Copy My Video Strategy To Find Warm Leads In Your Email List

So super , super , super easy to do , and I wanted to essentially like kind of walk you step-by-step through the process of what I did and then share the results with you and how you can make me copy this into your own personal strategy . I'm the state . I'm the state . I'm the town .

Hey , there you're listening to the Missions to Movement's podcast and I'm your host , dana Snyner , digital Strategist for Non-Profits and Founder and CEO of Positive Equations . This show highlights the digital strategies of organizations making a positive impact in the world . Ready to learn the latest trends , actionable tips and the real stories from behind the feed .

Let's transform your mission into a movement . Hello and happy holidays . As I clicked record on today's podcast , I just wanted to share with you how much of an honor it is that I get to pop in and share this time with you , and I just want to say I appreciate you so much . This is episode 104 , which blows my mind .

I'll be coming up on the two year anniversary of the podcast in March , which is also crazy . I have to do something cool for that .

But I just wanted to say thank you , as we're rounding out the year and I've been doing a lot of thank you related episodes and today is a little bit of a sneak behind the feed of what I like to say of this show , of my own personal strategy . So recently , if you listened to episode 101 , I had JDBB from Ever True on .

He is the president at Ever True and then he is also the co-founder and CEO of a product called ThankView , which is now rolled under the Ever True suite of products for nonprofits . And ThankView specifically if you listened to episode 101 , is designed to share video thank yous to supporters after they give .

But it's really so much more than that and that's where this episode dives into and I wanted to share specifically how I just used it and really had some compelling insights . So I am obviously not a nonprofit organization .

I work with you but I love to test out different tools when I have the ability to do so , and especially anything that's in the marketing wheelhouse , because I learn , and the more that I learn , the more I can hopefully share with you and give you some ideas .

So in this episode I wanted to share with you a strategy that you can take in Mimic utilizing ThinkView , a video platform , and it doesn't necessarily have to be around a thank you for donations . There's lots of different ways and reasons related to send a video .

Note right , and so I created my ThinkView campaign , the video , which was about five minutes long just less than five minutes long sent it out , uploaded my email list the whole thing in less than an hour .

So super , super , super easy to do and I wanted to essentially like kind of walk you step by step through the process of what I did and then share the results with you and how you can make me copy this into your own personal strategy .

Also , before we start you might have heard this at the beginning If you want an actual visual look behind the scenes of the platform , I am going to be hosting a webinar with the Aperture team . Get your January calendars ready .

It's going to be on January 16th at 2 pm and it's all about the one day approach to re-engage your supporters , how to creatively use email and direct mail together . It's going to be pretty exciting . We're going to have some live hot seats .

If you RSVP before the end of the year , your name will be thrown into that hat and you can sign up for free at positiveequationcom backslash thanks to see kind of the back end of thank you . And then also my recent episode with Pledge Mind , which is direct mail platform with Lauren Daly .

Also , an ever true product is going to be featured in that webinar as well . So hopefully you can join Dennis from their team and myself , as I think we're going to have a lot of fun to kick off the new year together . Have you ever had a brainstorm slump where you just need somewhere to go for new ideas ? Now , yes , this podcast is for sure one .

But I wanted to introduce you to ever true studios . It's basically like Netflix , but for fundraisers . Their platform offers free on-demand documentaries , series and over 250 podcast episodes tailored for advancement professionals , like raise and talking shop . You can subscribe at ever truecom backslash studios to start binging and you can click the link in the show .

Knows , again , that's ever truecom backslash studios . And since you're a podcast fan , I just wanted to highlight you can go on Spotify or Apple to find these shows . Right now , raise podcast , hosted by the ever true CEO , who's really talking about the most exciting things and fundraising from a completely different angle .

That is what the raise podcast is all about , and talking shop is hosted by . David lively is the senior associate vice president for alumni relations and development and campaign manager at Northwestern University , and Aaron Moran , director of commercial enablement at ever true and the former associate VP and chief of staff at DePaul University .

