Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
What Fundraisers Can Do to
Stop Falling Donor Retention Rates
Steven Shattuck

@StevenShattuck

Chief Engagement Officer - Bloomerang

Executive Director - Launch Cause

Contributor to...
Do you know your retention rate?
@StevenShattuck
In our surveys, less than
45% of fundraisers
knew their current
donor retention rate.
Do you know your retention rate?
htt...
Calculating your retention rate »
@StevenShattuck
• 1,000 donors in 2013
• 1250 donors in 2014
• 500 donors from 2013 dona...
http://afpfep.org
Growth in Giving Initiative / FEP »
@StevenShattuck
The 2015 results are in »
https://bloomerang.co/blog/infographic-2016-fundraising-effectiveness-project-survey-report/
@St...
First-time donor retention »
only 29%
21% for gifts under $100
@StevenShattuck
Repeat donor retention »
64%
@StevenShattuck
Gift retention isn’t much better »
46% 54%
https://bloomerang.co/blog/infographic-2016-fundraising-effectiveness-project-s...
Donor retention by gift size »
https://bloomerang.co/blog/infographic-2016-national-fundraising-fitness-statistics-nffs/
Net gains/losses in 2015 »
https://bloomerang.co/blog/infographic-2016-fundraising-effectiveness-project-survey-report/
@S...
Small shops struggle the most »
@StevenShattuck
Donor retention over a decade »
@StevenShattuck
Donor Attrition Over Five Years
# of
Donors
Attrition
Rate
Donors
Remaining
After 1
Year
Donors
Remaining
After 2
Years
Do...
Donor retention math »
https://bloomerang.co/resources/downloadables/donor-retention-math-made-simple
@StevenShattuck
Importance of being a chosen charity »
• $50K – 2-3
• $100K – 3-4
• >$100K – 4-5
• One is usually their church
• Second is...
Source: Philanthropy Panel Study - Lilly School of Philanthropy
@StevenShattuck
$1000 +
$500 - $1000
$100 - $500
$25 and under annually
$25 - $100
Value
Value Segments »
Time
@StevenShattuck
@StevenShattuck
Why do donors leave?
• 5% - thought charity did not need them
• 8% - no info on how monies were used
• 9% - no memory of supporting
• 13% - nev...
@StevenShattuck
Why do donors stay?
@StevenShattuck
Key drivers of donor commitment »
1. Donor perceives your organization to be
effective in trying to achiev...
@StevenShattuck
How to increase retention »
• Focus on first-time and above-average donors
• Thank quickly + personally
• ...
A documented 

