Video Campaigns that Drive Huge End-of-Year Fundraising Results

57 percent of everyone who watches an online video produced by a nonprofit will go on to give to that nonprofit. (Google, 2013)

Keep that in mind, then go look at the number of views you have on some of your strongest Facebook or YouTube videos. And imagine 60 percent of those views becoming donors. Technically, that should be the case.

If only it were that easy …or maybe it is?

The following are three tips to build a video-driven content strategy that leads to your organization’s strongest ever end-of-calendar-year fundraising push.

Facebook Live – do it and do it often in December

Launch an end-of-year Facebook Live telethon. On New Year’s Eve or the week before, invite your best supporters who are also digitally active (your online ambassadors) to a special end-of-year party. Be sure there are plenty of food, drinks, and entertainment …and an experienced Facebook Live crew.

FacebookLiveOldCam.jpg

During this event, conduct several interviews with attendees and have them talk about why they gave back to your organization in the previous year and why they will continue giving in the new year. You might also interview a person or two who has been positively impacted by your mission. This could be a student, a patient, or a dog-in-waiting to be rescued …you get the idea.

To increase the audience for your Facebook Live, make sure everyone you’re interviewing shared the Facebook Live with their friends and family as soon as you go live.

And of course, throughout the Facebook Live event, be sure to frequently remind donors they “can give to support your mission by clicking ‘donate now’ in the Facebook post.

We call this the “modern Facebook pledge drive.” For more details on how to conduct a Facebook pledge drive, click here to watch our webinar.

Keep it simple for more video

You might have heard from various digital experts that lower quality, more authentic video is more effective for fundraising.

At least in some cases, that’s true.

According to Thankview, lower-quality, webcam-recorded videos are watched to completion 61 percent of the time, while higher-quality, uploaded videos are watched to completion only 47 percent of the time. More importantly, webcam-recorded videos lead to call-to-action clickthroughs on an email link 15 percent of the time, while uploaded videos only lead to CTA clickthroughs 10 percent of the time.

If you’re sending 10,000 emails, that’s an extra 500 people who go to your gift form from the lower-quality video.

That’s not to say high quality video doesn’t have it’s place. (Wait until you see what Groundwork is doing with virtual reality and major donors) But we should never avoid sharing videos with our donors, because we feel the quality is unbecoming of our mission. Can you see the video? Can you hear the video? If you answer “yes” to both and the message is on point, then share that video with your donors and prospects. Especially via year-end appeals. This approach will lead to more video messaging and, ultimately, more gifts.

Sell virtual seats to your holiday season gala

If you’ve experienced virtual reality, then you are aware of the medium’s transformative power. VR can place a person in a different time and space while giving them an emotional experience similar to being present (in the literal sense).

VirtualRealityPurpleImagine using this technology to democratize your high-priced, end-of-year donor galas. Of course, nothing beats the real thing – actually being there – but for $50, a donor can experience the event virtually as opposed to paying $5,000 for a table. Access to watching the speakers, hearing the musicians, enjoying the celebrity keynotes… can all take place from the comfort of home and at a more approachable price point. This gives the annual fund donors unique access to high-end experiences without cheapening the experience for large gift donors, because the large gift donors still have the exclusive benefit of literally being there.

This tactic could also be used as a leadership annual giving tool by moving the $50 up to $500. Especially if you’re concerned about cheapening the high-price live gala experience.

Using VR to widen the reach of a gala could be done through Facebook Live or could be recorded and edited for later use. For example, gift officers could carry VR headsets with them to donor visits and allow those who couldn’t attend in person to watch the next best thing.

Is your development operation ready to transform your fundraising outcomes with video? Groundwork Digital builds sophisticated digital strategies and produces award-winning videos for clients. Ask us about it by emailing me at justin@groundworkdigital.com or clicking here and completing our contact form.

 

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End of Year Fundraising with Online Ambassadors

Emails sent from online ambassadors perform 312 times better than the exact same email that is sent with the institution as the sender.

Seriously, this 2015 Blackbaud study found ambassador-sent emails convert 25 percent of the time, while the same email sent from the institution converts .08 percent of the time. It almost makes you wonder if we should bother sending e-solicitations from anyone but online ambassadors?

With that in mind, below are three tips for incorporating ambassadors, influencers, and advocates to close out the 2017 calendar year

Set up ambassadors with personal online campaigns

First things first, you need to identify and engage a strong group of online ambassadors. (Online ambassadors are your digitally-focused, social media-active volunteer advocates). Use technology to do this. The cost is almost always $10,000 or less (donor list size dependent) and the return is typically many factors of X above the investment. Our clients are finding Attentive.ly is an effective platform for this work.

