boost fundraising and engagement with personalized video
TRANSCRIPT
Boost fundraising & engagement with Personalized Video
Michael HoffmanCEO, See3
Noel BeebeDirector of Digital Fundraising, Alzheimer’s Association
Housekeeping
● Yes, we are recording!● Everyone’s on mute● Question? Use the Q&A feature● Post-webinar survey
Who we are
Michael HoffmanCEOSee3 Communications
Briana KerenskyMarketing ManagerSee3 Communications
Noel BeebeDirector of Digital Fundraising & Constituent EventsAlzheimer’s Association
See3 is the digital agency for do-gooders. We equip and empower courageous do-gooders to make the most impact for their
cause. Our approach to digital communications prioritizes strategy over tactics,
and engages tools such as video and web development for maximum impact.
The Alzheimer's Association is the leading voluntary health organization in Alzheimer's care, support and research.
Our mission: To eliminate Alzheimer's disease through the advancement of research; to provide and enhance care and support for all affected; and to reduce the risk of
dementia through the promotion of brain health.
video is a tool, not a strategy
when the word video is used in an email subject line, open rates double
(Experian Digital Marketing Report)
click-through rates increase 2-3 times when a video is included in an email
(Digital Sherpa)
companies using video require 37% fewer site visits before a person responds to a call to action
(Aberdeen Group and Brightcove)
people who watch video are 85% more likely to make a purchase than those who don’t
(Kiosked and Brightcove)
if you ever hope to reach a younger audience, you need to be using video.
(ComScore)
% of younger audience who watch video online
83%
91%
12-17 year olds
18-24 year olds
Getting your audience’s attention is tough.
How can you be heard above all the noise?
Show audiences something unique.
Personalized Video:
Turns one video into a unique experience for each member of your audience.
See3 is your Personalized Video one stop shop
● Strategy - Ensure video fits into organization’s digital plans● Video - Script, produce, edit● Development - Technical integration with your chosen
fundraising platform, email marketing tools, and Google Analytics
How Does Personalized Video Work?
● Uses existing assets to produce one video● Integrates with CRM systems to pull personal
and relevant data about the user
● Integrates with your CRM systems to publish
landing pages featuring a unique, personalized
video for each viewer
● You send emails to your subscriber database
Scale your video strategy
● Video files are created in the most widely supported formats
● Can be uploaded and shared to any service that accepts videos
● Can be published on a website, downloaded by users, and emailed to friends & family
What data can Personalized Video display?
● The viewer’s name
● Fundraising goal
● Last gift amount
● Issue/campaign they care about
And more! If you have the data, we can
personalize it.
Why does Personalized Video work?● Audiences respond better to personalized
communication● Creates 1:1 personal appeal that is scalable &
controlled message by your organization.● The viewer becomes a star in your video.● Break through the noise in a fun and socially
sharable way.
Why does Personalized Video work?
Aliba 2016 Donor Loyalty Study
Sample of 1,136 donors in the U.S. across all age segments, who made at least one donation to a nonprofit in the past 12 months.
● 71% of donors feel more engaged with a nonprofit when they receive personalized content.
● The three main reasons people donate to nonprofit
organizations are very personal in nature:
○ They have a deep passion for the cause
○ They believe the organization depends on their donation
○ They know someone affected by the nonprofit’s missionhttp://www.abila.com/lpgs/donorloyaltystudy/
Personalized Video answers:
● What’s in it for me?● Why should I care?● How does your org’s mission impact me?
What can you use Personalized Video for?
● Peer-to-peer fundraising
● Email acquisition
● Sustainer upgrades
● Donor retention
● Event registration
● And more!
Conference registration
● 72% of total viewers opted-in and provided email information
● 20% of email recipients converted and interacted with the video
Email acquisition
● Viewed over 100k times● Shared over 50k times● Over 4,500 donations sourced
directly from video● Recouped investment only a few
days after launch● ROI 10:1
Peer-to-peer fundraising
Any questions so far?
Case Story: Alzheimer’s Association
Annual peer-to-peer fundraising events
Why we chose Personalized Video
● Expand our fundraising toolset
● Make the ask as easy as possible
● Shift from email-first to social- & mobile-first fundraising strategy and provide more engaging, shareable content
Social Content
Process● Shoot photo/video at previous year’s events.● Kickoff meeting with See3 to discuss goals, fields for
personalization, video look and feel, branding, and technical integration.
● Script and video production.● Technical integration with TeamRaiser and AWS (and lots of testing)● Launch!● Monitor volume and scale as needed.● Track progress with Google Analytics and
Source Codes in Luminate.
Technical integration
● Video lives on fundraising page● Participants get an email when
their video is ready● Integrated into Coaching Emails● Can update video fields in their
Participant Center (ex: name, goal, honoree)
The Longest Day 2016
2016 Results● 94% of participants who shared
videos went on to raise money
● Participants who shared their videos raised 2x compared to participants who did not, 3x for Walk to End Alzheimer’s event
2017 Results YTD● Still being collected
Personalized Video Key Takeaways
● Audiences need to be shown that they’re valued & told why their support matters.
● Studies show that personalization builds important 1:1 connections between constituents & nonprofits.
● See3’s Personalized Video tool can be used for a variety of constituent engagements, including peer-to-peer fundraising and event registration.
Any questions?
Learn more about GV-One from Gather Voices
Join us for our next webinar:
#GivingTuesday!
Wednesday, July 19 Register: bit.ly/see3givingtues1:00 ET
