http://www.c4npr.org/

1. Steven Shattuck
Feb. 7, 2017
Presented by
In partnership with

2. In partnership with
Share the Love
Using Social Media to Show Gratitude
Presented by

3. Share The Love
using social media to engage donors

4. Steven Shattuck
@StevenShattuck
Chief Engagement Officer - Bloomerang
Executive Director - Launch Cause
Contributor to:
Ragan, NTEN, Business2Community, Social Media Today,
National Council of Nonprofits, Search Engine Journal,
ExactTarget, Raven Internet Marketing Tools, HubSpot,
Content Marketing Institute, Nonprofit Hub, INside
Indiana Business.
Speaker:
Association of Fundraising Professionals, National
Council of Nonprofits, ADRP, NCDC, NAMP, ANN,
PRSA, Planet Philanthropy, Cause Camp, PANO, SCANPO
@StevenShattuck

6. This presentation isn’t about social media.
It’s about content.
@StevenShattuck

7. @StevenShattuck
the content problem

8. • Our organization?
• Our cause?
• Our donors?
• Our employees?
• Our volunteers?
• Our needs?
• Our victories?
What should our content be about? »
@StevenShattuck

9. What nonprofits talk about »
http://blog.hubspot.com/marketing/
nonprofits-social-media-marketing-data
Share news
about our cause
Share news
about our org
Donor
recognition
Brand
recognition
Fundraising
Volunteer
recruitment
Employee
recruitment
@StevenShattuck

10. What nonprofits talk about »
@StevenShattuck

11. What should we post about,
in what format,
and how often?
@StevenShattuck

12. The Rule of Thirds »
• 33% your content
• 33% other's content
• 33% conversation
@StevenShattuck

13. 80/20 Rule »
• 80% not about you
• 20% about you
@StevenShattuck

14. These frameworks
aren’t ideal for nonprofits.
@StevenShattuck

15. The “Three As” »
@StevenShattuck

16. 1.Appreciation
2.Advocacy
3.Appeals
@StevenShattuck
http://blog.hubspot.com/marketing/nonprofit-three-as-social-media-ht
The “Three As” »

17. @StevenShattuck
• Appreciation: say thank you
• Advocacy: champion those you serve
• Appeals: ask for help
The “Three As” »

18. @StevenShattuck
1.Appreciation
2.Advocacy
3.Appeals
The “Three As” »

19. Appreciation is the key to donor retention.
@StevenShattuck

20. The 2016 results are in »
https://bloomerang.co/blog/infographic-2016-
fundraising-effectiveness-donor-retention-supplement
@StevenShattuck

21. First-time donor retention »
@StevenShattuck

22. Repeat donor retention »
@StevenShattuck

23. Retention by gift size »
@StevenShattuck

24. Donor retention over a decade »
@StevenShattuck

25. 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?
@StevenShattuck

26. Donor retention math »
https://bloomerang.co/resources/downloadables/
donor-retention-math-made-simple
@StevenShattuck

27. Retention by org type »
@StevenShattuck

28. Retention by org size »
@StevenShattuck

29. Retention by org age »
@StevenShattuck

30. Retention is toughest for »
@StevenShattuck
• Young orgs
• Small orgs
• Health, human services, public benefit
• New donors
• Smaller gifts

31. Average number of orgs supported annually:
• Income 50K – 2-3
• Income 100K – 3-4
• Income >100K – 4-5
• One is usually their church
• Second is most likely their school
Source: Philanthropy Panel Study - Lilly School of Philanthropy
@StevenShattuck
Retention as musical chairs »

32. @StevenShattuck
Giving by household income »
Source: Philanthropy Panel Study - Lilly School of Philanthropy

33. @StevenShattuck
Why do donors leave?

34. • 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 »
https://www.linkedin.com/today/post/article/
20140520191728-746287--infographic-why-donors-stop-their-support
@StevenShattuck

35. @StevenShattuck
Why do donors stay?

