GiveMN.org Nonprofit Training Webinar

Destination GiveMN.org
Nonprofit training to help establish the online destination for creating change in Minnesota

Welcome to GiveMN.org
This course is divided into 4 main sections:
Why GiveMN.org?
Explore how the giving landscape is shifting as donors needs and expectations change. Learn how GiveMN.org helps you respond to these trends.
GiveTour
Take a tour of GiveMN.org from the perspective of a donor and a nonprofit.
Using GiveMN.org
Learn how to create, maintain and manage your organization’s profile and account. Create a compelling GiveMN.org profile.
Next Steps
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Section 1: Why GiveMN.org?
Section Objectives
When you complete this section you will be able to:
Describe benefits of GiveMN.org for donors and for nonprofits.
Describe recent shifts in donor expectations and ways nonprofits can respond to these new expectations.
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Section Preview
Explore how the giving landscape is shifting as donors’ needs and expectations change. Learn how GiveMN.org helps you respond to these trends.

The GiveMN.org Goal
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To host the most dynamic giving marketplacein the country that is the destination for charitable giving in the state of Minnesota.

GiveMN will continue to be the most efficient way for Minnesota nonprofits to fundraise online.
There is no cost to your nonprofit to participate in GiveMN.org, and all credit card processing fees for donations are currently covered by GiveMN.org funding partners.
What is GiveMN.org?
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GiveMN.org is a free, online giving marketplace that connects donors with nonprofits.
GiveMN.org is built in a national giving platform called Razoo (www.razoo.com).
GiveMN.org functionality is similar to Razoo but with a focus on Minnesota nonprofits.

What is GiveMN.org?
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GiveMN.org gives donors…
… a destination to locate and explore causes that match their values…
…a simple tool for donating to and following a cause…

What is GiveMN.org?
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GiveMN.org gives donors…
…opportunities to share, raise funds and engage with their causes…
…and tools for managing their giving portfolio.

What is GiveMN.org?
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GiveMN.org gives nonprofits…
… a venue for reaching, connecting with and engaging new supporters…

What is GiveMN.org?
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…an easy way to collect and track online donations.

What is GiveMN.org?
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Opportunities to dramatically increase giving through promotions such as the annual Give to the Max Day (November 17, 2009).
Event results eclipsed those of previous local and national giving events
Helped nonprofits attract new donors and moved donors toward online giving

What is GiveMN.org?
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Opportunities to reach new donors.
Publicity surrounding Give to the Max day brought out many donors, and many organizations indicated that they found new donors.
Donor traffic continued to grow following Give to the Max day as more donors learned about GiveMN.org.
Future promotions will provide additional opportunites.
* These figures are self-reported.

The Why?
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The remainder of this section will describe recent changes and trends in giving so you can see how GiveMN.org can help you respond to these trends.

Shifting Landscape: Donor Trends
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Recent research suggests donors are:
Searching for causes that match their values1
More than 65% of donors research charities online.
Demanding transparency and accountability2
Want specifics on where money is spent and why – want to fund projects directly.
Want to stay informed but be in control of information.
Seeking direct, active engagement3
Impatient – want convenience & immediacy4
1 – Association of Fundraising Professionals
2 – Philanthropic Research Inc.
3 – USA Today
4 – Case Foundation

Shifting Landscape: Online Trends
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Online giving:
Grew 46% in 2009 compared to 20081
Online givers:
Are younger (median age 38 yrs) 2
Are more generous (online giving is significantly higher than other channels; avg. online gift is $145) 3
Are tech savvy and are already sharing their passions digitally
Wealthy donors are also becoming more wired
51% prefer Internet giving; 46% intend to make greater percentage of donations online in next 5 years4
3 – Blackbaud, 2010
4 – Covio – “The Wired Wealthy”
1 – Blackbaud, 2010
2 – Network for Good

The Old Fundraising Model
Nonprofit researches prospective donors.
Sends donation appeals.
Sends more appeals.
Nonprofit receives donation.
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The New Fundraising Model
An interactive connection is made. You help donors stay connected.
Donorssearch for nonprofits that match their interests.
They find you.
They follow you.
Nonprofits are changing their fundraising model to better meet the changing needs and expectations of donors. GiveMN.org helps you do this.

Lower Fundraising Costs
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Cost to Raise $1
It costs only $0.07 to raise a $1 online versus $1.25 for a direct mail campaign!

Benefits of GiveMN.org: Donors
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GiveMN.org helps you respond to the changing needs and expectations of donors. For donors it is:
Convenient. One stop destination for finding and researching causes that match their values. Powerful, flexible searching.
Easy. Donate quickly and keep track of donations and receipts.
Engaging. Allows sharing and promoting of favorite causes.
Trusted. GiveMN.org resource providers include MAP for Nonprofits, Charities Review Council, GuideStar, Charity Navigator and Network for Good

Benefits of GiveMN.org: Nonprofits
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Participate in the giving marketplace to
Be found through GiveMN.org’s powerful search functionality.
Get in front of new donors shopping for causes.
Lower your fundraising costs (100% of the donation goes to your cause).
Easily manage online donations.
Engage supporters to create fundraisers on your behalf.
Highlight specific programs with project pages.

