In theory, videos should be one of a nonprofit marketer’s most powerful tools. No content on the web today has the same viral potential of video, and few forms of content can match it for immediacy. In the span of a few minutes, videos can transport audiences to the front lines of an organization to experience compelling stories by sight and sound — the sort of up-close-and-personal impact that’s usually reserved for in-person meetings. As an added bonus, the potential audience for video content is virtually limitless, from conference attendees to readers of virtual annual reports to casual viewers on YouTube (the third most trafficked site on the internet today, behind Facebook and Google).
But in practice, many nonprofits are still lacking results. A 2014 report from the Content Marketing Institute reveals 92 percent of nonprofits in the United States are engaged in content marketing, yet only 26 percent deem their current content marketing campaigns effective. Continue Reading