California GlobalGiving Partner workshop 2015
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California GlobalGiving Partner workshop 2015
- 1. GlobalGiving Partner Workshop We’re excited that you’re a part of the GlobalGiving community!
- 2. Agenda Welcome & Introductions GlobalGiving Updates SMART Online Fundraising Cultivating A Fundraising Army Attracting New GlobalGiving Donors Retaining Donors Client-Consultant Action Planning Benefiting from Corporate Partnerships Wrap-Up and Feedback
- 3. 3 Objectives for Today’s Activity Help you understand how GlobalGiving fits into your organization’s overall fundraising strategy to maximize your online fundraising efforts Identify a SMART online fundraising goal Create action steps to achieve your goal Learn best practices in growing your donor network and retaining existing donors Enhance your use of GlobalGiving as the core tool in your online fundraising strategy Connect you with a local network of nonprofit organizations using the GlobalGiving site and harnessing online fundraising
- 5. Break Into Groups & Introduce Yourself Name Title and Organization What is the biggest challenge that you currently face in terms of online fundraising? What is one thing that people wouldn’t be able to guess about you? 5
- 6. GG Feedback Board Using the sticky notes on the table, throughout the workshop, post thoughts related to the following: Have you had a lingering question about GlobalGiving? Are there specific challenges that you have been facing on GlobalGiving? Are there any ideas or opportunities that you want to share? 6
- 8. GlobalGiving Updates Online Fundraising & Social Impact Academies Experimentation with Bonus Days Town Hall Tools + Training blog Windfall New website GG Rewards 8
- 9. 9 The GlobalGiving 15% Fee
- 11. 11 But let’s talk about windfall: that extra money. $6.25 million extra in 2014 In the form of: matching funds, our marketing, corporate partner donations, bonus rewards, gift card redemptions
- 12. 12 The ‘Net Fee’ The typical GlobalGiving member had a 0% ‘net fee’ in 2014. For every $15 that goes to the GlobalGiving fee, we drive, on average, an additional $20 to the nonprofit.
- 13. New Website 13
- 14. 14
- 15. GG Rewards Partner, Leader, Superstar GG Rewards created in order to: Reward organizations for their engagement and effectiveness Provide a flexible way to move from Partner to Superstar Enhance visualizations to understand your activity More points higher GG Rewards status enhanced opportunities for visibility and corporate and major donor recommendations 15
- 16. 16
- 18. Engagement GG Rewards allows GlobalGiving to reward partners that are active and engaged on the platform Report regularly Drive donations through matching campaigns Participate in contests Contribute to the Leadership Council And more! 18
- 19. 19
- 20. Effectiveness Organizations that are listening, acting, and learning are more effective GG Rewards helps us drive donations to organizations that are Listening, Acting, and Learning on and off GlobalGiving Earn points by completing a Learning Cycle 20
- 21. Effectiveness Tools DIY Toolkit Feedback Toolkit Storytelling Charting Impact GlobalGiving Webinar Create-Your-Own Cycle 21
- 22. 22
- 23. Step 1 LISTEN (3 points) Step 2 ACT (4 points) Step 3 LEARN (5 points) How to Use the Create-Your-Own Cycle for Effectiveness Points
- 25. 25
- 28. Making Your Goal Measurable Dollar amount Unique donors Recurring donors New versus old donors Donors who make donations as a gifts 28
- 29. Question 1 • Draft one online fundraising goal that your organization has for the duration of 2015 that is SMART in nature. • Specific • Measurable • Action-Oriented • Realistic • Time-Bound • After you have drafted your goal, share with a partner and discuss to ensure that your goal meets each of the SMART criterion. Revise accordingly.
- 30. • What are the top three challenges that you foresee in achieving your SMART goal? • Ensure that the descriptions of these challenges are as tangible as possible. • Make sure that a challenge cited isn’t insurmountable. If it is, consider whether your goal is realistic and thus SMART after all. Revise accordingly. 30 Question 2
- 31. Questions 3, 4, 5 • Question 3: What is your current Reward Level? • Question 4: What are two Engagement actions that you could take in order to earn points and take steps toward achieving your SMART online fundraising goal? • Question 5: What are two Effectiveness actions that you could take in order to earn points and take steps toward achieving your SMART online fundraising goal? 31
- 32. Short Break 32
- 33. Cultivating A Fundraising Army
- 34. 34 Fundraising Advocates Strengthen and expand organization’s donor network Create “buy-in” opportunities for donors Help donors to feel that they: Have a powerful impact Can see the results of their donations Have influence over the direction of the organization
- 35. Identifying Fundraising Advocates When identifying these leaders, consider individuals who: Care about your organization, the projects that you lead, and/or the issues that you affect Will serve as strong brand ambassadors Can tell (or learn to tell) the story of your organization and project(s) in a compelling manner Have large networks You (or a colleague or board member) will feel comfortable reaching out to personally with the fundraising advocate request. 35
- 36. Engaging Fundraising Advocates (& Others) on GlobalGiving Fundraiser pages Year-End Campaign Bonus Days 36
- 37. Fundraiser Page • Fundraiser- established goal • Customizable title, summary, and photo • Easy to track donations & progress towards goal
- 38. • Birthday • Wedding • Marathon or race • Sporting event • Fundraising contest • Tribute • Disaster relief When could a fundraising advocate build a fundraiser page?
