Is video worth the cost?

Yes.

Great, glad we got that out of the way. 

Okay, okay, we can be serious. Let’s expand the question, though: What can video do for you that makes it worth the expense? Having video adds a nice, sophisticated polish, making a good impression on donors, but is that enough to justify the financial outlay? There are so many places to invest your budget and so little to invest with. Why spend your money on video?

Here’s the thing. Video isn’t a product that you buy – it’s a marketing tool, the leading marketing tool, that can yield incredible returns in the right hands.

People buy with their hearts, not their minds, and there is no medium like video for having an emotional impact.

A well-designed video speaks to viewers on a personal level — the visuals, soundtrack, and soundbites all lining up to touch them in just the right way.

Video is a ‘directed experience,’ which means that you control the entire message and presentation. You get to craft a concept that targets the needs and interests of a particular demographic. You get to take them on a journey that puts the emphasis precisely where you want it, whether you’re trying to nudge viewers to donate or sign up themselves.

Video marketing is proven to work.

The statistics all indicate a strong link between video and improved responses from potential donors or participants.

When the word video is used in an email subject line, open rates double. People who might otherwise have gone about their days without a second thought are now giving you their attention for a few precious moments. They haven’t even played the video yet, but it’s already created a chance you wouldn’t have had otherwise.

The next step is key: getting recipients to follow up on your call to action.

All too often, people close or even delete emails from charitable organizations without bothering to seek out more information. They aren’t swayed enough to commit themselves, even if they approve of your cause.

But when video is included in an email, click-through rates double or triple. The pull of video is strong enough to convince that many more people that you’re worth the effort.

Companies that use video on their websites require 37% fewer site visits before a person responds to a call to action, and people who watch video are 85% more likely to make a purchase than those who don’t.

Of course, the biggest successes don’t happen unless you use video properly. There are common mistakes that can prevent your videos from reaching their full potential.

But if you do it right, there really is no question that yes, video is worth the investment.