The Real Impact of Video Storytelling on Nonprofit Campaigns

When we talk to nonprofits about their video storytelling challenges, this comes up a lot:

"I don't know how to prove to my leadership that videos are worth the investment."

We feel that. Even though there's plenty of data to suggest that video increases donations (DonorBox), doubles audience time on websites (Forbes), and increases open and click rates (Campaign Monitor), sometimes you have to show proof from inside of your nonprofit.

Here’s what we suggest: develop a simple video for your next campaign before investing in full production. Here’s the kind of data you want to show leadership:

We Increased Donations 

• New Donors: The number of new donors as a direct result of the video. Tracking donation links or using UTM parameters can provide clarity on this metric.

• Repeat Donors: Measure if there's an increase in repeat donations after your video campaign.

• Donation Rate: Know the number of donations and total amount raised as a direct result of the video.

We Cultivated Our People 

• Likes, Comments, and Shares: These actions show that viewers are not only watching but are also engaging with your content. Shares are particularly valuable as they extend your reach organically.

• Click-Through Rate (CTR): The percentage of viewers who clicked on a link included in your video or post.

• Social Media Mentions: Track the conversations your video generates on social platforms. Tools like Hootsuite and Brandwatch can help monitor these mentions.

We Raised Awareness About Our Issue and Impact

• Views: The number of times your video has been watched.

• Referral Traffic: How many folks were directed to your website from watching the video.

As you gather data and insights, you'll be better equipped to make the case for impactful video storytelling. You got this!