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

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

Published on July 12, 2016

Author: bloomerang

Source: slideshare.net

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

2. Steven  Shattuck
 @StevenShattuck   Chief  Engagement  Officer  -­‐  Bloomerang
 Executive  Director  -­‐  Launch  Cause
 Contributor  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

3. Why  engage?   Why  retain? @StevenShattuck

4. Why  engage?   move  people  to  action   Why  retain?   keep  them  engaged @StevenShattuck

5. http://afpfep.org Growth  in  Giving  Initiative  /  FEP  »   @StevenShattuck

6. The  2015  results  are  in  »   https://bloomerang.co/blog/infographic-2016-fundraising-effectiveness-project-survey-report/ @StevenShattuck

7. First-­‐time  donor  retention  »   29%   1/3  of  orgs  <  16% @StevenShattuck

8. @StevenShattuck Why  do  donors  leave?

9. @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  »

10. @StevenShattuck Why  do  donors  stay  loyal?

11. @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.

12. @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!

13. @StevenShattuck •Ask   •Thank   •Report   Ineffective  videos  try   to  do  two  or  more,  or   none  of  these! Videos  should  either  » ask thank report repeat

14. @StevenShattuck “About  Us”  video  » https://bloomerang.co/blog/3-­‐types-­‐of-­‐videos-­‐nonprofits-­‐should-­‐stop-­‐producing/

15. @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  »

16. @StevenShattuck Asking

17. @StevenShattuck Ask  example  » https://vimeo.com/31912520

18. @StevenShattuck Ask  example  »

19. @StevenShattuck Ask  example  » https://www.youtube.com/watch?v=SAKgylmFMy0&list=PL410B49A8E7976929

20. @StevenShattuck Ask  example  » https://bloomerang.co/blog/and-­‐the-­‐bloomie-­‐goes-­‐to-­‐greenpeace-­‐usa/

21. @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  »

22. @StevenShattuck Thanking

23. @StevenShattuck Thank  example  » https://youtu.be/JBPdlOuXwfo

24. @StevenShattuck Thank  example  » https://twitter.com/GivingtoPurdue/status/725288948117942273

25. @StevenShattuck https://vine.co/v/b5tnVIVjt2M Thank  example  »

26. @StevenShattuck Thank  example  »

27. @StevenShattuck Thank  example  » https://twitter.com/whitworth/status/715193959278993411

28. @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  »

29. Email  receipt  »   @StevenShattuck

30. @StevenShattuck

31. @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  »

32. @StevenShattuck Reporting

33. @StevenShattuck Report  example  »

34. @StevenShattuck Report  example  » https://www.youtube.com/watch?v=XobgGSdSR3Y

35. @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  »

36. @StevenShattuck Making  the  video

37. @StevenShattuck Pre-­‐production  » •Planning  is  important,  but  leave  room  for   serendipity   •think  like  a  journalist   •be  on  the  lookout  for  “moments”  and   capture  them

38. @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?

39. @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

40. @StevenShattuck Production  » •Editing   •Instagram/Vine  built-­‐in  editing   •iPhone  apps   •iMovie   •Final  Cut   •Outsource   •Candidio

41. @StevenShattuck Repurposing

42. @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

43. @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

44. @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.

45. @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

46. @StevenShattuck Distributing  » •Email   •Social  media   •Live  events   •Direct  mail     •Website

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

48. @StevenShattuck Final  tips  » •Donor-­‐centric  always   •Keep  your  smartphone  at  the  ready   •Quantity  over  quality?   •Measure  and  adjust  frequently

49. Questions?   steven.shattuck@bloomerang.co   @StevenShattuck @StevenShattuck

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