With the number of nonprofits vying for the public’s attention continuing to grow, it’s more important than ever to make sure your organization’s website stands out from the crowd. In fact, a recent Google study found that “almost half of all donors visited at least one other nonprofit website prior to making a donation.” So the question for your organization’s website is no longer just “how do we get people there”, but more importantly, “how do we keep people there?”
It’s a simple equation: the more you stand out, the more people who will visit your website; and the more people who visit your website, the more opportunities you have to engage, educate, and empower them (and yes, grow donations too). So, what if I told you there was a secret weapon that would not only drive traffic and increase engagement on your site, but would also raise your donor conversion rate? Would you be interested? Well today’s your lucky day, because that weapon exists, and it all boils down to one word: VIDEO.
When executed the right way, video can be the secret sauce on your nonprofit’s Big Mac. Think about this: 82% of internet users watching videos online (Nielsen) and, on average, video results in an engagement rate 4-7x higher than static text and graphics (DoubleClick). So, if your organization doesn’t have a video strategy in place, you’re already behind your competition. These incredible results spread into the world of SEO as well, with a recent Forrester studyshowing that video increases your chance of a front-page Google result by 53x.
And then there’s mobile. Having a responsive site that will display across your donor base’s mobile devices is key with 40% saying they “conduct nonprofit research on their phones”, and “25% making their donations directly through their cell phones – mostly by opening a web browser and going to a donation site, not through text message donations” (Google Research Study).
So now you know. Integrating video into your organization’s website and overall marketing strategy is the closest thing there is right now to a silver bullet when it comes to increasing donor engagement and driving donations to new levels. You can click here if you’re interested in learning more about 4Site can help you get started.