Report Says Pay Attention to Online Video

Thursday, August 14, 2008 by Brennan Knotts
A report put together by Convio, Sea Change Strategies and Edge Research tells fundraising professionals that they need to pay special attention to online video marketing. The report titled "The Wired Wealthy: Using the Internet to Connect to your Middle and Major Donors says:

5. Pay Special Attention to Video
Maybe this is the single exception to recommendation four. Relationship Seekers are heavy users of online video and express significant interest in seeing more. Hire a professional producer, and ask a test group of donors what they think before launching to a wider audience. No single video is going to change everything; a series of modestly produced short videos will get more mileage than one blockbuster. Most “viral videos” never go “viral.” Don’t measure success merely by looking at how many times a video has been viewed. The real measure is whether the right people – your wired wealthy Relationship Seekers – have seen it, and whether it has inspired them.

For those who prefer bullet points, the key takeaways are:
  • Even with online video production, you should hire a professional
  • It's better to do multiple, shorter, "modestly produced" stories than to do one expensive, flashy video. You'll use them more.
  • As far as video tracking and video analytics, you need to look beyond number of views. It's about WHO saw the video, not just HOW MANY
  • Finally, viral marketing does not mean getting millions of hits. It means making something contagious in the true sense of one to one marketing.
To Cantaloupe, this isn't news. It's exactly how our Video Magazines were designed to be utilized. Multiple videos, modestly produced for long term conversations directed at the right permission-based audience.

Comments for Report Says Pay Attention to Online Video

Thursday, August 14, 2008 by Tad Druart, Director of Communications, Convio:
Brennan - thanks for helping spread the word to nonprofits. We have some subsequent data working with Jupiter Research that shows that men are more likely to view video than women. Historically, some nonprofits have had more challenges engaging men in their mission. Your validation of the research can help provide information that nonprofits can use to make the best decisions they can with their limited resources. Using video as part of an integrated strategy that includes online and tradition components, combined with the right technologies can help take relationships with donors, volunteers and other supporters to new levels.

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