I've been telling audiences this past fall a lot about generation change and nonprofits, and about upgrading their websites to include video. Most boomers moan and don't even think about the idea, since they assume I'm talking about huge production cost. We (and by we, I mean boomers) were raised when a 5 minute video HAD to be professionally produced and cost thousands of dollars. And, we had to wear a tie....ugh. As an aside, a three-fold brochure also cost thousands to be professionally designed and printed--and we had to print 10,000 copies to make it "affordable." No wonder our marketing print material was old, out of date, and non-targeted....
But back to video. The bar on "good" video has changed, and YouTube changed it. If you haven't been there, go a take a look. Go to www.youtube.com and search for, say, Charity, or Nonprofit. You'll see stories about nonprofits, video produced by nonprofits, etc.
And what you'll see is that the quality of the video varies widely. Which means that video posted on your website does not have to be 60 Minutes quality. It has to be reasonably good, but most important, it needs to tell a human story. For people under 30 (by which I mean the donors, volunteers, staff and board you want) video is the most compelling way to catch their eye and tell that story.
A couple of places to get help. First, YouTube has a nonprofit program to get you started. Go here to check it out.
Second, the Chronicle of Philanthropy has an article on nonprofits using video in all kinds of cool ways.
Still pics are great---video is better. Costs are down, and impact is high. Hmmmm. Sounds like a formula for success to me.