Video And Year-End Fundraising Appeals
Because I’m an online video evangelist, I had high hopes when I saw this article headline in Campaigns & Elections: 5 Reasons Video Should Be Part Of Your Year-End Fundraising Campaign.
As it turned out, after this broad teaser — fundraising with videos are 41% more likely to reach their fundraising goals — the article basically touted the ease of sharing videos via the Facebook platform, and promoted an app called Video Checkout for Facebook.
The sharing point is clearly true. The 5 Reasons article claims videos receive twice the Facebook engagement compared to the average post.
I can’t speak for the app, but its claimed virtue is that it allows you to collect donations on Facebook without bumping prospects to another web page. In theory, anything that simplifies the transaction process should yield benefit in terms of higher completion rate.
Speaking of landing pages, here’s an excellent discussion of how to get them right from MarketingProfs. The recommendations here (with very useful additional references) boil down to seven:
- Keep it short
- Use bullets
- Include testimonials & case studies
- Place a prominent call to action above the fold
- Use contrasting colors
- Prominently display your logo
- [And guess what?] Include a video (citing a study indicating video can increase landing page conversions by 80%).
If you haven’t had enough of my video propaganda, check out one more item.
From Kissmetrics, an excellent infographic on the 9 ingredients for a landing page that draws in users.
Tom
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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