Making Members’ Lives Simpler
Why was the project needed?
When a member passes away, the death benefit has to be distributed to the deceased member’s family. The distribution of death benefits is not an easy task even at the best of times. And often, circumstances are far from ideal – especially when a deceased member’s beneficiary nominations are incomplete, incorrect, or out of date.
The struggle to encourage members to update their beneficiaries is ongoing. Member apathy, a fear of paperwork, and reluctance to disclose their personal information are some of the reasons for this.
The brief
The client requested inSite to create a solution to motivate members to update their beneficiary forms.
The solution
Our brains are much faster when processing visual content – 60 000 times faster than when reading text. In fact, 90% of all information received by our brains is visual, and sight takes up more brain capacity than any other sense.
- Video can increase engagement by 80%
- One third of all online activity is spent watching video
- Video allows for explanation of complex topics while still being fun
- Animation is far cheaper and easier to produce than a live video production
- Videos are easy to distribute via online links in text messages and emails
Therefore, to encourage members to update their nominations, the MBSA Pension and DC Provident Funds embarked on a twofold campaign:
- Simple, fillable nomination forms, which can be submitted electronically; and
- Short, step-by-step video explanations, showing both how and why it is so vital for members to keep these forms updated