Applying Pareto's 80/20 Law for Charity Video Marketing

charites & trusts video marketing strategy video production Jan 21, 2024

In the dynamic world of charity work, efficient use of resources, especially in video marketing, is crucial. Pareto's 80/20 Law, a principle of uneven resource allocation, can be a game-changer for charities seeking to maximize their impact.

Pareto's Law, also known as the 80/20 rule, suggests that approximately 80% of effects come from 20% of causes. For charities, this means that a significant portion of their marketing success can come from a relatively small fraction of their efforts.

Charities often face budget and resource constraints. Understanding which 20% of efforts yield 80% of results can lead to more effective and efficient marketing strategies, particularly in video marketing.


Concentrate efforts on Type A Content

Charity professionals should analyse their current video marketing strategies to identify which elements are most effective. Understanding what resonates with their audience can help focus efforts on the most impactful content. 

At Table8media we recommend prioritising video marketing efforts around what we call Acquisition and  Attraction content (Type A). Typically this content will help expand reach, attract supporters, build an a emotional connection and communicate the impact that your cause is and will have in the community with the right level of support.


Under this heading of Type A content charities should concentrate on creating:

  1. Impact Stories: Videos that vividly tell the stories of those impacted by the charity’s work. These often resonate deeply with audiences and lead to increased engagement and donations.

  2. Explainer Videos: These are crucial for clearly communicating the charity's mission, impact, and needs. They should be concise, engaging, and informative.

  3. Event Highlights: Capturing key moments from fundraisers or community events can showcase the charity's active role and encourage participation and support.

  4. Testimonials: Videos featuring beneficiaries, volunteers, or donors can authentically demonstrate the value and impact of the charity’s work.

  5. Behind-the-Scenes Content: Showcasing the work that goes into the charity's efforts can build transparency and trust with the audience.


Apply Pareto's Law to Video Distribution 

Pareto's Law, or the 80/20 rule, can be applied to various aspects of video distribution in the context of marketing and content strategy. Here are some areas where this principle often holds true:

Platform Performance: Often, 80% of views and engagement on videos come from 20% of the platforms used. Identifying which platforms (like YouTube, Facebook, Instagram, LinkedIn) are most effective for your content can help focus efforts for better results.

Audience Segments: A small segment of the audience (around 20%) might be responsible for a significant portion (around 80%) of the interactions and shares. Understanding and catering to these key audience segments can optimize engagement and reach.

Key Influencers and Sharing: A small percentage of viewers (the 20%) who are influencers or highly active on social media might contribute to the vast majority of shares and virality of your videos..

Geographic Concentration: For organizations operating in multiple regions, a large portion of views and engagement might come from a relatively small geographical area.


Your Action Plan to an Impactful Video Marketing Strategy

Conduct a Content Audit: Review past video content to determine what has been most effective in terms of engagement and fundraising.

  1. Define your objectives and audience: Spend time with your team brainstorming you your ideal target audience is.  This should be aligned to your business and comms strategy.
  2. Focus on High-Performing Content: Allocate more resources to create the types of videos that have proven successful in the past.

  3. Optimise Distribution: Identify the most effective platforms for video content and focus efforts there.

  4. Test and Iterate: Regularly try new video content ideas, but always measure their performance against established successful types.

  5. Measure and Refine: Continuously use analytics to measure the success of video marketing efforts and refine strategies based on the data.

Applying Pareto's Law to video marketing allows charities to focus on creating content that truly resonates with their audience and maximizes their marketing efforts with limited resources. By identifying and concentrating on the most effective types of video content, charities can enhance their storytelling, audience engagement, and overall impact.

We'd love to chat with you about how we can help your charity reach, engage, and convert supporters, get in touch with us today? We're friendly and passionate about making a difference.