At some point in this conversation, someone on your board is going to ask the question: what's the return on this? It's a fair question. It's also the wrong one to try to answer with a spreadsheet, because video's real return doesn't show up as a clean line item — it shows up as the six donors out of seven who usually don't come back, coming back.

There's a moment that happens in nearly every nonprofit I've worked with — a moment where someone on the team pauses and says, "We're doing such important work. Why don't more people know about us?"