Chelsa Bocci, Crowdsourced Fundraising


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Chelsa Bocci, Community Marketing Director,

Take a peek behind the scenes at peer-to-peer fundraising powerhouse, How does social media support their efforts to engage supporters and expand their network, what lessons have they learned about taking a crowdsourced approach to online development, and what are some of the mistakes they've made along the way?

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Chelsa Bocci, Crowdsourced Fundraising

  1. 1. KIVAANDCROWDSOURCEDFUNDRAISINGSocial Mediafor NonprofitsNovember 4, 2011
  2. 2. Summary• Kiva’sCrowdfunding Model• Kiva’s Volunteer Ecosystem and The Community Effect• Kiva’s use of Social Media • Reach • Strategy • Examples of Use • Successes & Challenges • Key Learnings
  3. 3. Mission and VisionOur MissionKiva’s mission is to connect people, throughlending, to alleviate poverty.Our VisionWe envision a world where all people - even inthe most remote areas of the globe - hold thepower to create opportunity for themselves andothers.
  4. 4. Poverty is a massive Issue. “ Half the world’s “ population lives on less than $3 per day.
  5. 5. Together, a solution is possible. KIVA’s Impact to Date $252 Million loaned 633,000 lenders 649,000 entrepreneurs
  6. 6. Empowering individuals to makea difference one loan at a time
  7. 7. The Kiva Loan Cycle 1 2 A Lender chooses a Kiva transfers the loan to Borrower and makes a a local MFI Partner who loan using a credit card pre-disbursed the loan to or PayPal. the Borrower. Kiva repays the loan to As the Borrower repays Lender on a monthly the loan, the MFI Partner basis. The Lender can transfers funds back to then choose to withdraw Kiva and posts Business funds or re-start the loan updates to the Lender at 4 cycle all over again! 3
  8. 8. Significant Momentum Since the Start Loan Volume on target to surpass$275M by end of 2011
  9. 9. Kiva has 143 Field Partners in 60 Countries Ukraine Mongolia Bulgaria Moldova Armenia Kyrgyzstan Bosnia United States Turkey Azerbaijan Tajikistan Lebanon Iraq Afghanistan Palestine Nepal Haiti Pakistan Mexico Mali Dominican Republic Guatemala Honduras Senegal Burkina Faso Philippines El Salvador Benin South Sudan Cambodia Nicaragua Costa Rica Sierra Leone Nigeria Vietnam Uganda Sri Lanka Columbia Liberia Ghana Togo Ecuador Cameroon Indonesia Kenya Congo Republic Rwanda Tanzania Peru DRC Samoa Burundi Bolivia Mozambique Paraguay South Africa Chile 633,000 $252,000,000 649,000Entrepr 98.9% Lenders Loans eneurs Repayment Rate
  10. 10. The Community Effect Kiva Staff Active volunteers and pro-bono professionals engaged in Kiva Community Effect 10 active volunteers for every paid staff member
  11. 11. Understanding Kiva’s Volunteer Ecosystem Kiva Fellows Program: • We’ve sent over 400 Kiva Fellows into the field in the last 6 years Review & Translation Program: • Over 250 volunteers around the world • Volunteer Team Leaders coordinate the work of language teams (Spanish, French, Portuguese, Russian & review English profiles) In-office Intern Program: • 15-30 at any given time (7 on my team alone) Developer Community: • The use of Kiva’s API Lending Teams: • More than 20,000 teams have formed organically on • Top three lending teams have lent almost $4.8mm
  12. 12. Reach: Mobilizing your Online Community 430k+ followers on Twitter 140k+ fans “Like us” on Facebook 12k LinkedIn members 44k Causes members 250+ volunteer bloggers Do you know your audience? How is each channel different?
  13. 13. Kiva’s Social Media Strategy1) Brand building (raising awareness, launch new initiatives)2) Fundraising (online voting contests to help cover costs)3) Meet strategic goals (user acquisition, invites, increased lending volume) “Test test test!” “Fail fast but fail forward”
  14. 14. Social Media for Brand Building:#WhyIKiva CampaignWith >20k responses, Twitter proved afantastic platform for asking users a simplequestion- Users helped “recruit” new Kiva lenders(example at right)- Great brand exposure / building, althoughperhaps not target audience 15
  15. 15. Social Media for Fundraising:Online Voting ContestsKiva’s Community Outreach Team The result was a $1mmdrove online voting promotion for fundraising win, driven largely Sam’s Club contest by social media promotion
  16. 16. Social Media for User Acquisition Share User Share Kiva Invite Create Dialogue Activity Content• Twitter/ FB • Share loan status • Kiva Followers • Like Articles•Social Fundraising • “Follow” Friends •Display Comments• Team Invite • Photo / Collage • Polls Challenges Direct Passive
  17. 17. Success: Promotion that broadcasts wellKey Lessons Learned1. Provide message that has clear benefits and goodwill2. Align incentives to broadcast model3. Embed scarcity throughout promotion4. Always add in more virality
  18. 18. Success: Sharing the right actionKey Lessons Learned1. Making sharing organic part of user behavior2. Consider recurring activities for sharing3. (-) Tweaking content made little, if any, impact4. (-) Ensure the message sounds like your users
  19. 19. Success: Testing!Key Lessons Learned1. Stay basic, soft launch2. Bake in long term value-adds to “new” features3. (-) Overestimate cost of integration4. (-) Permissions, privacy and fraud
  20. 20. Key Lessons Learned OverallKnow your audience & tailor your content • Each social media channel is best suited to certain purposesStay on top of the conversation • Treat your online supporters as “insiders” & respond when you canKeep calls to action simple & bring people back • Identify a “hub” for your contentStrike a balance in the nature of content you put out • Educational & inspirational vs. promotionalAsk Questions! • Viral/ReTweet power of simple questions on Twitter: “Why do you lend on Kiva?”Find an excuse to celebrate • Find a way they can support you virtually (i.e. Kiva’s 6th Anniversary)
  21. 21. Questions?