Nonprofit Videos (on a Budget) that Engage and Retain Donors (AFP Monterey)
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https://bloomerang.co/resources/speaking/ Up until recently, high-quality video production has been a luxury available only to the largest nonprofits. Now, even the smallest charity on a budget can create a compelling and authentic video that moves the needle for their fundraising goals. In this webinar, we will make recommendations for crafting an effective, integrated and low-cost video strategy resulting in content that will resonate with your donors, volunteers and other stakeholders. At the conclusion of this session participants will: Discover how to create an in-depth strategy based on your nonprofit’s diverse audiences Determine which equipment and technology is best for your organization’s needs Learn how to solicit and leverage crowdsourced content Understand how to best utilize web video platforms and social networks like YouTube, Vimeo, Facebook, Instagram and Vine for distributing content
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Nonprofit Videos (on a Budget) that Engage and Retain Donors (AFP Monterey)
- 2. 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
- 7. • low quality is okay (and it’s not the device’s fault) • editing isn’t always necessary • you have all the equipment you need in your pocket • your most powerful video doesn’t have to be made by you or someone on your staff or someone you pay • your most powerful video might not be planned • a video doesn’t have to ask for money to raise money • your most important audience already knows who your organization is and likes you @StevenShattuck Radical ideas »
- 9. Donor retention » Source: Fundraising Effectiveness Project http://afpfep.org 45.5% 31.8% 64% 90+% @StevenShattuck
- 11. 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? https://bloomerang.co/resources/downloadables/donor-retention-math-made-simple @StevenShattuck
- 14. @StevenShattuck • 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 Key drivers of donor commitment » http://www.thedonorvoice.com/national-donor-commitment-study-and-proof-of-link-between-donor-attitudes-and-behavior/
- 17. @StevenShattuck The video application » • Videos that show the need • Videos that say thank you • Videos that show the impact of the gift • Videos that build a 1:1 relationship • Videos created by supporters • (let them tell their story!)
- 18. @StevenShattuck Common, problematic videos » • “about us” / generic overview • generic “thank you, donor!” video • end-of-year summary / annual report / holiday update • post-event recap / summary
- 22. @StevenShattuck
- 31. @StevenShattuck https://twitter.com/whitworth/status/715193959278993411 1. personalized messages »
- 38. @StevenShattuck 2. mission moment clips » • Audience: Facebook fans • Story: happy guest at adult care service • Moment: same as story, unplanned • Goal: donate during day of giving
- 39. @StevenShattuck https://www.facebook.com/brookesplace/videos/1251419011574455/ • Audience: Facebook fans • Story: child service recipient and her mom • “gave my two children their smiles back” • Moment: crowdsourced, same as story, planned • Goal: donate during day of giving 2. mission moment clips »
- 40. @StevenShattuck • Audience: Facebook fans • Story: child service who rides horse for the first time “unclipped” after 3 years • Moment: same as story, unplanned • Goal: donate during day of giving https://www.facebook.com/agaperiding/videos/1848446941840792/ 2. mission moment clips »
- 41. 3. professional videos for use cases » @StevenShattuck • “About Us” / generic overview • https://www.youtube.com/watch?v=3iIkOi3srLo • Event / gala ask video • https://www.youtube.com/watch?v=xR78udhbMO4 • Volunteer orientation / experience video • https://www.youtube.com/watch?v=iz6Ef8OxsS4 • A specific, possibly high-capacity donor segment coinciding with a campaign • https://www.youtube.com/watch?v=1Xe8jfgfpog • Program recipient success stories (the more the better) • https://www.youtube.com/watch?v=V5xf04NQ4y0
- 43. • a current/former service recipient who was transformed: what changed and how? now what do they do? • a current/prospective service recipient who hasn’t been transformed yet: what is the need? • someone who fundraises for you: why do they do it? • a long-time donor/volunteer: why do they do it? • a board member: why do they serve? • a long-time employee: why do they stay? • who needs to hear it? Story library » @StevenShattuck
- 44. Questions to ask upfront » @StevenShattuck • Who is the target audience? • What are your primary objectives for making this? • asking, thanking or reporting? (choose no more than two) • When the video is over, what specific information do you want the viewer to have learned? • When the video is over, what specific emotions do you want the view to feel? • What specific results do you expect from the video? • How will the video be distributed / integrated into existing efforts? • Are there any negative misconceptions that the video should address or avoid?
