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Outreach International has for over 30 years tackled a culture of silence that exists among the neediest in many of the poorest parts of the world. Outreach helps third world villagers overcome their own poverty – not with handouts, but by helping them learn how to identify problems, take initiative and be the source of solutions in their community.
We made it our objective to develop online content that creates awareness and open mindedness to the charity primarily and, secondarily, to increase dwell time on the charity website to encourage donations.
Outreach had rolled out a new website in 2013. While the site did a solid job of explaining the charity’s unique process-driven approach, it lacked the emotional punch of other competitors. In short, it was winning the minds but not the hearts of donors.
Our solution? Tell simple, short stories about problems identified by locals, not by Outreach.
Our theme, “Where knowledge thrives, poverty ends”, gave us the emotional launching pad for several videos that demonstrated the real daily problems that villagers face as they strive to climb out of poverty.
The videos were also used in presentations to high-end donors.
• Click-throughs from video to donation page on the website were 2.8%, over 300% higher than the best performing content prior to our campaign launch.
• Because the client launched “special screenings” of our videos, private donations have increased by 16% with even greater results anticipated as we add more videos from other countries.
In the past, the production cost of video content was high in relation to potential return on the investment. With the continual decrease in equipment costs and direct donations spurred from our videos, the success of this campaign has already spurred more rounds of videography in other regions that Outreach serves.
In today’s world, content becomes stale quickly. By keeping our videos focused and concise for short attention spans, we’re already in double figures for videos produced with more on the way using this template.