- 39. $8,243 Raised for Rural schools in the Himalayas CYCLE CHALLENGE Each year cyclists ride 150km for 2 days through the Himalayas
- 40. $2,474 Raised for Maternal Health in Tanzania LABOR FOR LOVE Alison asked supporters to donate $1 for every hour a women in their life was in labor
- 41. $13,477 Raised for Nepal Earthquake Relief
- 45. Campaigns • Help keep your donors engaged (and engage new donors!) • Create a sense of urgency • Give you a reason to reach out to donors through incentives
- 46. 46
- 47. 2015 Bonus Days March: 30% match, $60,000, $2,000 bonuses May: Prorated (25.9%), $75,000, no bonuses July: Rewards-based matching, $115,000, $2,000 bonuses September: 30%, $70,000, $6,000 bonuses* *Bonus cap now at $1,000/donor/organization to ensure funds last longer 47
- 48. Year-End Campaign Almost 18% of all online fundraising happens in December Great time to achieve your SMART goal! December 1 – 31 Requirements: Must opt-in Maximum of one project per organization Raise minimum of $3,000 from 30 donors to unlock eligibility for award Bonus awards for top 9 projects ($ raised) 48
- 49. Question 6 • Identify at least five individuals to serve as fundraising advocates in support of your SMART goal. Consider individuals from the following affiliations: • Staff • Board members • Volunteers • Existing donors & supporters • Beneficiaries • Professional contacts • Friends & family • Community leaders & members 49
- 50. Question 7 • Question 7: Based on your larger SMART goal, what is a SMART objective that you can set for your fundraising advocates? 50
- 51. Group Discussion • Question 8: What actions will you take to engage your fundraising advocates to achieve their SMART objective on GlobalGiving? • Question 9: What tools can you offer your fundraising advocates to ensure that they have maximum resources to accomplish their SMART objective? 51
- 52. Support for Fundraising Advocates Work together to: Set a specific fundraising goal Craft prospect- and donor-appropriate messaging Create an outreach strategy Map out prospective donors Provide outreach templates, fact sheets, and FAQs Send friendly reminders Ensure regular contact accessibility to staff point person 52
- 53. Communications Tips for Advocates Harness email and social media Emphasize project importance and urgency, and why donor matters Consider the audience – tailor messages to be consistent but different Time messages – one month out, one week out, day before 53
- 54. Attract New GlobalGiving Donors
- 55. Attracting New Donors Craft a compelling project description Earn your way toward an improved project rank Create microprojects 55
- 56. Attractive Project Page • Specific, action- oriented title • Close-up, high resolution photos • Easy to understand, jargon-free, project specific summary • Tangible, realistic donation options
- 58. Or here… Or here… Your project here
- 59. 59
- 60. Search Ranking Criteria 40% the amount of time since your previous project report 20% the number of donors that your project has attracted 20% the amount of money your project has raised, relative to other projects 20% how close is the project to being fully funded NEW: Bonus % bump for being a Leader or Superstar, or having a Microproject 60
- 61. Support Ian’s Education Nyaka AIDS Project • Leaders & Superstars • Fundraise for specific individual or activity • $250 - $10,000 • Active for 3 months • Tied to an existing parent project on GlobalGiving • Bump in GlobalGiving’s project ranking! Microprojects
- 62. Questions 10 + 11 • Evaluate the existing project that best aligns with your SMART goal. • Question 10: What three actions can you take to improve your project page? • Question 11: What is your project rank? What two actions will you take to improve your rank?
- 63. Retaining Donors
- 64. According to the Fundraising Effectiveness Project* Overall donor retention was 43% Repeat donor retention was 64% New donor retention was only 23% *All data from 2013-2014
- 65. Group Discussion • Question 12: List at least three reasons why donors have stopped giving to your organization in the past and/or reasons why donors would stop giving to a project. Then, brainstorm at least one solution for each of the reasons that donors have or would stop giving. • Question 13: What are three ways that you can increase donor retention on GlobalGiving? • Each group will share one response to Question XIII and one way that you can increase retention on GlobalGiving. 65
- 66. Why Donors Stop Giving 66 No memory of supporting the organization Not reminded to give again Didn’t feel connected Felt other causes are more deserving Didn’t feed appreciated Organization wasn’t transparent about how donations were used Organization asked for an inappropriate amount
- 67. Solutions to Increasing Donor Retention (& How You Can Do So on GlobalGiving!) 67 Communicate with donors at least every 90 days (project reports) Show donors how their funds help you achieve your mission (project reports) Personalize your communication (thank you notes) Encourage donors to make monthly recurring gifts and/or donations as a gift or tribute to someone Know your average gift and ask for the right amount
- 71. 71
- 72. Donor Appreciation • 46% of donors stop giving because they feel like their donations are not recognized • Send thank you notes as soon as possible • Share photos, anecdotes, and impact statistics in project reports
- 73. 73
- 74. Donation Manager Access donor information in real time! View gross donation information (not counting fees or add ons) Send thank you notes directly through the GlobalGiving site
- 75. 75
- 76. Thank You Note Tips Send notes as soon after the gift arrives as possible Acknowledge the donation amount and source Use the filter to identify repeat donors Ask questions to keep the donor engaged Remind the donor of the impact that the gift will have Be personal and warm in the language that you use 76
- 77. Question 14 • Have you sent thank you notes? If so, when was the last time that you sent a thank you note? • What steps will you take to improve your thank you note template for the project tied to your SMART goal?
- 78. Project Reports • Required every three months • Emailed to all project donors and posted on project page • Project reports (2-3 paragraphs): • Close-up, high-res photos • Beneficiary stories • Progress & accomplishments • Project-specific impact stats • Call to action • Rating 1 (poor) to 5 (excellent) 78
- 79. 79
- 80. Project Report Ratings • How emotionally compelling is the report/update? • Is the report on-topic? • Is it written for the correct target audience? • Is it compelling? • Are there high-quality photos?
- 81. Question 15 • What was your last project report rated? • What could you do to improve your rating? 81
- 82. Lunch Break 82
- 83. Optimizing Results through Analytics
- 84. 84 Why Focus on the Data? There’s never enough time/money/resources to have the impact we’d like! BUT With good data, you’ll be able to make the greatest impact with the resources you DO have!
