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Benchmark Study for Online Video Usage by Non-profits

Did you know that “video is, by far, the content that commands the most attention online. In the US, the average web visitor watches nearly 250 videos per month.” (Michael Hoffman, CEO, See3) 

The stats on video viewing are important for non-profits, since “each week, 100 million people take a social action on YouTube through likes, shares, comments, etc.  For many of these engaged viewers, their action is in support of a cause or nonprofit organization.”

Study of online video usage by non-profits 

But according to a recent announcement by See3Communications, YouTube and Edelman, since “little is known about how the larger field uses video and what common results are,”  these organizations are working together to conduct “the first study of the North American nonprofit community to gauge the effectiveness of video content. The data and responses acquired will be used to create a benchmark report about the use and impact of video in the nonprofit sector.” 

What insight will this study offer non-profits?

As the study organizers suggest, “there are many reasons why nonprofits will be excited about this study:

  • Currently, there are no significant benchmarks around video for nonprofits. Their participation will help create the first benchmark report.
  • The results will provide a comparison as to where to they stand among their peers and the nonprofit sector as a whole.
  • The report will be an essential resource for nonprofit video production budgeting, marketing, and distribution.

What’s involved and who should participate?

The survey, which should take 15-20 minutes to complete, should be filled out by a member of the Communications, Marketing, or Development Department at any US or Canadian nonprofit.

All survey responses will be anonymous and will be only reported in aggregate. Survey participants will receive pre-released findings in April 2013, and the final report will be published as a free resource to the nonprofit community in May 2013.

In addition, participants have a chance to win a $400 donation to their organization or one of ten Starbucks gift cards.

Will you participate in this survey?

We’ve been asked to help spread the word about this survey to gain as much participation by non-profits across North America as possible. The organizers suggest that “regardless of mission or size, your participation will help to define the value of video in the nonprofit community.” 

To participate in the See3Communications Nonprofit Video Survey - Click here to access the online survey.

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Lori Halley [Engaging Apricot]Lori Halley [Engaging Apricot]
Posted by Lori Halley [Engaging Apricot]
Published Friday, 18 January 2013 at 9:30 AM

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