A personalised video campaign ahead of this year’s London to Brighton charity bike ride gave the British Heart Foundation a 14 per cent increase in its JustGiving donations.
The charity collaborated with the online donations platform and the personalised video agency, Echomany, for the campaign that targeted people with active JustGiving pages, part of a new engagement strategy for the BHF that was implemented in the week (11-18 June) leading up to the bike ride. The subsequent rise in JustGiving donations compared with the equivalent period before the 2016 ride.
To engage fundraisers, the campaign used their JustGiving profile data such as photos and target donations, which was then dynamically embedded into videos and hosted on landing pages. Links to the landing pages were then emailed to each subscriber, encouraging them to share the content. This resulted in 70 per cent of emails being opened, 63 per cent of recipients visiting the landing pages with 40 per cent opting to download or share the videos via social media.
According to the 2017 Charities Aid Foundation’s UK giving report, online giving (26 per cent) generated the smallest number of donations compared with television, direct mail and street giving.
Athar Abidi, social media manager at BHF, said it was becoming "increasingly important" for the charity to engage in dialogue with its fundraisers to help overcome charity fatigue.
"As part of our strategy to drive fundraising, we want to be innovative and use new methods that help our fundraisers encourage more donations as well as thanking them for their incredible support and efforts," he said. "Following the success of the London to Brighton bike ride campaign and our previous campaigns with EchoMany we are looking at how else we can use personalised video to support our campaigns."
Tim Redgate from EchoMany said the BHF campaign showed how charities could be more successful in their campaigning by building emotional connections between themselves, their fundraisers and their supporters.
"We’re starting to see an influx of brands changing their engagement strategies, using publicly available information to build upon conversations and deliver personalised video campaigns from the outset," he said. "By engaging with fundraisers on the platforms they already use - Facebook, Twitter, eCRM - charities can drive donations, encourage loyalty and amplify the sharing of content."