Nonprofit Videos (on a Budget) that Engage and Retain Donors (PANO 2018)
•
0 likes•63 views
Up until recently, high-quality video production has been a luxury available only to the largest nonprofits. Now, even the smallest charity on a budget can create a compelling and authentic video that moves the needle for their fundraising goals. In this webinar, we will make recommendations for crafting an effective, integrated and low-cost video strategy resulting in content that will resonate with your donors, volunteers and other stakeholders. At the conclusion of this session participants will: Discover how to create an in-depth strategy based on your nonprofit’s diverse audiences Determine which equipment and technology is best for your organization’s needs Learn how to solicit and leverage crowdsourced content Understand how to best utilize web video platforms and social networks like YouTube, Vimeo, Facebook, Instagram and Vine for distributing content
Recommended
Recommended
More Related Content
What's hot
What's hot (14)
Similar to Nonprofit Videos (on a Budget) that Engage and Retain Donors (PANO 2018)
Similar to Nonprofit Videos (on a Budget) that Engage and Retain Donors (PANO 2018) (20)
More from Bloomerang
More from Bloomerang (20)
Recently uploaded
Recently uploaded (20)
Nonprofit Videos (on a Budget) that Engage and Retain Donors (PANO 2018)
- 1. Nonprofit Videos (on a Budget) that Engage and Retain Donors
- 2. About Steven » @StevenShattuck Chief Engagement Officer, Bloomerang Co-founder/ED, Launch Cause Contributor: Fundraising Principles and Practice: Second Edition Member: Fundraising Effectiveness Project (FEP) Project Work Group, AFP Center for Fundraising Innovation (CFI), Study Fundraising Steering Group at the Hartsook Centre for Sustainable Philanthropy at Plymouth University Fun facts: • film school dropout • 1st job: producing fundraising videos • prefers tea to coffee • allergic to rhubarb • won the David Letterman scholarship
- 6. • low quality is okay (and it’s not the device’s fault) • editing isn’t always necessary • you have all the equipment you need in your pocket • your most powerful video doesn’t have to be made by you or someone on your staff or someone you pay • your most powerful video might not be planned • a video doesn’t have to ask for money to raise money • your most important audience already knows who your organization is and likes you @StevenShattuck Radical ideas »
- 7. The Future of Fundraisingwhy retention and engagement
- 8. Donor retention » Source: Fundraising Effectiveness Project http://afpfep.org 45.5% 31.8% 64% 90+% @StevenShattuck
- 9. Donor retention over a decade » @StevenShattuck
- 10. New donor retention over the years » Source: Fundraising Effectiveness Project http://afpfep.org @StevenShattuck
- 11. Repeat donor retention over the years » Source: Fundraising Effectiveness Project http://afpfep.org @StevenShattuck
- 12. Recapturing lapsed donors is even harder » Source: Fundraising Effectiveness Project http://afpfep.org @StevenShattuck
- 13. @StevenShattuck Donor retention by org type » Source: Fundraising Effectiveness Project http://afpfep.org
- 14. Donor Attrition Over Five Years # of Donors Attrition Rate Donors Remaining After 1 Year Donors Remaining After 2 Years Donors Remaining After 3 Years Donors Remaining After 4 Years Donors Remaining After 5 Years 1,000 20% 800 640 512 410 328 1,000 40% 600 360 216 130 78 1,000 60% 400 160 64 26 10 So what? https://bloomerang.co/resources/downloadables/donor-retention-math-made-simple @StevenShattuck
- 15. Donor retention math » @StevenShattuck
- 16. @StevenShattuck Why do donors leave?
- 17. @StevenShattuck • 2001 study by Adrian Sargeant • Survey to lapsed donors of 10 major U.S.-based nonprofits • Respondents were asked to check each reason for stopping their contributions Why nonprofit donors leave » http://www.campbellrinker.com/Managing_donor_defection.pdf
- 18. @StevenShattuck • 5% - thought charity did not need them • 8% - no info on how monies were used • 9% - no memory of supporting • 13% - never got thanked for donating • 16% - death • 18% - poor service or communication • 36% - others more deserving • 54% - could no longer afford Why nonprofit donors leave » http://www.campbellrinker.com/Managing_donor_defection.pdf
- 19. @StevenShattuck Why do donors stay?
