MoveOn has been a leader in using the web, and email in particular, to get their message out. If you don’t know MoveOn, they started with a simple email during the Clinton impeachment — lets move on — and it grew and grew.

They are no strangers to using video either. They have had video contests, and have made lots of 30-second spots. They have used the web to fundraise for these spots.

Today I saw something different from MoveOn. Eli Pariser, the Executive Director of MoveOn.org Political Action did a direct response video. It came in an email with a little text and a large screen shot of a video player window. It said:

Dear MoveOn member,
I recorded a video message for you about this election year—it felt too important to put in a regular email.

Watch it here:

The here is this page on the MoveOn.org site.

The page is their standard fundraising page (the kind you get with services such as Convio or Kintera). In the video he even points down to the donation form from his YouTube box, asking the viewer to donate right now to kick of the 2008 campaign activities.

At See3 we’ve been exploring this direct response video technique for a while. We think that in certain circumstances it can work well and we will try to find out how this does relative to non-video landing pages.