stewardship plan
@StevenShattuck
@StevenShattuck
The personal touch »
• first-time donors who get a personal thank you within 48
hours are 4x more likely t...
@StevenShattuck
http://ignitedfundraising.com/resources/sample-timeline-donor-retention
Acknowledgement segmenting »
@StevenShattuck
http://www.tripointfundraising.com/how-are-you-treating-your-donors-time-to-f...
Acknowledgement segmenting »
@StevenShattuck
Above average gift amount
At or below average gift amount
Differentiate the acknowledgement »
@StevenShattuck
Above average gift amount
At or below average gift amount
Letter # 1
P...
Segments per channel »
@StevenShattuck
Website Direct Mail/Ad Event
Sample cultivation plan »
Free pdf at www.tripointfundraising.com
@StevenShattuck
@StevenShattuck
• All acknowledgements: treat them like royalty
• Email: send a new donor survey
• Snail mail: include handwritten note
• ...
• Utilize communication preference
• Make the donor the star of the show
• more “you” than “we”
• State exactly how donati...
• Send a donor survey to 1st-time donors
• Boosts retention even if they don’t respond
• Respondents signify high-engageme...
• Why did you first give to our organization?
• What interests you most about organization? Why? What is less
interesting ...
Monthly giving »
@StevenShattuck
Source: Target Analytics, 2014 DonorCentrics US Recurring Giving Benchmarking Analysis
• Make it an option on donation forms
• Suggest donation amounts
• Introduce monthly giving to repeat donors
below average...
Keep donors happy »
@StevenShattuck
Source: Target Analytics, 2009 DonorCentrics US Recurring Giving Benchmarking Analysis
• Isolate donors who haven’t given in 2+ years
• Segment
• gift frequency/size
• other engagement signals
• Consider remov...
@StevenShattuck
Can acquisition trump retention?
@StevenShattuck
• It’s not about you. It’s about the donor.
• Segment your donors.
• Create a written comms plan for each segment.
• Conce...
@StevenShattuck
Break
Why focus on
online donors?
@StevenShattuck
Online giving »
http://www1.networkforgood.org/online-giving-continues-grow-charities-across-country
@StevenShattuck
How, where and when
can we steward
online donors?
@StevenShattuck
Do these 3 things well »
https://bloomerang.co/blog/3-things-your-nonprofit-must-do-well-after-an-online-donation
@StevenS...
1. “Thank You” page
2. Email confirmation
3. Formal acknowledgment
Do these 3 things well »
https://bloomerang.co/blog/3-t...
• Communicate that donation was processed
• Thank the donor
• Communicate impact (text/photo/video)
• Preview future commu...
Confirmation page »
@StevenShattuck
Confirmation page »
@StevenShattuck
Confirmation page »
@StevenShattuck
Confirmation page »
@StevenShattuck
@StevenShattuck
• Should arrive immediately
• Eye-catching subject line
• Avoid role-based sender email address
• Personal greeting
• Than...
@StevenShattuck
@StevenShattuck
@StevenShattuck
@StevenShattuck
@StevenShattuck
@StevenShattuck
@StevenShattuck
@StevenShattuck
Email receipt »
@StevenShattuck
https://bloomerang.co/blog/this-biz-has-a-better-email-thank-you-than-most-nonprofits
@StevenShattuck
https://bloomerang.co/blog/this-biz-has-a-better-email-thank-you-than-most-nonprofits
@StevenShattuck
• Thank you for your donation!
• Donation Confirmation from (ORGANIZATION)
• Donation Receipt from (ORGANIZATION)
• Confir...
• You just changed a life
• You just fed a family of four
• You have given the gift of hope
• You are a hero!
Impactful em...
• Send a donor survey to 1st-time donors
• Boosts retention even if they don’t respond
• Respondents signify high-engageme...
• Arrive within 48 hours
• Preview future communications
• Utilize their communication preference!
• Email
• differentiate...
@StevenShattuck
@StevenShattuck
@StevenShattuck
P2P donors give to the fundraiser, not the org!
1. Have the fundraiser contact last year’s donors.
2. Have the fundraiser ...
• 3 things: confirmation page, email, snail mail
• Fast acknowledgement
• It’s not about you. It’s about the donor.
• Get ...
@StevenShattuck
Break
@StevenShattuck
social media
• Our organization?
• Our cause?
• Our donors?
• Our employees?
• Our volunteers?
• Our needs?
• Our victories?
What shoul...
@StevenShattuck
“It’s human, it’s personal, it’s
relevant, it isn’t greedy, and
it doesn’t trick people.”
-Seth Godin
Cont...
What nonprofits talk about »
http://blog.hubspot.com/marketing/nonprofits-social-media-marketing-data
Share news

