No Event? No Problem: The Power of Grassroots Fundraising


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This webinar features new and innovative ways to raise money through grassroots fundraising.

In this free interactive webinar, you will learn about:

- Proven fundraising methods outside official events

- Easy ways to attract new donors by tapping into your supporters' existing networks

- Methods used by YMCA Metropolitan Dallas to raise thousands online.

Guest speaker: Sharon Bradley, Camp Grady Spruce, YMCA Metropolitan Dallas

Published in: Business, News & Politics
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No Event? No Problem: The Power of Grassroots Fundraising

  1. 1. Welcome to Firstgiving’s Webinar <ul><li>The webinar will begin shortly </li></ul><ul><li>Please be sure you are able to hear audio </li></ul><ul><ul><li>Call: (616) 883-8055 </li></ul></ul><ul><ul><li>Access code: 597-456-616 </li></ul></ul>If you are having any trouble with the above number, please call 888-387-8686 Enter 1935301 and press #
  2. 2. Presented by: Susannah Richardson, Firstgiving Hannah Greenfield, Firstgiving Sharon Bradley, YMCA of Metropolitan Dallas No Event? No Problem: The Power of Grassroots Fundraising Call: (616) 883-8055 Access code: 597-456-616
  3. 3. Agenda <ul><li>Person-to-person online fundraising </li></ul><ul><li>What is grassroots fundraising? </li></ul><ul><li>YMCA case study </li></ul><ul><li>How to implement </li></ul><ul><li>Demonstration </li></ul><ul><li>Firstgiving account types </li></ul><ul><ul><li>Call: (616) 883-8055 Access code: 597-456-616 </li></ul></ul>
  4. 4. What is Person-to-Person Fundraising? Potential Donors <ul><li>Your supporters making personalized appeals to friends and family for your cause </li></ul><ul><li>Allowing your supporters to leverage their social network to make a difference </li></ul><ul><li>Giving power to the people who want to do more than make a simple donation </li></ul><ul><li>Call: (616) 883-8055 Access code: 597-456-616 </li></ul>Your Supporters Your Nonprofit
  5. 5. What is a Fundraising Page? <ul><li>It puts a face to your nonprofit organization </li></ul><ul><li>Eliminates “fear of asking” </li></ul><ul><li>Convenient : give by credit or debit card </li></ul><ul><li>Fun for the individual! </li></ul><ul><li>Automatically generates donation receipt , for tax purposes </li></ul>Progress thermometer Personal appeal Donations and comments
  6. 6. Donors Give and Leave a Comment “ Good luck with your recovery, I admire you more than you know!!!” “Glad to help! H.S. classmate of your dad.” “I am so proud of you!” “ Better late than never” “You are an inspiration” “ We can all help in some small way”
  7. 7. What is Grassroots Fundraising? <ul><li>Grassroots Movement*: </li></ul><ul><li>driven by the constituents </li></ul><ul><li>natural and spontaneous </li></ul><ul><li>focus on community </li></ul><ul><li>raising money through small donors </li></ul><ul><li>cost effective </li></ul>*
  8. 8. How Does it Work? <ul><li>Grassroots fundraising is like a modern-day chain letter </li></ul><ul><ul><li>After created, appeals are passed on again and again by email, blogs, social networks, and more </li></ul></ul>
  9. 9. Fact #1: This Applies to You! <ul><li>Ignoring it is like leaving money on the table </li></ul><ul><ul><li>It gets your organization in touch with people you can’t easily reach in other ways </li></ul></ul><ul><li>Your supporters want to help, they may just not know what’s available </li></ul><ul><ul><li>Grassroots efforts help your cause as much, if not more, than donating, volunteering, etc. </li></ul></ul><ul><li>Less emphasis on monetary size </li></ul><ul><ul><li>Instead of chasing and fighting over big donors, get support from a variety of small donors </li></ul></ul>
