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
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
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 »
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
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.
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
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
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
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
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.
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
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
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
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