about ou...
What should we post about,
in what format,
and how often?
@StevenShattuck
The Rule of Thirds »
• 33% your content
• 33% other's content
• 33% conversation
@StevenShattuck
80/20 Rule »
• 80% not about you
• 20% about you
@StevenShattuck
These frameworks
aren’t ideal for nonprofits.
@StevenShattuck
The “Three As” »
@StevenShattuck
1.Appreciation
2.Advocacy
3.Appeals
The “Three As” »
@StevenShattuck
http://blog.hubspot.com/marketing/nonprofit-three-as-...
The “Three As” »
@StevenShattuck
http://blog.hubspot.com/marketing/nonprofit-three-as-social-media-ht
• Appreciation: say ...
appreciation
Why appreciation »
@StevenShattuck
• People like to put their
philanthropy on display
• Donors like to feel
appreciated
• ...
@StevenShattuck
Anatomy of a sharer »
http://www.slideshare.net/socialogilvy/why-do-people-share-on-social-media-global-su...
Appreciation via social media »
• Use social media to publicly thank supporters!
‣ donors
‣ volunteers
‣ staff/board membe...
Appreciation »
@StevenShattuck
Appreciation »
@StevenShattuck
@StevenShattuck
https://twitter.com/GivingtoPurdue/status/725288948117942273
@StevenShattuck
@StevenShattuck
https://vine.co/v/b5tnVIVjt2M
Appreciation »
@StevenShattuck
@StevenShattuck
Appreciation »
@StevenShattuck
Volunteers are 10x
more likely to donate
to your charity than
non-volunteers!
http://www.fi...
@StevenShattuck
Collect social info on donation forms »
@StevenShattuck
missed opportunity?
Save social info in database »
@StevenShattuck
Permission »
@StevenShattuck
• Ask for Twitter username
• Ask for communication preference
• email
• snail mail
• phone
• ...
Confirmation page »
@StevenShattuck
Ask for likes in confirmation »
@StevenShattuck
Tagging = Visibility »
@StevenShattuck
1. Appreciation
2. Advocacy
3. Appeals
The “Three As” »
@StevenShattuck
Gets the most engagement!
https://blog.bufferapp.c...
Facebook algorithm factors »
• Posts with lots of comments
• Posts with lots of likes
• Post types that users seem to pref...
Tactics that work »
• You don’t get what you don’t ask for
‣ ask for likes
‣ ask for comments
‣ ask for shares
‣ ask for R...
Appreciation opportunities »
• Volunteers on-site
• Unique donation
• A major gift
• In-kind help from a for-profit vendor...
Who can thank? »
• Corporate account
• Employees
‣ Executive Director
‣ Development Director
‣ Communications Director
• V...
Appreciation - do’s and don’ts »
• Look for opportunities to show appreciation
• Make it easy for donors to talk about the...
1. Appreciation
2. Advocacy
3. Appeals
The “Three As” »
@StevenShattuck
Now it’s time for conversions!
@StevenShattuck
advocacy
Advocacy »
• Educate about your cause
‣ new research/data
‣ helpful tips/guides
• Share mission outcomes
‣ Success/impact ...
@StevenShattuck
Key drivers of donor commitment »
1. Donor perceives your organization to be effective
in trying to achiev...
Advocacy »
@StevenShattuck
Advocacy »
@StevenShattuck
Advocacy »
@StevenShattuck
Advocacy »
@StevenShattuck
@StevenShattuck
@StevenShattuck
@StevenShattuck
@StevenShattuck
Advocacy tips »
• Think like a journalist
• Keep your cell phone (camera) with you
• Tell others to keep an eye out
• High...
@StevenShattuck
appeals
Appeals »
• Use social media to ask for help!
‣ be visual
‣ be specific
‣ give specific action steps
‣ mix in with appreci...
@StevenShattuck
@StevenShattuck
Appeals »
@StevenShattuck
Appeals »
@StevenShattuck
Appeals »
http://socialmediatoday.com/sashattuck/2431046/how-college-used-social-media-raise-465k-one-day
@StevenShattuck
Appeals »
http://socialmediatoday.com/sashattuck/2053261/how-nonprofit-raised-41k-twitter-24-hours-without-trying
@StevenS...
Calls-to-Action (CTAs) »
• Add CTAs to appreciation and advocacy posts
‣ (photo) “Thanks to these volunteers. By the
way, ...
@StevenShattuck
Missed opportunity
for a CTA!
@StevenShattuck
Missed opportunity
for a CTA!
Appreciation - 70%
Advocacy - 20%
Appeals - 10%
The “Three As” »
@StevenShattuck
http://blog.hubspot.com/marketing/nonprof...
How often should you post? »
@StevenShattuck
• Facebook: when you have something to say
• Twitter: when you have something to say
• Instagram: when you have something ...
Final thoughts pt. 3 »
• Balance: avoid too much self-promotion
• Visual: photos/videos perform very well
• Be personal: a...
Free educational resources »
@StevenShattuck
https://bloomerang.co/retention
https://bloomerang.co/resources
•Nonprofit Wrap-Up
•Bloomerang TV
•Bloomies
•Daily blog post
•Weekly webinars
•Downloadabl...
Free eBook »
@StevenShattuck
https://www.bloomerang.co/resources/downloadables/the-art-and-science-of-retaining-digital-do...
Free eBook »
@StevenShattuck
http://bit.ly/bloomerang-social
@StevenShattuck
https://bloomerang.co/blog/infographic-the-great-5-donor-communications-experiment
https://bloomerang.co/b...
@StevenShattuck
Donation Thank
You Email
Template »
https://bloomerang.co/resources/
downloadables/sample-donation-
thank-...
@StevenShattuck
https://bloomerang.co/resources/downloadables/basic-thank-you-letter-template/
Snail mail letter template ...
Questions?
steven.shattuck@bloomerang.co
@StevenShattuck
@StevenShattuck
Upcoming SlideShare
Loading in …5
×