- 45. @StevenShattuck Requirements » • audiences • stories • moments • use cases
- 46. @StevenShattuck • Online donor, first-time • Personal email with link to webcam/cell phone video • Monthly donors • Personal email 4x a year with links to mission moment clips “just wanted to show you what impact you’ve had” • Repeat donor, gives to an online day of giving, we know their Twitter handle • Tweet with webcam/cell phone video • Daily (or as often as you can) clips on Facebook/Instagram: • mission moments (needs or victories) • supporter/recipient testimonials Sample video comms plan »
- 47. • low quality is okay (and it’s not the device’s fault) • editing isn’t always necessary • you have all the equipment you need in your pocket • your most powerful video doesn’t have to be made by you or someone on your staff or someone you pay • your most powerful video might not be planned • a video doesn’t have to ask for money to raise money • your most important audience already knows who your organization is and likes you @StevenShattuck Final thoughts »
- 52. equipment
- 53. Equipment » @StevenShattuck • Recording • Cell phone • Laptop with webcam • DSLR • Accessories • Tripod • Selfie stick / handheld camera mount • Microphone • Lens attachment
- 59. shooting video
- 60. Shooting Cell Phone Video » @StevenShattuck https://wistia.com/library/shooting-video-with-an-iphone
- 63. Webcam Recording Software » @StevenShattuck 1-Way: • Photo booth (Mac OS) • Camera (Microsoft Windows 8+) • Vidyard GoVideo (free) • Also have a paid version: https://share.vidyard.com/watch/ zHsXqfydEDV2BHNDNRvskr • CloudApp (free, w/ paid upgrades) 2-Way (for interviews/discussions): • Google Hangouts (free) • Skype (requires a third-party app to record)
- 64. Crowdsourcing
- 65. Requesting crowdsourced content » @StevenShattuck • Encourage cell phone usage • Tell them low-quality is okay • but give some basic tips (good lighting, stand/speak close to phone for sound, etc.) • Be specific in what you want: • mission moment? • tell them the kinds of things you want • personal testimony? • why do they give/volunteer/serve on board? • Tell them how you plan on using the video • Photos are just as good
- 68. Hosting your video » @StevenShattuck • YouTube • Vimeo • Recording software (Vidyard) • Social Network native • Twitter • Facebook • Instagram
- 69. YouTube » @StevenShattuck • Freedom to distribute a YouTube link in emails, Facebook updates, tweets, etc. • can’t do YouTube > Instagram • Great (free) analytics and social features • can connect to Google Analytics • Branded channel • YouTube Nonprofit Program • donation cards • call-to-action overlays • link anywhere cards https://bloomerang.co/blog/everything-nonprofits-need-to-know-about-youtube-donation-cards/
- 70. YouTube Donation Cards » @StevenShattuck • nonprofits don’t receive the donor data information • you can’t control donation cards on videos you don’t own • cards aren’t very prevalent on the video • Google covers the processing fees and Network For Good distributes the funds to the organization at the end of each month. https://bloomerang.co/blog/everything-nonprofits-need-to-know-about-youtube-donation-cards/
- 71. Vimeo » @StevenShattuck • More professional presentation • might be better for professionally produced videos embedded on dedicated pages • More control over what the player looks like • Freedom to distribute a YouTube link in emails, Facebook updates, tweets, etc. • Less traffic / interaction than YouTube