- 85. 85
- 86. Use Data to Improve Your Fundraising Time Frame Slider Number of Donations Web Analytics Charts
- 88. How Can You Use the Data? Hypothesis: If I make a change to my project page, visitors will stay on it longer Steps: 1. Make a change to your project page (best to test this when you’re not running other campaigns) 2. Use the slider to compare the average time on page before and after you made the change 88
- 89. 89 Let’s Say We Made A Change on Feb. 14 Jan 1- Feb 14 Feb 14 – April 1
- 90. 90 What Can I Do with This Data? Hypothesis: If we do an outreach campaign via Facebook, more people will donate to our project from Facebook than have in the past. Steps: 1. Start reaching out to supporters on Facebook 2. Use the slider to compare your top donation sources before and after the campaign. Does the proportion of Facebook donors increase?
- 91. 91 Same Time of Year, Different Strategy No specific holiday season strategy Facebook-focused year- end-giving campaign
- 92. 92 Project Report Metrics How did donors find your project pages? • Sent Count – How many people received a copy of the report? • Open Count – How many people opened the email? • Clicked Count – How many people clicked a link in the email? Report email metrics are captured back through May 2013
- 93. 93 What can I do with this data? Hypothesis: My last report didn’t get a very good open rate. If I change the tone of my subject line, more people will open my report. Steps: 1. When you send your next report, include a subject line that gives people a concrete reason to open it. 2. Compare the open rates for each report as a percentage of how many people received the message to see if your subject line helped.
- 94. 94 Let’s try a better subject line Open rate nearly doubled with the more exciting subject line! Future test: Can we increase click rates?
- 95. 95 Key Takeaways Data can help maximize the impact you can have with the limited time and resources available Web Analytics page available on your PE Dashboard can share insights about your donations, project page traffic, and project reports Listen, Act, Learn. Repeat!
- 96. Questions 16, 17, 18 • Question 17: How many page views have you had since you joined GlobalGiving? • Question 18: How long does the average person spend on your project pages? • Question 19: On what day did you receive the most visits? Donations?
- 97. Question 19 • Question 19: What is one experiment that you will run that is tied to your SMART goal? • Remember to write your hypothesis using an if/then statement • Document the steps that you will take when conducting this experiment
- 99. Group Activity • Question 20 • Break into groups of 3 • Review your SMART goal • What continuing challenges do you foresee associated with achieving this goal? • Take 1 minute to share your goal and challenges with 2 partners. • Then, partners will take 6 minutes to brainstorm and advise on solutions so that you can accomplish your goal. Alternatively, consider what challenges you had identified at the start of the day. Then share the solutions that you had identified with your peer consultants to get their feedback.)
- 100. Benefiting from Corporate Partnerships
- 101. Cause Marketing
- 102. $3+ million in 2014 98% of Current Partners received portion of funding
- 103. Gift Cards
- 104. Employee Giving
- 105. Grantmaking
- 106. 10 GlobalGiving & Corporate Referrals Does not pitch organizations to companies Makes recommendations based on company’s criteria (e.g. regional and/or thematic focus) Most likely to recommend Superstars, then Leaders Comfortable recommending active & engaged organizations
- 108. Wrap-Up
- 109. 10 Review of Today’s Objectives Helped you understand how GlobalGiving fits into your organization’s overall fundraising strategy to maximize your online fundraising efforts Identified a SMART online fundraising goal Created action steps to achieve your goal Learned best practices in growing your donor network and retaining existing donors Enhanced your use of GlobalGiving as the core tool in your online fundraising strategy Connected you with a local network of nonprofit organizations using the GlobalGiving site and harnessing online fundraising
- 110. • Incorporate your GlobalGiving & overall fundraising strategies • Establish SMART goals • Use GlobalGiving’s tools to help you reach your goals • Take advantage of special events or opportunities • Involve your supporters! • Aim for Superstar-dom Making the Most of GlobalGiving
- 111. • Sign up for a one-on-one consultation • Participate in the Fundraising and/or Social Impact Academy • Read the Tools & Trainings blog • Complete Effectiveness tools We’re here to help!
Editor's Notes
- Good morning! Welcome to our [first] GlobalGiving workshop for current partners in [Insert City]. We’re thrilled to have you with us this morning and look forward to an action-packed day focused on maximizing online fundraising for your organization. [Short intro to self – longer one will come during formal Introductions next] [Remind participants about what they’ll find in folders – namely worksheet that they’ll be using throughout the session – and that if they haven’t picked up a folder, to raise their hands and you’ll give them one.] [Note reason for sticky notes on each chair and that you’ll explain in a few minutes what those will be used for.] [Note wifi password and login and remind participants that they will be using their computers during the session.]
- Let’s take a look at the agenda for today’s workshop. [Talk through and note that sessions have been built around SMART online fundraising activity that will run throughout.]
- We have several objectives that we’re looking forward to working through with you today. [Talk through above]
- [If possible, would be great to have someone write down the challenges that are identified in terms of online fundraising. After each of the workshops, Emma will be collecting the challenges and collating.] Start activity by introducing self with response to each of the above.
- GlobalGiving core values center around ideas of openness, feedback, iteration, and excellence. Always Open We believe in the power of great ideas and that these ideas can come from anyone, anywhere, at anytime. Listen, Act, Learn. Repeat. We continually experiment. We fail quickly and productively. We use data and feedback to guide our course. Never Settle We have an obligation to question the rules, change them for the better, raise the bar, play a different game, and play it better than anyone thinks is possible. Left a short stack of sticky notes on each of your seats so that you can post any questions, challenges, ideas, or opportunities that you want to share on the GG Feedback Board. Will aim to answer all questions and work through many of the challenges today Also an opportunity for us to collect your feedback and continue developing out trainings, tools, communication, and support for your organizations. [If possible, would be great to have someone send comments from all sticky notes. After each of the workshops, Emma will be collecting and collating.]