Donor Retention Education w/ Steven Shattuck (FREML)

478 views

Published on

Donor Retention 2016 FREML

Published in: Government & Nonprofit
  • Login to see the comments

  • Be the first to like this

Donor Retention Education w/ Steven Shattuck (FREML)

  1. 1. What Fundraisers Can Do to Stop Falling Donor Retention Rates
  2. 2. Steven Shattuck
 @StevenShattuck
 Chief Engagement Officer - Bloomerang
 Executive Director - Launch Cause
 Contributor to: Ragan, NTEN, Business2Community, Social Media Today, National Council of Nonprofits, Search Engine Journal, ExactTarget, Raven Internet Marketing Tools, HubSpot, Content Marketing Institute, Nonprofit Hub, INside Indiana Business. Speaker: Association of Fundraising Professionals, National Council of Nonprofits, ADRP, NCDC, NAMP, ANN, FREML,
 PRSA, Planet Philanthropy, Cause Camp, VFRI, SCANPO Your presenter »
  3. 3. Do you know your retention rate? @StevenShattuck
  4. 4. In our surveys, less than 45% of fundraisers knew their current donor retention rate. Do you know your retention rate? https://bloomerang.co/blog/infographic-the-state-of-donor-retention-in-2014/ @StevenShattuck
  5. 5. Calculating your retention rate » @StevenShattuck • 1,000 donors in 2013 • 1250 donors in 2014 • 500 donors from 2013 donated again in 2014 • 750 new donors in 2014 • 500 returning donors in 2014 • 500/1000 = 50% retention rate
  6. 6. http://afpfep.org Growth in Giving Initiative / FEP » @StevenShattuck
  7. 7. The 2015 results are in » https://bloomerang.co/blog/infographic-2016-fundraising-effectiveness-project-survey-report/ @StevenShattuck
  8. 8. First-time donor retention » only 29% 21% for gifts under $100 @StevenShattuck
  9. 9. Repeat donor retention » 64% @StevenShattuck
  10. 10. Gift retention isn’t much better » 46% 54% https://bloomerang.co/blog/infographic-2016-fundraising-effectiveness-project-survey-report/ @StevenShattuck
  11. 11. Donor retention by gift size » https://bloomerang.co/blog/infographic-2016-national-fundraising-fitness-statistics-nffs/
  12. 12. Net gains/losses in 2015 » https://bloomerang.co/blog/infographic-2016-fundraising-effectiveness-project-survey-report/ @StevenShattuck
  13. 13. Small shops struggle the most » @StevenShattuck
  14. 14. Donor retention over a decade » @StevenShattuck
  15. 15. 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
  16. 16. Donor retention math » https://bloomerang.co/resources/downloadables/donor-retention-math-made-simple @StevenShattuck
  17. 17. Importance of being a chosen charity » • $50K – 2-3 • $100K – 3-4 • >$100K – 4-5 • One is usually their church • Second is most likely their school # of charities supported annually by household income: Source: Philanthropy Panel Study - Lilly School of Philanthropy
  18. 18. Source: Philanthropy Panel Study - Lilly School of Philanthropy @StevenShattuck
  19. 19. $1000 + $500 - $1000 $100 - $500 $25 and under annually $25 - $100 Value Value Segments » Time @StevenShattuck
  20. 20. @StevenShattuck Why do donors leave?
  21. 21. • 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 » https://www.linkedin.com/today/post/article/20140520191728-746287-- infographic-why-donors-stop-their-support @StevenShattuck
  22. 22. @StevenShattuck Why do donors stay?
  23. 23. @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.
  24. 24. @StevenShattuck How to increase retention » • Focus on first-time and above-average donors • Thank quickly + personally • Go overboard with appreciation • Donor-centric tone • Tell how gifts are used / will be used • Tell them what comes next • Solicit feedback • Keep lines of communication open
  25. 25. A documented 
 stewardship plan @StevenShattuck
