boost fundraising and engagement with personalized video
TRANSCRIPT
![Page 1: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/1.jpg)
Boost fundraising & engagement with Personalized Video
Michael HoffmanCEO, See3
Noel BeebeDirector of Digital Fundraising, Alzheimer’s Association
![Page 2: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/2.jpg)
Housekeeping
● Yes, we are recording!● Everyone’s on mute● Question? Use the Q&A feature● Post-webinar survey
![Page 3: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/3.jpg)
Who we are
Michael HoffmanCEOSee3 Communications
Briana KerenskyMarketing ManagerSee3 Communications
Noel BeebeDirector of Digital Fundraising & Constituent EventsAlzheimer’s Association
![Page 4: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/4.jpg)
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.
![Page 5: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/5.jpg)
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.
![Page 6: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/6.jpg)
video is a tool, not a strategy
![Page 7: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/7.jpg)
when the word video is used in an email subject line, open rates double
(Experian Digital Marketing Report)
![Page 8: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/8.jpg)
click-through rates increase 2-3 times when a video is included in an email
(Digital Sherpa)
![Page 9: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/9.jpg)
companies using video require 37% fewer site visits before a person responds to a call to action
(Aberdeen Group and Brightcove)
![Page 10: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/10.jpg)
people who watch video are 85% more likely to make a purchase than those who don’t
(Kiosked and Brightcove)
![Page 11: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/11.jpg)
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
![Page 12: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/12.jpg)
Getting your audience’s attention is tough.
![Page 13: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/13.jpg)
How can you be heard above all the noise?
![Page 14: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/14.jpg)
Show audiences something unique.
Personalized Video:
Turns one video into a unique experience for each member of your audience.
![Page 15: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/15.jpg)
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
![Page 16: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/16.jpg)
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
![Page 17: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/17.jpg)
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
![Page 18: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/18.jpg)
What data can Personalized Video display?
● The viewer’s name
● Fundraising goal
● Last gift amount
● Issue/campaign they care about
![Page 19: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/19.jpg)
And more! If you have the data, we can
personalize it.
![Page 20: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/20.jpg)
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.
![Page 21: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/21.jpg)
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/
![Page 22: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/22.jpg)
Personalized Video answers:
● What’s in it for me?● Why should I care?● How does your org’s mission impact me?
![Page 23: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/23.jpg)
What can you use Personalized Video for?
● Peer-to-peer fundraising
● Email acquisition
● Sustainer upgrades
● Donor retention
● Event registration
● And more!
![Page 24: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/24.jpg)
Conference registration
![Page 25: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/25.jpg)
● 72% of total viewers opted-in and provided email information
● 20% of email recipients converted and interacted with the video
Email acquisition
![Page 26: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/26.jpg)
● 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
![Page 27: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/27.jpg)
![Page 28: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/28.jpg)
Any questions so far?
![Page 29: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/29.jpg)
Case Story: Alzheimer’s Association
![Page 30: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/30.jpg)
Annual peer-to-peer fundraising events
![Page 31: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/31.jpg)
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
![Page 32: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/32.jpg)
Social Content
![Page 33: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/33.jpg)
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.
![Page 34: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/34.jpg)
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)
![Page 35: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/35.jpg)
The Longest Day 2016
![Page 36: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/36.jpg)
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
![Page 37: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/37.jpg)
2017 Results YTD● Still being collected
![Page 38: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/38.jpg)
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.
![Page 39: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/39.jpg)
Any questions?
![Page 40: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/40.jpg)
Learn more about GV-One from Gather Voices
![Page 41: Boost Fundraising and Engagement With Personalized Video](https://reader034.vdocument.in/reader034/viewer/2022042707/5a651c967f8b9af5298b4a59/html5/thumbnails/41.jpg)
Join us for our next webinar:
#GivingTuesday!
Wednesday, July 19 Register: bit.ly/see3givingtues1:00 ET