What’s the endgame of personalization?
The answer is that there is no definitive answer. The need for a personalized marketing campaign depends on the business agenda of a company, organization 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 organization dedicated to advancing children’s rights and equality for girls — turned to Idomoo to develop a Personalized Video solution that would strengthen the connection between the organization 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 organization 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 theorized that while many of their donors would be unlikely to boast to friends about their generosity, a Personalized 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 Personalized Video campaign for Plan International Canada used each donor’s name, along with information about their history with the organization and the impact of their sponsorship, to create an emotionally resonant, uniquely targeted video, incorporating visualizations of each donor’s contribution to children around the world.
“We talk a lot about how to enhance and customize 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 Personalized Video solution.”
– Rachel Boro, Marketing Manager, Recurring Gifts at Plan International
To encourage donors to click on their video, each landing page contained a personalized 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 Personalized 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 personalization, with a high reward in terms of really surprising and delighting our donors.”
Engaging donors using Personalized 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 Personalized 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 organizations 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 Personalized 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 personalization to work for you.