  26. 26. @StevenShattuck The personal touch » • first-time donors who get a personal thank you within 48 hours are 4x more likely to give a second gift (Tom Ahern) • a three-minute thank-you call will boost first-year retention by 30%. (Roger Craver / The Agitator) • a thank-you call from a board member to a newly acquired donor within 24 hours of receiving the gifts will increase their next gift by 39%. (Penelope Burk) http://www.nonprofithub.org/fundraising/excuses-need-call-every-new-donor http://www.guidestar.org/rxa/news/articles/2010/how-to-increase-donations-by-39-percent.aspx
  27. 27. @StevenShattuck http://ignitedfundraising.com/resources/sample-timeline-donor-retention
  28. 28. Acknowledgement segmenting » @StevenShattuck http://www.tripointfundraising.com/how-are-you-treating-your-donors-time-to-find-out
  29. 29. Acknowledgement segmenting » @StevenShattuck Above average gift amount At or below average gift amount
  30. 30. Differentiate the acknowledgement » @StevenShattuck Above average gift amount At or below average gift amount Letter # 1 Phone call (tour invite) Letter #2 Handwritten note Email/Letter #4 (Volunteer request) Email/Letter #3 (survey) (monthly upgrade)
  31. 31. Segments per channel » @StevenShattuck Website Direct Mail/Ad Event
  32. 32. Sample cultivation plan » Free pdf at www.tripointfundraising.com @StevenShattuck
  33. 33. @StevenShattuck
  34. 34. • All acknowledgements: treat them like royalty • Email: send a new donor survey • Snail mail: include handwritten note • Call as many new donors as possible • Get board members and volunteers involved • Schedule in-person meetings/tours • 2nd ask within 90 days is okay • Introduce monthly giving for certain segments Quick tips » @StevenShattuck
  35. 35. • Utilize communication preference • Make the donor the star of the show • more “you” than “we” • State exactly how donation will be used • Communicate impact • Preview future communications • Give the donor something to do next Acknowledgement content tips » @StevenShattuck
  36. 36. • Send a donor survey to 1st-time donors • Boosts retention even if they don’t respond • Respondents signify high-engagement • Email receipt is a great place to include • Google Forms / SurveyMonkey / Formstack Survey » @StevenShattuck https://bloomerang.co/blog/23-questions-to-ask-donors-and-prospects/
  37. 37. • Why did you first give to our organization? • What interests you most about organization? Why? What is less interesting to you? Why? • Why do you give to our organization? How would you describe our mission? What does it mean to you? • What are the most critical results you expect our organization to produce? • What do you tell others about us? How do you describe this organization to others? • Why does this cause matter to you? Why now in particular? @StevenShattuck https://bloomerang.co/blog/23-questions-to-ask-donors-and-prospects/ Survey question ideas »
  38. 38. Monthly giving » @StevenShattuck Source: Target Analytics, 2014 DonorCentrics US Recurring Giving Benchmarking Analysis
  39. 39. • Make it an option on donation forms • Suggest donation amounts • Introduce monthly giving to repeat donors below average gift amount Monthly giving » @StevenShattuck
  40. 40. Keep donors happy » @StevenShattuck Source: Target Analytics, 2009 DonorCentrics US Recurring Giving Benchmarking Analysis
  41. 41. • Isolate donors who haven’t given in 2+ years • Segment • gift frequency/size • other engagement signals • Consider removing from direct mail sends • Send a lapsed donor survey • Invest in data services • NCOA • Deceased Suppression Processing Lapsed donors » @StevenShattuck
  42. 42. @StevenShattuck Can acquisition trump retention?
  43. 43. @StevenShattuck
  44. 44. • It’s not about you. It’s about the donor. • Segment your donors. • Create a written comms plan for each segment. • Concentrate on first-time donors. • Get that second gift. • Personalize! • Steward, then solicit. Final thoughts pt. 1 » @StevenShattuck