- Fundraising & Social Impact Academies First ever Social Impact Academy -- designed to help project leaders explore different theories of impact measurement and learn about practical tools that you can use to increase your organization’s effectiveness Annual Online Fundraising Academy – created to help PLs supercharge their online fundraising efforts with a deeper dive into topics including harnessing social media, communicating with donors, engaging corporates and more Both were a resounding success and looking forward to kicking off Online Fundraising Academy in early 2016 Experimentation with Bonus Days In response to PL feedback, continue to experiment with the terms, conditions, and structure of Bonus Days Going to discuss some of these a bit later, but emphasize importance of your feedback – and if you have ideas, write on post-it note! Town Hall First time ever Another opportunity for PLs to share feedback, challenges and problems directly with GG team Used to inform things that we are doing now Will be holding next one in early 2016 Tools + Training blog Continuing to update and add new sections Case studies on blog Windfall, New Website and GG Rewards all separate slides
- Fee Structure Some platforms charge set-up fees, ongoing subscription fees, and/or fees per transaction. Be wary of platforms that are not upfront about their fees. GlobalGiving charges a 15% fee on all donations, but most donors choose to cover all or part of this fee in addition to their donation. We work hard to earn our 15% by delivering value to our partners. 10% Resources and Access for Your Organization: Access to 400,000+ donors and 60+ Companies Free training, tools, and campaign strategizing Free one-on-one consultations – call us anytime! Donor management and analysis Full calendar of matching days and major campaigns Rewards and benefits for being active 3% Credit Card Fees Covers standard credit card and PayPal fees from donors’ cards U.S. tax –deductible donations 2% Administration Fees Keeps GlobalGiving sustainable as a NGO to provide for you Reliable connection with worldwide donors and corporate partners This is all if the donor chooses not to cover the fee. 50% of them do.
- Donors have the option to add on that fee themselves so 100% of their intial donation gets to you. 50% of them do. (So that means closer to 90% of the donated funds get to your project, bringing your net fee closer to 10%). But that’s not the end of the story…
- That’s money that doesn’t include what your donors added on at check-out. JUST FOR YOUR REFERENCE **** Definition of WINDFALL: extra money delivered to nonprofits by GlobalGiving in the form of GlobalGiving’s matching funds or bonus rewards, donations from our corporate partners, gift card redemptions, or the result of own marketing efforts (NOT including the donor add-on option during checkout).
- For every $15 that goes to the GlobalGiving fee, GlobalGiving helps drive, on average, an additional $20 for a nonprofit. That makes GlobalGiving is essentially free for most nonprofits, and the benefits of using GlobalGiving—access to tools, training, one-on-one support and our trusted platform—literally pay for themselves, and then some! JUST FOR YOUR REFERENCE***** Definition of NET FEE: total net % of donations GlobalGiving retains in the form of % fees (never exceeding 15%) after accounting for additional add-on contributions made by donors, and the extra windfall money driven by GlobalGiving.
- New Website More mobile responsive (pull out your smart phone to see!) – note global trend that demonstrates that mobile matters (more individuals are using mobile/smartphone as their primary means of internet access) Website is now search engine optimized so that projects are more likely to be at the top of the Google feed More than one featured project on the homepage Better for engaging donors to quickly take an action – highlighting Give, Join, About! – streamlining donor behavior! Increase conversion rates by more compelling imagery (best practices in web design to get more donors to give more)
- Updates to overall Project Entry system Reorganized and broke out sections and resources to make more user friendly Migrated Project Leader Manual and Tools & Trainings Blog to make more accessible Added Manage Users console – allows PLs to add new staff, create accounts, etc.
- GG Rewards // Frequent Flier program Way for us to reward orgs that are engaged in platform and demonstrating eagerness to be effective organization. Orgs are broken into three categories – partner leader and superstar Originally created to increase our transparency about how orgs are recommended to corporate partners Since that time, Rewards program has evolved. GG’s hypothesis is that orgs that are actively trying to improve, that are evolving, that are listening to feedback from their beneficiaries and community and becoming better organization – want to reward through GG Rewards program Created GG Rewards using feedback from PLs who shared that they wanted to be measured on more than just fundraising and engagement on GG Points rotate on a rolling year basis Will get monthly emails regarding points that will be lost if they do nothing else – starting in next month
- Can find Rewards status on Project Entry Dashboard in upper left hand corner
- Click on Rewards status – will take you to this page which shows the number of points that you have in each of two categories – Effectiveness and Engagement – and in total Because we just launched GG Rewards and only recently can earn Effectiveness points, most organizations have 0 – that’s ok!
- More you engage on GlobalGiving through project reporting, sending thank you emails, engaging recurring donors and more, will earn Engagement points on GG Rewards
- Range of effectiveness tools available – and continuing to add more Majority of tools not developed by GG but by organizations that have identified best in class tools for nonprofits DIY Toolkit, for example, developed by group called Nesta (in the UK); Nesta surveyed nonprofits and identified the top tools used by nonprofits to increase effectiveness and has put together DIY toolkit with top 30
- [Look at adding an effectiveness tool]
- Emphasize the Create-Your-Own cycle and our focus on encouraging orgs to Listen Act Learn Give example of how you could use this workshop to complete the Create Your Own
- [Look at dashboard of org in progress with various tools]
- [If interested in finding out how you can earn more points, through your dashboard you’ll also have access to a section that identifies what steps you can take to earn these and how!]
