Video Testimonials
From Video-Commerce.org, some encouragement to use — you guessed it — video testimonials.
Most fundraisers have long used donor (and even better) beneficiary testimonials in their printed communications. Effective to be sure.
But they can’t quite pack the same punch as hearing it straight from the horse’s mouth. ‘Face-to-face’ testimonials deliver more authenticity and more emotional connection, especially if they tell a story.
You know I’m an online video fan. I’d like to see your video testimonial … go on, show me what you’ve got!
Tom
3 responses to “Video Testimonials”
Behavioral Science Q & A
Great question! Here’s how behavioral science can help unpack what might be happening: Pain of Paying: Even a small extra charge can make giving feel more transactional than emotional, potentially reducing generosity. Fairness Concerns: Some donors might perceive donor cover as a surcharge rather than a contribution to the cause. If they feel the charity […]
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The choice between “Your gift CAN…” and “Your gift WILL…” taps into the psychological framing of certainty vs. possibility. Currently, there is no academic research directly comparing these two framings in charitable appeals. However, I suspect no framing is universally better—the outcome likely depends on your target audience and the campaign’s goal. Here are some thoughts: Certainty Framing – […]
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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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I’m feeling courageous on this Monday morning! Following is a link to a powerful video I worked on with The Children’s Center in Greater Detroit. They serve more than 7,000 children annually through mental health and trauma related services. This video showcases three client testimonials.
I’ve attached 4 links to testimonials that we produced this year to launch a new event, Pink Vail, benefiting the Shaw Regional Cancer Center.
http://youtu.be/Q9zObjhLbjY
http://youtu.be/uvQM8kFnOss
http://youtu.be/DAl6ZCsEYoU
http://youtu.be/10PfbqqYSJQ
Our users have found that meboxing their video testimonials is a great way for those that view the video to respond right from the video. This significantly improves the impact of the video on your fundraising efforts….plus the video is instantly Pinterest and Facebook share-able.