Section 2: GiveTour
Section Objectives
Describe key features and functions of the GiveMN.org platform for donors and nonprofits.
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Section Preview
Take a tour of the GiveMN.org destination from the perspective of a potential donor and a nonprofit’s GiveMN.org administrator.
Section 2: GiveTour

GiveTour – Potential Donors
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Potential donors will be able to:
Search for a cause
Give to a cause
Manage giving portfolio including electronic receipts
Create fundraiser pages (on behalf of a nonprofit)
Follow a cause
Section 2: GiveTour

Donor GiveTour: Search for a Cause
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Basic search
from any page
Search for nonprofits or fundraising pages on the GiveMN.org home page
Flexibly search by keywords
Browse categories
GiveMN.org gives visitors multiple ways to find causes that match their values. They can browse categories or search by keywords including area of interest, nonprofit name, and geographic location.
Section 2: GiveTour

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Filter by type
Filter by location
Filter by category
Projects are fundraisers set up by a nonprofit’s GiveMN.org administrator – often used to create separate pages for programs or special campaigns.
Fundraisers are created by supporters on behalf of a nonprofit. These user created pages describe fundraising efforts anyone can create!
We’ll lump nonprofits, projects and fundraisers together and call them “causes” in this training.
Visitors can also filter by type (nonprofit, project, fundraiser), category, and/or by a specific state. On GiveMN.org, the Location filter will default to Minnesota.
Section 2: GiveTour

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Name and status
Page creator information
Pages may include descriptions, pictures, movies, and more
Donation opportunity
Others following this cause
Supporting fundraisers and projects
Click on a cause’s name in the search summary to view nonprofit or project information in a concise format.
Section 2: GiveTour

Donor GiveTour: Give to a Cause
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Scheduled donations option
Enter payment information
Once payment information is processed, the donor is immediately thanked, and they are emailed a confirmation from Razoo and an IRS recognized tax receipt from Network for Good.
Anonymous gift
options!
Section 2: GiveTour

Donor GiveTour: Donation History
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All of a member’s donations can be tracked and managed in the My Account – Donation History section.
Member Donation history
Options to make additional donations
View and print receipts for donations
Section 2: GiveTour

Donor GiveTour: Create Fundraiser
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Members can set up fundraising pages to support any GiveMN.org nonprofit in just three steps.
Section 2: GiveTour

Donor GiveTour: Create Fundraiser
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Fundraiser creator
Supported nonprofit
After creating a fundraiser, a member can promote it through email, Facebook, and Twitter.
Section 2: GiveTour

Donor GiveTour: Follow a Cause
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Members can endorse a cause by following it. Visitors can see who is following a cause by clicking on a member’s picture or icon in the Followers section.
Click to Follow a cause
A member’s Fundraisers and Followed causes are listed in the member’s Profile.
Click to see other Followers’ causes
Section 2: GiveTour

GiveTour – Nonprofits
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Nonprofits will be able to:
Tell their stories
Promote online giving
Manage online giving
Section 2: GiveTour

Nonprofit GiveTour: Tell Your Story
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Edit Page (profile)
Click My NPO to see nonprofit admin tools
Admin tools
Edit NPO Details (contact info)
Most MN 501c3 organizations are already listed in the system with IRS information.
Section 2: GiveTour

Nonprofit GiveTour: Promote Online Giving
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Promote
You can promote your cause through email, Facebook, and Twitter.
You can add a link to your GiveMN.org profile page by adding a button on your organization’s website.
Section 2: GiveTour

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Nonprofit GiveTour: Promote Online Giving
Create Project
When a nonprofit administrator creates a fundraiser, it's called a project and is typically used to communicate program level information – something unique to GiveMN.org.
Section 2: GiveTour

Nonprofit GiveTour: Donation Process
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Donations are passed to Network for Good who sends the money to the intended nonprofit recipients.
Donations pass through the GiveMN and Razoo Portal – neither organization receives or handles the funds.
Always thank the donor! You should send a thank-you letter from your organization to the donor as soon as possible after receiving the donation – within two weeks – in addition to the confirmation emails sent from Razoo and Network for Good. Data shows that this increases the likelihood of receiving future gifts from the donor.
Section 2: GiveTour

Nonprofit GiveTour: Manage Online Giving
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Download
You’ll receive real-time email notification of donations through GiveMN.org. You can also track donations from the site and download to a spreadsheet. Tax receipts recognized by the IRS are automatically emailed to donor.
Donations are processed by the GiveMN.org payment provider, Network for Good. Checks for donations received through GiveMN.org are sent out monthly on the 15th to the address listed in Guidestar. You can sign up for Electronic Funds Transfer (EFT) at Network for Good (networkforgood.org).
* The contact information you get depends on what donors choose to share; donors can remain anonymous or choose not to include address information in their profile.
Section 2: GiveTour

Section 3: Using GiveMN.org
Section Objectives
Claim administrative access to GiveMN.org for your nonprofit.
Create and update your organization’s profile and contact info.
Identify elements of a compelling online story.
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Section Preview
Learn how to gain access to your organization’s profile and craft a compelling GiveMN.org profile.