- [Ask room: How many partners draft SMART goals with their organizations (hands raised) How many partners currently have at least one SMART goal related to online fundraising (hands raised)]
- SMART Goals are great tool for online fundraising and strategizing because: Help you know EXACTLY where you’re going Allow you to track your progress along the way // GPS In order to develop a SMART goal, must make sure that your goal hits the following categories [note above]
- Often, one of the biggest challenges in developing a SMART goal is making sure that it is sufficiently measurable. What are some ways that you could make an online fundraising goal measurable? [Ask for suggestions] [Then, click through some of the possibilities]
- The core activity that we’re going to work through today is the development of a SMART online fundraising goal and action steps towards achieving that goal. Please take 3 minutes to draft one online fundraising goal that your organization has for the duration of 2015. Make sure that it is SMART in nature and hits on all of the criteria! After you have drafted your goal, please find a partner in the room to discuss and check one another to make sure that each goal meets the SMART criteria. [Note: Can be tied to either an existing project, or a pending project. We will refer to this SMART goal throughout the rest of the workshop.]
- Focus today will be on how you can achieve your SMART online fundraising goal through GlobalGiving tools and resources. Think through the top three challenges that you foresee in achieving your SMART goal [Note above info on slide] [Note: Ask for at least two participants to share their SMART goals. If the goals aren’t fully SMART, discuss ways to tweak. Then ask for challenges identified. As a room, begin process of open workshopping for a few of these challenges. Remind group of desire to share collective knowledge of the room based on experiences, best practices and lessons learned.]
- Now that you’ve identified your goal and challenges, we’re going to begin working towards actions that you can take to achieve your SMART goal, including use of GlobalGiving tools! [Note questions and have people work on these individually for about five minutes using their computers; then ask participants to share a few examples of what they plan to do.]
- [10 min break generally sufficient]
- One of the most effective ways to fundraise online is through the cultivation of fundraising advocates via what we like to term, “a fundraising army.”
- What are fundraising advocates? Individuals who are engaged to strengthen and expand an organization’s donor network. With these individuals participating in fundraising efforts, they create buy-in opportunities for donors and help donors feel that they have a powerful impact, can see the results of their donations, and have influence over the direction of the organization. These individuals also help to share the burden or heavy lift of the fundraising efforts – particularly beneficial for nonprofits which have smaller teams and/or fewer resources to focus on donor engagement and cultivation. And while it may take time to engage these fundraising advocates up front, their participation can pay off in dividends in the long term. [Ask if anyone in the room has used fundraising advocates in the past and how; any reflections on the experience? Challenges?]
- So how do you identify these individuals? [Discuss slide; one thing to think about is that they should hit almost all, if not all of these points.]
- Once you have fundraising advocates engaged, Global Giving offers a number of tremendous tools that help them to take on the role, build a sense of urgency around their efforts, and support them in their endeavor to bring more donors to your organization.
- [Discuss fundraiser page] Establishment of personal connection between donor and fundraiser Fundraising advocates can set up their own pages – customize Let’s talk through some of the creative ways that one could use a fundraiser page
- [Discuss options, then talk through examples] When working with your supporters and fundraising advocates to develop fundraiser pages encourage them to be creative and perhaps tie the focus of the fundraiser and any external efforts to the issue that your project is focused on
- Here’s how you get to the fundraiser tool
- Easy to start fundraiser page Insert name/title Note the type of fundraiser it is Easily connect to project [Note: All donations made and donor information go to the project’s page. So if you have fundraising advocates who raise money on behalf of your org/project, you will be able to send thank you cards, project reports, etc. as this information transfers to your project page information in PE.]
- Another tool to consider when engaging fundraising advocates are GlobalGiving campaigns b/c: Donor engagement Sense of urgency Incentive-based outreach [See slide] Also consider creating SMART goals and mini-strategies around campaigns – spend time preparing, strategizing and thinking through how to prepare for a campaign (how do you activate your base in preparation for campaigns? Loop in advocates to strategy development to help maximize your success)
- How to find campaigns? Listed on the 2015 calendar and also in PE Calendar 2016 Calendar will be announced in Dec plus will have trainings in advance so that you can prepare and strategize well in advance of campaigns happening – help you plan your strategy and campaign goals in advance!
- One type of campaign that GlobalGiving offers is the Bonus Day In process of planning 2016 Bonus Days – which we’ll announce in December – so want to do a quick walk through of 2015 Bonus Days as we’ve now wrapped up all Bonus Days for 2015 As you’ll see, the Bonus Days often differ each time and we do a lot of experimentation around the days in response to Project Leader feedback. When we make changes, we do so to ensure that they are in support of maximizing opportunities and reducing gaming of the rules Terms & conditions will be announced on the Tools & Trainings blog and will note all the parameters around each Bonus Day If you have feedback today, please share via post-it notes; will help us influence how we plan campaigns next year
- Another big campaign coming up – and something you should consider tying to the action plan to achieve your SMART goal – is the year-end campaign! As you likely know, almost 18% of all online fundraising happens in December. December 1: Giving Tuesday, a daylong effort in the U.S. to help nonprofits fundraise online during holiday season December 29, 30, and 31: Historically biggest fundraising days of the year! To help you mobilize your donors around the year-end giving season, have developed the year-end campaign. To participate, you must opt-in. [Discuss requirements] Will be offering $10,000 in Bonus Awards for the top nine projects that raise the most money. One award per organization Awards ranging from $3,000 to $500 Bonus grants for fundraising that you had already planned on doing during Year-End fundraising season! Also consider using tools to help your year-end campaign succeed (e.g. fundraiser page, tribute cards, etc.)
- 3 minutes to begin brainstorming at least five individuals who you will ask to serve as fundraising advocates in support of your SMART goal Note: Current or prior staff, board members, volunteers, etc.
- Want to also consider setting SMART objectives with your advocates so that they know exactly what they are seeking to achieve and you can collectively work to check yourselves along the way 5 minutes to answer these questions Note: Question 7 can be answered via the PE system in the Analytics section
- [5 minute group discussion – rec. groups of 3-4 Share back ideas to the rest of the room]
- [After hearing share back from Questions 9 and 10, talk through these points – may lightly touch on them as likely almost all have been noted by participants. This is more reiteration point and/or capturing things that weren’t mentioned.]
