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Video vs. Web Page Call to Action -- Which Works Better?

As part of Crescendo's recent email study, we tested the effectiveness of online calls to action.  Using the same subject line and design, along with similar content, we sent two emails for the University of South Florida (USF) to evaluate the click-through-rate (CTR) of a web page call-to-action versus a video call-to-action. The emails featured the headline “Help Make Our Students a Success” and included information about USF’s mission.

Version A included a web page call-to-action whereas Version B included a video call-to-action with a link to USF’s planned giving website’s new mission video, with images of the campus and students. While video can be a highly effective way to reach donors, in this case, the web page call-to-action had a higher CTR (9.28%) than the video call-to-action (7.66%).

One advantage that a web page provides over video is that a web page can be scanned easily, allowing the recipient to quickly determine if the web page offers valuable content. By contrast, recipients may be less likely to click to watch a video because they would have to watch the entire video before they can make such a judgment.  For more insights on online marketing, please contact Crescendo at 1-800-858-9154.

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About Kristen Schultz Jaarda, JD, LLM

Kristen Schultz Jaarda

Kristen Schultz Jaarda is Executive Vice President of Crescendo Interactive, Inc. She specializes in charitable tax planning and online marketing for planned gifts. She is responsible for client education and leads Crescendo's marketing services and support team. She is a nationally recognized speaker, conducts seminars nationwide and is a principal faculty member of GiftCollege.

Kristen serves as a board member for the American Council on Gift Annuities (ACGA) and as a member of the ACGA Rates and State Regulations Committees, Editorial Advisory Board member for Planned Giving Today, Committee Member for the ABA Charitable Planning and Organization's Group, past Legislative Chair and a board member for the Partnership for Philanthropic Planning of Greater Los Angeles (PPP-LA), a member of the Ventura County Planned Giving Council and a committee member and volunteer for several California charities. She writes weekly for CrescendoTweet and her planned giving blog.

Previously, Kristen served as Counsel to the Assistant Secretary of Education in Washington, D.C. and was Oversight Counsel to the U.S. House Committee on the Judiciary. Prior to that, she worked in a public affairs law practice. Kristen graduated from UCLA School of Law where she was Law Review Editor. She completed her Tax LL.M. with honors at Loyola School of Law. Kristen is a member of the California State Bar, D.C. Bar and the Maryland State Bar.


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