So , basically , what happens when an advancement operations nerd and a big ideas

major gift guys sit down to chat ? They talk shop . So raise podcast and talking shop go check those out , go ahead and you can visit all of these documentaries and content at ever truecom backslash studios . Now back to the show . So let me dive into the platform of thank you and let me share with you what I did . So here's the premise .

The context was my monthly giving mastermind program is the next launch group .

We'll start in February , and so right now I am at the time where I am looking for five organizations that want to build out their monthly giving programs and we will help them do that in February , and so I want to get an understanding from my list of who's like a warm lead , who's really interested in participating in the program , who has interest in it , who

might have further questions . They're tinkering on the website . They're watching certain things that maybe they just haven't reached out yet , and so I want to have a deeper conversation with those people to understand their needs and their goals .

So I decided I always like to do things of value to put together a video sharing how to find 10 monthly donors right now within your existing supporter base . So that was my video . When you open up Thinkview , they have lots of different templates .

You can send birthday videos , anniversary videos , you can send a request for videos , you can send thank you for donations . There's lots of different ones . I selected Other and , as I went through the process , it's very step by step . So the first thing that you want to do is you select that kind of context for what your campaign is going to be .

Then you add your recipients very easy , uploaded my CSV file . Then you get to put together your message , which is the email setup that is going to be sent out to your recipients , and the video will be shown in the body of the email . Either you can have a little envelope .

That's like somebody gets to click the envelope to open it and then view your video . You can share a thumbnail video or an animated thumbnail like a GIF and that's what I chose . You pick your subject line , your sender name , your reply email and then you can select even the font for the body of your email . And I had .

Mine was very short and I just said hey , there have five minutes , question mark , smiley face . And then I had my message saying I put together a quick video for you , sharing a three-step process to get 10 new monthly donors right now from your existing audience .

And my button said ooh and I say it like that because it literally made the O's go ooh , tell me more . And everything was branded in my colors . I could upload my logo and then the video was down below and it says watch your video . So it happens when somebody clicks watch your video , or the button is there's this branded landing page that you can create .

And what I did was I just quickly went into Canva and I created this gradient of my brand colors and did that as the background , but you could upload photos and make it really fun and creative on your own .

I kept mine pretty simple with the color gradient and I added a button as my attachment below my video , which was monthly , giving mastermind info , and people could click that . You could have a PDF . You can actually embed a form right on this page , which is pretty cool . Mine linked out to my mastermind and then you can have text below the video .

So what I decided to do in mine because it was nearly , it was four minutes and 55 seconds I did chapters , so I said recap and then I outlined essentially at what time stamps what things I was talking about , and then I give a little bit of context about the program and I say click the button for all the details to apply , and my recipients had the ability

to reply with a video recording , reply with an email , and they could also save the video . All of that was put together . Then the actual concept of putting together the video is also very easy . Something that I think is really cool .

They offer the ability to have intro themes and outro themes , so you can do those separately and you can essentially like build your video together instead of having to have that Pre-edited .

You could select that before and after , or you can just have your recording and you can either upload your recording , which is what I did , or you can Physically just record it using your webcam on your computer . So once you have that all message together . Then you can preview that sequence .

You can send it a test email out to yourself , which I did a couple of times to make sure everything looked okay , and then you can either schedule everything to go out right then in the moment , or you can pick a time at a future date for it to go out , and then you'll be able to see any of the replies , if there was something that you were kind of

asking for a reply with . So that's , in a nutshell , the process that I went through to create my campaign , and On the dashboard it gives you a breakdown of metrics and you can click into them further . Hey , I hope you are enjoying this episode . I wanted to give you a quick announcement . The next round of my monthly giving mastermind will start in February .

Previously it was mid-January , but as I'm going through 2024 planning , I really want to give us all time to get settled into the new year . So the monthly giving mastermind will start in February for five organizations max .

So if building a monthly donor program has been on your to-do list , that it keeps getting pushed back due to limited time or resources , this is for you . By April , you will have a program that is ready to go live . So let's make it happen together .

You can head to positive equation dot-com back slash mastermind to learn all about it , to apply to view more details and to view our work with featured alumni of the program . Again , that's positive equation dot-com backslash mastermind .

