Wouldn’t We All Like to Score Like Ed?
According to Business Week, Ed Robinson spent $10,000 to create a humorous 12-second “viral video” and e-mailed it to five of his friends with his website address. Three months later his site had received 500,000 visits.
Wouldn't we all like to score with a creative hit like that?!
As the article describes, big dollars are beginning to flow into online video ads on sites like YouTube, Google Video and about one hundred other sites that share videos. But the field is already getting cluttered, with major brands spending $200,000 on a video competing with Valley girls and their videophones. YouTube alone, the 800-pound gorilla, serves up millions of videos daily; according to MediaPost its traffic has quadrupled in the first half of 2006.
For non-profits, there's still a relatively low “cost of entry” for experimenting with online video, both in the context of viral videos (where you're hoping simply to ignite a free ride from your audience) and paid placement (where the calculus is similar to traditional direct response TV). Again I'll say, when you find an opportunity that combines the impact of video, plus the ability to target precisely (at least with paid placements), plus the immediate “one-click” direct response capability of the online channel, it's worth checking out!
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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