- Finally, want to end on some communication tips for you to think about and to share with your advocates as you proceed in your engagement.
- Know that many orgs join GG in an effort to attract new donors, so let me tell you a little bit about the donors that give through GG. About half a million donors have given through GG in the past 13 years. These are ppl that have come to us through corporate campaigns, through employee giving promotions, word of mouth, social media. Or might be people who gave through a matching promotion or through an earned media opportunity. We also know that a large number of our donors have come to us through google searches. Our team is working hard to build our site so that it is search engine optimized meaning that if someone is interested in giving to support eye surgery in Nepal, our projects that offer eye surgery in Nepal are first to pop up. We have 30 to 40,000 individuals visiting GG every week. So what can you do to get them to see your project and visit your page? This is one of the key elements that will make up your online fundraising strategy with GlobalGiving.
- Three core areas to discuss today regarding how to attract new donors on GlobalGiving [Note three points]
- First step is to make sure that you have an attractive and compelling project page Will be updating project pages in the next month. You want the title to be specific and action-oriented – here’s a great example. (READ) (Note: Rec. country-level ID in title) In addition, you want your photo to be close up and high resolution. You can see here that this photo grabs your attention. Most likely this is a photo of the indiv that you would be supporting. As the project pages are updated and reconfigured, these are going to be even more important as the photos are going to be a focal point. [Note: photos should be at least 1000 pixels and horizontal photos are best.] Easy to understand… You can see here that this summary isn’t talking about the orgs TOC, their mission, etc. in fact, they are getting straight to the point and talking about how this donation will make a difference, the exact activities that your donation will be used for Finally, your donation options are tangible realistic and varied. For this page from 19 to 132. and again, they tell donors exactly how their donation will be used. Think through end-goal. Most people come with dollar figure in mind. These are helpful nudges up in terms of funds raised. That’s the first step in attracting donors – making sure that your project page is attractive, compelling and easy to understand.
- The next step to attract donors is to make sure that you have the best possible project rank. You want to be the number one project on the GG website. You can see here that I did a quick screenshot on the theme of women and girls on the GG website. If you did a quick search on that topic there would be 743 who qualify. As you can imagine, a donor isn’t going to have time clicking through all 743 projects. They’re most likely to give to one of the top 20 projects that they see when they click on this first page. They’re going to click to see what titles and photos grab their attention. You want to be one of those first 20 projects. And ideally, you want to be the FIRST project that they see. And that’s where ranking comes into play.
- We also use the project ranking to determine which projects appear on the homepage. So you want your project to be here or here or here. We use the search ranking to identify the top 20% of projects that are featured on the homepage. We cycle out these projects every hour with the exception of disaster situations like the Nepal earthquake disaster relief fund. But when there is not a disaster scenario, we do cycle out these projects every hour based on the top 20% of projects. We’re also looking for projects with high resolution photo.
- You can see your project ranking here on the dashboard here in the project rank section.
- Here is a quick look at the search ranking criteria. As you can see, it’s really important to understand your search ranking and to use the search ranking and web analytics to experiment. [Talk through ranking criteria] [Emphasize that the two points around which you have most control with your search ranking are project reporting – we require at least 1 x/3 months but recommend more often – 1 x/month would be great!; second point is moving up your GG Rewards status will give you a boost!] To recap, in order to attract new GlobalGiving donors, remember two key steps: Make sure that you have an attractive and compelling project page Make sure that you have the lowest possible project rank
- How many have used microprojects before? Does anyone want to share an example? Next tool to highlight: microprojects. This is a tool that allows you to raise money for a more specific need. As you can see from this example, “Support Ian’s Education, “ Nyaka AIDS Project has developed a microproject to raise funds specifically for one student’s education! Microprojects are only on the site for three months so you can create an added sense of urgency and they are only available to leaders and superstars. They range in value from $250 to $10,000 and what’s really exciting about microprojects is that they get a little bit of a bump up in the ranking which means that they are more likely to attract new donors and those donors are then rolled into receiving project reports from your parent project as well. So you can continue to build a relationship with those donors even after your microproject expires. [Note: Money raised via microproject does not count towards total project $ to raise]
- [Pause for 5 minutes for individuals to complete these questions and/or ask individuals to pair up and do a five minute critique of their partner’s page and make recommendations accordingly; do share back with the group]
- Just as, if not more important, than attracting new donors to your project is donor retention. Critical piece of online fundraising strategy.
- [Discuss stats on slide – and emphasize that these are stats from a nationwide fundraising study – not GG specific] Note: Good news is that overall, after years of seeing a downward trend nationwide in terms of overall donor retention, the 2013-2014 survey shows the figures not only stabilizing but improving! With your focus on donor retention, you have an opportunity to ensure that your trend is steadily improving!
- All have likely had experience in challenges with donor retention [Break into groups of 3 – 4 and spend 7 minutes brainstorming [Question 13 & 14]] [Share back session for 5 minutes]
- [Bullets come in via clicks] [Note: many of these may be part of conversation and share back session from prior slide. If this is the case, these can simply serve as reiteration points to move through quickly.] Important to know why donors stop giving and think carefully about the variety of reasons so that you can be strategic in the approach that you take to solving the problem. There is no one-size-fits-all solution so must know what is afflicting your donors.
- [Again, may have been covered by participants via share back; otherwise, talk through noting that each of the italicized points are the tools that GG offers] GG is constantly rolling out new tools in support of partners and your efforts to attract new and retain existing donors – so please continue to share feedback [post-it notes plug]
- As we mentioned, one tool is getting donors to commit to monthly recurring donations. Solves problem of no memory of supporting organization or not being reminded to give again. Your active projects already have donor tools such as this incorporated into those current projects. The first one that I want to highlight is monthly recurring donations. Your donors can sign up to give to your projects on a monthly basis by clicking on the monthly recurring tab on the project page. GlobalGiving will automatically deduct that amount from their credit card – and this is a way for them to be consistent and ongoing supporters of your organization and project.
