14. 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?
@StevenShattuck
https://bloomerang.co/resources/guides/donor-retention-math-made-simple/
18. • 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 »
@StevenShattuck
http://www.campbellrinker.com/Managing_donor_defection.pdf
25. • 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 »
47. 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?
55. @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 »
68. Static / Automated Distribution »
@StevenShattuck
• Homepage
• About Us video
• Donation page
• About Us video
• Pre-emptive thank you video
• Post-donation confirmation page
• Thank you video
• Service recipient story
• Post-donation automatic email confirmation
• Thank you video
• Service recipient story
• Post-donation automatic email cadence
76. @StevenShattuck
• A unique video for each network
• Videos stand out amongst text-only content
• include/feature another person (so that you can tag them)
• the goal is that they share the video, or that it appears in
their connections’ newsfeeds
• it is “social” media, after all :)
• Facebook: prioritize mission moments, thanking
• Instagram: prioritize mission moments
• Twitter: prioritize thanking
• tweet video directly to another user
• the goal is that they share the video (in addition to feeling
appreciated
Social Media Distribution »
92. Ideal places to invest »
@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
99. Selecting a vendor »
@StevenShattuck
• Ask to see examples
• Ask how much money was raised from the final product
• Ask if they understand your mission, make them prove it to you
• Ask about their process:
• how many people will they interview?
• how many hours will they spend collecting footage?
• during editing, how many rounds of reviews/changes will you get?
• can you get the raw footage for future use?
• can you get a split audio version of the final product?
• what if you want to edit the video later - price?
• will they interface with the facility A/V people (for event videos)?
141. 1. Appreciation
2. Advocacy
3. Appeals
The “Three As” »
@StevenShattuck
Gets the most engagement!
https://blog.bufferapp.com/facebook-news-feed-algorithm
142. 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
@StevenShattuck
167. Final thoughts on social »
• 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
• 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
https://bloomerang.co/resources/downloadables/social-media-strategy-template
172. • Communicate that donation was processed
• Thank the donor
• Communicate impact (text/photo/video)
• Preview future communications
• Give donor something to do next
• Keep them on website to convert again!
Confirmation page »
@StevenShattuck
https://bloomerang.co/blog/21-ideas-for-your-nonprofits-donation-confirmation-page
179. • Should arrive immediately
• Eye-catching subject line
• Avoid role-based sender email address
• Personal greeting
• Thank the donor
• Communicate impact (text/photo/video)
• Give donor something to do next
• Social sharing
• Employer matching
• Preview future communications
• Include tax information
Email confirmation »
@StevenShattuck
https://bloomerang.co/blog/19-point-donation-acknowledgement-email-checklist
189. • Thank you for your donation!
• Donation Confirmation from (ORGANIZATION)
• Donation Receipt from (ORGANIZATION)
• Confirmation – Donation Received
• Donation Receipt
• Thank you for your gift
Boring email subject lines »
@StevenShattuck
https://bloomerang.co/blog/46-real-nonprofit-email-receipt-subject-lines-made-better/
190. • You just changed a life
• You just fed a family of four
• You have given the gift of hope
• You are a hero!
Impactful email subject lines »
@StevenShattuck
https://bloomerang.co/blog/46-real-nonprofit-email-receipt-subject-lines-made-better/
192. • Segment by frequency/gift amount
• new vs repeat?
• above average $ vs below average $?
• starting a monthly commitment?
• Arrive within 48 hours
• Utilize their communication preference!
• Email (differentiate from receipt)
• Snail mail (handwritten note / signature)
• Phone call (voicemails are just as good)
Formal acknowledgement »
@StevenShattuck
206. • “Why did you first give?”
• “What’s your connection to the cause?”
• “What would you like to hear from us?”
• “How would you rate your experience?”
• “Was it easy to donate?”
• “Did we thank you appropriately?”
• Let them tell their story!
Survey Question Ideas »
https://bloomerang.co/blog/23-questions-to-ask-donors-and-prospects/
@StevenShattuck