Claim Administrative Access
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Step 1: Create a member account
Step 2: Request Admin Access
Information about your nonprofit
Option to use your Facebook login
Information about you
In order to view donations, edit a profile, and use any of GiveMN.org’s other features for nonprofits, one or more people from the nonprofit need to apply for admin access to the nonprofit’s GiveMN.org account. All admin users for a nonprofit have access to all functions – including donation information.

Claim Administrative Access
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Step 3: Confirm your admin access
Note: you must also register your organization with the MN Attorney General’s office to fundraise in the state of MN.
Click the link to complete the process
Click MY NPO to access your nonprofit’s profile
An email message will be sent to you from Razoo with instructions for completing the process.

What’s in a Profile?
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Summary
Contact Info
Giving Levels can be used to examples of how the donations are used, but you can NOT sell items.
Image or YouTubeVideo
Your Story
To become a popular stop at the GiveMN.org destination, visitors need to be able to find you. To bring them in, they also need to believe you offer something they value. Creating a strong, compelling GiveMN.org profile is the key to both.
Followers
Projects & Fundraisers
Donor Comments

GiveTips: Profile Writing
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A few tips to help you write a compelling story for your profile (details & examples to follow):
#1 People give to people
#2 Focus on your impact and what it accomplishes
#3 Share why you need financial support
#4 Be concise – that means short!
#5 Review for keywords
Special thanks to nonprofit storytelling guru Lori Jacobwith (www.lorijacobwith.com) for her help developing these GiveTips.

GiveTip #1: People give to people
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The central characters are the people you serve.
Who are they? Include real people examples.
How do you serve these people?
How have you impacted their lives?

GiveTip #1 – Before & After
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SUMMARY BEFORE
Essence of its mission?
Collage graphic is good…

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SUMMARY AFTER
Interfaith Outreach & Community Partners (IOCP) changes the odds for men and women, children and families who are experiencing crisis.
Peoplein crisis
Video is better.

Our mission:
To identify and respond to the unmet basic needs of people who live in our community, and to assist them in moving toward self-sufficiency through the creative action of an inclusive partnership of communities of faith, schools, government, businesses, community groups, foundations, health systems, and individuals.
We are guided in our relationship with the people we serve, our community partners, volunteers, donors, and all others with whom we work by these values: respect, hospitality, mutuality, confidentiality, and commitment to quality.
People who come to IOCP are often in crisis. They may need food or be facing eviction, job loss, family breakup, domestic abuse, a health crisis, utility shutoff, or car repair.
IOCP programs provide direct assistance and connect people with life-changing opportunities and resources.
In addition to a food shelf, IOCP offers programs that address five key areas: * Housing * Employment * Child care * Transportation * Community connections
IOCP also provides special programs that help with holiday, back-to-school, and new baby needs.
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STORY BEFORE
Ask yourself… are we talking more about:
Programs than people?
What we do versus what impact we have?
Ourselves versus those we serve?

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STORY AFTER
Interfaith Outreach & Community Partners - People who Believe In Me
At IOCP we know what people need and we are able to help out. And so we do.
For more than 1500 families each year. And we are only scratching the surface.
For every person we help there are five more in the community that we are not able to serve because we have maxed out our resources.
With support from the community we listen, guide, provide assistance and help people like Jeanne and her family get back on their feet.
In addition to a food shelf, IOCP offers programs that address five key areas:
Housing
Employment
Child care
Transportation
Community connection
Read on for Jeannie’s story.
Waiting list
Real person

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STORY AFTER (CONT)
Jeannie, age 32, was a newly divorced single mom, with limited work experience, a desire to support her two young children ages 6 and 8, but not much hope for a better life. Through her church she found her way to Interfaith Outreach and Community Partners where our case manager helped Jeannie enroll in business school, fill out paperwork and eventually attend classes two nights a week. She was also placed on the car waiting list. Motivation was never an issue for Jeannie, but transportation & child care had become barriers for success.
“Because I had to depend on other people to get me to school and back and to watch the kids,” Jeannie explained, “I got discouraged and dropped out.”
After a year on IOCP’s car waiting list, Jeannie received a used car, was able to enroll in daytime classes, take her children to day care, and work a part-time job at TJ Maxx. Her confidence grew and she realized she could move past this difficult time in her life. Jeannie was now able to take her daughter s to Girl Scouts and to soccer practices.
After three years Jeannie finished school and received an AA degree in business administration. Jeanne now has a full-time job as an administrative assistant. “It’s not just the car that changed my life,” said Jeannie, “it’s knowing there are people out there who believe in me and who are willing to help me make life better for my family.”
Real voice
Real impact