- 20. @StevenShattuck • 2011 study • Survey of 1,200 recent (last 12 months), frequent (more than 2 gifts to cause based charities) donors from over 250 nonprofit organizations • Donors were given a list of 32 reasons why they might continue giving • Asked to rank them by order of importance Key drivers of donor commitment » http://www.thedonorvoice.com/national-donor-commitment-study-and-proof-of-link-between-donor-attitudes-and-behavior/
- 21. @StevenShattuck Key drivers of donor commitment » 1. Donor perceives organization produces outcomes 2. Donor knows what to expect with each interaction 3. Donor receives a timely thank you 4. Donor receives opportunities to make views known 5. Donor feels like they’re part of an important cause 6. Donor feels his or her involvement is appreciated 7. Donor receives info showing who is being helped http://www.thedonorvoice.com/national-donor-commitment-study-and-proof-of-link-between-donor-attitudes-and-behavior/
- 22. @StevenShattuck How to increase retention » • Focus on first-time and above-average donors • Thank quickly + personally • Go overboard with appreciation • Donor-centric tone (more “you” than “we”) • Tell how gifts are used / will be used • Tell them what comes next • Solicit feedback • Keep lines of communication open
- 23. How can we use video to do this? @StevenShattuck
- 24. @StevenShattuck The video application » • Videos that show the need • Videos that say thank you • Videos that show the impact of the gift • Videos that build a 1:1 relationship
- 25. @StevenShattuck Common, problematic videos » • “about us” / generic overview • generic “thank you, donor!” video • end-of-year summary / annual report / holiday update • post-event recap / summary
- 27. @StevenShattuck ”Thank you, donor!” » https://vimeo.com/199868454
- 30. @StevenShattuck
- 31. The Future of Fundraisinga different way of thinking about video
- 32. @StevenShattuck new video concepts / 3-part strategy » 1. Personalized video messages made for and sent to one recipient 2. A robust library of clips of mission moments captured as they happen and distributed frequently to unique audiences 3. Professionally produced videos created for specific use cases with measurable ROI
- 33. 1. personalized messages »
- 39. @StevenShattuck https://twitter.com/whitworth/status/715193959278993411 1. personalized messages »
- 41. @StevenShattuck https://bloomerang.co/blog/and-the-bloomie-goes-to-greenpeace-usa/ 2. mission moment clips »
- 43. @StevenShattuck 2. mission moment clips » • Audience: Facebook fans • Story: happy guest at adult care service • Moment: same as story, unplanned • Goal: donate during day of giving
- 44. @StevenShattuck https://www.facebook.com/brookesplace/videos/1251419011574455/ • Audience: Facebook fans • Story: child service recipient and her mom • “gave my two children their smiles back” • Moment: crowdsourced, same as story, planned • Goal: donate during day of giving 2. mission moment clips »
- 45. @StevenShattuck • Audience: Facebook fans • Story: child service who rides horse for the first time “unclipped” after 3 years • Moment: same as story, unplanned • Goal: donate during day of giving https://www.facebook.com/agaperiding/videos/1848446941840792/ 2. mission moment clips »
- 46. 3. professional videos for use cases » @StevenShattuck • “About Us” / generic overview • https://www.youtube.com/watch?v=3iIkOi3srLo • Event / gala ask video • https://www.youtube.com/watch?v=xR78udhbMO4 • Volunteer orientation / experience video • https://www.youtube.com/watch?v=iz6Ef8OxsS4 • A specific, possibly high-capacity donor segment coinciding with a campaign • https://www.youtube.com/watch?v=1Xe8jfgfpog • Program recipient success stories (the more the better) • https://www.youtube.com/watch?v=V5xf04NQ4y0
- 47. @StevenShattuck Requirements » 1. Personalized video messages (mostly thank you’s) made for and sent to one recipient • need: an audience list and a story library 2. A robust library of clips of mission moments captured as they happen and distributed frequently to unique audiences • need: a moment opportunity list 3. Professionally produced videos created for specific purposes with measurable ROI • need: a list of use cases
- 48. • a current/former service recipient who was transformed: what changed and how? now what do they do? • a current/prospective service recipient who hasn’t been transformed yet: what is the need? • someone who fundraises for you: why do they do it? • a long-time donor/volunteer: why do they do it? • a board member: why do they serve? • a long-time employee: why do they stay? • who needs to hear it? Story library » @StevenShattuck
- 49. Questions to ask upfront » @StevenShattuck • Who is the target audience? • What are your primary objectives for making this? • asking, thanking or reporting? (choose no more than two) • When the video is over, what specific information do you want the viewer to have learned? • When the video is over, what specific emotions do you want the view to feel? • What specific results do you expect from the video? • How will the video be distributed / integrated into existing efforts? • Are there any negative misconceptions that the video should address or avoid?
