Nonprofit Videos (on a Budget) that Engage and Retain Donors
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Transcript of 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
The 2015 results are in »
https://bloomerang.co/blog/infographic-2016-fundraising-effectiveness-project-survey-report/
@StevenShattuck
@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
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!
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•Ask •Thank •Report
Ineffective videos try to do two or more, or none of these!
Videos should either »
ask
thank
report
repeat
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“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
Ask example »
https://www.youtube.com/watch?v=SAKgylmFMy0&list=PL410B49A8E7976929
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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
Thank example »
https://twitter.com/GivingtoPurdue/status/725288948117942273
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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 »
@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 »
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Report example »
https://www.youtube.com/watch?v=XobgGSdSR3Y
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•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 »
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Pre-‐production »•Planning is important, but leave room for serendipity •think like a journalist
•be on the lookout for “moments” and capture them
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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?
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Production »•Shooting
•smart phones •low/medium-‐quality is okay •high-‐quality can turn some donors off
•DSLRs •pro-‐sumer equipment •hire a video company
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Production »•Editing
•Instagram/Vine built-‐in editing •iPhone apps •iMovie •Final Cut •Outsource
•Candidio
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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
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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
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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
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