One of the reasons might be that the video distracts people from the 'buying' process. The other reason is that the donors apparently liked the tangible aspect; they saw exactly what would be bought for their money.

But it really shows how you can save and earn money with testing

(you should at least test what videos to shoot before you get in the airplane). 

You might have noticed that the Donation Form in the SOS example looks a bit different from a normal donation form. That is possible when you 're-use' the data that you already know from your customers in your emails to them. 

Here's an example of 3 different forms you could show on your e-mail landingpage: 

1) Normal form (left image) where the visitor has to fill in all data again. This is the least customer-friendly option, normally resulting in e-mail conversions below 15% amongst existing donors.

2) Prefilled form (middle image) where the known customer data are displayed based on an encrypted customer ID in the link in the e-mail. This gives substantially higher conversions of above 20% for existing donors.

3) Short form (right image) where the customer data are displayed as normal text, which gives a very personalized feeling and allows for much shorter forms, with yet again higher conversions of around 30%. This kind of form is mostly used in e-mail landing pages. However, it is also increasingly used in SMS messages, and DM packs.