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

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

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

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

The  2015  results  are  in  »  

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

@StevenShattuck

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  »

@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/

@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

@StevenShattuck

Ask  example  »

@StevenShattuck

Ask  example  »

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

@StevenShattuck

Ask  example  »

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

@StevenShattuck

•Specific  and  urgent  •Scripts  help,  but  don’t  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

@StevenShattuck

Thank  example  »

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

@StevenShattuck

https://vine.co/v/b5tnVIVjt2M

Thank  example  »

@StevenShattuck

Thank  example  »

@StevenShattuck

Thank  example  »

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

@StevenShattuck

•One  video  for  one  person  •Scripts  help,  but  don’t  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

@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  don’t  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  

Don’t  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  it’s  an  ask,  make  the  ask  IMMEDIATELY  after  the  video  concludes  

•Don’t  play  during  the  meal  portion  (too  loud)  •Don’t  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/

@StevenShattuck

Final  tips  »

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

Questions?  [email protected]  

@StevenShattuck

@StevenShattuck