  10. 10. Fact #2: Expand Your Donor Database <ul><li>By definition, grassroots efforts spread your cause to new audiences </li></ul><ul><li>Your supporters ask their networks for you </li></ul><ul><li>Free advertising </li></ul><ul><li>Grassroots = more donors </li></ul>
  11. 11. #3: Every Dollar Counts Example: Pixie’s Page has already raised over $30,000 Breakdown of last 100 donations by amount: Note: 88% of donations were $25 or less!
  12. 12. <ul><li>Fundraising for Camp Grady Spruce with Firstgiving </li></ul><ul><li>Sharon Bradley May 2008 </li></ul><ul><li> </li></ul>Please welcome Sharon Bradley
  13. 13. What is Camp Grady Spruce? <ul><li>Branch of the YMCA of Metropolitan Dallas. </li></ul><ul><li>Has a 70 year legacy as THE residential camp for the Dallas YMCA. </li></ul><ul><li>Year-round Offerings: </li></ul><ul><ul><li>Summer Camp </li></ul></ul><ul><ul><li>Outdoor Education </li></ul></ul><ul><ul><li>Conferences </li></ul></ul><ul><ul><li>Retreats </li></ul></ul><ul><ul><li>Teambuilding for families, churches, businesses and Y-Guides </li></ul></ul><ul><li>Mission: To deliver exceptional outdoor programs that inspire, build and strengthen relationships with God, His creation and each other. </li></ul>
  14. 14. My Roles With CGS <ul><li>Then (70s/80s) </li></ul><ul><ul><li>2 nd Generation Camper </li></ul></ul><ul><ul><li>Summer Staff </li></ul></ul><ul><li>Now </li></ul><ul><ul><li>Board of Management (Volunteer) </li></ul></ul><ul><ul><li>Partners’ Campaign chairperson on the Rainmaker Fundraising Committee </li></ul></ul>
  15. 15. Goals for Online Fundraising for 1Q-08 <ul><li>Expand online fundraising as a new tool to accompany the traditional person-to-person, snail mail, phone call and e-mail fundraising tools. </li></ul><ul><ul><li>Above provided by our 118 year old city-wide organization with approximately 25 branches </li></ul></ul><ul><li>Encourage a handful of established campaigners to use Firstgiving pages and provide feedback </li></ul>
  16. 16. Why’d we chose Firstgiving? <ul><li>Individual fundraisers create their own pages, tell their own stories and manage their own donor relationships </li></ul><ul><ul><li>Our campaign is based on approximately 100 volunteers raising between $500 - $20k each. </li></ul></ul><ul><ul><li>Firstgiving’s individual fundraiser pages were a perfect fit for the way our association traditionally manages our campaign </li></ul></ul><ul><li>Reasonably priced </li></ul><ul><ul><li>Firstgiving’s pricing fit within our budget </li></ul></ul><ul><li>Teams </li></ul><ul><ul><li>Our fundraisers are broken into 3 teams to stimulate friendly competition. </li></ul></ul><ul><ul><li>Firstgiving supported this concept “to a T” </li></ul></ul><ul><li>Portable data </li></ul><ul><li>Customer Service </li></ul><ul><ul><li>Responsive, courteous, professional </li></ul></ul>
  17. 17. 2008 Results to Date <ul><li>Money Raised $13,320 </li></ul><ul><li>Average Gift $140 </li></ul><ul><li># of Donations 94 </li></ul><ul><li># of Active Fundraising Pages 13 </li></ul><ul><li># of First Time Donors 39 </li></ul><ul><li># of Prior year Donors 28 </li></ul><ul><li># of Increased gifts from 21 Prior year Donors </li></ul>
  18. 18. Grassroots in Action: Making Lemonade out of Lemons <ul><li>At the family’s request, a page was established to collect memorials in honor of our friend and former staff member, Scott Woodle </li></ul><ul><li>$3,500 has been raised to date </li></ul><ul><li>Met the instantaneous need of people to “do something now” to honor him </li></ul>
  19. 19. Thank you, Sharon! <ul><li>Next: </li></ul><ul><li>How to Implement Grassroots Fundraising </li></ul>
  20. 20. Tip: Give Ideas <ul><li>Give supporters reasons to make pages so they find one that’s right for them </li></ul><ul><ul><li>Start an appeal </li></ul></ul><ul><ul><ul><li>e.g. 2008 fund for new equipment, send Tim to summer camp </li></ul></ul></ul><ul><ul><li>Anniversaries/Milestones </li></ul></ul><ul><ul><ul><li>e.g. The day you were diagnosed or officially disease-free, the day you adopted your dog </li></ul></ul></ul><ul><ul><li>In memory/In honor </li></ul></ul><ul><ul><ul><li>e.g. In memory of my best friend, please donate to cancer research </li></ul></ul></ul><ul><ul><li>Awareness months </li></ul></ul><ul><ul><ul><li>e.g. April is autism awareness month </li></ul></ul></ul>
