GlobalGiving's Online Fundraising Workshop, Washington DC 2015
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View the presentation slides from the DC workshop on September 29th, 2015.
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GlobalGiving's Online Fundraising Workshop, Washington DC 2015
- 2. Agenda • Introduction + Breakfast 20 min • GlobalGiving’s Crowdfunding Game Pt 1 60 min • Break 15 min • GlobalGiving’s Crowdfunding Game Pt 2 60 min • Game Summary and Key Takeaways 25 min • How to join GlobalGiving’s Community 30 min • Questions
- 3. Who are we? Sonja Lehner Senior Program Associate, GlobalGiving Michael Gale Senior Program Manager, GlobalGiving Emma Hersh Senior Program Manager, GlobalGiving
- 4. Who are you? • What is your name? • What organization are you from? • What does your organization do (briefly!)? • Where are your projects are located? Introduce yourself!
- 5. Intro to GlobalGiving The world’s first and largest crowdfunding community that connects nonprofits, donors, and companies in nearly every country around the world.
- 6. Talk about the 15% 6
- 7. GlobalGiving is the first and largest global crowdfunding community for nonprofits. We give nonprofits access to the tools, training, and support they need to become more effective. And because GlobalGiving is trusted by donors of all sizes (including 135+ really amazing companies), all around the world, we channel more e xtra funding to nonprofits than any other crowdfunding platform. 6
- 8. 8 Our Founders’ Story: Mari Kuraishi and Dennis Whittle
- 9. GlobalGiving’s Core Values • Always Open We believe in the power of great ideas and that these ideas can come from anyone, anywhere, at anytime. • 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. • Committed to WOW We act promptly, enthusiastically, and professionally so people are WOW-ed by their interactions with us. • Listen, Act, Learn. Repeat. We continually experiment. We fail quickly and productively. We use data and feedback to guide our course.
- 10. 10 6000 +Organizations $193+ MTotal Donations 486K Unique Donors 135 Corporate Partners 165 Countries
- 11. 11 •Top Themes: • Education • Children • Animals • Health •52 in DC, Maryland, and Virginia GlobalGiving’s 432 US-based Projects
- 12. 12 The GlobalGiving 15% Fee
- 14. 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 14
- 15. 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. 15
- 17. 17 Enough with me talking…
- 18. Agenda Introduction + Breakfast 20 min GlobalGiving’s Crowdfunding Game Pt 1 60 min Break 15 min GlobalGiving’s Crowdfunding Game Pt 2 60 min Game Summary and Key Takeaways 25 min How to join GlobalGiving’s Community 30 min Questions
- 19. The Crowdfunding Game Putting the “Fun” in Fundraising
- 20. How it works ivide yourselves into three teams he objective: raise $5,000 from at least 40 donors in 5 days ach team will have 10 hours of staff time each day to dedicate to, at most, 3 fundraising activities t the start of each day, your team will collectively decide how to use the hours across different activities 20
- 21. Quick notes his game is trust-based: you are responsible for keeping track of your score, bonuses, and penalties – be honest! his game is brand new! We are excited to use this as a learning tool and hope you are too. Let us know what you think at the end so we can make it better. he results are randomized so there is no favoritism verything is fictional 21
- 23. Algorithms 00,000 factors are taken into consideration when deciding what shows up on your fans’ newsfeed mong these are: • How much engagement your past posts have generated? • Which of your users are regularly engaging with your content? • How long it has been since you posted that post? • Are there photos, videos, or links included? • How many people have already engaged with your post? 23
- 24. Storytelling Tips eep it short ake it compelling + relevant to your audience se large, clear images ocus on one individual or family • Create an emotional bond between the reader and the program 24
- 25. A/B Testing esting a variable to determine its effects on the outcome articularly useful in email marketing and website design est subject lines, content, sender addresses, anything e clear on what you are hoping to achieve and how you will know your test worked ifferent organizations will have different results 25
- 26. Facebook Analytics age Likes ost Reach ser engagement udience metrics se this information to: •Schedule posts 26
- 27. What makes a great video hort! No more than 3 minutes ven shorter is better apture honest and authentic moments from the ground hare positive stories 27
- 28. Photo tips lobalGiving recommends using positive imagery lose-up of one person (or animal) making eye contact olorful, high quality photos are typically best 28
- 29. Mobile-Friendly! ach year, the number of donors accessing GlobalGiving’s platform using a mobile device increases drastically •In many countries, mobile access to the internet is easier to get than access through a desktop or computer oogle Search Engine Optimization (SEO) places a lot of emphasis on websites that are mobile-friendly •This means that if your site is not mobile-friendly, it is harder to 29
- 30. Showing Impact onors want to know the impact that their donation is having on the ground •Donors are more likely to continue giving if they understand how their donation was used etting updates from the field keeps donors engaged •It gives you an excuse to keep reaching out to them too! uilding trust with donors is crucial in developing 30
- 31. Why use advocates ith charitable donations, trust is key ow can someone who doesn’t know you or your organization, trust you? dvocates! eer recommendations carry a lot of weight • Ex. Amazon reviews, Yelp, Great Nonprofits 31
- 32. Managing your Advocate Network e sure to set clear, achievable goals for each advocate and review them with your advocates et progress check-ins to see how they are doing • Makes them feel valued as a fundraiser • Also makes the advocates feel more accountable to achieving their goals if they know you will reach out to them 32
- 33. Professional Development! our staff has been invited to a fundraising conference tomorrow to learn about effective fundraising tactics! • You can decide to participate in the conference or not • If you do participate, you skip Day 3 entirely BUT you gain an advantage – all of your fundraising on Day 4 is doubled • If you do not, proceed with Day 3 normally 33
- 34. 34 Key Takeaways? What did you learn?
