Leading charity brands embracing personalised video to drive up engagement strategies
With the smallest number of donations coming from online platforms – currently 26%, behind television, direct mail and donations on the street – charities are looking to find new ways to raise money online. We have seen an increasing trend of charities using personalised videos to enhance their engagement strategies with fundraisers and to increase donations.
We are now working with ten of the UK’s largest not-for-profit organisations, including British Heart Foundation, Cancer Research UK, National Lottery and UNICEF UK on effective and innovative personalisation campaigns. We have just announced an EchoMany first with one of our charity partners – an integration with JustGiving, the world’s leading online fundraising platform. The implementation was part of a new engagement strategy for the British Heart Foundation and was launched as part of the campaign for its London to Brighton charity bike ride. The campaign was a huge success, and EchoMany’s personalised videos contributed heavily to a 14% increase in donations in comparison to the same event the previous year, with each video encouraging an average 2.26 clicks of the “Donate Now” button.
In order to engage fundraisers around Europe’s oldest charity bike ride, the campaign utilised fundraisers’ JustGiving public profile data to dynamically embed information – such as photos and target donations – into videos, which were then hosted on landing pages. Links to these landing pages were emailed to each subscriber encouraging them to share the content to help their fundraising efforts or publicise the event. As a result, 70% of emails were opened, 63% openers of which then visited landing pages and 40% opted to download or share videos on social media.
The charity sector is adapting its engagement strategies to include personalised video because they can create campaigns using publically available information that build upon conversations their advocates are already instigating online. If there are budget limitations and a need for a relatively fast turnaround, already existing content – adverts, promo videos or footage from events – can all be repurposed. One video can be repackaged and potentially distributed to hundreds of supporters who will connect and engage with the content at a deeper level because it is personalised for them. By engaging with fundraisers on the platforms they already use; Facebook, Twitter and email, charities can drive donations, encourage loyalty and amplify the sharing of content.
To find out more about developing personalised video campaigns contact our team on (0)1491 413333 or email firstname.lastname@example.org