May 11 Nepal #3 Succeeding on GlobalGiving


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  • Specific to GG, but many tips applicable to all online interactions and fundraising
  • Special process for for-profit orgs
  • May sound like no one’s donating, but about the same for those who donate
  • NOT a proposal; closer to an eVite. (people who know/like you will come regardless. You make the invitation enticing to attract those not as close to you) Title: Who is benefiting, how are they benefiting and where are they? Personalized.
  • Ave. (’09): $194
  • [[
  • [[update #
  • May 11 Nepal #3 Succeeding on GlobalGiving

    1. 1. How to succeed on GlobalGiving <ul><li>Sign up! </li></ul><ul><li>Due Diligence </li></ul><ul><li>Post a project </li></ul><ul><li>Open Access Challenge </li></ul><ul><li>Life on GlobalGiving </li></ul>
    2. 2. How to succeed on GlobalGiving <ul><li>Sign up! </li></ul><ul><li>Due Diligence </li></ul><ul><li>Post a project </li></ul><ul><li>Open Access Challenge </li></ul><ul><li>Life on GlobalGiving </li></ul>
    3. 3. Click the Non-profits button on our homepage (
    4. 7. Requirements <ul><li>English </li></ul><ul><li>(At least occasional) Internet access </li></ul><ul><li>Non-discriminatory </li></ul><ul><li>Non-evangelizing </li></ul><ul><li>Pass due diligence </li></ul>
    5. 8. How to succeed on GlobalGiving <ul><li>Sign up! </li></ul><ul><li>Due Diligence </li></ul><ul><li>Post a project </li></ul><ul><li>Open Access Challenge </li></ul><ul><li>Life on GlobalGiving </li></ul>
    6. 9. What is Due Diligence? <ul><li>All organizations listed on our site pass a rigorous process to determine their eligibility. They must: </li></ul><ul><ul><li>Be making a significant social impact </li></ul></ul><ul><ul><li>Have a track record for delivering on promises </li></ul></ul><ul><ul><li>Be eligible for international philanthropic donations </li></ul></ul><ul><ul><li>Submit documents in English </li></ul></ul><ul><ul><li>NOT be listed in any terrorist databases </li></ul></ul>
    7. 10. Due Diligence Requirements <ul><li>International organizations need to submit the following documents: </li></ul><ul><ul><li>Organizational Structure Documents </li></ul></ul><ul><ul><li>Certifications </li></ul></ul><ul><ul><li>Financial Documentation </li></ul></ul><ul><ul><li>Program Materials </li></ul></ul><ul><ul><li>Employee Names </li></ul></ul><ul><ul><li>Letter(s) of Reference </li></ul></ul><ul><ul><li>GlobalGiving Compliance Documents </li></ul></ul>
    8. 11. How to succeed on GlobalGiving <ul><li>Sign up! </li></ul><ul><li>Due Diligence </li></ul><ul><li>Post a project </li></ul><ul><li>Open Access Challenge </li></ul><ul><li>Life on GlobalGiving </li></ul>
    9. 12. Typical donors <ul><li>The “soccer mom” </li></ul><ul><li>Tend to be women </li></ul><ul><li>30-40s </li></ul><ul><li>Coastal </li></ul><ul><li>Urban </li></ul><ul><li>Socially & env. conscious </li></ul><ul><li>Well educated </li></ul><ul><li>The “young professional” </li></ul><ul><li>20-30s </li></ul><ul><li>International experience </li></ul><ul><li>Internet savvy </li></ul>
    10. 13. Where does GG traffic come from? <ul><li>>80,000 visitors per month </li></ul><ul><ul><li>Direct (word of mouth): 40-50% </li></ul></ul><ul><ul><li>Referral: 30-40% </li></ul></ul><ul><ul><ul><li>e.g. eBay ads,, affiliate program </li></ul></ul></ul><ul><ul><ul><li>Social media </li></ul></ul></ul><ul><ul><li>SEO/SEM: 20-30% </li></ul></ul>
    11. 14. Typical user behavior <ul><li>About ¾ are new to GlobalGiving </li></ul><ul><li>Average time spent on the site: 2-4 minutes </li></ul><ul><li>(Even when donating!) </li></ul>
    12. 17. How To Write Engaging Project Descriptions 1. Make the project title clear, concise & descriptive Good Title: Restore eyesight to 500 Nepalese villagers Bad Title: Protect the CBB biosphere 2. Tell donors how they can help Three donation options less than $100 Provide a range—You never know! 3. Be the eyes for your potential donors Pictures: Close-up face(s) Choose main photo with care *SPECIFIC *PERSONAL
    13. 18. How To Write Engaging Project Descriptions 4. Have a clear, concise summary of your project Appears on top of page & in search results 5. Ensure your project description is easy to understand Donors: Most important info on GG Clear description of activities & the impact donations will have 6. Set a realistic funding goal Donors respond to smaller goals ($5,000, $7,000, $13,000) If you get fully funded, you can always post another project(s) *SPECIFIC *PERSONAL
    14. 19. Donors’ eyes go here first Minimum donation: $10 Median donation: ~$50 Average donation: $194
    15. 21. Above-the-fold view
    16. 22. How do you attract donors on GlobalGiving? <ul><li>Draw people to your page with your main photo & title </li></ul><ul><li>Provide a range of specific donation options </li></ul><ul><li>Focus on the information above-the-fold </li></ul><ul><li>Give an easy-to-understand project description </li></ul><ul><li>Submit Project Updates frequently </li></ul>
    17. 23. <ul><li>Let’s do one together </li></ul>
    18. 24. How to succeed on GlobalGiving <ul><li>Sign up! </li></ul><ul><li>Due Diligence </li></ul><ul><li>Post a project </li></ul><ul><li>Open Access Challenge </li></ul><ul><li>Life on GlobalGiving </li></ul>
