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…

1. Predictable funding to Non-Profits is dangerously low.
2. The need for alternative capital sources is undeniable.
3. The complexity and needs of clients are at an all time high.
4. 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.

1. It validates their importance in the community.
2. 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.