True/False Friday: You’re not ready for video.

False.  Of course it’s possible that your organization is really not ready to create a video, but we at MiniMatters have found that it’s a common error to believe that organizations need an extensive presence on social media before trying video. Video has to be a tool instead of an endpoint–you need to draw attention to your video once it is complete. But we’ve been able to provide terrific results to clients who distribute mainly through email and on their websites.

To take an example, we produced this video and three others for the Society of Former Special Agents of the FBI Foundation; they didn’t and don’t have a major presence on Facebook, Twitter, or YouTube:

The Foundation distributed the videos via email, posted them to their home page, and provided DVDs to local chapters. They utilized one of our customized action buttons so that at any point during the videos a viewer could click to donate. The videos really intensified commitment to the organization and produced results any organization might envy:

  • 15% increase in number of donors
  • 27% increase $250+ donors
  • 21% increase in $100+ donors
  • 12% increase in funds raised
  • 4 new planned givers

We’re proud to say that we’ve produced more videos for this worthy foundation in the second year of their video campaign and that should they decide that social media has something to offer them, they’ll have excellent videos to post already.

If MiniMatters can help you use this tip or serve your other video needs, we’d love to talk with you at 301-339-0339 or via email at



  1. Kim Otis March 15, 2013 at 1:50 pm

    The Caring Economy Campaign is a project of a relatively small organization, the Center for Partnership Studies. We hired Mini Matters last year to do a 3-minute video to help give us visibility for the launch of the Campaign,and did it ever help! We showcased it at an event at an embassy, and then Mini Matters helped us to feature it on our new website, and through our budding social media presence on Facebook, You Tube, and Twitter. We continue to show the video at all of our events, including an upcoming briefing on Capitol Hill. In terms of coalition-building, fundraising, and education, this little video is giving the Campaign amazing returns on our modest investment.

    • minimatters March 15, 2013 at 2:22 pm

      Thank you, Kim. We’re so glad that you are getting so much use from the video–at an embassy, conferences, funding proposals, the halls of congress, and the State Department! You’ve got a great cause at

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