Toledo c4 npr seminar feb 2020 part 2
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Toledo c4 npr seminar feb 2020 part 2
- 3. About Steven » @StevenShattuck Chief Engagement Officer, Bloomerang 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
- 10. Retention rates for monthly giving » Source: Target Analytics, 2015 DonorCentrics US Recurring Giving Benchmarking Analysis @StevenShattuck
- 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? @StevenShattuck https://bloomerang.co/resources/guides/donor-retention-math-made-simple/
- 17. Why nonprofit donors leave » @StevenShattuck http://www.campbellrinker.com/Managing_donor_defection.pdf • 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
- 18. • 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 » @StevenShattuck http://www.campbellrinker.com/Managing_donor_defection.pdf
- 20. @StevenShattuck Key drivers of donor commitment » • 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 http://www.thedonorvoice.com/national-donor-commitment-study-and-proof-of-link-between-donor-attitudes-and-behavior/
- 22. @StevenShattuck Most likely to give a bequest » • Length of giving to your organization (5+ years of regular giving) • Giving to you over a long period of time (Giving may not be year after year - but gifts have been made over a long, extended period of time) • Frequency of Giving (monthly credit card donors, multiple gifts within a year) • Is an active volunteer (at one time or now a board member, or a volunteer in some manner) • The Family has been involved in some way in the organization (best if there is a long-time association)
- 23. @StevenShattuck How to increase retention/engagement » • Personalized communications • 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 • Get to know them • Solicit feedback • Make them feel like they’re your only donor
- 25. • 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 »
- 26. @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
- 27. @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
- 32. @StevenShattuck
- 41. 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
- 43. @StevenShattuck Requirements » • audiences • stories • moments • use cases
- 44. • What are potential moments that can happen in and around your mission, that can be captured by someone in their proximity? • These can show a need or a victory • Can be captured as photo or video • Examples: • Humane Society - an animal getting adopted • charity:water - a villager drawing dirty water from an old well • Innocence Project - a newly exonerated person buying his first non-prison jumpsuit clothes in 17 years • Museum - a new exhibit being unboxed / installed Moment opportunity list » @StevenShattuck
- 45. • 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
- 47. 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?
- 48. https://bloomerang.co/blog/this-nonprofit-volunteer-acknowledgement-puts-all-others-to-shame/ putting the pieces together » • Audience: corporate volunteer group • we were the first to volunteer in that facility • Story: one homeless youth who lives burritos • Moment: photo of service recipient • Goal: thank volunteer group, “hope there will be another day,” tie volunteer work to service recipients
- 49. https://share.vidyard.com/watch/rh6mDE1mrwLKqZChs2bPfS putting the pieces together » • Audience: new monthly donor • acknowledged Bloomerang (showed he did some research) • Story: supports staff who brainstormed ways to help youth get a job and keep a job • Moment: photo of team meeting • Goal: thank for support, explain impact
- 50. @StevenShattuck https://www.facebook.com/brookesplace/videos/1251419011574455/ putting the pieces together » • 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
- 51. @StevenShattuck putting the pieces together » • 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/
- 53. @StevenShattuck
- 54. @StevenShattuck
- 55. @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 »
- 56. Crowdsourcing
- 57. 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
- 60. Hosting your video » @StevenShattuck • YouTube • Vimeo • Recording software (Vidyard) • Social Network native • Twitter • Facebook • Instagram
- 61. 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/
- 62. 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/
- 63. 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
- 65. @StevenShattuck
- 67. @StevenShattuck
- 68. 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
- 70. @StevenShattuck
- 73. @StevenShattuck
- 74. 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?