You also need an engagement plan for getting the ambassadors on board and energized.

Use video, email, webinars, and live boot camps to fire up this core base of online supporters. Then, connect them to targeted online fundraising campaigns and task them with raising awareness. Either do this en masse or individually, depending on the ambassador (specifics coming up in the next section)

Make it easy to donate a holiday gift list

BirthdayFundraiserCrop2

Donating a person’s birthday is quickly catching on as a hot trend in online fundraising. And Facebook is one of those platforms leading the charge.

The concept is worth considering near the holiday season. “For this Christmas season, please donate to my favorite charity in lieu of gifts…” or “With the new year approaching, I want to be sure this important cause has the funds to advance our goals in 2018, so I’m giving my gift before December 31st.”

Just like with any fundraising walk or run, be sure you have good technology that allows each donor to easily create their own personal, donation-driving giving pages.

And be sure you include major donors in this strategy. Finding online ambassadors with major gift potential can lead to campaigns like this one from Marquette: (click here for the story) This is a highly individualized approach to online ambassador fundraising and will be your most lucrative peer-to-peer campaigns when done right.

Overlay social listening on your donor database to learn more about what drives you most capable donors online. Then build a cultivation and solicitation strategy with this new, digitally-acquired information at the forefront. For those major donor prospects whose online behavior profiles suggest a December campaign might be of extra significance to them, consider working with them to offer up a match or challenge that will lead to big gifts at every level to close out the year.

Thanksgiving hashtag drives

#Tweetsgiving still reigns as one of the best examples of a hashtag-based fundraising campaign. In 2008, Epic Change got its start as an organization through a brilliant hashtag campaign. With the Thanksgiving holiday approaching, the nascent Epic Change team asked supporters to post tweets stating why the Twitter user is thankful, using the hashtag “#Tweetsgiving.”

TweetsgivingHashtagThe campaign went viral with many thousands of Twitter users jumping in on the action. Periodically, a group of ambassadors and Epic Change members would insert tweets with a link to their fundraising page to build a school in Tanzania. Within a few short days, the group raised more than $10,000, had enough to build the school, and laid the groundwork for the Epic Change organization.

As this holiday season approaches, consider creating a hashtag to unite your followers in conversation. Or, “hijack” an existing hashtag related to your mission. Using the #GivingTuesday tag, is a widely-known example, although finding something more directly related to your cause, such as “#CleanEnergy,” “#EndGunViolence,” or “#AdoptaPet” can add thousands of new viewers to your message and donors to your database.

Would you like to learn more about building online ambassador programs to boost fundraising? Send us your name and email below and we’ll get back to you shortly. Thanks!

The Next Big “Giving Day”

Hundreds of millions of dollars raised … millions of donors taking part … scores of new supporters engaged … long-time supporters reinvigorated …

Online giving events such as #GivingTuesday and org-specific giving days have changed the face of fundraising.

Unfortunately, most fundraisers are leaving donors and dollars on the table during a giving day. The good news is, the experts at Groundwork Digital have the experience (more than four dozen giving days under our belts) to unlock those donors with proven tactics.

Equally as important, we can help integrate your giving day into a year-round digital fundraising effort that revolutionizes donor engagement for your program.

Raise your giving day to the next level with Groundwork Digital’s Giving Day Elevator package

The Giving Day Elevator package includes:

  • A full-day, on-site workshop to bring your team up to speed on the latest sure-fire tactics for launching an awe-inspiring giving day or #GivingTuesday event
  • Technology consultation to either select the right vendor or adjust your strategy to make the most out of your current online giving technology
  • Content marketing, email, and online ambassador strategic planning
  • Post-event analysis, peer benchmarking, and recommendations for the next 12 months of online fundraising

Groundwork currently offers this Giving Day Elevator package at the discounted price of $10,000. Sign up below to request a free, 30-minute consultation to determine if Giving Day Elevator is right for your operation.

Online Ambassadors Lead to Major Donor Fundraising

The bigger the purchase, the more our peers influence our decision.

2014 Word of Mouth Marketing Association study found that “higher consideration purchases” – like buying a home or a car – are influenced by peer recommendation more than “lower consideration purchases” such as clothing or food.

Would you agree that a major gift is more of a big or “higher consideration” purchase than a “lower consideration” purchase? Of course that’s true. Learn more about how this translates into major gifts fundraising in the video below:

Is your organization or institution uncovering new major gift prospects with online ambassadors? Are your digitally savvy major donors leading seven-figure online fundraising campaigns? If not, send us your contact info via the form below and we’ll get right back to you with some ideas on advancing peer-to-peer for major gifts at your organization.

