How Single-Day Crowdfunding Events Drive Donor Acquisition, Brandraising and Fundraising
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How Single-Day Crowdfunding Events Drive Donor Acquisition, Brandraising and Fundraising

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A community foundation raised over $25 million in one day. A university, nearly $8 million. Thousands of donors renewed and reactivated, ...

A community foundation raised over $25 million in one day. A university, nearly $8 million. Thousands of donors renewed and reactivated,

The Miami Foundation on Give Miami Daythousands of new donors were acquired and an incredible buzz was generated on social media.

How did they do it? These organizations took advantage of the rise in popularity of crowdfunding by hosting their own single-day online crowdfunding event!

Whether you are a community foundation, higher education institution or general nonprofit, you too can achieve similar results with the right tools and planning. In this presentation we:

- Review case studies on how single-day crowdfunding events are raising millions of dollars and engaging thousands of supporters
- Discuss single-day crowdfunding giving models: community foundation, higher ed, general nonprofit
- Cover Giving Day proven practices

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How Single-Day Crowdfunding Events Drive Donor Acquisition, Brandraising and Fundraising How Single-Day Crowdfunding Events Drive Donor Acquisition, Brandraising and Fundraising Presentation Transcript

  • Single Day Crowdfunding Events: Donors, Fundraising, Engagement 1
  • Confidential document: Kimbia Inc. 2014 Agenda 2 Intros + About Kimbia Giving Days Proven Practices Preview Q&A
  • Confidential document: Kimbia Inc. 2014 Hi Miriam Kagan Senior Fundraising Principal 3
  • Confidential document: Kimbia Inc. 2014
  • Confidential document: Kimbia Inc. 2014 5 Omni-Channel FundraisingTM Solutions
  • Confidential document: Kimbia Inc. 2014 6 Let’s Get Started!
  • Confidential document: Kimbia Inc. 2014 • A time-limited (in most cases 12-24 hours) online fundraising competition • Bringing together your communities (donors, participants, advocates, alu mni, corporate partners, etc.) • Raising money for your community, nonprofits, programs, insti tutions • A single online donation campaign • Driven by a sense of urgency around matching funds and/or prizes Giving Days: What Are They?
  • Confidential document: Kimbia Inc. 2014 • Increase revenue from a new revenue stream (across channels) -- it’s not just online • Attract new donors and appeal to more hands-on fundraising demographic • Generate buzz and excitement in the community, with sponsors, and on social media • The long-tail effect: successful days may inspire major donors to give matches, endow future programs, etc. • Increase lapsed participant, donor, alumni participation-new exciting way to engage During a Dean’s reception held by Columbia College, one major donor was so excited by the results of the prior year giving day he enthusiastically declared he was going to match the $1.2 million raised by Columbia College that day. Giving Days: Why Do They Work?
  • Confidential document: Kimbia Inc. 2014 • Nonprofits and communities across a wide variety of verticals are getting started, with Foundations and Higher Ed leading the way. Giving Days: Will It Work For Me?
  • Confidential document: Kimbia Inc. 2014 1 0
  • Confidential document: Kimbia Inc. 2014 Communities Foundation of North Texas Raises Over $25 MILLION, 75K+gifts IN 24 HOURS. Giving Days: Foundations
  • Confidential document: Kimbia Inc. 2014 Columbia University raises Nearly $8 Million from over 9.5K donors in 24 hours. (with 31% online conversion rate) Giving Days: Higher Education
  • Confidential document: Kimbia Inc. 2014 Model 1: School/Program Model • Fundraise for schools/programs • Incentivize via prize and gift structure built around revenue and gifts going to each school • Showcase schools and programs throughout giving days • Activate school/program loyalty and engages school/program staff to help raise funds 13
  • Confidential document: Kimbia Inc. 2014
  • Confidential document: Kimbia Inc. 2014 Model 2: Geographic Competition • Great fit for schools with geographically widespread alumni network • Engages cities/states/countries with large alumni presence to foster a sense of competition • Prize structure and matches well suited to take advantage of local wealthy donors or to help support local alumni clubs. • Focus on % participating rather then funds raised as a great way to increase alumni participation. 15
  • Confidential document: Kimbia Inc. 2014 1 6
  • Confidential document: Kimbia Inc. 2014 Model 3: Inter-Institution Competition • Institutions compete to raise the most funds around a specific event, such as a football game • Engages competitive school spirit in a positive, proactive way • Activates sense of competition around sports or other naturally competitive events 17
  • Confidential document: Kimbia Inc. 2014 18
  • Confidential document: Kimbia Inc. 2014 19
  • Confidential document: Kimbia Inc. 2014 • May 6, 2014 • Foundations and Communities across the nation • Expected to recruit 20-60% new donors for participating organization Giving Days: Give Local America
  • Confidential document: Kimbia Inc. 2014 Nonprofit Models The Chapter/Affiliate Model 21
  • Confidential document: Kimbia Inc. 2014 Nonprofit Models The Fund/Project Model 22
  • Confidential document: Kimbia Inc. 2014 Successful Giving Days • Compelling value proposition for stronger Giving Day message • Scalable, stable platform • Strategic promotion planning before, during, and after Giving Day • Design optimization: clean and clear call to action and design • Engage donors and alumnae across channels, including social media • Power on-the-go engagement via mobile optimization • Remember to say “thank you”
  • Confidential document: Kimbia Inc. 2014 21 Proven Practices for Giving Days 24
  • Confidential document: Kimbia Inc. 2014 The Four Giving Day Phases
  • Confidential document: Kimbia Inc. 2014 Include Key Elements for Giving Day Success • Make donation forms easy to use • Don’t confuse visitors, reduce number of donation form fields • Provide clear call-to-action near top of site • Make Giving Day prominent part of your website • Provide video content next to forms • Suggest fixed donation levels • Mobile optimize your site
  • Confidential document: Kimbia Inc. 2014 Select a Vendor Who Will Provide Communication and Social Media Tools and Training
  • Confidential document: Kimbia Inc. 2014 The Four Giving Day Phases
  • Confidential document: Kimbia Inc. 2014 Leverage Social Media to Amplify Giving Day Buzz & Outreach • Use tracking codes to measure social media effectiveness • Provide a “spread the word page” • Leverage Facebook’s popularity • Reach a younger audience via Instagram and Vine
  • Confidential document: Kimbia Inc. 2014 The Four Giving Day Phases
  • Confidential document: Kimbia Inc. 2014 Enable Post-Giving Day Giving Columbia College raised $1.2 million during a Dean’s Reception when one donor committed to matching all the funds the college had raised
  • Confidential document: Kimbia Inc. 2014 • Consider the Giving Day Model that may work for your organization: program or fund-centric? Affiliate or chapter-centric? Around a specific event or milestone? • Reach out to your local Community Foundation: are you on their Giving Day list? • Approach a major donor or major donor prospect, corporate partner or sponsor with an innovative match offer • Find the right technology partner • Plan Giving Days: How Do I Get Started?
  • Confidential document: Kimbia Inc. 2014 33 • High-volume events • Secure transactions • Real-time leader boards • Real-time, day of event reporting • One-stop Giving and Participation for multiple programs and funds • Easy data integration • Automated donor receipting • Mobile optimized for donors on the go • Social media optimization Giving Day site built on Kimbia’s best-of-breed fundraising platform:
  • Confidential document: Kimbia Inc. 2014 Q&A 34
  • Confidential document: Kimbia Inc. 2014 www.kimbia.com @kimbiainc Miriam@kimbia.com @miriamkagan 35
  • Confidential document: Kimbia Inc. 2014 Thank you! 3 6