VIDEO MAXIMUS Part 2: Getting Started with Nonprofit Video Production

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This is part 2 in a 7-part series of articles examining how a nonprofit organization with a small staff and limited budget can successfully delve into video, and utilize it in a variety of powerful ways to achieve multiple goals. See if it doesn’t get you thinking about Video Production for your organization. Access the previous entry here.


The WHO Question

Generally, the first challenge nonprofits interested in video production confront is WHO will be the person in charge of video within your organization. As I mentioned before, you can hire outside companies to do everything, but the point here is to avoid that significant expense, especially in light of the fact that video is something your organization needs to produce on an ongoing basis. So deciding who should be in charge of video within the nonprofit is worth thoughtful consideration and discussion among you and your staff.

Often, I find that most organizations already have a staffer who is clearly the “techie” person – not only are they “savvy” with all things technical, but they generally enjoy working with new technology. This person is often eager to take on the video work.

Other organizations see the video production duties as a valuable way to engage part-time, intern or volunteer staff. The drawback here is that the video production skills leave when the intern or staffer leaves the organization.

The WHO decision really comes down to whether you believe your organization will benefit from having one dedicated video production person, or whether key members of the staff should all be self-sufficient on video. When considering this, take into account that video is gradually emerging as an everyday medium for everyday users, and so is something that many nonprofit staff will need to become proficient at sooner or later. Think back to the time when we were all learning how to do a “mail merge,” or edit webpages, or crop photos – it was something that seemed foreign and complicated at first, but quickly became routine. Now these are practically universal skills among all office workers. So too are we slowing moving towards becoming universal filmmakers.

Often, I’ve seen organizations begin video production by assigning this work to a single person. But over time, program directors and others start to gravitate towards it, finding that it isn’t as difficult as they first thought, and recognizing that learning video production helps them expand their skill set (which looks great on a resume) while enabling them to autonomously achieve the goals they have set for work within the organization.


The articles in this series, and others relating to nonprofit social media, can be accessed at

My company is called SocialNet Works, LLC, & our motto is “Helping Faith-Related Nonprofits Gear for Growth through Social Media.” We provide all of the video services described in this series, as well as offer training to in-house staff on the same practices.