GiveTip #2: Focus on your impact
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Share examples that:
Inspire
Explain what the people you serve need
Paint a picture that causes people to “FEEL”
Your donors and potential donors want to be part of something great. Share your strengths and explain your impact.

GiveTip #3: Share why you need support
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Tell what you want to do more of:
A need exists that causes you to provide services. What is it?
Break down your costs into bite size pieces.
Share why you need financial support and what this will accomplish. Give a real life example.
Your donors and potential donors want to understand your work and their role in supporting it. Show them how a gift of a specific size can help. You can reinforce this by setting up giving levels on your profile and project pages!

Säjai® (pronounced "saw-jay") Foundation partners with youth-serving agencies to create and deliver programs for children, ages 6 to 11. Our programs prevent childhood obesity by engaging children with the outdoors and helping them make healthy nutritional choices.
One in 5 children in the U.S. is obese.
Children must have physical activity, time outdoors and a balanced diet to grow into successful, healthy adults. At the Säjai® Foundation, we are addressing our nation’s youth obesity epidemic through our Wise Kids® programs. Using a Learn-Do-Play approach, these wellness programs have proven results including positive changes in participants “healthy living” attitudes and behaviors and lower body mass indexes.
GiveTip #2 & 3: Example
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The need
Impact

Unfortunately, we turn away more than 700 communities each year who have a need and desire to use our Wise Kids® programs.
Just $750 provides the Wise Kids® program to 30 children. That’s an investment of just $25 per child for a nine-week program whose benefits last a lifetime!
Read 10 year old Gino’s Story:
Lifetime benefits from St. John’s, Florida: ten-year-old Gino completed the Wise Kids Outdoor program where he explored the world of nature in guided outdoor adventure missions. He learned the importance of physical activity and a healthy diet. With a passion for recycling and using his new knowledge of healthy living, Gino, with the help of ten of his buddies, created an awesome project.
After clean-up hikes, groups had collected bags of litter from the surrounding area. Gino felt that it would be environmentally responsible to sort the recyclables from these bags. They sorted out all the recyclables and then designed a “recycling race.” At a football field they spread the recyclables, formed two teams and raced against the clock to collect all the recyclables in the field and return them to the starting point. They ended up playing this game many times over the summer.
Tony, their Park & Recreation camp leader said, “They got it! The Wise Kids program helped to create a group of healthy and environmentally conscious kids this summer.”
GiveTip #2 & 3: Example
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Bite sized.
Paint picture.
Real life example.

GiveTip #4: Be concise.
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That means short! You have limited space to tell your story so use it well.
Keep it simple.
Avoid jargon or acronyms
Write simple sentences and paragraphs
Include a picture or video
Paint a picture with your words
Patience is NOT an online virtue! Most will not take the time to read through dense text online.

GiveTip #5: Review for Keywords
Though not really a storytelling tip, it may help others find you
Visitors will often search by keyword - what words might they use?
Consider geographic keywords.
Don’t force keywords – but if you can add or replace a word or two without disrupting the flow, do it.
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Additional Examples
Examples of great multimedia storytelling from nonprofits
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A few additional resources
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Now its your turn… Attempt to craft a GiveMN.org profile that captures the essence of what you do – that personalizes, inspires and compels donors to give. Hopefully you can apply the same lesson to all your online venues.

Next Steps
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GiveMN.org is committed to being the most efficient way for donors to give online by…
Continuing to working with Razoo to continuously improve the tools on the GiveMN.org website.
Driving traffic to the GiveMN.org website through monthly promotions.
Sharing best practices on how to incorporate GiveMN.org tools into your fundraising strategy.
Webinars - see GiveMN.org for dates and details.
Self-training – materials available on GiveMN.org.
Section 4: Spread the Word

Next Steps
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What’s next for you and your organization?
Put an E-button website and promote your GiveMN.org page through email and social networking.
Integrate GiveMN.org efforts with existing communications and online strategies.
Create challenge or match campaigns as project pages.
Partner with other nonprofits / other organizations on joint campaigns
Follow the latest GiveMN developments on the GiveMN blog, on Twitter, and on Facebook.
Section 4: Spread the Word

GiveMN.org Nonprofit Training Webinar

by Jeff Achen on Feb 17, 2010

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GiveMN.org Nonprofit Training Webinar — Presentation Transcript

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