Outreach and FundraisingStrategy for Open Challenge      on Global Giving         By Campbell Plowden         Executive Di...
Stages of campaign1. Choosing online platform2. Mapping potential donors3. Preparing materials4. Outreach during campaign5...
Choosing the right         crowdfunding platform• Emphasis and size of platform• Cost and structure of platform fees• Supp...
ProjectNameProjectImage
Detailed Project Summary for                       Additional DocumentationSummary OutlineProject titleGroup missionProjec...
Donor mappingPersonal OutreachFamilyFriendsColleaguesOrganizational supportersBoard of directorsAdvisory boardDonors...
Outreach and donation toolsGlobal Giving Project PageOrganization websiteFacebook (Personal, Organization & Group Pages...
Family
Greenpeace                      anti-whaling action                        team in Japan                             1981A...
Men’s group                   camping retreat - 2003    Men’s groupgathering - 2008
Friends at Quaker Meeting
High School Class of 1971Informal reunion 2010
Made donation andbought craft duringOpen ChallengeDonated after OpenChallengeGG Superstar –offered advice on GGstrategyHos...
Integrate pitch for donations with other events –craft fairs, presentations, and parties
CACE home page
Facebook postings with linkto GG site
Personalized Project Logo for Facebook
CACE Blog
Guest blog Through Linked-InConnection
Updates and GGlinks on Twitter
E-Newsletter    sent to Supporters   through   Vertical  Response
Half-page flyer with basic information     for donating to GG campaign
Progress Reports  & Thank yous
Analyzing patterns of donors anddonations with Donation Manager Data
Types of donors who gave to CACE ProjectNumber of               during Global Giving Open ChallengeDonations           Typ...
Range of Donation Size by Percentage of Donors%       Results of CACE Open Challenge36302520                       86%    ...
Range of Donation Size by Percentage of Donations%        Results of CACE Open Challenge262218                            ...
Forms of payment for donations to                 CACE during Open ChallengePayment     Number      Percent     Amount    ...
Payment source for donations to           CACE during Open ChallengeSource           Donations AmountRecurring          1 ...
Examine data from the Leaderboard  to understand donation patterns      and bonus opportunities          Bonuses          ...
$$$$         Facebook shares versus Amount Raised17,000                                  Global Giving Open Challenge15,00...
Average contribution per donor vs. Number of donations Combinations to reach $ 5,000 and qualify in Open ChallengeNumber o...
$$$$          Donor number versus Amount Raised17,000        Global Giving Open Challenge Dec. 2012 (290 groups)   $ 6615,...
Results of Bonus Days during        Global Giving Open Challenge               December 2012        15% matches available ...
Top four groups on Bonus Day #1of Open Challenge (December, 2012)                        42 $4,350 + $219                 ...
Weekend Bonus Results    Open Challenge – December 2012       Winning Potential#       Total   Fees     Bonus       Net1  ...
Outcome of Global Giving Open Challenge           in December 2012 (290 groups)  Near success   6 groups: 2%Raised ≥ $5,00...
Campbell Plowden                 cplowden@amazonecology.org                 CACE website:                 www.amazonecolog...
Cace GlobalGiving strategy
Cace GlobalGiving strategy
Cace GlobalGiving strategy
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Cace GlobalGiving strategy

