Givelify Followup
After writing copy for Givelify, some follow-up questions were asked. I loved explaining the ‘how’ and ‘why’ of my strategy because that’s what isn’t present on the page - the interconnectedness of a campaign is invisible.
What are your key messages and why?
I chose to use the phrases “The most charitable year yet,” “community impact,” and the brand hashtag “#domoregood” that aligned well with the message for this micro campaign. I chose these ideas because seeing kindness and generosity can inspire people to give. With the past success of Bravo!, I wanted to inspire more good.
Given the implied of 100 applications, how would you measure your writing for each format (blog, email, and Facebook ad) is effectively persuading our customers towards taking the desired action?
I enjoyed connecting each writing piece in a larger web of content. Even though each piece stands on its own with best practices, voice, and tone, they’re connected. The theme of “The most charitable year yet” is aligned in each piece. CTAs are consistent throughout the email, and ad.
The Blog — disconnected from all other pieces — still links to other relevant content on and off site, which helps achieve its stated goal of “not [asking] organizations to apply to participate but to build awareness.” I would measure the success of this by site visits and clicks from the blog page to other pages and YouTube views.
The Email optimizes open rates with a defined subject line test. It is short and benefit focused with one CTA twice throughout the copy to quickly explain and direct the reader towards a landing page. I would measure the effectiveness of this email by click-through-rate.
The Facebook ad, likewise, is direct and to the point. It visually outlines the benefits in the image and touches on the ‘why’ of Bravo! while quickly guiding the user to sign up. The brand hashtag “#domoregood” aligns with this messaging. I would measure the success of this ad by click through rate.
If you had more time and resources, what additional content would you have developed to support the campaign? And what resources did you wish you had?
A “behind the scenes” micro documentary of how a video is made — emphasizing what the time and effort required from the nonprofit leader — could help demystify the process and encourage sign ups. It could also be included on a landing page to show social proof. This would require both the next Bravo! video production team and the documentary team to work in unison. Alternatively, a simplified outline of the process could be sent in an ongoing email journey.
A grassroots effort (filmed and promoted, of course) of Givelify employees handing out and encouraging nonprofits and faith-based organizations at national gatherings or perhaps in a city like Huston, TX (one of the most charitable cities in America). This could go with the theme of “The most charitable year yet” and encourage more applications. This would require time, effort, and travel of Givelify employees and a production team.
I would test quite a few more ads — mixing and matching visuals and other messages — to find out what works the best. In addition, increasing ad spend with email clients who engage with the email(s). This would require time and possibly AI to speed up the process of ad writing and testing.
Similar to the “behind the scenes” video, de-masking the process of everything after sign up could help encourage more engagement. Perhaps one or a series of Ask Me Anything webinars (recorded, edited together, then used for educational purposes) could help.
After signing up, a triggered “what to expect” email could help keep the application top of mind for busy nonprofit organizers. For example, an email reminder, “Thanks for signing up. We’re reviewing hundreds of Bravo! applications. We’ll be in touch shortly to celebrate more with you.”
A long-term email journey could keep the ideas top of mind, reminding busy recipients throughout the year. It could include updates and benefits — increase in donations, impact on community, the “behind the scenes” video, new videos, and maybe a year in review. This would require time for email creation and some testing.