  21. 21. More Ideas! <ul><ul><li>In lieu of birthday or wedding gifts </li></ul></ul><ul><ul><ul><li>Instead of birthday gifts, please help me celebrate by donating to my favorite cause </li></ul></ul></ul><ul><ul><li>Local events </li></ul></ul><ul><ul><ul><li>Encourage people to fundraise for you online when participating in events: e.g. walkathons, marathons or 5ks </li></ul></ul></ul><ul><ul><li>Organize an office casual day </li></ul></ul><ul><ul><ul><li>Coordinate with your office so donors may wear jeans for the day </li></ul></ul></ul>
  22. 22. Tip: Lead by Example <ul><li>Familiarize yourself with the tools and make your own fundraising page </li></ul><ul><li>Start a staff competition to see who can raise the most </li></ul><ul><li>Ask each board member to set up a page as part of your annual appeal </li></ul>
  23. 23. Tip: Make the Commitment <ul><li>If you don’t adopt it, neither will your supporters! </li></ul><ul><ul><li>Give clear directions and multiple ideas </li></ul></ul><ul><ul><li>Promote on your website and all correspondence </li></ul></ul>
  24. 24. Tip: Hold a Virtual Event <ul><li>Treat it like a regular event! </li></ul><ul><ul><li>Registration </li></ul></ul><ul><ul><li>Teams </li></ul></ul><ul><ul><li>Competition and prizes </li></ul></ul>Note: all above virtual events hosted by Firstgiving!
  25. 25. Tip: Give a Timeframe <ul><li>When there’s no deadline, it’s easy to procrastinate </li></ul><ul><li>Everyone is used to end dates—fundraising is no exception </li></ul><ul><li>Instigate a countdown to evoke a sense of urgency </li></ul>
  26. 26. Tip: Give Your Supporters Multiple Calls to Action <ul><li>Tell ‘em, tell ‘em, and tell ‘em again! </li></ul><ul><li>Supporters can… </li></ul><ul><li>Make a fundraising page and collect donations </li></ul><ul><li>Donate to the fundraising page made by you (the nonprofit) </li></ul><ul><li>Forward the page on to others </li></ul><ul><ul><li>The internet is viral—make the most of it and ask everyone to forward it, post it on their blog, etc. </li></ul></ul><ul><ul><li>If people can’t donate, they can still help by forwarding the page on to friends and family </li></ul></ul>
  27. 27. Next: Demo The Firstgiving Experience
  28. 28. Cost <ul><li>Creating a fundraising page and making a donation are free </li></ul><ul><li>We deduct a 7.35% transaction fee from donations </li></ul><ul><li>Credit card processing charges are included in fee </li></ul>
  29. 29. Example Start Pages Premium Start Page: Start Page:
  30. 30. Firstgiving Nonprofit Accounts <ul><li>Nonprofit Account </li></ul><ul><li>Cost: Free </li></ul><ul><li>Start Page </li></ul><ul><li>Unlimited fundraising pages </li></ul><ul><li>Online reports: fundraiser and donor contact details </li></ul><ul><li>Premium Nonprofit Account </li></ul><ul><li>Cost: $300/annually </li></ul><ul><li>Branded Start Page </li></ul><ul><ul><li>Branded fundraising pages with your logos and banner </li></ul></ul><ul><li>Includes: </li></ul><ul><ul><li>Event registration </li></ul></ul><ul><ul><li>Event reports </li></ul></ul><ul><ul><li>Team functionality </li></ul></ul>
  31. 31. Premium Start Page Organization and/or event description Total raised online Easy call to action for fundraisers Your banner Top Teams Top Fundraisers Nonprofit Resource Center Up to 3 custom Images
  32. 32. <ul><li>Interested in learning more? </li></ul><ul><ul><li>Visit our website </li></ul></ul><ul><ul><li>Sign up for a nonprofit account today </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>Email [email_address] </li></ul></ul>Thank You For Joining Us