36. @StevenShattuck
Key drivers of donor commitment »
1. Donor perceives your organization to be effective
in trying to achieve its mission.
2. Donor knows what to expect from your
organization with each interaction.
3. Donor receives a timely thank you.
4. Donor receives opportunities to make his or her
views known.
5. Donor is given the feeling that he or she is part of
an important cause.
6. Donor feels his or her involvement is appreciated.
7. Donor receives information showing who is being
helped.

37. @StevenShattuck
The speed and quality of a
gift acknowledgement
is the single biggest retention factor.

38. appreciation

39. Why appreciation »
@StevenShattuck
• Appreciation boosts retention
• “Appreciation” posts get the
most engagement
• People like to put their
philanthropy on display
• Creates “FOMO” that
generates further action

40. @StevenShattuck
Anatomy of a sharer »
http://www.slideshare.net/socialogilvy/why-do-
people-share-on-social-media-global-survey-results

41. Appreciation via social media »
• Use social media to publicly thank supporters!
‣ donors
‣ volunteers
‣ staff/board members
‣ other advocates/vendors
• Why?
‣ they will engage with/share the post
‣ increases visibility of future posts
@StevenShattuck

42. Appreciation »
@StevenShattuck

43. Appreciation »
@StevenShattuck

44. @StevenShattuckhttps://twitter.com/GivingtoPurdue/status/725288948117942273

45. @StevenShattuck

46. @StevenShattuck

47. @StevenShattuck
https://vine.co/v/b5tnVIVjt2M

48. Appreciation »
@StevenShattuck

49. @StevenShattuck

50. Appreciation »
@StevenShattuck
Volunteers are 10x
more likely to donate
to your charity than
non-volunteers!
http://www.fidelitycharitable.org/docs/
Volunteerism-Charitable-Giving-2009-
Executive-Summary.pdf

51. @StevenShattuck

52. Collect social info on donation forms »
@StevenShattuck
missed opportunity?

53. Save social info in database »
@StevenShattuck

54. Permission »
@StevenShattuck
• Ask for Twitter username
• Ask for communication preference
• email
• snail mail
• phone
• social media
• “Would you like to remain anonymous in agency
publications?” Yes/No
• Don’t have to divulge donation amount

55. Confirmation page »
@StevenShattuck

56. Confirmation page »
@StevenShattuck

57. Ask for likes in confirmation »
@StevenShattuck

58. Tagging = Visibility »
@StevenShattuck

59. 1. Appreciation
2. Advocacy
3. Appeals
The “Three As” »
@StevenShattuck
Gets the most engagement!
https://blog.bufferapp.com/facebook-news-feed-algorithm

60. Facebook algorithm factors »
• Posts with lots of comments
• Posts with lots of likes
• Post types that users seem to prefer more than others
(e.g., photo, video, or status update)
• Posts that receive a high volume of likes, comments, or
shares in a short time
• Posts that tag other pages within the text
• Posts that are liked or commented on by one’s friends
• Posts from pages that one interacts with often
@StevenShattuck

61. Tactics that work »
• You don’t get what you don’t ask for
‣ ask for likes
‣ ask for comments
‣ ask for shares
‣ ask for RTs
@StevenShattuck

62. Appreciation opportunities »
• Volunteers on-site
• Unique donation
• A major gift
• In-kind help from a for-profit vendor/sponsor
• P2P fundraiser milestones
@StevenShattuck

63. Who can thank? »
• Corporate account
• Employees
‣ Executive Director
‣ Development Director
‣ Communications Director
• Volunteers
• Board members
• Donors
• Vendors
@StevenShattuck

64. Appreciation - do’s and don’ts »
• Look for opportunities to show appreciation
• Make it easy for donors to talk about their giving
• from the brand + from employees
• Get the donor/volunteer’s permission
• Make thank you’s visual
• Never an untagged post
• Track donor’s social media accounts in database
@StevenShattuck

65. 1. Appreciation
2. Advocacy
3. Appeals
The “Three As” »
@StevenShattuck
Now it’s time for conversions!