  45. 45. @StevenShattuck Break
  46. 46. Why focus on online donors? @StevenShattuck
  47. 47. Online giving » http://www1.networkforgood.org/online-giving-continues-grow-charities-across-country @StevenShattuck
  48. 48. How, where and when can we steward online donors? @StevenShattuck
  49. 49. Do these 3 things well » https://bloomerang.co/blog/3-things-your-nonprofit-must-do-well-after-an-online-donation @StevenShattuck
  50. 50. 1. “Thank You” page 2. Email confirmation 3. Formal acknowledgment Do these 3 things well » https://bloomerang.co/blog/3-things-your-nonprofit-must-do-well-after-an-online-donation @StevenShattuck
  51. 51. • 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
  52. 52. Confirmation page » @StevenShattuck
  53. 53. Confirmation page » @StevenShattuck
  54. 54. Confirmation page » @StevenShattuck
  55. 55. Confirmation page » @StevenShattuck
  56. 56. @StevenShattuck
  57. 57. • 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 • Survey • Preview future communications • Include tax information Email confirmation » @StevenShattuck https://bloomerang.co/blog/19-point-donation-acknowledgement-email-checklist
  58. 58. @StevenShattuck
  59. 59. @StevenShattuck
  60. 60. @StevenShattuck
  61. 61. @StevenShattuck
  62. 62. @StevenShattuck
  63. 63. @StevenShattuck
  64. 64. @StevenShattuck
  65. 65. @StevenShattuck
  66. 66. Email receipt » @StevenShattuck
  67. 67. https://bloomerang.co/blog/this-biz-has-a-better-email-thank-you-than-most-nonprofits @StevenShattuck
  68. 68. https://bloomerang.co/blog/this-biz-has-a-better-email-thank-you-than-most-nonprofits @StevenShattuck
  69. 69. • 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/
  70. 70. • 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/
  71. 71. • Send a donor survey to 1st-time donors • Boosts retention even if they don’t respond • Respondents signify high-engagement • Email receipt is a great place to include • Google Forms or SurveyMonkey Survey » @StevenShattuck http://t.co/XMUTnvjThP https://bloomerang.co/blog/23-questions-to-ask-donors-and-prospects/
  72. 72. • Arrive within 48 hours • Preview future communications • Utilize their communication preference! • Email • differentiate from receipt • Snail mail • handwritten note / signature • Phone call • voicemails are just as good Formal acknowledgement » @StevenShattuck
  73. 73. @StevenShattuck
  74. 74. @StevenShattuck
  75. 75. @StevenShattuck
  76. 76. P2P donors give to the fundraiser, not the org! 1. Have the fundraiser contact last year’s donors. 2. Have the fundraiser re-introduce the charity in the gift acknowledgement. 3. Start a dialogue in the first follow-up. P2P acknowledgement » https://bloomerang.co/blog/3-tips-for-improving-p2p-donor-retention/ @StevenShattuck
  77. 77. • 3 things: confirmation page, email, snail mail • Fast acknowledgement • It’s not about you. It’s about the donor. • Get that second gift. • If you get a phone #, call! Final thoughts pt. 2 » @StevenShattuck
  78. 78. @StevenShattuck Break
  79. 79. @StevenShattuck social media
  80. 80. • Our organization? • Our cause? • Our donors? • Our employees? • Our volunteers? • Our needs? • Our victories? What should our content be about? » @StevenShattuck
  81. 81. @StevenShattuck “It’s human, it’s personal, it’s relevant, it isn’t greedy, and it doesn’t trick people.” -Seth Godin Content that builds trust »
  82. 82. What nonprofits talk about » http://blog.hubspot.com/marketing/nonprofits-social-media-marketing-data Share news
 about our cause Share news
 about our org Donor recognition Brand recognition Fundraising Volunteer recruitment Employee recruitment @StevenShattuck