- 76. @StevenShattuck • A unique video for each network • Videos stand out amongst text-only content • include/feature another person (so that you can tag them) • the goal is that they share the video, or that it appears in their connections’ newsfeeds • it is “social” media, after all :) • Facebook: prioritize mission moments, thanking • Instagram: prioritize mission moments • Twitter: prioritize thanking • tweet video directly to another user • the goal is that they share the video (in addition to feeling appreciated Social Media Distribution »
- 80. @StevenShattuck Facebook Live » • Easiest from the Facebook mobile app on your phone • can also use webcam or external camera, but more difficult to set up • https://iag.me/socialmedia/broadcast-facebook- live-wirecast/ • Show supporters the immediate need • Show supporters the impact as it happens! • Live Q&As • Repurpose the recording
- 81. @StevenShattuck Facebook Live » • https://www.johnhaydon.com/facebook- live-ideas-show-impact-nonprofit/ • https://www.johnhaydon.com/facebook- live-raise-money-nonprofit/ • https://www.johnhaydon.com/facebook- live-for-nonprofits-getting-started/ • https://cc.readytalk.com/registration/ #/? meeting=5onxz32gcqqk&campaign=strl7 1cr32d
- 92. Ideal places to invest » @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
- 93. About Us » @StevenShattuck • How can you be different / stand out? • Best used on website homepage • Mix of program/services explanation and recipient stories
- 94. Event ask » @StevenShattuck • Highlight one specific service recipient • Remember the event research: • The goal is tears • Play the video, then ask for money immediately • Don’t put a 15 minute speech after the video • GET THOSE CHECKBOOKS OUT • This can be repurposed after event, but make the video for the event (first time it is shown)
- 95. Volunteer orientation » @StevenShattuck • Show exactly what it will be like to volunteer • Explain rules (if any) • Provide prior to signing up or before volunteer activity commences (depending on content)
- 99. Selecting a vendor » @StevenShattuck • Ask to see examples • Ask how much money was raised from the final product • Ask if they understand your mission, make them prove it to you • Ask about their process: • how many people will they interview? • how many hours will they spend collecting footage? • during editing, how many rounds of reviews/changes will you get? • can you get the raw footage for future use? • can you get a split audio version of the final product? • what if you want to edit the video later - price? • will they interface with the facility A/V people (for event videos)?
- 100. equipment
- 101. Equipment » @StevenShattuck • Recording • Cell phone • Laptop with webcam • DSLR • Accessories • Tripod • Selfie stick / handheld camera mount • Microphone • Lens attachment
- 104. Equipment | Accessories » @StevenShattuck https://www.olloclip.com https://youtu.be/Dm_mib85pZE
- 107. shooting video
- 108. Shooting Cell Phone Video » @StevenShattuck https://wistia.com/library/shooting-video-with-an-iphone
- 109. Shooting Webcam Video » @StevenShattuck https://wistia.com/library/how-to-look-good-on-a-webcam
- 111. 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)
- 112. editing software
- 113. Editing Software - Installed » @StevenShattuck • Adobe Premiere Elements ($69) • CyberLink PowerDirector ($60) • Apple iMovie (free) • HitFilm Express 2017 (free) • Corel VideoStudio ($88) • VideoPad (free) • Lightworks (free) • DaVinci Resolve (free) • Shotcut (free) https://www.techradar.com/news/software/applications/the-best-free-video-editor-1330136 https://www.tomsguide.com/us/best-video-editing-software,review-2167.html
- 114. Editing Software - Cloud » @StevenShattuck • Movie Maker Online • Animoto • ClipChamp • WeVideo • Online Video Cutter • Kizoa https://www.techradar.com/best/the-best-free-online-video-editor
- 116. @StevenShattuck How to increase retention/engagement » • Personalized communications • 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 • Get to know them • Solicit feedback • Make them feel like they’re your only donor
- 118. The Rule of Thirds » • 33% your content • 33% other's content • 33% conversation @StevenShattuck
- 123. The “Three As” » @StevenShattuck http://blog.hubspot.com/marketing/nonprofit-three-as-social-media-ht • Appreciation: say thank you • Advocacy: champion those you serve • Appeals: ask for help
- 124. appreciation
- 125. Why appreciation » @StevenShattuck • People like to put their philanthropy on display • Donors like to feel appreciated • “Appreciation” posts get the most engagement • Creates a sense of FOMO
- 129. @StevenShattuck
- 133. @StevenShattuck
- 134. @StevenShattuck
- 137. 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
- 141. 1. Appreciation 2. Advocacy 3. Appeals The “Three As” » @StevenShattuck Gets the most engagement! https://blog.bufferapp.com/facebook-news-feed-algorithm
- 142. 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
- 143. Appreciation opportunities » • Volunteers on-site • Unique donation • A major gift • In-kind help from a for-profit vendor/sponsor • P2P fundraiser milestones @StevenShattuck
- 144. Who can thank? » • Corporate account • Employees ‣ Executive Director ‣ Development Director ‣ Communications Director • Volunteers • Board members • Donors • Vendors @StevenShattuck
- 145. 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
- 146. 1. Appreciation 2. Advocacy 3. Appeals The “Three As” » @StevenShattuck Now it’s time for conversions!