Trust in Influencers

 

The for-profit world has been placing value in peer-to-peer influencers or “online ambassadors” for years. And the results show that trust in ambassadors is paying off for many companies.

In fact, “trust” has a lot to do with why ambassadors are so effective in modern marketing and communications.

CHECK OUT THIS LINK FOR SOME STUNNING ONLINE AMBASSADOR STATISTICS

People buy based on what their friends tell them, because of trust. When a relationship starts with trust, it tends to last longer. Consider these stats from the above link:

  • 92 percent of people trust recommendations from individuals (even if they don’t know them) over brands
  • 74 percent of consumers use social media to make purchase decisions
  • 37 percent better retention is reported for customers acquired through word-of-mouth advertising

What does that mean for donor acquisition? …and retention? The fact is, online ambassador communication works just as well – maybe better – in the nonprofit world.

In reviewing online ambassador activity that that took place on the ScaleFunder giving day platform in 2016, each ambassador would, on average, raise $125 during a giving day.

Perhaps even more staggering is this 2015 Blackbaud study that found 1 in 4 emails from online ambassadors led to a gift – a whopping 25 percent conversion rate. That’s compared to 1 in 1,250 emails from the organization that led to a gift – a paltry .08 percent conversion.

Again, for those keeping score, that’s a 25 percent conversion rate for ambassador-sent email versus a .08 conversion rate for emails sent by the organization.

It almost makes you wonder if you should ever send a solicitation email that is not from an online ambassador?

And it works for major donors, too. Check out the video below that details how the higher the price tag (a major gift, for example), the more peer influence impacts the decision.

Now here’s the catch – it’s not easy. Online ambassador programs are volunteer programs and they require careful and frequent management …but if you do it right, you have the potential to transform your development operation for the 21st century.

And guess what? Groundwork Digital has built dozens of online ambassador programs. Click here to send us a message and set up a time to talk about how we can help revolutionize your development operation with peer-to-peer fundraising.

 

Giving Days Done Right with Major Donors – UCSB

When asked “which giving day do you think had the best planning and preparation?” the University of California Santa Barbara is always at the top of my short list of examples. From the theme, to messaging, to online ambassadors, to email, UC Santa Barbara does giving day as well as any institution.

give day logo
One of the most impressive aspects of UCSB’s first giving day was in the realm of major gifts – an area that is not traditionally associated with donor participation events like giving days …but then again, times are changing in philanthropy.

UCSB raised approximately $1.5 million before their April 8, 2016 #UCSBGiveDay event. This helped secure an enormous $3.72 million overall. Here is the breakdown:

  • $800,000+ was raised for a smart, balanced match and challenge plan. This allowed major donors to see themselves deeply connected to a grassroots campaign as sponsors of matches and challenges. The gamification provided by the matches and challenges also led to UCSB’s best single annual giving day in the school’s history as it was one of many drivers of donor activity throughout the day.
  • $600,000+ was raised for large “seed” gifts. These are simply large gifts donors preferred to give prior to the day offline as opposed to making an online gift during the event.
  • In addition to the money raised from major donors before the campaign, another donor gave a $1.6 million real estate gift during the event. Because of the large gift protocol UCSB had in place, they were able to use the giving day as additional leverage for locking down and promoting this large gift during the event.

Big giving from major donors during a giving day doesn’t happen by accident. UCSB had success with their large gift donors, because development department leadership made the giving day a priority. The enthusiasm that started at the top with Associate Vice Chancellor Beverly Colgate trickled down through the entire department and energized gift officers to use the giving day as another tactic for engaging and re-engaging their donors and prospects. The results speak for themselves: more money for giving day and major donors who were excited to be part of an exhilarating event.

Major donors were thrilled to be part of such the highly visible, successful #UCSBGiveDay fundraising event.

Major donors were thrilled to be part the highly visible, successful #UCSBGiveDay fundraising event.

Just as a reminder, here is why you want to get the major gifts program involved well before you launch your giving day.

  • Because major donors love digital and we want them to be happy:
    • 85 percent of all millionaires use social media, text messaging, and smart phone apps (Fidelity Investments)
    • 55 percent of affluent individuals use mobile pay. That’s compared to 40 percent of the general population and 52 percent for Millennials. (Accenture) That’s right – major donors as a group are more likely than Millennials to pay for a cup of coffee with their iPhone.
  • Giving days are a HUGE celebration of an institution and philanthropy. When major donors are at the center of such a vibrant event, they feel good. (That’s why we say giving days offer major donor stewardship opportunities)
  • Matches and challenges drive small gift giving. According to The Why Axis, by Uri Gneezy and John List, donors are 20 percent more likely to give when a match is in play.

