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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

Publicada em: Governo e ONGs
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Nonprofit Videos (on a Budget) that Engage and Retain Donors (AFP Monterey)

  1. 1. Nonprofit Videos (on a Budget) 
 that Engage and Retain Donors
  2. 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
  3. 3. @StevenShattuck
  4. 4. 3 https://bloomerang.co/demo/video @StevenShattuck
  5. 5. @StevenShattuck
  6. 6. • 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 »
  7. 7. The Future of Fundraising why retention and engagement
  8. 8. Donor retention » Source: Fundraising Effectiveness Project http://afpfep.org 45.5% 31.8% 64% 90+% @StevenShattuck
  9. 9. @StevenShattuck Source: Fundraising Effectiveness Project http://afpfep.org
  10. 10. 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
  11. 11. Donor retention math » @StevenShattuck
  12. 12. @StevenShattuck Why do donors keep giving?
  13. 13. @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/
  14. 14. @StevenShattuck Key drivers of donor commitment » 1. Donor perceives organization produces outcomes 2. Donor knows what to expect with each interaction 3. Donor receives a timely thank you 4. Donor receives opportunities to make views known 5. Donor feels like they’re part of an important cause 6. Donor feels his or her involvement is appreciated 7. Donor receives info showing who is being helped http://www.thedonorvoice.com/national-donor-commitment-study-and-proof-of-link-between-donor-attitudes-and-behavior/
  15. 15. 1. Donor perceives organization produces outcomes 2. Donor knows what to expect with each interaction 3. Donor receives a timely thank you 4. Donor receives opportunities to make views known 5. Donor feels like they’re part of an important cause 6. Donor feels his or her involvement is appreciated 7. Donor receives info showing who is being helped @StevenShattuck Key drivers of donor commitment » http://www.thedonorvoice.com/national-donor-commitment-study-and-proof-of-link-between-donor-attitudes-and-behavior/ THIS IS OUR VIDEO STRATEGY!
  16. 16. @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!)
  17. 17. @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
  18. 18. @StevenShattuck Generic overview »
  19. 19. @StevenShattuck End-of-year summary » https://youtu.be/XobgGSdSR3Y
  20. 20. @StevenShattuck Event recap » https://www.youtube.com/watch?v=s7Isuyf6HuM
  21. 21. @StevenShattuck
  22. 22. The Future of Fundraising a different way of thinking about video
  23. 23. @StevenShattuck new video concepts / 3-part strategy » 1. Personalized video messages made for and sent to one recipient
 2. A robust library of clips of mission moments captured as they happen and distributed frequently to unique audiences
 3. Professionally produced videos created for specific use cases with measurable ROI
  24. 24. 1. personalized messages »
  25. 25. https://share.vidyard.com/watch/rh6mDE1mrwLKqZChs2bPfS 1. personalized messages »
  26. 26. https://share.vidyard.com/watch/xeB5m5KGTY5gjF7Q9ASZXE 1. personalized messages »
  27. 27. https://bloomerang.co/blog/this-nonprofit-volunteer-acknowledgement-puts-all-others-to-shame/ 1. personalized messages »
  28. 28. @StevenShattuck https://youtu.be/JBPdlOuXwfo 1. personalized messages »
  29. 29. @StevenShattuck https://twitter.com/GivingtoPurdue/status/725288948117942273 1. personalized messages »
  30. 30. @StevenShattuck https://twitter.com/whitworth/status/715193959278993411 1. personalized messages »
  31. 31. @StevenShattuck https://vine.co/v/b5tnVIVjt2M 1. personalized messages »
  32. 32. Confirmation page » @StevenShattuck
  33. 33. Email receipt » @StevenShattuck
  34. 34. @StevenShattuck https://bloomerang.co/blog/and-the-bloomie-goes-to-greenpeace-usa/ 2. mission moment clips »
  35. 35. @StevenShattuck https://www.facebook.com/pg/BerkshireHumane/videos 2. mission moment clips »
  36. 36. @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
  37. 37. @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 »
  38. 38. @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 »
  39. 39. 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
  40. 40. @StevenShattuck Requirements » 1. Personalized video messages (mostly thank you’s) made for and sent to one recipient • need: an audience list and a story library
 2. A robust library of clips of mission moments captured as they happen and distributed frequently to unique audiences • need: a moment opportunity list
 3. Professionally produced videos created for specific purposes with measurable ROI • need: a list of use cases
  41. 41. • 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
  42. 42. 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?
  43. 43. @StevenShattuck Requirements » • audiences • stories • moments • use cases
  44. 44. @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 »
  45. 45. • 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 »
  46. 46. https://bloomerang.co/resources •Nonprofit Wrap-Up •Bloomerang TV •Bloomies •Daily blog post •Weekly webinars •Downloadables
  47. 47. 3 https://bloomerang.co/demo/video
  48. 48. Get in touch: steven.shattuck@bloomerang.co @StevenShattuck Free eBooks » @StevenShattuck https://bloomerang.co/resources/guides/
  49. 49. PRODUCTION GUIDANCE
  50. 50. equipment
  51. 51. Equipment » @StevenShattuck • Recording • Cell phone • Laptop with webcam • DSLR • Accessories • Tripod • Selfie stick / handheld camera mount • Microphone • Lens attachment
  52. 52. Equipment | DSLR » @StevenShattuck Canon Ti Series
  53. 53. Equipment | Accessories » @StevenShattuck https://joby.com/phone-tripods-tablet-stands https://www.youtube.com/watch?v=LwOCyqKnXm4
  54. 54. Equipment | Accessories » @StevenShattuck https://www.olloclip.com https://youtu.be/Dm_mib85pZE
  55. 55. Equipment | Accessories » @StevenShattuck https://www.bluedesigns.com/products/snowball/
  56. 56. Equipment | Accessories » @StevenShattuck https://www.macworld.com/article/3193019/iphone-ipad/article.html https://www.shoutmeloud.com/best-iphone-camera-accessories.html https://www.lifewire.com/best-smartphone-starter-kit-4049119
  57. 57. shooting video
  58. 58. Shooting Cell Phone Video » @StevenShattuck https://wistia.com/library/shooting-video-with-an-iphone
  59. 59. Shooting Webcam Video » @StevenShattuck https://wistia.com/library/how-to-look-good-on-a-webcam
  60. 60. webcam recording software
  61. 61. 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)
  62. 62. Crowdsourcing
  63. 63. 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
  64. 64. @StevenShattuck https://www.facebook.com/pg/brookesplace/videos
  65. 65. The Future of Fundraising hosting your video
  66. 66. Hosting your video » @StevenShattuck • YouTube • Vimeo • Recording software (Vidyard) • Social Network native • Twitter • Facebook • Instagram
  67. 67. 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/
  68. 68. 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/
  69. 69. 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

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