Video Improves Conversion Metrics
Why should you be using video in your online fundraising efforts? And in any other call-to-action email/online messages?
Simple. Video improves conversion metrics.
For example, here are some figures from Experian. Including the word ‘video’ in an email subject line increased open rates rose by 7%, conversion rates with a video rose by 21% and average order value rose by 24%.
If you’re not already using video online, surely you owe your organization a test. Try video testimonials, or ‘thank you’ messages. Take your donor to the ‘scene’ where their contribution will make the difference.
And to put this in a broader context, commercial marketers are clearly ‘sold’ on using video online, and that’s who you are competing against in the vast media and communications ocean in which your donors and donor prospects are swimming.
Yes, an occasional special film like Nebraska can be filmed in black & white and win awards, but don’t expect color to go away!
My point? Your nonprofit can’t afford to be an outlier. Use video!
Tom
P.S. If your hesitancy relates to the technical issues of using video in emails, read Mythbusting: Video in Email.
Behavioral Science Q & A
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