Majors donors love online giving … big gifts drive small gift activity … digital campaigns offer another point of engagement, cultivation, and solicitation for major donors … the reasons for building major donors into your next giving day are many. Be sure you major gifts team is ready to seize this opportunity.

Justin Ware is the Vice President for Digital Fundraising Strategy at ScaleFunder – a Ruffalo Noel Levitz platform. Justin can be reached via email at justin.ware@scalefunder.com or on LinkedIn by clicking here.

Building a 4-stage Online Ambassador Program — Stage 3: Deployment

This is part 3 in a four-part series that details ScaleFunder’s four-stage online ambassador program building process process. Before continuing, be sure you’ve read part 1 by clicking here and part 2 by clicking here.

OK – the hard part is over. You’ve found potential ambassadors, engaged them and solidified their support of your peer-to-peer program – now it’s time work with them for marketing and fundraising purposes.

Deploying ambassadors for marketing and fundraising success

Software shows sophistication.

Budgets are tight, we understand, but as we explained in part 1 of this series, online ambassadors can bring about a significant return on investment. So, make a bigger investment for a bigger return, right? Moreover, your ambassadors are often important supporters, such as board members or celebrity alumni – it’s important you provide them with elegant tools that are enjoyable as opposed to maddenly frustrating when it comes to user experience. To that end, there are different platforms for different purposes and investing in at least one will greatly help your chances of success through online ambassadors.

If broader marketing (not necessarily fundraising) is your top objective, consider platforms like SocialToaster and ReadyPulse. Those are just two examples of software services that engage your ambassadors and deploy them through easy-to-use content distribution mechanisms across most social media platforms. Each platform is different, but generally speaking, tools like SocialToaster and ReadyPulse allow you to directly send and/or receive content from online ambassadors to be shared with their communities of faithful followers. Ordinarily, these tools require the ambassador to authorize through at least one social media network, which allows your organization to interface with the ambassador’s accounts and profiles and share content directly via those ambassador accounts. It’s a great way to expand your message to new communities in an authentic-feeling way, because the posts appear to come directly from the ambassador, as opposed to an institutional account.

If fundraising is your top concern, you will want a platform that tracks and quantifies this data. Surprisingly, such a feature set has been missing in the nonprofit space – that is until we at ScaleFunder launched our Giving Day module [link] earlier this month. Through the platform, we provide ambassadors with personal URLs that quantify the impact of an ambassador’s sharing activity by tracking the number of individual gifts and total dollars given through a specific share link. This is important, because it allows you to understand the true fundraising ROI of your ambassador program and make adjustments to enhance the program based on real fundraising returns.

Produce great content.

It might be tempting to get lazy with content, especially if you have online ambassadors who initially appear willing to share anything you send them. But resist this temptation. Spend time creating worthwhile videos, eye-caching graphics, and rich written content. Not only will your ambassadors more enthusiastically share this content, but their followers will more aggressively consume and act on good content.

Track and learn from your ambassador data.

Which online ambassadors raise the most? Which appear to have wealthy networks? Who are the most active online ambassadors? Just as is the case with offline volunteer programs, you’ll want to quantify the return on this activity for the following reasons:

  • Rewarding ambassadors – Gamification is a key driver of online activity and that behavior seems to be especially true among highly active ambassadors. Encourage your ambassadors to share frequently and sincerely by rewarding them for their sharing activity. More on this in Part 4 of this series.
  • Adjusting content strategy – Which posts led to the most sharing? What tone and format of content brought in the most donors and/or dollars? Data driven content strategy is easy – do more of what works and less of what doesn’t. The key is having software that clearly tells you what messaging is effective and what isn’t.
  • Adjusting your ambassador program to fit your most influential and effective online ambassadors – The most popular content might not necessarily be the best content. This is why it’s important to look at both marketing and fundraising metrics. In the end, most of us will ultimately be judged by the performance of our development program. So find your top performing ambassadors, determine what they want out of a program by reading the data surrounding their activity, and adjust the ambassador program based on the behavior or your top performing ambassadors.

To learn more about technology to support ambassador programs, contact me, ScaleFunder’s VP of Digital Fundraising Strategy, Justin Ware, at justin.ware@scalefunder.com.