Inspire With Video
Speaking from a fundraising perspective, I love online videos. For many reasons … creativity, often humor, delivery of raw emotion, ‘gotta see it’ urgency, connection.
But the bottomline, stats like this from Mobile Cause:
- 57% of online donors make a gift after watching a video.
- Crowdfunding pages that are promoted by a video raise 4 times as many donations.
I also love the occasional infographics I receive from Mobile Cause, like this one: Inspire Donors with Compelling Videos. Essentially, a five-minute tutorial. If your Charity: Water, you know all this stuff. If you’re a little fish or a beginner, here are a few tips that will help you get started. Here’s the infographic:
I’m a beginner … learning to play with Facebook Live. Never too old!
Tom
4 responses to “Inspire With Video”
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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So if “57% of donors make a gift after watching an online video,” then that’s a 57% response rate. I’d love to see the hard metrics that support this calculation, along with the thinking behind how this was extrapolated. Is it any video? Only crowdfunding vids? And if not, what type of video pulled the 57%? From which organizations? Every time? Dubious.
Hi Lisa,
I took it to mean 57% of donors have made a gift after they have watched a video … i.e., any video. Not a response rate to one particular video.
I would expect the number to be 90% before long.
Maybe we’ll get a clarification from MobiileCause.
Tom
Ahhh… thanks Tom. I’ll watch for any clarification in the days to come. 🙂 Lisa
The 57% figure comes from some pretty suspect research in part commissioned by…YouTube. Read Simon Scriver’s excellent dissection of it here: http://changefundraising.blogspot.co.uk/2013/08/statistics-are-dangerous-for-charities.html?m=1