A conversation with the team at CauseVid
In early 2020 the Thread team learned about CauseVid – an exciting new tool designed to help nonprofits communicate with donors and their broader community. The CauseVid technology platform helps nonprofits use personalized videos to build stronger relationships with donors, collect and manage video testimonials, and send video emails. The Thread team instantly fell in love with this technology, deeming it “genius” from our first interaction. Little did we know that digital communication would become the primary form of communication just a few months later due to COVID-19. We know now, more than ever, video offers nonprofits unique opportunities to connect on a personal level with individuals, even while each stuck at home. Below the CauseVid team offers tips and insights into incorporating video into your communications, regardless of platform.
It’s simple. People give to people, and people engage with people they know. Video is more personal, communicative, and opens a dialogue better than most other modes of communication.
Thread: As fundraisers, we’re always focusing on storytelling. Tell us CauseVid’s story – how did this tool come to be?
CauseVid Team: Throughout our years of nonprofit experience, we noticed there was an emerging need for nonprofits to stand out against the noise and connect with their donors in a unique way. Supporters want to feel as though a message is intended just for them, so we decided to design a tool that helps fundraisers do that to scale. By enabling nonprofit leaders to communicate with their supporters through our personalized video messaging platform, we’re helping our clients save time, raise more money, and build stronger relationships with their donors.
Thread: What do you find is different about communicating via video vs other modes of communication?
CauseVid Team: It’s simple. People give to people, and people engage with people they know. Video is more personal, communicative, and opens a dialogue better than most other modes of communication. Including video in an email increases the click-through rate by 200-300% and including a personalized video from a real person the recipient knows can have an even larger impact.
When somebody sees a person they know on the screen, they’re more likely to watch and listen to the message. Whether the video contains a thank you, an ask, or even a simple event invitation or check-in, the personal touch goes a long way. By sending your supporters short, simple, personalized videos, you deliver an incredibly memorable experience that positively impacts their entire donor journey.
Thread: What are some of the ways you see your partners using video to creatively (and effectively!) communicate with their communities?
CauseVid Team: We have seen everything from personalized 1:1 solicitation campaigns to a non-personalized 40,000+ crisis communication video in the wake of the COVID-19 outbreak. We try to make it easy for our partners to use CauseVid to meet their diverse needs, and how they choose to use the platform is proving that there absolutely is a place for video in donor, member, and volunteer communications.
One of our favorite projects was a university that recorded and sent 102 personalized birthday videos to their top donors and board members. This campaign had a 70% open rate and incorporated a personalized video appended to a pre-recorded video of an a cappella group singing “Happy Birthday.”
One of our partners also used CauseVid to conduct a thank-a-thon for their donors at the conclusion of their annual campaign. By asking volunteer board members to record a handful of videos each, this thank-a-thon doubled as a stewardship technique for donors and a volunteer engagement tool. The volunteers recorded 288 personalized video messages over a 2-week period and saw a 67% open rate.
We have seen our partners have great success when they use CauseVid to capture personal testimonials, to send event invitations or wrap-ups, and to promote their organization on Giving Tuesday or their own giving day.
Thread: What do you see as the long-term impact that organizations can have when incorporating video?
CauseVid Team: Video helps establish trust in messaging and engages supporters in a unique way. Using technology to help build stronger relationships with your donors, members and other constituents ensures that you continue to engage with them individually, even as your donor base continues to grow.
Thread: What advice do you have for nonprofits that want to start incorporating more video into their communications work on how to get started?
CauseVid Team: You don’t need to be an expert. The more personal, sincere and natural the videos are, the better. Focus instead on getting the right person to record the video for the right audience. Do your best to ensure that your supporters get to see somebody they know in their videos, and the message will be much more impactful.