  83. 83. What should we post about, in what format, and how often? @StevenShattuck
  84. 84. The Rule of Thirds » • 33% your content • 33% other's content • 33% conversation @StevenShattuck
  85. 85. 80/20 Rule » • 80% not about you • 20% about you @StevenShattuck
  86. 86. These frameworks aren’t ideal for nonprofits. @StevenShattuck
  87. 87. The “Three As” » @StevenShattuck
  88. 88. 1.Appreciation 2.Advocacy 3.Appeals The “Three As” » @StevenShattuck http://blog.hubspot.com/marketing/nonprofit-three-as-social-media-ht
  89. 89. The “Three As” » @StevenShattuck http://blog.hubspot.com/marketing/nonprofit-three-as-social-media-ht • Appreciation: say thank you • Advocacy: champion those you serve • Appeals: ask for help
  90. 90. appreciation
  91. 91. Why appreciation » @StevenShattuck • People like to put their philanthropy on display • Donors like to feel appreciated • “Appreciation” posts get the most engagement
  92. 92. @StevenShattuck Anatomy of a sharer » http://www.slideshare.net/socialogilvy/why-do-people-share-on-social-media-global-survey-results
  93. 93. Appreciation via social media » • Use social media to publicly thank supporters! ‣ donors ‣ volunteers ‣ staff/board members ‣ other advocates/vendors • Why? ‣ they will engage with/share the post ‣ increases visibility of future posts @StevenShattuck
  94. 94. Appreciation » @StevenShattuck
  95. 95. Appreciation » @StevenShattuck
  96. 96. @StevenShattuck https://twitter.com/GivingtoPurdue/status/725288948117942273
  97. 97. @StevenShattuck
  98. 98. @StevenShattuck https://vine.co/v/b5tnVIVjt2M
  99. 99. Appreciation » @StevenShattuck
  100. 100. @StevenShattuck
  101. 101. Appreciation » @StevenShattuck Volunteers are 10x more likely to donate to your charity than non-volunteers! http://www.fidelitycharitable.org/docs/ Volunteerism-Charitable-Giving-2009- Executive-Summary.pdf
  102. 102. @StevenShattuck
  103. 103. Collect social info on donation forms » @StevenShattuck missed opportunity?
  104. 104. Save social info in database » @StevenShattuck
  105. 105. Permission » @StevenShattuck • Ask for Twitter username • Ask for communication preference • email • snail mail • phone • social media • “Would you like to remain anonymous in agency publications?” Yes/No • Don’t have to divulge donation amount
  106. 106. Confirmation page » @StevenShattuck
  107. 107. Ask for likes in confirmation » @StevenShattuck
  108. 108. Tagging = Visibility » @StevenShattuck
  109. 109. 1. Appreciation 2. Advocacy 3. Appeals The “Three As” » @StevenShattuck Gets the most engagement! https://blog.bufferapp.com/facebook-news-feed-algorithm
  110. 110. 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
  111. 111. Tactics that work » • You don’t get what you don’t ask for ‣ ask for likes ‣ ask for comments ‣ ask for shares ‣ ask for RTs @StevenShattuck
  112. 112. Appreciation opportunities » • Volunteers on-site • Unique donation • A major gift • In-kind help from a for-profit vendor/sponsor • P2P fundraiser milestones @StevenShattuck
  113. 113. Who can thank? » • Corporate account • Employees ‣ Executive Director ‣ Development Director ‣ Communications Director • Volunteers • Board members • Donors • Vendors @StevenShattuck
  114. 114. Appreciation - do’s and don’ts » • Look for opportunities to show appreciation • Make it easy for donors to talk about their giving • from the brand + from employees • Get the donor/volunteer’s permission • Make thank you’s visual • Never an untagged post • Track donor’s social media accounts in database @StevenShattuck
  115. 115. 1. Appreciation 2. Advocacy 3. Appeals The “Three As” » @StevenShattuck Now it’s time for conversions!
  116. 116. @StevenShattuck advocacy
