Nonprofit Videos (on a Budget) that Engage and Retain Donors

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  • Nonprofit Videos (on a Budget) that Engage and Retain Donors

  • Steven Shattuck@StevenShattuck

    Chief Engagement Officer - BloomerangExecutive Director - Launch CauseContributor to: NTEN, Nonprofit Hub, National Council of Nonprofits, Social Media Today, Search Engine Journal, Raven Internet Marketing Tools, HubSpot, Content Marketing Institute, INside Indiana Business, Ragan, Business2Community

    Speaker:

    Association of Fundraising Professionals, National Council of Nonprofits, ADRP, NCDC, NAMP, ANN, PRSA, Planet Philanthropy, Cause Camp

    Your presenter

    @StevenShattuck

  • Why engage?

    Why retain?

    @StevenShattuck

  • Why engage? move people to action

    Why retain? keep them engaged

    @StevenShattuck

  • http://afpfep.org

    Growth in Giving Initiative / FEP

    @StevenShattuck

    http://afpfep.org

  • The 2015 results are in

    https://bloomerang.co/blog/infographic-2016-fundraising-effectiveness-project-survey-report/

    @StevenShattuck

    https://bloomerang.co/blog/infographic-2016-fundraising-effectiveness-project-survey-report/

  • First-time donor retention

    29% 1/3 of orgs < 16%

    @StevenShattuck

  • @StevenShattuck

    Why do donors leave?

  • @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

    https://www.linkedin.com/today/post/article/20140520191728-746287--infographic-why-donors-stop-their-support

    Why nonprofit donors leave

    https://www.linkedin.com/today/post/article/20140520191728-746287--infographic-why-donors-stop-their-support

  • @StevenShattuck

    Why do donors stay loyal?

  • @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.

  • @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.

    the content problemUSE VIDEO TO DO THESE THINGS!

  • @StevenShattuck

    Ask Thank Report

    Ineffective videos try to do two or more, or none of these!

    Videos should either

    ask

    thank

    report

    repeat

  • @StevenShattuck

    About Us video

    https://bloomerang.co/blog/3-types-of-videos-nonprofits-should-stop-producing/

    https://bloomerang.co/blog/3-types-of-videos-nonprofits-should-stop-producing/

  • @StevenShattuck

    Ask: clear, urgent, emotional, relatable Thank: fast, personal, unique Report: specific, impactful, timely

    All can be fun One video for one person is best

    Videos should either

  • @StevenShattuck

    Asking

  • @StevenShattuck

    Ask example

    https://vimeo.com/31912520

    https://vimeo.com/31912520

  • @StevenShattuck

    Ask example

  • @StevenShattuck

    Ask example

    https://www.youtube.com/watch?v=SAKgylmFMy0&list=PL410B49A8E7976929

    https://www.youtube.com/watch?v=SAKgylmFMy0&list=PL410B49A8E7976929

  • @StevenShattuck

    Ask example

    https://bloomerang.co/blog/and-the-bloomie-goes-to-greenpeace-usa/

    https://bloomerang.co/blog/and-the-bloomie-goes-to-greenpeace-usa/

  • @StevenShattuck

    Specific and urgent Scripts help, but dont read from one Multiple ways to ask Get recipients involved Clear call-to-action

    dedicated URL

    Asking tips

  • @StevenShattuck

    Thanking

  • @StevenShattuck

    Thank example

    https://youtu.be/JBPdlOuXwfo

    https://youtu.be/JBPdlOuXwfo

  • @StevenShattuck

    Thank example

    https://twitter.com/GivingtoPurdue/status/725288948117942273

    https://twitter.com/GivingtoPurdue/status/725288948117942273

  • @StevenShattuck

    https://vine.co/v/b5tnVIVjt2M

    Thank example

    https://vine.co/v/b5tnVIVjt2M

  • @StevenShattuck

    Thank example

  • @StevenShattuck

    Thank example

    https://twitter.com/whitworth/status/715193959278993411

    https://twitter.com/whitworth/status/715193959278993411

  • @StevenShattuck

    One video for one person Scripts help, but dont read from one Get the people you serve involved! Shorter = higher volume

    Thanking tips

  • Email receipt

    @StevenShattuck

  • @StevenShattuck

  • @StevenShattuck

    Online donation thank you page Online donation confirmation email (link to video)

    Personal email (link to video) Social media

    Where to deploy thank you vids

  • @StevenShattuck

    Reporting

  • @StevenShattuck

    Report example

  • @StevenShattuck

    Report example

    https://www.youtube.com/watch?v=XobgGSdSR3Y

    https://www.youtube.com/watch?v=XobgGSdSR3Y

  • @StevenShattuck

    Donor-centric not about what your org did

    Numerous not just one video per year

    Segmented a video for a particular donor/group of donors

    Reporting tips

  • @StevenShattuck

    Making the video

  • @StevenShattuck

    Pre-production Planning is important, but leave room for serendipity think like a journalist

    be on the lookout for moments and capture them

  • @StevenShattuck

    Pre-production

    Questions to ask: Who is the audience? How do we want them to feel? What do we want them to do? Who is the best person/thing to communicate this?

  • @StevenShattuck

    Production Shooting

    smart phones low/medium-quality is okay high-quality can turn some donors off

    DSLRs pro-sumer equipment hire a video company

  • @StevenShattuck

    Production Editing

    Instagram/Vine built-in editing iPhone apps iMovie Final Cut Outsource

    Candidio

  • @StevenShattuck

    Repurposing

  • @StevenShattuck

    Repurposing

    Start with an existing large piece of content break it into smaller pieces of content

    can start with a video or result only in videos

  • @StevenShattuck

    Crowdsourcing

    You dont have to do it alone! Collect footage and edit together

    use #hashtags to monitor encourage use of public dropbox folder

    Re-use standalone pieces from others

  • @StevenShattuck

    Hosting YouTube Vimeo Vine Instagram Facebook Self-hosted

    Dont put the same video on every network/site! Each has a unique style/audience expectation.

  • @StevenShattuck

    Length As long as it needs to be to tell the story Longer videos are easier to make than shorter, but shorter videos are usually more effective attention spans are short brevity is the soul of wit

    No hard and fast rules

  • @StevenShattuck

    Distributing Email Social media Live events Direct mail Website

  • @StevenShattuck

    Event videos If its an ask, make the ask IMMEDIATELY after the video concludes

    Dont play during the meal portion (too loud) Dont wait until the end of the evening Be sure to test A/V in the room Avoid producing an event recap video

    event promo is betterhttps://bloomerang.co/blog/3-types-of-videos-nonprofits-should-stop-producing/

    https://bloomerang.co/blog/3-types-of-videos-nonprofits-should-stop-producing/

  • @StevenShattuck

    Final tips

    Donor-centric always Keep your smartphone at the ready Quantity over quality? Measure and adjust frequently

  • Questions? steven.shattuck@bloomerang.co

    @StevenShattuck

    @StevenShattuck

    mailto:steven.shattuck@bloomerang.co