Video Increases Donor Engagement, Studies Show

(from the Chronicle of Philanthropy) Two new studies from the Lilly School at Indiana University make the case for nonprofits to boost investments technology, including video and social media, to attract and retain donors. While researchers have long known that donors value information about the impact of their gifts, the new studies indicate that donors’ expectations of that kind of feedback is increasing and becoming more sophisticated. Donors are more likely to support organizations that engage their audiences and illustrate how charitable contributions make a difference in their work, and videos are more effective tools for this than email communications.

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