  117. 117. Advocacy » • Educate about your cause ‣ new research/data ‣ helpful tips/guides • Share mission outcomes ‣ Success/impact stories ‣ Show how dollars are spent • Highlight organizational culture ‣ fun moments around the office ‣ employee milestones/profiles @StevenShattuck
  118. 118. @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 timely a 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.
  119. 119. Advocacy » @StevenShattuck
  120. 120. Advocacy » @StevenShattuck
  121. 121. Advocacy » @StevenShattuck
  122. 122. Advocacy » @StevenShattuck
  123. 123. @StevenShattuck
  124. 124. @StevenShattuck
  125. 125. @StevenShattuck
  126. 126. @StevenShattuck
  127. 127. Advocacy tips » • Think like a journalist • Keep your cell phone (camera) with you • Tell others to keep an eye out • Highlight service recipients and employees @StevenShattuck
  128. 128. @StevenShattuck appeals
  129. 129. Appeals » • Use social media to ask for help! ‣ be visual ‣ be specific ‣ give specific action steps ‣ mix in with appreciation/advocacy (CTAs) • Involve others! ‣ identify influencers ‣ ask for shares/retweets @StevenShattuck
  130. 130. @StevenShattuck
  131. 131. @StevenShattuck
  132. 132. Appeals » @StevenShattuck
  133. 133. Appeals » @StevenShattuck
  134. 134. Appeals » http://socialmediatoday.com/sashattuck/2431046/how-college-used-social-media-raise-465k-one-day @StevenShattuck
  135. 135. Appeals » http://socialmediatoday.com/sashattuck/2053261/how-nonprofit-raised-41k-twitter-24-hours-without-trying @StevenShattuck
  136. 136. Calls-to-Action (CTAs) » • Add CTAs to appreciation and advocacy posts ‣ (photo) “Thanks to these volunteers. By the way, you can sign up to be a volunteer here >> link” ‣ (photo) “With your help, the Smiths were able to move out of our shelter and into their own apartment. Help another family like theirs here >>” @StevenShattuck
  137. 137. @StevenShattuck Missed opportunity for a CTA!
  138. 138. @StevenShattuck Missed opportunity for a CTA!
  139. 139. Appreciation - 70% Advocacy - 20% Appeals - 10% The “Three As” » @StevenShattuck http://blog.hubspot.com/marketing/nonprofit-three-as-social-media-ht
  140. 140. How often should you post? » @StevenShattuck
  141. 141. • Facebook: when you have something to say • Twitter: when you have something to say • Instagram: when you have something to say • LinkedIn: when you have something to say How often should you post? » @StevenShattuck http://nonprofithub.org/social-media/ultimate-2015-nonprofit-social-media-scheduling-guide/
  142. 142. Final thoughts pt. 3 » • 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
  143. 143. Free educational resources » @StevenShattuck https://bloomerang.co/retention
  144. 144. https://bloomerang.co/resources •Nonprofit Wrap-Up •Bloomerang TV •Bloomies •Daily blog post •Weekly webinars •Downloadables
  145. 145. Free eBook » @StevenShattuck https://www.bloomerang.co/resources/downloadables/the-art-and-science-of-retaining-digital-donors/
  146. 146. Free eBook » @StevenShattuck http://bit.ly/bloomerang-social
  147. 147. @StevenShattuck https://bloomerang.co/blog/infographic-the-great-5-donor-communications-experiment https://bloomerang.co/blog/infographic-2015-5-donor-communications-experiment https://bloomerang.co/blog/infographic-2016-10-donor-communications-experiment
  148. 148. @StevenShattuck Donation Thank You Email Template » https://bloomerang.co/resources/ downloadables/sample-donation- thank-you-email-template/
  149. 149. @StevenShattuck https://bloomerang.co/resources/downloadables/basic-thank-you-letter-template/ Snail mail letter template » 1. Personal intro 2. Thank you 3. Impact statement 4. Future communications 5. Another thank you 6. Personal signature 7. PS w/ additional action
  150. 150. Questions? steven.shattuck@bloomerang.co @StevenShattuck @StevenShattuck

×