A large majority of nonprofits consider video valuable to their communications, but many don’t know how to use it effectively or measure its results, according to a survey conducted by See3, YouTube, and the public relations firm Edelman.

Among the nonprofits surveyed, 80 percent said  video is important to their organization, and 91 percent said its role will increase over the next three years. An overwhelming 92 percent said they value their investment in video, and 87 percent want to produce more.

However, 76 percent of the nonprofits surveyed said they either don’t know how to analyze video performance or “only track it anecdotally.” The organizations said the key barriers to more video production include budget limitations 979 percent), lack of staff resources (52 percent), and insufficient ability to measure or prove impact (22 percent).

“Video [is] probably the most important way to evoke emotions in the people you’re trying to reach,” Liz Banse, vice president of Resource Media, said in the report. “And that emotion is going to lead to not just initial attention, but then lasting memory of your cause, engagement in your cause, and willingness to take action.”

Other highlights from the report:

• Asked about the goals of their video production, 87 percent of nonprofits surveyed said marketing and raising awareness; 46 percent said fundraising; 32 percent said membership development and relations; and 30 percent said advocacy.
• 62 percent of the organizations surveyed said they designate very little or no staff time for video production and distribution.
• The top social media channels used to distribute video are YouTube (81 percent), Facebook (78 percent), and Twitter (55 percent).

How are you tracking the results of your own video efforts? Share your tips in the comments.

(Ingram Publishing/Thinkstock)