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How Nonprofits Use Media

Published on August 20, 2001

Find Out How Nonprofits Use Media

Voila the responses to the recent MediaRights.org survey. The point of the exercise was to take a data-based snapshot of visitors to our website and tease out the kind of information or support they are looking for from MediaRights.org.

After posting the survey in August, 2000 we heard back from 104 non-profit organizations and 25 other activist groups or individuals. Of this total, 8 were media organizations who obviously use film/video on a regular basis. Our respondents (sorry, no names -- for privacy's sake) work on a range of issues -- including human rights, criminal justice, the environment, immigration, youth or gender-related concerns, and more. [Arts and culture, Consumer Rights, Domestic Violence, Education, Homelessness and Poverty, Job Training, Mental Health, Substance Abuse, Reproductive Rights, Youth and Technology] The first three things we wanted to know. . .

How many non-profit groups or activist individuals use films/videos in the course of their work and for what purposes
How these films and videos are typically acquired (or produced) and distributed
How much money folks have to spend on film/video production

Here's a mini-tally of the results:

An impressive 74% of all survey-takers report that their organizations use film/video for a variety of work-related purposes: as lobbying and fundraising tools, as PSAs, for conferences, events, screenings and discussions, as part of educational initiatives, and many other uses. [Multi-media performances, film festivals, training and recruitment, and webcasting.]

What are the different ways you have used video/film in your organization:

Almost a third of the respondents generally buy films/videos from distributors' catalogues. About 14% do their media shopping on-line, while slightly a smaller percentage purchase videos at conferences or events. More than half of the non-profits and individuals who report using film/video do their own distribution. Of this group, almost a third make their films/videos available at no cost. Roughly a quarter reported they sometimes charge a fee and sometimes distribute the materials for free.

Sixty-five respondents told us that not only do they use film/video, they produce their own work. Most rely on staff producers -- only 14 organizations hire free-lance producers. However, for this group, money is tight. Typically, organizations who produce their own films/videos have less than $40,000 to spend. Nine squeak by with $1,000 - $5.000. Only four reported having $100,000 or more in their media budget (and these are probably media organizations or video collectives).

Next, we wanted to hear. . .

How films/videos have helped our respondents in their work

Our survey yielded a range of answers. One gay rights non-profit says that using videos enlivens their presentations about their agency by making them "much more interesting and visual." Many groups view film/videos as great publicity tools. Some noted that making PSAs -- public service announcements -- were especially useful for organizational promotion. Others noted that films spark excellent discussions in schools and community groups. At least two non-profits found that Webcasting conferences helped spread the word about their organizations and enabled more people to participate in the event. A group working on welfare issues sees its productions as a means to "present alternative images" and "challenge the stereotypes" about people on welfare. Several survey-takers talked about how using video/film tapped into their creative and artistic side. And one respondent wrote that using media "has helped me be a better organizer, read mainstream media, build arguments, create discussion, and have fun!" Finally, we wanted to find out. . .

How knowledgeable -- or not!-- our respondents were about the ABC's of filmmaking and distribution when they started making films

What kind of information and support they hope to find on our website

Looking back on the days when they started to produce films/videos, most respondents told us -- not surprisingly! -- that they needed to be more on top of technology (for instance -- to know more about formats, audio, and computer-based editing) and to have a clearer vision of how to market their films. Getting greater access to high-end equipment was also a big concern.

So what do most folks want from MediaRights.org? Topping their wish-lists were production budget information and links to sites about media, activism and funding. A substantial number asked to see examples of successful work and to get tips on production.

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