So something else that I really like about the performance overview screen that I'm looking at as I'm telling you this is Underneath your stats . It gives you an industry average . So I am obviously not the industry for this , but it was interesting for me to see . So , for Open rates , the industry average says it's 21.3 percent , mine was 44.7 .

That that was really interesting . And then clicked , the industry average is 2.63 percent and mine was 6.6 percent , but that was also interesting . It gives me the amount that was delivered , how many bounced most of my , 94 percent of mine Delivered , which is pretty good .

And then it gives you and this is the meat and potatoes that I wanted to share with you those numbers are great , right . However , what I really wanted to focus on was I only have five people in this mastermind at the time because it is very personalized and With any very short within three months .

We're getting a monthly giving program live , so we want to be able to have a lot of personalization with people . So the next stats that it shares is all about the video I started watching , finished watching , total views , average view and call to action clicks . So the average view of my video was 50% .

So this is good for me to know , even for future reference . So roughly that Two and a half minute mark people were watching too , and then call to action clicks and you can click into each of these stats and you can see the emails and the names of who those people were .

So Today what I did was I went through anybody who Clicked on the call to action clicks and actually something else I might do is go into the finished watching list when I have some time and I sent personalized emails to everyone that clicked on the button .

So in your case , let's say you are sending out an email and the button is asking somebody to make a donation , there's probably going to be more people clicking the button than actually make gifts , right ? So you'd want to do a cross check of people who actually donate it .

But for those that didn't , you could personally reach out and say hey , saw you were interested . X , y and z message , right , but you're able to significantly filter down and find the warm leads of people who had the intent . They clicked the button , they finished watching the video and you can lead them to that next step .

We are all very , very busy people , so and I talked about this on a webinar recently where I need to see something seven , eight times to take an action between watching Kennedy , who is eight months old now and I swear she's going to walk any day , which blows my mind she wants to pull up on everything .

So constantly watching her taking care of , like , my business and family , getting things ready for the holidays like things are crazy , right , just life happens , and so this is a way where you can take that extra personalized step by filtering down into this warm list somebody to reach out to .

Other things I'll just quickly note on here you can see location metrics of who is your most engaged audience views by device engagement scores , average engagement by age , age breakdown , so I thought this was pretty interesting .

There are a plethora of more features in here , including SMS messaging , which is also very cool , but I just wanted to share this quick strategy with you and I hope it's helpful .

There's so many ways that you could think about using this for anybody who does have a monthly donor program , sending a video just to say happy anniversary for six months of giving and ask them to reply back to you saying why do you love this program .

I think there's so many creative ways to utilize video to make a really personalized connection with people , so I hope this was helpful . Again , if you are interested in learning more or even just jumping on a demo with the team I think JD graciously he did , he graciously shared his email address with us in the previous episode Reach out to JD .

It's just JD at ever truecom . Of course you can just go to think view on their website as well or ever true . And again , I would love to share with you the free webinar with EverTru's team on January 16th of really how to use video campaigns , email and direct mail to reengage your supporters right at the beginning of the year .

So RSVP , start the new year with me . It is a great way to be sending out these video emails , a great way to just stay top of mind with your supporters . I know it feels like oh my gosh , we're doing so much at end of year , like do they really want to hear from us again ? Yeah , yes , yes .

So we're going to talk strategically about how to make that happen . Again , you can RSVP at positivequationcom . Backslash . Thanks and y'all . This is . I think there's one more episode that I'm going to share with you this year , and then it's going to be 2024 .

I'm going to take a brief break during the holidays to spend time with some family , and I am just I'm going to say this in the other episode too but I am wishing you the most joyful , healthy , happy holiday season and I am so , so , so grateful for you If you have enjoyed listening to this episode and episodes throughout the year .

If you can , please leave a review on the podcast on Apple Spotify , wherever you listen . I would be forever grateful to you . I promise I read every single one and thank you so much for listening . Can you tell I love talking all things digital to make this show better ? I'd be so grateful for your feedback .

Leave a review , take a screenshot of this episode , share it on Instagram stories and tag positive equation with one E so I can reshare and connect with you .