As a non-profit, you're always looking for ways to stretch your budget and ensure that every dollar you spend has the greatest potential impact. It's no surprise if you're curious in how to calculate the return on investment (ROI) of a video production.
So buckle up, because we're going to dive into the deep end of the ROI pool.
Monitor website traffic.
Tracking website traffic before and after the film's release is one of the simplest ways to calculate the ROI of a video production. If you notice a spike in website traffic, it's a good sign that the video is attracting people to your site.
Track social media activity.
Tracking engagement on your social media channels before and after the video's distribution is another technique to calculate the ROI of a video creation. Consider indicators such as likes, shares, and comments. If they rise, it indicates that the video is having an impact on your viewers.
Keep track of conversions.
If the primary purpose of your film is to boost donations, track the number of donations before and after the video's distribution. If you notice an uptick, it's a good sign that the video is working to drive donations.
Keep track of volunteer sign-ups.
If the primary purpose of your film is to increase volunteer sign-ups, track the number of volunteer sign-ups before and after the video's distribution. If you notice an uptick, it's a good sign that the video is driving volunteer sign-ups.
Monitor brand awareness.
Finally, track your brand's awareness before and after the video's distribution. If you notice an increase in brand awareness, it's a good sign that the film is doing its goal of creating awareness about your company.
Results may take some time to appear. However, by tracking these variables, you will be able to obtain sense of whether or not the video is having the desired impact.
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