In a fundraising landscape where social media has become more important than ever, how do you make sure that your supporters donate after they’ve engaged with your content? As part of our Recovery Hub one of our charity partners asked the following question:
How do we boost the monetization of videos and posts? We had a great video made for us with a donate call to action and it’s only raised £37.50.
Brad French, our Head of Fundraising Innovation, shares his thoughts below👇
If your video is not performing as well as you had hoped, then the first suggestion would be to try and work out why. Facebook, in particular, provides detailed analytics for how your video is performing, so you will be able to see how many people your video has ‘reached’ (meaning it has appeared on their feed) and how many have viewed your video and how many continue watching beyond 30 seconds.
If your reach is low, then perhaps it means your video hasn’t made it onto many people’s feeds so they haven’t had the chance to watch it. Social media platforms show people the posts that they think they want to see, which makes it hard to ensure your supporters see your posts. Moreso, to encourage organisations to pay for adverts, social media platforms are making it more and more difficult to get your content viewed by large numbers on social media without paying.
To encourage social media platforms to show your video, you should try to produce content that ticks their boxes. For example, Buffer did some research into what makes videos perform well on Facebook, so you could check that your video fits with their findings. Doing so will mean that your video will reach more people organically (without paying) though it would also be worth considering running some paid ads to boost the numbers.
If the video has reached quite a lot of people, but not many people have viewed then this suggests that your video content needs to be looked at. People have a very short attention span online – studies have even suggested it is shorter than that of a goldfish! Therefore, content needs to be very engaging to retain people’s attention. With this in mind, your video needs to inform viewers who you are, what the video is about and what you would like them to do as quickly as possible.
If you find that plenty of people are viewing your video, but it’s not converting into donations then you may need to consider whether your donation ask is obvious enough. Many videos will have a banner at the bottom of the screen with the donation videos – if this is on the screen throughout the video then people can’t miss it!
Head to our Recovery Hub to find answers to questions you didn’t know you had!