Video on Campaign Pages

What we tested

We tested whether replacing the static image on Campaign Pages with an embedded YouTube video would encourage more supporters to donate.

The test ran across both desktop and mobile versions of Campaign Pages, covering 14 organizations across a range of sizes and causes. We managed video selection manually to ensure quality, and configured the player to avoid autoplay — supporters had full control over playback.

Hypothesis

If we display a YouTube video in place of the campaign image on Campaign Pages, ARPU (Average Revenue Per User) will increase, because videos can communicate an organization's mission more effectively and motivate supporters to give.

Test setup

Key results

No statistically significant improvements were observed across key metrics, including conversion to donor, recurring conversion, and fee coverage.

A slight increase was observed in the average one-time donation amount in the test group.

Conclusion

The hypothesis was not confirmed. Adding YouTube videos to Campaign Pages did not produce a statistically significant improvement in conversion, ARPU, or donor behavior.

What this means for you

Not every change improves performance — and that’s exactly why we test before rolling anything out. This test allowed us to evaluate a feature with real traffic and real donors, rather than assumptions.

What it confirmed: the Campaign Page experience with a well-chosen static image performs at least as well as video when it comes to driving donations.

At the same time, video remains a powerful tool for storytelling. It helps communicate your mission, build emotional connection, and deepen donor relationships — especially for campaigns where context and narrative matter.

That’s why Fundraise Up gives you the flexibility to add videos to both Campaign Pages and Checkout Modal. While this test didn’t show a significant lift in conversion, it gives you more creative ways to engage supporters and bring your cause to life.

And as always, we’ll continue testing and optimizing to make sure every part of your donation experience performs at its best — so you don’t have to.

→ Explore how Campaign Pages can help your organization raise more