- 35. Key Takeaways undraising is a LOT of work ometimes you can’t know the outcome of your work reparation and strategy building are important! o strategy is necessarily the “right” strategy ctivities can affect one another, both positively 35
- 36. More Key Takeaways on’t do it alone! • Advocates, board members, other organizations – get help! ot everything will work the same for every organization ake donating easy for your donors and make it interesting 36
- 37. What now? ow that you’ve played a Crowdfunding Game, it’s time to put your skillsto good use! se the tips and suggestions from the game to develop a full crowdfunding strategy for your organization to use in campaign • Include any of the activities you like as much as you like • Just remember, everything takes time! 37
- 38. How to Join GlobalGiving How to apply and why you should
- 39. Features and Benefits ampaign fundraising and long-term fundraising e can help you be more efficient fundraisers raining and one-on-one support from our staff idgets for your website and other great tools ur website is already mobile friendly 39
- 41. 41 165 Total corporate partners $23M Total corporate Donations Gift Card Redemptions in December 98% Portion of our partners getting corporate support 35,00 0 Corporate employees giving money through GlobalGiving Corporate funds $2.4M
- 42. Additional Benefits lobalGiving UK • GiftAid donations for UK donors to your project ur work with Feedback Labs • GlobalGiving is a founding member and works to test and develop better feedback tools for nonprofits lobalGiving’s Impact Work •
- 43. How to join nline application •Guidestar integration •Next Deadline = October 24th, 2015 roject Posting through our platform pen Challenge •Raise $5,000 from 40 donors in a month •December 1st through December 31st 43
- 44. Questions? Email: challengehelp@globalgiving.org Phone: +1 (202) 232-5784 Join GlobalGiving: www.globalgiving.org/apply Please take a few minutes to complete the short survey!
Editor's Notes
- Maybe good to do a quick 5 minutes break here…. Up to you
- We’ll talk more about what we mean by ‘extra’ funding a little later.
- These are ALL TIME stats (not for 2014)
- May need to explain the difference between organizations based in the US and projects based in the US (since if someone does the math, the pie charts and the numbers don’t really add up)
- 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.
- Just wanted to show our personality a little Talk about the number of staff and that we like to change the world and have fun doing it I think it’s good to end the GlobalGiving section with that and move on to the game – showcases our quirky personality
- Maybe good to do a quick 5 minutes break here…. Up to you
- At this point, hand out the game sheets and explain everything on them
- As a note, this algorithm changes CONSTANTLY! The factors are tweaked and altered and so keeping track is always tough. General rules of thumb, post things with photos, videos, and links, and try to get people to comment, like, share, or click on your post – that will make your future posts more likely to appear on someone’s newsfeed
- See likes for your page, how many people see your posts, how many people comment/like/share your post, and see information about your audience (gender, location, when they are on Facebook most) More information: https://www.facebook.com/business/a/page/page-insights
- I wrote the first line like this because I have gotten comments in the past that research shows the negative imagery works too – I think most people agree with us but this wording is a little softer since we don’t have research to show that our way is better
- Having strong relationships with your donors can lead them to becoming fundraisers for your organization – peer recommendations are so important for crowdfunding to succeed.
- Once the money is in your hands (as the organization) it is completely up to you how you use it. The donor often does not have a recourse to get their money back and so they are more wary about giving it. I know that I don’t buy something on amazon if I see that people have had a bad experience and I’m more likely to purchase something if a product has great reviews. If someone I know recommends a product I need, I’m almost guaranteed to get it
- This happens at the end of Day 2
- I would stop here and ask everyone something that they learned – or you can just skip to the slides I prepared. Having people share might make them realize that they learned quite a bit in the game (hopefully!)
- Ask everyone in the room first and see what they say – group discussion before going into the takeaways
- Campaign fundraising = bonus days, year-end campaign Long-term fundraising = ongoing programs, no expiration date, we send funds even if you don’t reach your goal We have a phone number on our website that works! Other great tools = recurring donation option, fundraiser pages for donors, donate in honor of, text-to-give Thank you notes and project reports are super easy to do on GG and allow donors to easily go back to the project to give Makes donor relationship management a lot easier GlobalGiving is doing our own marketing through social media, newsletters, and earned media (like being featured in NYT) The only crowdfunding platform that is actively driving donors to our partners’ projects and not our own. We provide donor customer service (not many places do) and we do major donor outreach and relationship building
- Talk about the corporate partnerships we have – gift cards, employee giving, grants programs, cause marketing, API Why do companies work with us? Vetted programs Variety of projects in different countries Customer support that our team provides (both to our corporates directly and to their employees who donate) Reporting on all of the programs We are recommended by our other partners
- Application requirements: 501c3 determination letter Last 2 990s (if 990N, must have an additional document) AND future budget Program materials (brochure, annual report, etc.) Senior staff and board list (first and last names only) Sign our compliance forms and give us disbursement info Open Challenge – why it’s a good thing! Test out your new crowdfunding strategy – it’s helpful to have clear goals, set deadlines, and incentives Helps GlobalGiving with our vetting – makes you a better candidate for being recommended to corporates and donors Is GlobalGiving the right fit for you? – GlobalGiving is one of many platforms out there. Test us out and see if we are what you need