Concept “To create positive understanding of lesbian, gay, bisexual and transgender young people and their issues.”
• To engage an audience online within the story of an LGBT young person. • To bring the viewer into the story as an active participant.
• To engage the viewer within the ‘real world’ within the story. • To encourage the viewer to share the story with their friends and families. • To elicit a donation from the viewer using Premium Rate Text Messaging. • To recruit the once off donor as a long term regular donor and supporter.
How did we achieve this
Learning • The use of a hosted video rather than a ‘You Tube’ based video certainly hindered dissemination. • Building the video in flash rather than HTML5 limited us to non Apple products for dissemination.
• People are very uncomfortable with inputting their mobile phone numbers into the video (approx conversion rate of 10% of viewers). • Of those who input their numbers 10% followed through with a text donation and of those 40% became regular donors and supporters of the organisation. This marks the highest conversion rate we, our fundraising consultants or our call centre has ever experienced. • The personalisation of the video with the individuals schools, name, picture and friends was disconcerting to some.