Share The Love using social media to engage donors

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) Fun facts:

• 1st job: producing fundraising videos

• prefers tea to coffee

• allergic to rhubarb

• won the David Letterman scholarship

@StevenShattuck

the content problem

• Our organization? • Our cause? • Our donors? • Our employees? • Our volunteers? • Our needs? • Our victories?

What should our content be about? »

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The Rule of Thirds »

• 33% your content • 33% other's content • 33% conversation

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80/20 Rule »

• 80% not about you • 20% about you

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These frameworks aren’t ideal for nonprofits.

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The “Three As” »

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1. Appreciation 2. Advocacy 3. Appeals

The “Three As” »

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The “Three As” »

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• Appreciation: say thank you • Advocacy: report on outcomes • Appeals: ask for help

The “Three As” »

@StevenShattuck

1. Appreciation 2. Advocacy 3. Appeals

Appreciation is the key to donor retention.

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

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The 2016 results are in »

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

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First-time donor retention »

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

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Repeat donor retention »

Donor retention over a decade »

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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?

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https://bloomerang.co/resources/guides/donor-retention-math-made-simple/

Donor retention math »

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https://bloomerang.co/resources/guides/donor-retention-math-made-simple/

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Why do donors leave?

Why nonprofit donors leave »

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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

• 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 »

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http://www.campbellrinker.com/Managing_donor_defection.pdf

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Why do donors stay?

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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/

@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.

http://www.thedonorvoice.com/national-donor-commitment-study-and-proof-of-link-between-donor-attitudes-and-behavior/

appreciation

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

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Anatomy of a sharer »

http://www.slideshare.net/socialogilvy/why-do-people-share-on-social-media-global-survey-results

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

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Appreciation »

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

Appreciation »

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@StevenShattuck

Appreciation »

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Appreciation »

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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

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How to know who to thank? »

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• Look to see if you have interacted with this person before

• Ask for Twitter username on donation form • “Would you like to remain anonymous in

agency publications?” Yes/No • Encourage donor to take the first step!

Confirmation page »

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1. Appreciation 2. Advocacy 3. Appeals

The “Three As” »

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Gets the most engagement!

https://blog.bufferapp.com/facebook-news-feed-algorithm

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

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Appreciation opportunities »

• Volunteers on-site • Unique donation • A major gift • In-kind help from a for-profit vendor/sponsor • P2P fundraiser milestones

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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

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1. Appreciation 2. Advocacy 3. Appeals

The “Three As” »

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Now it’s time for conversions!

advocacy

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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.

@StevenShattuck

@StevenShattuck

@StevenShattuck

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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

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appeals

Appeals »

• Use social media to ask for help!

‣ be visual

‣ be specific

‣ give specific action steps • Involve others!

‣ identify influencers

‣ make it fun

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Appeals »

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Appeals »

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Appeals »

http://socialmediatoday.com/sashattuck/2431046/how-college-used-social-media-raise-465k-one-day

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Appeals »

http://socialmediatoday.com/sashattuck/2053261/how-nonprofit-raised-41k-twitter-24-hours-without-trying

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Appreciation - 60% Advocacy - 30%

Appeals - 10%

The “Three As” »

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How often should you post? »

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• 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-nonprofit-social-media-scheduling-guide/

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

• you don’t have to divulge gift amount! • 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

@StevenShattuck

https://bloomerang.co/resources

•Nonprofit Wrap-Up •Bloomerang TV •Bloomies •eBooks

•Daily blog post •Weekly webinars •Templates •Guides

Free eBook »

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http://bit.ly/bloomerang-social

Questions? steven.shattuck@bloomerang.co

@StevenShattuck