- A second tool is to encourage donors to make a donation as a “Gift or In Honor Of” someone Great tool to both engage existing donors and introduce new prospective donors to your organization Also a feature that is built into your existing project page – and we’re in the process shifting this option to check-out to make it even easier!
- Here is a quick look at how this feature looks. A donor may, for example, may decide to give a gift in honor of their mother for Mother’s Day or her birthday. They can write a personal message to the gift recipient or they can select among several different card options, including a card that is customized to your project using the project photo.
- And here’s a quick look at what some of those other cards might look like.
- Another issue that arises with donor retention is a lack of appreciation by the organization and not feeling connected to the cause. [Discuss points in slide]
- Let’s talk a little bit about donations. You can view your donations in real time by going to the Donation Manager through the Project Entry Dashboard where you can access all of your donor information, download this data for analysis, and send thank you notes.
- [Read donation manager information] From the donation manager, you can filter your donations and segment your donors for future communications and follow up. For example, if you’d like to see if someone has given more than once, you can use that filter feature to do that. You can also export that information into excel. If for example you would like to do some analysis to find out which traffic sources are driving the most donation or if you would like to see what trends emerge, you can export the information into excel and do some additional analysis. [A lot of the simple analysis like traffic sources and donation amount are also available via the Analytics section of the Project Entry Dashboard.] Lastly I want to highlight the fact that you can send a personalized thank you note from the donation manager. GG sends an automatic thank you and tax receipt in response to every donation that comes in. So all of your donors always automatically receive a thank you and tax receipt from GG.
- We encourage you to create individual thank you notes as well which help build a lasting relationship with donors that come to you through GG. The thank you note is a great place to share a story about a particular individual who will benefit from that specific donation or to provide detailed information about your project. Great way for you to highlight the difference that each donor is making by giving to your project. The thank you note is also a place to ask questions and begin to build a relationship with your donors. Invite donors to share their story with you. Why did they give to you? Is there anything that they would like to share with your organization? Also a great place to invite donors to connect with you follow you on Facebook or email you directly. You can also add additional thank you notes by creating templates using this Add button in the bottom right-hand corner. That means that you can add templates that you can save so that each time you return to send a thank you note, you don’t have to start from scratch because you can use a template that you previously created. You may want to create thank you notes for different situations – maybe for donors who give on Bonus days or who are first time donors. You can also create templates for different projects and project accomplishments. I would encourage you to use that template feature so that you aren’t starting from scratch every time and customization becomes easy. Also recommend scheduling a time for thank you notes each week. Good way to hold self or team member accountable for that critical relationship building piece of the online fundraising strategy.
- [Talk through tips]
- [5 minutes for individual responses to questions]
- Final tool to discuss is the project report – another great way of building a connection between your organization and donors, helping your donors see the deserving nature of your cause, and being transparent about how their funds are being used. As you know, project reports are emailed out to all of your donors and are also posted on your GlobalGiving project page. The ideal project report is about 3 paragraphs in length and will include Close-up, high-res photos Beneficiary stories Progress of your project and accomplishments Impact stats, specific to your project Call to action These are really different from grant reports, so while we encourage you to include impact statistics, think of this more like a letter to your supporters. You might start out your report with the line, “Dear Supporters” and you would end with your name and information about how donors could get in touch with you to build a relationship with you over time. Require project reports at least once every three months. But as we talked about earlier when it comes to ranking, your project will be ranked higher if you report more frequently, so we encourage reporting at least once every other month if not every month. Lastly, we encourage you to end your project reports with a call to action. For example – follow you on Facebook, consider making a recurring donation, might suggest that they give to you in an upcoming bonus day. Remind you that we do rate project reports from 1 which is poor to 5 which is excellent. Poor project reports do not include a story of an individual, may just link to a project, may not share updates on progress whereas excellent project reports will meet all of the criteria shared here. The project report rating is used to give you feedback on how your project report compares to others on the GG website. This information is not public nor does it influence your rating or project visibility on the GG website. Please keep in mind that the rating is intended to help you improve over time and that it’s ok if you get a project report that’s a three. That just means that there are areas for improvement. You can see the full project report rubric in the Project Leader Manual.
- Here’s a quick example of an excellent project report.
- [Briefly note project report ratings]
- [Note: Ratings in Analytics section of PE in case any aren’t sure]
- [Consider energizer or ice breaker when coming back from lunch!] Now going to dive into how you can optimize your online fundraising results through monitoring and evaluation efforts! Not as scary as you might think.
- [Note above]
- We’ve worked very hard to make it easy to analyze data around your online fundraising efforts. All of this information can be found in a section on the Project Entry Dashboard called Website Analytics.
- There are a number of ways that you can use data to improve your fundraising efforts. Within the website analytics section, we have created easy ways for you to track changes to your online donations over time by using the Time Frame Slider. As you move this time frame sliders back and forth, you’ll see the change in the number of donations based upon the timing that you have selected. This is a helpful way to then begin to examine the changes over time based on certain activities and experiments that you try. [Talk through also being able to see number of donations, donation volume, page views, average time on page, visitors, etc.]
- [Note: Can also see source from which donors came to make donations to your project, average donation range in dollars, and metrics associated with your project reports – e.g. report rating, how many individuals received each report and how many subsequently opened your email and clicked through a link that you posted in your project report]
- Going to talk through how you can use the data. At GG, we like to think through things in terms of experiments. So we develop a hypothesis (if/then), take steps to change some aspect of our work, and then examine the results. So we’re going to walk through a few examples of these right now – and then you’ll have time to create a hypothesis for your SMART goal at the end. [Talk through slide]
- [Talk through what’s on slide]
- [Note: If time is short, can cut one to two of the next examples of hypotheses]
- Reminder: Must document what conditions were pre-experiment and what changed during experiment to determine what changes may have played role in outcomes. [Have a few participants do a share back afterward to see what they will be testing]
- To wrap up our SMART online fundraising activity for the day, we’re going to participate in what we call a client-consultant action planning session. This activity is focused on helping you to work through some of the remaining challenges associated with your SMART goal and defining further action steps to achieve that goal.
