Digital marketing tools abound, and it is ever-more apparent that online video is the key tool for nonprofits to gain supporters in the social media space. I had the idea to create Call2Action when I realized I often found myself watching really inspiring videos that friends had shared with me. Again and again I was moved to take action and yet I struggled to figure out HOW to take action. Either it was not obvious, or the steps were disconnected and confusing. ‘What a missed opportunity,’ I found myself saying. “I can do something about that” was my next thought. And that was when we set out to optimize the ideal call to action tool for causes and advocacy.
At Call2Action we’ve developed the Spark widget, which bundles video with action tools to elicit an immediate response and interaction from video viewers. The widget works on multiple platforms and is easily sharable to Facebook, twitter, email, blogs, and via mobile.
The key value we’ve seen for fundraisers and marketers is that it allows organizations to offer a complete package to their partners and supporters in a single widget. You can share multiple videos and a variety of registration or donation tools, and it’s easy to use and distribute.
People are moved to take action immediately after watching a video, wherever they are, and the barrier to action with Sparks is very low. That’s why our average interaction rate is as high as 11.3% and 1.8% of our Facebook loads result in conversions.
The other big benefit is that the content can be syndicated, so that an organization can develop relationships over time by updating content within the course of a live campaign. Content changes manifest in all live locations, so you can continue to engage supporters with new calls to action and new video content.
The goal is to woo your audience, move them with compelling content, empower them with opportunities to make a difference and feel invested and build a sense of ownership around the cause. If you continue to build the relationship on this basis, you will both create loyal donors and expand your reach.
We recently launched this campaign for the Ad Council to promote GLSEN, the Gay, Lesbian & Straight Education Network. GLSEN is participating in Chase bank’s American Giving Awards broadcast on NBC, competing to win $1 million in Chase Community Giving funds. Their Spark allows viewers to watch a short video, sign up for their mailing list, view their live twitter feed, and show their support by voting for the organization via Facebook.
Combining these tools has allowed them to maximize opportunities for their supporters to share via social media, and build buzz leading up to the highly publicized event.
Sparks are especially powerful for promoting corporate sponsorships and partners. This fall we created a Spark for Feeding America to highlight their partnership with The Cheesecake Factory for Hunger Action Month. The Cheesecake Factory donated 25 cents for every piece of Oreo Dream Extreme cheesecake sold, and users of the Spark could click to find their nearest restaurant using our geolocation tool.
As Feeding America has said, “our partners are thrilled by results because Sparks allow them to easily distribute a branded feel-good campaign to their employees and customers and because it is the kind of campaign that people are much more likely to engage with and share.”
And we’ve found that this level of engagement far exceeds what corporate sponsors typically gain from a traditional ad campaign. That means dollars in the pocket for nonprofits looking to build and expand their base of support.