- 147. advocacy
- 148. Advocacy » • Educate about your cause ‣ new research/data ‣ helpful tips/guides • Share mission outcomes ‣ Success/impact stories ‣ Show how dollars are spent @StevenShattuck
- 154. @StevenShattuck
- 155. @StevenShattuck
- 156. 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
- 157. appeals
- 158. Appeals » • Use social media to ask for help! ‣ be specific ‣ be urgent ‣ be visual ‣ give clear direction ‣ ask your followers to ask ‣ identify + leverage influencers @StevenShattuck
- 166. • Facebook: when you have something to say • Twitter: when you have something to say • Instagram: when you have something to say How often should you post? » @StevenShattuck http://nonprofithub.org/social-media/ultimate-2015-nonprofit-social-media-scheduling-guide/
- 167. Final thoughts on social » • 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
- 172. • Communicate that donation was processed • Thank the donor • Communicate impact (text/photo/video) • Preview future communications • Give donor something to do next • Keep them on website to convert again! Confirmation page » @StevenShattuck https://bloomerang.co/blog/21-ideas-for-your-nonprofits-donation-confirmation-page
- 178. @StevenShattuck
- 179. • Should arrive immediately • Eye-catching subject line • Avoid role-based sender email address • Personal greeting • Thank the donor • Communicate impact (text/photo/video) • Give donor something to do next • Social sharing • Employer matching • Preview future communications • Include tax information Email confirmation » @StevenShattuck https://bloomerang.co/blog/19-point-donation-acknowledgement-email-checklist
- 180. @StevenShattuck
- 181. @StevenShattuck
- 182. @StevenShattuck
- 183. @StevenShattuck
- 184. @StevenShattuck
- 185. @StevenShattuck
- 186. @StevenShattuck
- 187. @StevenShattuck
- 188. @StevenShattuck
- 189. • Thank you for your donation! • Donation Confirmation from (ORGANIZATION) • Donation Receipt from (ORGANIZATION) • Confirmation – Donation Received • Donation Receipt • Thank you for your gift Boring email subject lines » @StevenShattuck https://bloomerang.co/blog/46-real-nonprofit-email-receipt-subject-lines-made-better/
- 190. • You just changed a life • You just fed a family of four • You have given the gift of hope • You are a hero! Impactful email subject lines » @StevenShattuck https://bloomerang.co/blog/46-real-nonprofit-email-receipt-subject-lines-made-better/
- 191. • info@nonprofit.org • development@nonprofit.org • no-reply@nonprofit.org • finance@nonprofit.org Destroy all role-based emails » @StevenShattuck https://bloomerang.co/blog/this-overlooked-detail-is-undermining-your-nonprofits-emails/
- 192. • Segment by frequency/gift amount • new vs repeat? • above average $ vs below average $? • starting a monthly commitment? • Arrive within 48 hours • Utilize their communication preference! • Email (differentiate from receipt) • Snail mail (handwritten note / signature) • Phone call (voicemails are just as good) Formal acknowledgement » @StevenShattuck
- 194. @StevenShattuck
- 197. @StevenShattuck
- 198. @StevenShattuck
- 199. @StevenShattuck
- 201. @StevenShattuck
- 204. @StevenShattuck
- 205. @StevenShattuck
- 206. • “Why did you first give?” • “What’s your connection to the cause?” • “What would you like to hear from us?” • “How would you rate your experience?” • “Was it easy to donate?” • “Did we thank you appropriately?” • Let them tell their story! Survey Question Ideas » https://bloomerang.co/blog/23-questions-to-ask-donors-and-prospects/ @StevenShattuck
- 207. @StevenShattuck • Humanize your automation • Thank quickly + personally • Go overboard with appreciation • Donor-centric tone • Tell how gifts are used / will be used • Tell them what comes next • Solicit feedback Final thoughts »