What’s the endgame of personalisation?
The answer is that there is no definitive answer. The need for a personalised marketing campaign depends on the business agenda of a company, organisation or industry.
In the nonprofit sector, it’s imperative to build and nurture connections with donors to ensure they are motivated to continue their ongoing support.
Along these lines, Plan International Canada — a member of a global organisation dedicated to advancing children’s rights and equality for girls — turned to Idomoo to develop a Personalised Video solution that would strengthen the connection between the organisation and their child sponsors.
Engage, Satisfy, And Retain Donors
Plan Canada identified a subset of high-value child sponsors, many of which sponsored two or more children and had been supporting the organisation for many years. Though many of these donors likely had the capacity to increase their financial support, they had not received much special treatment or recognition to justify an additional investment.
With the goals of donor engagement, satisfaction and retention in mind, Plan Canada intended to make their most loyal and committed donors feel appreciated. Doing so would assure them that their donations had a meaningful impact on the lives of their sponsored children and their entire communities.
Donors Like To Share How They Care
Plan Canada theorised that while many of their donors would be unlikely to boast to friends about their generosity, a Personalised Video would be shareable. After all, it’s not bragging. It’s a lot more like sharing a special card or gift someone gave you.
Idomoo’s Personalised Video campaign for Plan International Canada used each donor’s name, along with information about their history with the organisation and the impact of their sponsorship, to create an emotionally resonant, uniquely targeted video, incorporating visualisations of each donor’s contribution to children around the world.
“We talk a lot about how to enhance and customise the experience for our donors to keep them engaged and committed to the cause, but struggled to find a solution that would work on a mass scale, until we discovered Idomoo’s Personalised Video solution.”
– Rachel Boro, Marketing Manager, Recurring Gifts at Plan International
To encourage donors to click on their video, each landing page contained a personalised thumbnail of the video, thanking the viewer for their donation even before they clicked to watch.
With personal touches like these, Plan Canada was able to effectively show their gratitude. They were able to thank everyone for their individual contributions with a meaningful message, showing donors their support did not go unnoticed.
A Win For Plan Canada
Idomoo measured Plan Canada’s Personalised Video campaign through open rates, click-through rates, video completion rates and the number of social media shares.
The campaign proved to be successful beyond Plan Canada’s expectations. Open rates and video completion rates were over 50% above predicted levels.
In addition, donors turned to social media to share their videos with followers. Plan Canada reached a share CTA rate of 10% with the campaign.
And they loved it. “It was an absolute pleasure working with the Idomoo team on this project,” said Rachel Boro, marketing manager for Recurring Gifts at Plan International. “This was a project that was high risk, given the level of personalisation, with a high reward in terms of really surprising and delighting our donors.”
Engaging donors using Personalised Video in order to reinforce their emotional connection to the good their donations accomplish is a great way to put technology to use in order to drive good.
And other nonprofits have also leveraged the magic of Personalised Videos. Thanking members with a message that makes them feel valued in a video they can easily share with others has become the perfect tool for organisations like UNICEF – The United Nations Children’s Fund. They used the technology to similar effect by thanking donors for their gifts and helping to convert them into recurring donors.
Giving Back With Dynamic Video
Taking customer experiences to the next level with Personalised Video can be advantageous to any company or industry, but Plan Canada’s and UNICEF’s experience shows how it can also be used as a force for good in the world.
By reaching every member on a personal level, you can inspire them to continue their commitment to your cause — all while building stronger, 1:1 connections. See how Idomoo can put the power of personalisation to work for you.
