Video Marketing Ammunition
Still having trouble justifying the use of more video in your online/digital fundraising efforts?
Take a look at this white paper and infographic from Brightcove. Sure, they’re in the video marketing biz, but the data cited is not to be sniffed at. Might even convince your boss … and indeed they even suggest the conversation you should have with the almighty.
How does video help?
According to Brightcove (citing a variety of studies and surveys) …
- Adding video to a landing page makes it 53% more likely to show up on the highly-desired first page of Google results.
- Video is highly effective in getting visitors to stick around, with the average user spending 88% more time on a website with video — i.e., more and deeper engagement.
- The average click-through-rate of mobile video campaigns is 13.6%. And close to 40% of consumers state that video increases the chance they will make a purchase on a mobile device.
- Of companies using video in email campaigns, 55% achieved higher click-through rates, 44% saw longer engagement times, and 41% reported an increase in sharing or forwards.
- The average website conversion rate for a website without video is just 2.9%; that number increases by 65% for a site that uses video to 4.8%. Put that video on a landing page and the results are even more impressive. Landing pages including videos can increase conversion by 80%.
- More than three out of five consumers will spend at least two minutes watching a video that educates them about a product they plan to purchase, and 37% will watch for more than three minutes.
- Customer experience improves — 52% of consumers who watch product videos say they are more confident about their purchasing decisions. This also translates to higher satisfaction and fewer returns since they are more likely to make the right choice.
If you’re not using online/mobile video, why not?
Tom
Here’s much of the same data in infographic form.
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer