1 2015.

Nonprofits are sharing video at higher rates on social media channels. Facebook noted that in 2014, the social network averaged more than 1 billion video views per day. The amount of video shared on Facebook, from both people and brands, increased 3.6 times year over year. 

Video should be an integral part of every nonprofit organization's marketing and fundraising strategies; not only for the medium's strong rates of conversion, but also because of the role video can play in connecting potential donors and volunteers to your organization's mission.

Video leads to conversion
One of the primary goals of any nonprofit's marketing team is to raise funds and acquire long-term donors. Nonprofit organizations should create online video content to educate potential donors about their cause and leverage the medium's high conversion rates.

According to a video benchmark report conducted by Vidyard, 71 percent of marketers said video conversation rates outperformed other marketing content. The report also showed that placing video on a landing page can increase conversion by 80 percent. These insights are especially important to nonprofit organizations that aim to captivate donors through various forms of content. Including an actionable video on your nonprofit's landing page that directs visitors to the online donation form has the potential to greatly impact your organization's fundraising efforts. 

Video is inherently mobile
With both mobile video consumption and mobile giving on the rise, nonprofits have an opportunity to leverage donor behavior to meet their fundraising goals. According to the Cisco Visual Networking Index, mobile video traffic exceeded 50 percent of total mobile data traffic for the first time in 2012 and grew to 55 percent by the end of 2014. Mobile video is an opportunity to reach potential donors where they are already consuming content. 

People are increasingly using their mobile devices to give to causes and nonprofit organizations. In fact, a study conducted by FrontStream showed participants who use mobile technology to fundraise in a campaign raise nearly three  times more than those who do not. Additionally, the percentage of donations made on mobile Web browsers increased 205 percent.

Beyond advertising
For nonprofits, online video is less about advertising and more about impact. The creation of online video is an opportunity for nonprofit organizations to differentiate themselves from brands by responding to people's desire to be connected to a cause. Video also has the potential to benefit a nonprofit organization's donor retention strategy, as this form of content can be used to connect previous donors to the impact their contributions have made. 

This is especially important because according to a study conducted by Google, 75 percent of donors named online video as a tool for researching an organization's impact. Beyond awareness building and advertising, online video has the potential to keep donors informed of your organization's news, show appreciation to new donors and encourage donor retention.

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