Traditionally Non-Profit organizations produced media (video) for one-time events like galas, fundraisers, TV campaigns, or other similar situations. These “movies” were expensive, Video firms set up booths at Non-Con (I just made that up) and quoted some pretty hefty five figure numbers. There was an entire sub-industry of production companies that traveled around making these films. Unfortunately, the productions generally didn’t have an ROI that made them popular. They were often shown only at a single event or a few other fundraising meetings. The last time most Non-Profit organizations updated their media was when the director said, “Our VHS machine broke, so we need a new video on DVD”. Whether the organization sent home a VHS or DVD is irrelevant, the only machine it probably saw was the crusher inside of a garbage truck.
Ironically, the stories of hope that these agencies can tell are boundless. I simply can’t think of another industry that offers so many opportunities to document improvements in people’s lives.
Here are a few thoughts…
- Predictable funding to Non-Profits is dangerously low.
- The need for alternative capital sources is undeniable.
- The complexity and needs of clients are at an all time high.
- Delivery Platforms are abundant and free.
It’s never been more important for Non-Profits to market themselves and it’s never been cheaper. The Non-Profit agencies should be producing regular content for two very important reasons.
- It validates their importance in the community.
- It offers evidence to the ever-more-important independent revenue source, that funding this organization offers more benefit (See? We even document our impact).
Whenever I present these concepts to my clients, I say, “Don’t run back to the office and put social media on the agenda for the staff meeting next week. Put it on the agenda and never take it off.” At a minimum, do short web-cam updates once a month…or simple depictions of industry statistics.