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Cace GlobalGiving strategy

  1. 1. Outreach and FundraisingStrategy for Open Challenge on Global Giving By Campbell Plowden Executive Director C C A enter for mazon Ommunity E cology
  2. 2. Stages of campaign1. Choosing online platform2. Mapping potential donors3. Preparing materials4. Outreach during campaign5. Thank yous6. Analysis and lessons learned
  3. 3. Choosing the right crowdfunding platform• Emphasis and size of platform• Cost and structure of platform fees• Support and resources for non-profit groups• Platform policies on setting & meeting goals• Format and content of project page• Platform support for listing projects• Incentives to projects for channeling donations• Incentives to donors for making donations• Forms of payment accepted
  4. 4. ProjectNameProjectImage
  5. 5. Detailed Project Summary for Additional DocumentationSummary OutlineProject titleGroup missionProject descriptionProject teamProject budgetMajor fundersGroup managementGroup partners
  6. 6. Donor mappingPersonal OutreachFamilyFriendsColleaguesOrganizational supportersBoard of directorsAdvisory boardDonors and Merchandise buyersNewsletter subscribersInternet supporters
  7. 7. Outreach and donation toolsGlobal Giving Project PageOrganization websiteFacebook (Personal, Organization & Group Pages, Other group pages)Blogs (Organization blog, Other blogs)TwitterEmailsPartiesPresentationsFlyersCraft fairsE-Newsletter
  8. 8. Family
  9. 9. Greenpeace anti-whaling action team in Japan 1981Action team reunion in Tacoma, WA 2010
  10. 10. Men’s group camping retreat - 2003 Men’s groupgathering - 2008
  11. 11. Friends at Quaker Meeting
  12. 12. High School Class of 1971Informal reunion 2010
  13. 13. Made donation andbought craft duringOpen ChallengeDonated after OpenChallengeGG Superstar –offered advice on GGstrategyHosted fundraisingparty at home duringOpen Challenge
  14. 14. Integrate pitch for donations with other events –craft fairs, presentations, and parties
  15. 15. CACE home page
  16. 16. Facebook postings with linkto GG site
  17. 17. Personalized Project Logo for Facebook
  18. 18. CACE Blog
  19. 19. Guest blog Through Linked-InConnection
  20. 20. Updates and GGlinks on Twitter
  21. 21. E-Newsletter sent to Supporters through Vertical Response
  22. 22. Half-page flyer with basic information for donating to GG campaign
  23. 23. Progress Reports & Thank yous
  24. 24. Analyzing patterns of donors anddonations with Donation Manager Data
  25. 25. Types of donors who gave to CACE ProjectNumber of during Global Giving Open ChallengeDonations Type Number Amount% by Type Previous 21 $ 6022 donor Known 20 $ 1270 1st Time Friend 10 $ 351 of Known Unknown 13 $ 235 named Amount of Donations Anonymous 6 $150 % by Type Total 70 $ 8028
  26. 26. Range of Donation Size by Percentage of Donors% Results of CACE Open Challenge36302520 86% 14%151050 5 – 10 11-29 30-49 50-100 101-300 301-500 501-1000 >1000 Range of amount given per donor
  27. 27. Range of Donation Size by Percentage of Donations% Results of CACE Open Challenge262218 22% 78%1410620 5 – 10 11-29 30-49 50-100 101-300 301-500 501-1000 >1000 Range of amount given per donor
  28. 28. Forms of payment for donations to CACE during Open ChallengePayment Number Percent Amount PercentForm Donations Donations Donations Donations________________________________________________________PayPal 5 7 580 7Gift cards 8 11 735 9Checks 17 24 798 10Credit card 40 57 5,915 74_____________________________________Total 70 100 8,028 100
  29. 29. Payment source for donations to CACE during Open ChallengeSource Donations AmountRecurring 1 10Website 2 50Blog 2 150Email 2 60Facebook 7 645Gift card 8 735Google/GG site 10 4280Checks/other 38 2098Total 70 8028
  30. 30. Examine data from the Leaderboard to understand donation patterns and bonus opportunities Bonuses Donors Facebook Donations Shares
  31. 31. $$$$ Facebook shares versus Amount Raised17,000 Global Giving Open Challenge15,000 December 2012 (290 groups)13,000 Raised $11,000+11,000 44 Shares/group 9,000 7,000 1741 Shares/group Raised $6400/group 5,000 3,000 200 to 655 Shares/group 1,000 Raised $978/group 0 0 200 400 600 800 1000 1200 1400 1600 1800 Facebook Shares per Project
  32. 32. Average contribution per donor vs. Number of donations Combinations to reach $ 5,000 and qualify in Open ChallengeNumber of donations Donors Ave 40 125 50 100 60 83 70 71 100 50 125 40 250 20 500 10 Average contribution per donor
  33. 33. $$$$ Donor number versus Amount Raised17,000 Global Giving Open Challenge Dec. 2012 (290 groups) $ 6615,000 $ 18513,000 Average donation11,000 $ 111 9,000 7,000 $ 25 5,000 3,000 $ 3030 1,000 0 30 60 90 120 150 180 210 240 Number of Unique Donors
  34. 34. Results of Bonus Days during Global Giving Open Challenge December 2012 15% matches available up to $3,000 per dayBonus Total Donations Donations Percent TopDay Raised Matched Unmatched Matched Bonus_________________________________________________Day 1 78,410 20,033 58,377 26 531Day 2 48,997 20,020 28,977 41 527Day 3 32,650 20,060 12,590 61 668__________________________________________Total 160,057 60,113 99,944 38
  35. 35. Top four groups on Bonus Day #1of Open Challenge (December, 2012) 42 $4,350 + $219 13 $4,260 + $531 53 $3,330 + $260 21 $3,310 + $12
  36. 36. Weekend Bonus Results Open Challenge – December 2012 Winning Potential# Total Fees Bonus Net1 $ 3,945 $ 592 $ 500 - $ 922 $ 2,750 $ 413 $ 500 + $ 873 $ 2,155 $ 323 $ 500 + $ 1774 $ 2,500 $ 375 $ 500 + $ 1255 $ 5,000 $ 750 $ 500 - $ 250
  37. 37. Outcome of Global Giving Open Challenge in December 2012 (290 groups) Near success 6 groups: 2%Raised ≥ $5,000 or Met goal had ≥ 40 donors 92 groups: 32% Raised at least $5,000 from at least 40 donors Some support Failed: didn’t try? 130 groups: 45% 62 groups: 21% Raised less than $5,000 Raised $0 from from less than 40 donors 0 donors
  38. 38. Campbell Plowden cplowden@amazonecology.org CACE website: www.amazonecology.org CACE on Global Giving: http://goto.gg/12229 Facebook: Center for Amazon Community Ecology Wordpress blog:Best wishes in Campbell’s Amazon Journal the Open YouTube Channel: Challenge Amazon Community Ecology Twitter: AmazonEcology

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