66. @StevenShattuck
advocacy

67. Advocacy »
• Educate about your cause
‣ new research/data
‣ helpful tips/guides
• Share mission outcomes
‣ Success/impact stories
‣ Show how dollars are spent
• Highlight organizational culture
‣ fun moments around the office
‣ employee milestones/profiles
@StevenShattuck

68. @StevenShattuck
Key drivers of donor commitment »
1. Donor perceives your organization to be effective in trying to
achieve its mission.
2. Donor knows what to expect from your organization with each
interaction.
3. Donor receives timely a thank you.
4. Donor receives opportunities to make his or her views known.
5. Donor is given the feeling that he or she is part of an important
cause.
6. Donor feels his or her involvement is appreciated.
7. Donor receives information showing who is being helped.

69. Advocacy »
@StevenShattuck

70. Advocacy »
@StevenShattuck

71. Advocacy »
@StevenShattuck

72. @StevenShattuck

73. @StevenShattuck

74. @StevenShattuck

75. @StevenShattuck

76. @StevenShattuck

77. @StevenShattuck

78. @StevenShattuck

79. Advocacy tips »
• Think like a journalist
• Keep your cell phone (camera) with you
• Tell others to keep an eye out
• Highlight service recipients and employees
@StevenShattuck

80. @StevenShattuck
appeals

81. Appeals »
• Use social media to ask for help!
‣ be visual
‣ be specific
‣ give specific action steps
‣ mix in with appreciation/advocacy (CTAs)
• Involve others!
‣ identify influencers
‣ ask for shares/retweets
@StevenShattuck

82. @StevenShattuck

83. @StevenShattuck

84. Appeals »
@StevenShattuck

85. Appeals »
@StevenShattuck

86. Appeals »
http://socialmediatoday.com/sashattuck/2431046/how-college-used-social-media-raise-465k-one-day
@StevenShattuck

87. Appeals »
http://socialmediatoday.com/sashattuck/2053261/how-
nonprofit-raised-41k-twitter-24-hours-without-trying
@StevenShattuck

88. Calls-to-Action (CTAs) »
• Add CTAs to appreciation and advocacy posts
‣ (photo) “Thanks to these volunteers. By the
way, you can sign up to be a volunteer here >>”
‣ (photo) “With your help, the Smiths were able
to move out of our shelter and into their own
apartment. Help another family like theirs here
>>”
@StevenShattuck

89. @StevenShattuck
Missed opportunity
for a CTA!

90. @StevenShattuck
Missed opportunity
for a CTA!

91. Appreciation - 70%
Advocacy - 20%
Appeals - 10%
The “Three As” »
@StevenShattuck

92. How often should you post? »
@StevenShattuck

93. • Facebook: when you have something to say
• Twitter: when you have something to say
• Instagram: when you have something to say
• LinkedIn: when you have something to say
How often should you post? »
@StevenShattuck
http://nonprofithub.org/social-media/ultimate-2015-nonprofit-social-media-scheduling-guide/

94. Keys to success »
• Balance: avoid too much self-promotion
• Visual: photos/videos perform very well
• Be personal: address people individually (tag them)
• Ask: permission before publicly acknowledging gifts
• Track: supporter social media accounts in your database
• Teamwork: get your employees to create/share content
• Measure and adjust: don’t post what hasn’t worked!
@StevenShattuck
https://bloomerang.co/resources/downloadables/social-media-strategy-template

95. @StevenShattuck
https://bloomerang.co/resources
•Nonprofit Wrap-Up
•Bloomerang TV
•Bloomies
•eBooks
•Daily blog post
•Weekly webinars
•Templates
•Guides

96. Free eBook »
@StevenShattuck
http://bit.ly/bloomerang-social
Questions?
steven.shattuck@bloomerang.co
@StevenShattuck