Where do voters go after the debates?
To YouTube of course, to see who won!From AdAge, here’s a fascinating account of campaign use of online video by Obama and McCain. Obama has been posting on YouTube and elsewhere since the beginning of primaries, sometimes a dozen videos a day chronicling his appearances. In September, Obama’s online videos received 12.9 million views, compared to 5.8 million for McCain.But AdAge lauds McCain’s adroit use of online video immediately after the first debate with Obama:” Two weeks ago, for example, the McCain campaign posted a 30-second spot called “McCain Is Right,” which was merely a montage of Mr. Obama crediting Mr. McCain for being right during the first debate. That video, posted right after the debate last Friday Sept. 26, helped Mr. McCain get more channel views than Mr. Obama on Saturday, a day when the nation was digesting who had won and why.”Watch for more of this new-style online video spinning after each debate.As for nonprofits, in our DonorTrends 2008 survey, 34% of donors report watching charity or cause-related online videos, with higher percentages among post-Boomers (born after 1964), the more educated, and those who give more.Are you tapping this medium yet?Tom
One response to “Where do voters go after the debates?”
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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Definitely tapping this right now: http://www.causecast.org/
Video is really important. It gets passed around and you can ‘sneak’ an important message into an entertaining video that you can’t with an article. It’s great for bringing awareness of an issue to a new audience.
Many organizations realize the importance of video, but find it difficult to create something that’s compelling to people who aren’t familiar with their organization already.
Ryan