Non-profit organizations are an integral part of our society. They are essential to our quality of life because of the valuable programs they offer and because of the positive economic impact they have on our communities. Although there are some very large non-profits, many community organizations are often quite small. Limited resources often push many of these small organizations to set aside the use of top notch digital content. But digital advertising is a huge part of modern-day marketing. Given the impact that non-profit organizations have on our communities, the need for these organizations to use modern digital content, such as video, becomes extremely important.
Here are three key reasons your non-profit needs quality video as a primary marketing resource:
Like no other form of advertising, video has the ability to bring your story to life. As consumers, we connect with narrative that makes us feel as though we take an integral part in the story. When you have a great story and know how to share that story, (see Video marketing: the importance of telling your own story) you have the opportunity to build a powerful tool that draws consumers to your organization. It is no coincidence that the people behind the most valuable company in the world are incredible storytellers. Before Steve Jobs first unveiled the Apple iPhone 10 years ago, he had already built the iPhone image around a story consistent with that of Apple—a story created to draw consumers in. In the video below, you can see the brilliance of the narrative created around this “revolutionary” new product. Everyone in the room was sitting on the edge of their seats by the time Jobs actually unveiled the phone. Today, Apple possesses the world’s most loyal customer base, because consumers have bought in to the company’s narrative. Because they feel as though they possess ownership in this story, customers remain loyal to the Apple brand. Similar to Apple, non-profit organizations have the potential to create powerful narratives that connect with their audiences.
We live in a changing world powered by millenials. Brands that successfully market to millennials are primed to profit; according to experts, generation Y will spend more than $200 billion annually as of 2017 and $10 trillion in their lifetimes. To tap into those numbers, brands need to meet millennials where they are. Today, this increasingly means connecting with them via video. Here are a few stats from a web survey performed by Animoto, a digital marketing company. In 2015, Animoto took a sample of 1,051 consumers. They found that 76% of millennials follow companies or brands on YouTube and that 4 in 5 millennials find video helpful when researching a company or making a purchase decision. Two in 3 millennials lose interest in a video if it’s too promotional, and 69% of millennials find customer testimonials helpful in video. To summarize, millennials love video. If you want your organization to be successful in 2018 and beyond, you need to be able to connect with this age group.
Video will increase engagement on your social media platforms, as well as traffic on your website. If you use video on your organization’s Facebook page, you could increase engagement by 33%. If you have video embedded on your organizations webpage, you can increase traffic up to 55%.
These 3 keys show us that video is becoming the best medium to tell stories that connect consumers to a product or organization. Because millennials are the present and future of our world, organizations need to speak to them through relevant means of media. Today, that media is video. Finally, video is a powerful marketing tool, because it exponentially increases engagement on social media and websites.