- 50. @StevenShattuck Requirements » • audiences • stories • moments • use cases
- 51. @StevenShattuck • Online donor, first-time • Personal email with link to webcam/cell phone video • Monthly donors • Personal email 4x a year with links to mission moment clips “just wanted to show you what impact you’ve had” • Repeat donor, gives to an online day of giving, we know their Twitter handle • Tweet with webcam/cell phone video • Daily (or as often as you can) clips on Facebook/Instagram: • mission moments (needs or victories) • supporter/recipient testimonials Sample video comms plan »
- 52. equipment
- 53. Equipment » @StevenShattuck • Recording • Cell phone • Laptop with webcam • DSLR • Accessories • Tripod • Selfie stick / handheld camera mount • Microphone • Lens attachment
- 54. Equipment | DSLR » @StevenShattuck Canon Ti Series
- 55. Equipment | Accessories » @StevenShattuck https://joby.com/phone-tripods-tablet-stands https://www.youtube.com/watch?v=LwOCyqKnXm4
- 56. Equipment | Accessories » @StevenShattuck https://www.olloclip.com https://youtu.be/Dm_mib85pZE
- 57. Equipment | Accessories » @StevenShattuck https://www.bluedesigns.com/products/snowball/
- 58. Equipment | Accessories » @StevenShattuck https://www.macworld.com/article/3193019/iphone-ipad/article.html https://www.shoutmeloud.com/best-iphone-camera-accessories.html https://www.lifewire.com/best-smartphone-starter-kit-4049119
- 59. shooting video
- 60. Shooting Cell Phone Video » @StevenShattuck https://wistia.com/library/shooting-video-with-an-iphone
- 61. Shooting Webcam Video » @StevenShattuck https://wistia.com/library/how-to-look-good-on-a-webcam
- 63. Webcam Recording Software » @StevenShattuck 1-Way: • Photo booth (Mac OS) • Camera (Microsoft Windows 8+) • Vidyard GoVideo (free) • Also have a paid version: https://share.vidyard.com/watch/ zHsXqfydEDV2BHNDNRvskr • CloudApp (free, w/ paid upgrades) 2-Way (for interviews/discussions): • Google Hangouts (free) • Skype (requires a third-party app to record)
- 64. Crowdsourcing
- 65. Requesting crowdsourced content » @StevenShattuck • Encourage cell phone usage • Tell them low-quality is okay • but give some basic tips (good lighting, stand/speak close to phone for sound, etc.) • Be specific in what you want: • mission moment? • tell them the kinds of things you want • personal testimony? • why do they give/volunteer/serve on board? • Tell them how you plan on using the video • Photos are just as good
- 67. The Future of Fundraisinghosting your video
- 68. Hosting your video » @StevenShattuck • YouTube • Vimeo • Recording software (Vidyard) • Social Network native • Twitter • Facebook • Instagram
- 69. YouTube » @StevenShattuck • Freedom to distribute a YouTube link in emails, Facebook updates, tweets, etc. • can’t do YouTube > Instagram • Great (free) analytics and social features • can connect to Google Analytics • Branded channel • YouTube Nonprofit Program • donation cards • call-to-action overlays • link anywhere cards https://bloomerang.co/blog/everything-nonprofits-need-to-know-about-youtube-donation-cards/
- 70. YouTube Donation Cards » @StevenShattuck • nonprofits don’t receive the donor data information • you can’t control donation cards on videos you don’t own • cards aren’t very prevalent on the video • Google covers the processing fees and Network For Good distributes the funds to the organization at the end of each month. https://bloomerang.co/blog/everything-nonprofits-need-to-know-about-youtube-donation-cards/
- 71. Vimeo » @StevenShattuck • More professional presentation • might be better for professionally produced videos embedded on dedicated pages • More control over what the player looks like • Freedom to distribute a YouTube link in emails, Facebook updates, tweets, etc. • Less traffic / interaction than YouTube
- 72. The Future of Fundraisingautomated distribution
- 73. @StevenShattuck
- 75. Static / Automated Distribution » @StevenShattuck • Homepage • About Us video • Donation page • About Us video • Pre-emptive thank you video • Post-donation confirmation page • Thank you video • Service recipient story • Post-donation automatic email confirmation • Thank you video • Service recipient story • Post-donation automatic email cadence
- 76. @StevenShattuck
- 79. @StevenShattuck
- 82. @StevenShattuck
- 83. @StevenShattuck
- 84. Dangers of automation » @StevenShattuck • Video might distract from filling out donation form • Multiple donations results in seeing the same thing • If you send a personal video, you’ve “sent” them two videos (video fatigue?) • Will they really feel like it was for them? • Will it resonate with them?
- 85. • low quality is okay (and it’s not the device’s fault) • editing isn’t always necessary • you have all the equipment you need in your pocket • your most powerful video doesn’t have to be made by you or someone on your staff or someone you pay • your most powerful video might not be planned • a video doesn’t have to ask for money to raise money • your most important audience already knows who your organization is and likes you @StevenShattuck Final thoughts »
- 86. https://bloomerang.co/resources •Nonprofit Wrap-Up •Bloomerang TV •Bloomies •Daily blog post •Weekly webinars •Downloadables
- 88. Get in touch: steven.shattuck@bloomerang.co @StevenShattuck Free eBooks » @StevenShattuck https://bloomerang.co/resources/guides/