    19. 25. <ul><li>All new organizations to GlobalGiving must successfully participate in an Open Access Challenge </li></ul><ul><ul><ul><li>$4,000 </li></ul></ul></ul><ul><ul><ul><li>50 donors </li></ul></ul></ul><ul><ul><ul><li>3-4 weeks </li></ul></ul></ul><ul><ul><ul><li>*Held every 3 months or so </li></ul></ul></ul><ul><ul><ul><li>*Prizes for raising the most $/# donors </li></ul></ul></ul>
    20. 26. <ul><li>Why we have them: </li></ul><ul><ul><li>Learn-by-doing </li></ul></ul><ul><ul><li>Check for fit </li></ul></ul><ul><ul><li>Gives you an excuse to contact donors </li></ul></ul><ul><ul><li>Establishes/strengthens your online network </li></ul></ul><ul><ul><li>Competition and deadlines motivate giving </li></ul></ul>
    21. 27. Likely donors during an Open Challenge <ul><li>30% Know you well </li></ul><ul><li>50% Know your friends and colleagues, trust their endorsement </li></ul><ul><li>10% Motivated by your cause and are asked by someone they hardly know to support you </li></ul><ul><li>10% GlobalGiving visitors, random people reached through your social media campaigns </li></ul>
    22. 29. ~40% succeed
    23. 30. The rest can try again
    24. 31. Everyone has different strengths <ul><li>Tell your supporters all the ways they can help </li></ul><ul><li>Donate </li></ul><ul><li>Spread the word </li></ul><ul><li>Host a fundraiser </li></ul><ul><li>Offer matching funds </li></ul><ul><li>Feature your project on their blog or social network </li></ul><ul><li>Provide creative ideas to get donors energized </li></ul>
    25. 32. The “Critical Exposure” Approach Champion Champion Champion Champion Champion Champion Champion Critical Exposure
    26. 33. The “Critical Exposure” Approach “ The GlobalGiving Challenge has been a great way for Critical Exposure to engage and expand our circle of supporters while raising vital funds…” $15,600 from 614 donors $4,000 in prize money from GG
    27. 34. The next Open Access Challenge will be in August
    28. 35. How to succeed on GlobalGiving <ul><li>Sign up! </li></ul><ul><li>Due Diligence </li></ul><ul><li>Post a project </li></ul><ul><li>Open Access Challenge </li></ul><ul><li>Life on GlobalGiving </li></ul>
    29. 36. I’m on GG. Now what? <ul><li>Project Updates </li></ul><ul><li>Post more projects </li></ul><ul><li>Continue to grow your online network </li></ul><ul><li>Campaigns, etc. </li></ul>
    30. 37. Project Updates <ul><li>NOT your typical reporting obligation </li></ul><ul><ul><li>Concise, personal, specific </li></ul></ul><ul><li>Sent to all of your donors </li></ul><ul><li>Posted to your project page </li></ul><ul><li>Required every 3 months </li></ul>
    31. 38. <ul><li>“ Project news” </li></ul><ul><li>Impact of donations </li></ul><ul><li>Progress since donation </li></ul><ul><li>Progress toward goals </li></ul>What makes a good project update? <ul><li>Encourages feedback </li></ul><ul><li>Pictures! </li></ul><ul><li>Beneficiary quote </li></ul><ul><li>A thank you </li></ul>All this engages donors & encourages repeat giving <ul><li>NOT one big ask </li></ul>
    32. 39. A good project update “ The violence that has erupted in Kenya following the disputed Presidential Election has resulted in tragic loss of life and a massive problem of internal displacement. More than 250,000 innocent Kenyans have had to flee their homes - simply because of their tribal origins. All the Alive & Kicking balls that you are currently purchasing are being sent to the camps that have been set up to provide shelter for the displaced. Kenya Red Cross, who are overseeing the camps, have been given 200 balls so far, and 70 balls have been sent independently - 20 to a camp alongside Kibera in Nairobi, and 50 and a larger camp in Kitale. According to our friends at the Red Cross, until the balls arrived, there was little else for the children to do to help pass the long hours in their temporary homes. So thank you all for making this possible.” A donor’s comment: Martin, thank you SO much for providing this update. With the unrest you are experiencing, it is good to know both how the funds are being used and also that the soccer balls are making a truly tragic situation even a little bit better for the kids. Problem
    33. 40. Why update? <ul><li>Project updates go directly to donors </li></ul><ul><li>Opportunity for dialogue with donors </li></ul><ul><li>Repeat donations </li></ul><ul><li>Projects receive, on average, up to three times more in donations when they update regularly </li></ul><ul><li>Increase visibility! Higher placement in search results </li></ul><ul><li>Opportunity for special funding/challenges </li></ul><ul><li>GG Tweets some updates to our 12,000+ followers </li></ul>
    34. 42. Browsing results... Results are ranked by popularity among givers and by your use of GG
    35. 43. Improve your search ranking <ul><li>Ranking based on: </li></ul><ul><li>40%: Time since your last Project Update </li></ul><ul><li>20%: # of donors </li></ul><ul><li>20%: $ raised </li></ul><ul><li>20%: Closeness to funding goal </li></ul><ul><li>How can you improve your project ranking? </li></ul><ul><li>Post project updates </li></ul><ul><li>Mobilize lots of people to donate. Encourage donors to give even small amounts (i.e. $10, $20) </li></ul><ul><li>Engage your donors. Maintaining previous donors & reaching out to a larger donor base will allow you to increase your amount raised </li></ul><ul><li>Use a realistic funding goal </li></ul>
    36. 44. How to build relationships, one donor at a time
    37. 47. Facebook is a good relationship building tool
    38. 48. “ Friend” him and look at his 359 friends for someone whom you already know. Add context to your thank you email.
