More than half of online content today is video. See3, YouTube and Edelman recently collaborated on a study of how nonprofits are taking advantage of that trend, called Into Focus: A Benchmark Guide to Effective Nonprofit Video. Here are some of our favorite take-aways from the report:

Metrics: Ensure you have a clear goal for what you would like to achieve using video. It’s likely that you should focus on some sort of action or conversion goal rather than simply the number of video hits. Answer these questions: Why are you making the video? What are you trying to say? Who is your audience? What do you want them to do?

Integration: Incorporating the video and its message into multiple channels will multiply its impact.

Social sharing: Start by distributing your video to your most engaged supporters, rather than promoting it to people who are less connected with your mission. They will help you share it further.

Cultivate prospects and steward donors: Video can be used to push potential donors up the ladder of engagement, and thank donors in a special and meaningful way when they give.

Download the Into Focus report

Wendy Marinaccio is an Account Director at Donordigital, the online fundraising, marketing, and advertising company.