- [Talk through process of activity note in slide above] Are there outstanding questions that you have about online fundraising? Concerns that remain? Resource limitations? This is your chance to harness the collective knowledge, best practices and lessons learned of your peers in the room! [Each “client” should share for one minute. Then, the “consultants” will spend six minutes giving feedback and talking through with the client. At the seven minute mark, call out switch. The client will then become a consultant and one of the consultants will take on the role of client. This will continue for a third cycle after another seven minutes so that all participants in the groups of three have the opportunity to be a client once and a consultant twice.] [After the session has concluded, ask participants for feedback on the experience. What did they learn? Did they work through some of their challenges? Any major takeaways?]
- We’re going to wrap up today by giving a quick update on corporate partnerships and disaster giving to remind you about how you can harness these opportunities. GG has team of six focused on getting new corporate partners We bring in these corporate partners through a number of methods including speaking at conferences; direct outreach; and largely, word-of-mouth between corporates We work with about 60 diff corporate partners to drive donations to GG projects – and do so in four main ways.
- The first is through cause marketing. We work with companies like Neutrogena which asked us to recommend projects in specific themes and countries around the world Neutrogena donated $1 for every product sold and allocated up to $200k to GG projects. They also asked their consumers to vote on which projects received a portion of those funds. So in that case, a company comes to us and asks us to recommend orgs by country and theme.
- In 2014, GG brought in over $3 million from corporate partners through opportunities like gift cards and employee matching And over 98% of current partners received some portion of this funding! [see a few of the examples here]
- Gift cards are another popular aspect of our corporate partnerships. For example, in the past year or so, VMware has purchased over $1 million in gift cards which they have given to employees as recognition or as reward for volunteering. Those gift cards can then be redeemed for any project on the GG website. As a reminder, this is where making sure that your project page is in the top ranking is important, because when a gift card recipient is searching for a project, you want yours to be one of the top 20 in its categories. Companies like VMware also often create a landing page where they select five projects to be featured on their landing page – and those projects are the projects that are most likely to receive the highest number of redemptions. However, their employees are eligible to give to any project! [Note: Will always let you know if your project is being featured on a landing page.] Again, VMware is asking us for recommendations of organizations, based on their criteria, that can be featured on their landing page. This is where your GG Rewards status comes in. We are more likely to recommend orgs that are Superstar and then Leader.
- Another way that we work with companies is through employee giving. Companies like Eli Lily will offer a match on donations made by their employees. GG has built customized landing pages through the intranet for corporate partners We are also now partnering with companies like Benevity and YourCause and have built an API so that GG projects are pulled directly into their sites to increase opportunities for employee giving to your projects.
- And lastly we work with companies to facilitate grants. The way that this works is that when a company comes to us, they generally do so with specific criteria in mind – usually a particular region and a thematic focus – or (sometimes) a particular organization and project in mind. For example, VMware might come to us interested in supporting a children’s education project in India. In this instance, we would then look through our catalogue of projects and identify the projects that meet that criteria. As you can imagine, that is going to be a substantial list and we aren’t going to recommend 50 projects to VMware. Instead, we’re going to narrow down that list using our GG Rewards program. Again, we’re most likely to recommend Superstars and then Leaders. Might send over a list of 5 children’s education projects and VMware might feature just one to two to feature on their landing page and/or give grants to just one or two. The final decision is made by the company but we are making recommendations based on the criteria has given and then using our GG Rewards program. Less than 10% of GG’s partners receive grants from our corporate partners. These grants range substantially in size from $2-3k to as much as $250,000 (though these very large grants are rare!).
- I also want to emphasize that GlobalGiving does not pitch organizations to companies. We would never approach Nike, for example, and say that we have the perfect sports program for them to give to. Instead, we are making recommendations in response to the priorities that the company has given us. Emphasize that the majority of the companies that we work with have established CSR programs, and we’re just fitting into those existing programs. Lastly, we’re most likely to recommend organizations that we interact with most frequently. These are organizations that we know, that are engaged and active on the platform, and that we feel most comfortable making recommendations about. This is helpful to know, because this is mostly recommended in GG Rewards, but the more you can interact with the GG team, the more likely you are to be front of mind when these opportunities arise.
- Finally, want to touch on GlobalGiving’s disaster response and relief efforts. In times of disaster, GlobalGiving sets ups funds where we give grants to GG partners who are working on relief and recovery efforts Examples of active funds are Nepal Earthquake; Syrian Refugee Crisis; Ebola Outbreak If disaster strikes in a community in which you work, email Britt Lake, our Senior Director of Programs, to find out whether a disaster fund will be put together and whether you should post a project When a major disaster has, like the earthquake in Nepal, we activate to put together a disaster fund within hours of the incident. These funds serve as a central place to send donors and to give and collect general donations in support of the cause. In addition to opening fund, we also open short form application process for organizations to apply. Encourage all PLs who are working in a region affected by the disaster and who are doing disaster response work, to post a project page. PLs should also apply for grants out of funds. GG then allocates grants throughout the relief process based on the amount of funding available and the amount of funding that particular projects have applied for and are seeking In addition to many individual donors, GG works with a number of corporate partners who make donations to fund projects and/or do corporate employee matching for disaster relief funding. Even if not disaster-focused organization, reach out if disaster hits in community in which you work [Note: Can also share in-kind support that GG receives when available (e.g. phones donated to GG to give partners in the field doing disaster work using apps)]
- [Recap of objectives]