Capitalizing on Short-Lived Emotions: Part 2January 21, 2017
Emotion, as we know, is a neural impulse that moves us to action, but, as the word impulse implies, emotions can be short-lived. What you don’t want is for your viewers to miss an opportunity to donate while being moved by your organization’s story. This episode of a “Minute with Messaging” reveals how online technology can translate a compelling message into income.
In Part 1 of this podcast, we talked about broadcasting your message using online video and motivating audiences through a carefully constructed story with genuine emotion. Emotion, as we know, is a neural impulse that moves us to action, but, as the word impulse implies, emotions can be short-lived.
What you don’t want is for viewers who are moved by your organization’s story to recover from its impact before being given the opportunity to donate. Here’s how emotionally timed online technology can actually translate a compelling message into income.
MyCall2Action is an online fundraising strategy we’ve developed that immediately connects viewers to our client’s donation page at the conclusion of a video and at the height of desire we’ve created to support their organization.
Our research shows that MyCall2Action is especially effective in attracting new donors. To maximize your results, we recommend:
- Placing the video on your home page and dedicating plenty of real estate to the launch window so that visitors to your site connect immediately to your story.
- Keep questions on the donation page where viewers are taken to a minimum. A wordy donation page may be fine for your Donate Now button, but you don’t want the euphoric bubble of giving to pop before viewers of your MyCall2Action video have made a commitment.
I’m Kelli Newman and this has been a “Minute with Messaging.” Visit the Articles page of our website for past issues of a “Minute with Messaging.” And for information on how your organization can benefit from Newman & Newman strategies, call me directly at 281-589-0750.