    39. 50. 2010 Campaigns <ul><li>Summer: Matching campaign </li></ul><ul><li>October: Give More Get More </li></ul><ul><li>Campaigns with non-monetary prizes </li></ul><ul><li>Other thematic campaigns </li></ul><ul><li>$200,000 in matching </li></ul>
    40. 51. <ul><li>Thank you! </li></ul><ul><li>Go to </li></ul><ul><li> </li></ul><ul><li>to sign up! </li></ul><ul><li>Bill Brower </li></ul><ul><li>Field Program Officer </li></ul><ul><li> </li></ul><ul><li>Skype: wsbrower </li></ul><ul><li>Twitter: GloBILLGiving </li></ul><ul><li>Nepal mobile: 9841573334 </li></ul><ul><li> </li></ul>
    41. 53. Organizational Documentation <ul><li> Shows: </li></ul><ul><li>management of the organization, </li></ul><ul><li>financial tracking, </li></ul><ul><li>methods, </li></ul><ul><li>board members expectations, </li></ul><ul><li>the exit strategy if the organization dissolves . </li></ul><ul><li> Examples: </li></ul><ul><li>Articles of incorporation </li></ul><ul><li>Charter </li></ul><ul><li>Bylaws </li></ul>
    42. 54. Certifications <ul><li>Certificate of incorporation </li></ul><ul><li>Certification from any state or national government agency </li></ul>
    43. 55. Financial Documentation <ul><li>Budget for current and past fiscal years </li></ul><ul><ul><li>Sources of income and expenditures: </li></ul></ul><ul><ul><ul><li>How funds are applied </li></ul></ul></ul><ul><ul><ul><li>Other funders of your organization </li></ul></ul></ul><ul><li>Audited financial statements </li></ul><ul><ul><li>If your finances are not audited, please send one more year of budget information </li></ul></ul>
    44. 56. Personnel and Financial holdings <ul><li>Personnel and Financial holdings </li></ul><ul><li>List of Staff and Board Members </li></ul><ul><ul><li>Run against the U.S. Treasury Department's list of &quot;Specially Designated Nationals and Blocked Persons&quot; </li></ul></ul><ul><li>List of all financial institutions </li></ul><ul><ul><li>Checked with the Treasury’s database </li></ul></ul>
    45. 57. Program Materials <ul><li>Program Materials (one or more): </li></ul><ul><ul><li>Annual report </li></ul></ul><ul><ul><li>Program descriptions and materials </li></ul></ul><ul><ul><li>Brochures </li></ul></ul><ul><ul><li>Pamphlets </li></ul></ul><ul><ul><li>Other public and printed information </li></ul></ul>
    46. 58. Letter of Reference <ul><li>1 (or more) on their letterhead addressing: </li></ul><ul><ul><li>The nature and scope of your relationship </li></ul></ul><ul><ul><li>Any praise, thoughts, or concerns regarding your organization’s approach and strategy, including: </li></ul></ul><ul><ul><ul><li>Organizational capacity to absorb funds </li></ul></ul></ul><ul><ul><ul><li>Financial management </li></ul></ul></ul><ul><ul><ul><li>Organization's code of conduct </li></ul></ul></ul><ul><ul><ul><li>Strategies for addressing the core social need </li></ul></ul></ul><ul><ul><ul><li>Compliance with non-discrimination on the basis of race, gender, or religion </li></ul></ul></ul>
    47. 59. GlobalGiving Compliance Policies <ul><li>Signed DD Affidavit </li></ul><ul><li>Signed GlobalGiving Anti-Terror Certification </li></ul><ul><li>Signed GlobalGiving Non-Discrimination Policy </li></ul><ul><li>Disbursement Form </li></ul>