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  1. 1. How to Run a Fundraising Campaign
  2. 2. How to Run a Fundraising Campaign <ul><li>Setting Goals </li></ul><ul><li>Planning for Deadlines </li></ul><ul><li>Communications </li></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Offline </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><li>During a Campaign </li></ul><ul><li>Changing Strategy </li></ul><ul><li>Homework </li></ul>
  3. 3. Setting Goals <ul><li>What are the rules and purpose of the campaign? </li></ul><ul><li>What is the top prize? </li></ul><ul><li>What is realistic for my organization? </li></ul><ul><li>How could we push ourselves to grow? </li></ul><ul><li>What is the cost/benefit analysis of this campaign? </li></ul><ul><li>Who is the point person in the organization for this campaign? </li></ul><ul><li>Does everyone involved understand the ultimate goal? </li></ul>
  4. 4. Planning for Deadlines <ul><li>What are the deadlines? </li></ul><ul><li>What does our organization’s calendar look like in that time period? </li></ul><ul><li>What internal support will be available? </li></ul><ul><li>What external support will be available? </li></ul><ul><li>How can we break this down into smaller increments? </li></ul><ul><li>Is there a difference between deadlines for personal milestones and campaigns goals? </li></ul>
  5. 5. Communications <ul><li>76% of online givers are motivated by family and friends </li></ul>You Your family and friends
  6. 6. Word of Mouth <ul><li>76% of online givers are motivated by family and friends </li></ul>Hey guys, did I tell you about this awesome opportunity for my organization? All I need you to do is _______
  7. 7. Word of Mouth <ul><li>76% of online givers are motivated by family and friends </li></ul>Ready? Go! Ok! Done! Of course! Um… Motivated by something else…
  8. 8. Imagine if…. Hey guys… I have a friend… Do you have a minute? Can I ask a favor?
  9. 9. Identify Your Network <ul><li>Donors </li></ul><ul><li>Friends </li></ul><ul><li>Family </li></ul><ul><li>Board Members </li></ul><ul><li>Personal network </li></ul><ul><li>Coworkers </li></ul><ul><li>Staff </li></ul><ul><li>Fans </li></ul>
  10. 10. How do you reach them? <ul><li>Find out where they are already </li></ul><ul><li>Email </li></ul><ul><li>In person </li></ul><ul><li>Social Media </li></ul>
  11. 11. Email <ul><li>Tell them what you want them to do. </li></ul><ul><li>Give them the link to so they know where to do it. </li></ul><ul><li>Remind them about the deadline so they know when to do it. </li></ul><ul><li>Explain why this is important to your organization. </li></ul><ul><ul><li>Impact </li></ul></ul><ul><ul><li>Beneficiary story </li></ul></ul><ul><li>Ask them to spread the word to their friends so they know who can help you. </li></ul><ul><li>Include the link more than once – make it really obvious. </li></ul><ul><li>Length should correspond to relevant information. </li></ul>
  12. 12. In Person <ul><li>Announce your event appropriately before the day. </li></ul><ul><li>Use a public invitation service (Facebook, evite, pingg) so others can see who is attending. </li></ul><ul><li>Have enough staff/volunteers to mingle with the guests and talk about the campaign. </li></ul><ul><li>Be clear about how attendees can help. </li></ul><ul><li>Have resources available so they can act immediately. </li></ul><ul><li>Make sure each guest goes home knowing your who you are, what you want them to do and when the deadline is. </li></ul>
  13. 13. Social Media <ul><li>Share links – make it easy for people to help. </li></ul><ul><li>Show love – thank people who spread the word. </li></ul><ul><li>Provide context – include a personal note or comment with links and asks. </li></ul><ul><li>Ask nicely – it’s ok to ask people to help you. </li></ul><ul><li>Involve others – after people act, ask them to ask their friends. </li></ul><ul><li>Prepare content – have prewritten emails, note cards or soundbites ready for people to use. </li></ul><ul><li>Go viral – ask other people share your link on their social networks, blogs or websites. </li></ul>
  14. 14. Suggested Communications Plan <ul><li>-24 hours: Remind/tell your network about the campaign. Tell them what they need to do. </li></ul><ul><li>Day 1: Create momentum, make sure you’re talking about it on social networks and energizing your personal networks. </li></ul><ul><li>End of week 1: Let your supporters know about your progress and accomplishments and how they can still help you. Continue with social and personal networks. Encourage the natural competition. Repeat for longer campaigns. </li></ul><ul><li>1-3 days before the end : Create a sense of urgency. Remind supporters about the deadline and how close you are to your goals. Tell them how they can still help. </li></ul><ul><li>Last Day: Go strong on social networks to get that last boost. Emphasize the sense of urgency and sense of competition. People rally behind an opportunity to be part of a winning effort. </li></ul><ul><li>+24 hours Thank everyone who helped you and let them know the results of their efforts. </li></ul>
  15. 15. Give people the resources to help <ul><li>Prewritten email: Include a short paragraph of information for your supporters to forward to their networks. This should include your organization name, the link to vote, the deadline and what’s at stake. </li></ul><ul><li>Prewritten Facebook status: Your organization might not be on Facebook, but individuals are! Give them 1-2 sentences to include when they post the voting link on Facebook. Make sure to include your organization name. </li></ul><ul><li>Email signatures: Ask your colleagues and supporters to include a link to the voting site in their email signature. This is a low-impact way to promote your organization, but with high-volume results. </li></ul>
  16. 16. Changing Your Plan <ul><li>Give your organization enough time to succeed. </li></ul><ul><li>If it seems unrealisitc, change your plans internally. </li></ul><ul><li>Decide what is realistic in the time left. </li></ul><ul><li>Know what you need to accomplish this. </li></ul><ul><li>Identify how you need to change your current efforts. </li></ul><ul><li>Don’t have regrets! </li></ul><ul><li>After the campaign, debrief on what went wrong and how things can be improved. </li></ul>
  17. 17. Bonus Day: June 16 <ul><li>Bonus Day is 12:00 a.m. EDT (GMT-4) – 11:59 p.m. EDT (GMT-4) on June 16. (24 hours) What time is this where I live? </li></ul><ul><li>Only donations made on are eligible. Not checks. Not donations on </li></ul><ul><li>Donations are matched at 50% up to $1,000 per person, per project. </li></ul><ul><li>Project reports are sent the day after they are approved. To have a Project Report sent in time for June 16, please submit your report by June 14 . </li></ul>
  18. 18. Homework <ul><li>3 Reasons the Future of Your Nonprofit Depends on Social Media: </li></ul><ul><li>Twitter for Nonprofits and Fundraising: </li></ul><ul><li>Is the future of philanthropy all online? (mentions GlobalGiving!): </li></ul><ul><li>8 Tips for a Successful Social Media Cause Campaign: </li></ul><ul><li>Will You Marry Me? What Not-For-Profits get Wrong on the Web: </li></ul><ul><li>The happy saga of Mr. Splashy Pants: </li></ul>