3. Hi, I’m Spectra
• In-the-Field Rep, Southern
Africa
• New Media
Expert, Philanthropy in Africa
• Social Media for donor and
supporter
engagement, awareness-
building, and online
fundraising
• Lived in Nigeria, US, and now
traveling through Southern
Africa for 6 months
4. What is GlobalGiving?
An online fundraising platform
that connects people with
world-changing ideas with
people who can (and want to)
support them.
5.
6.
7. More Than a Website:
We’re a Network of Resources and
Support
We offer organizations a
unique set of online
tools, strategic support, and
the opportunity to connect
with our vast network of
individual donors and
corporate sponsors.
7
8. • International donations
• Corporate partnerships
• Matching grants
• Marketing campaigns
The Value of • Donor Management
GlobalGiving • New Donors
• Fundraising and capacity
building training
• Credibility/Recognition
• UK and US Charitable Status
9. GlobalGiving Today
Overall donations made through GG to date: $68m
Overall donations made through GG in 2011: $24m
Number of donors to date: 272,251
Projects receiving funding: 5,869
Number of visitors who visit GG.org each week: 30-
40K
Average donation amount per org: ~$9,000/year
(Median: $2,400)
Countries disbursed to: 120 countries
Top Donor Countries: USA, Canada, UK, Australia,
India, Singapore
Average donation size: $78 (Median: $25)
14. What brought you here today?
(What do you hope to learn?)
How familiar are you with online
fundraising?
(Perceptions, Past Experience)
What are your organization’s
largest sources of income?
(e.g. Foundations, Individual Giving, Online?)
17. Key Findings in Online Giving
2011
• Every sector has experienced
double-digit online fundraising
growth since 2009.
• 8.6% growth for large orgs
• 13.1% growth for medium orgs
• 12.8% growth for small orgs
• 87% of organizations had at
least one online gift of $1,000
or more.
• 34.8% of online giving
happened in
October, November, and
Source: Blackbaud 2011 Online Giving report. December.
https://www.blackbaud.com/onlinefundraising
18. Some Context…
• Emerging funding crisis
• International foundations scaling
back due to economic climate
• Increase in grantmaking
restrictions
• Namibia perceived as mid-
income African country
• Online fundraising is an
alternative source of funding
26. Building Your Online
Fundraising Strategy
• Identify Existing Network
• Build Larger Network
• Identify Communication Method
• Drive Engagement
• Identify/Target Your Audience
• Set Goals
• Make a Plan
• Evaluate
27. Step 1: Identify Your
Network
Your direct
contacts
The contacts
of your
contacts
People you
have never
met/contacts of
contacts’
contacts/only
via onilne
Source: David Armano
28. ACTIVITY
List who is in your organization’s
inner, outer, and far outer circles??
(List them by group e.g. Close Friends, Staff, etc)
Write down an estimate of how
many people are in each group
(e.g. Close Friends (20), Staff (50))
30. Step 2: Building your
Organization’s Network
• Your staff and volunteers
• Join local non-profit networks
• Join “niche” forums online
• Take advantage of
networking opportunities
• Organize offline events
• Grow your mailing list
• Use Your ADVOCATES
33. Building Your Network:
Create Advocates
• Make your network work for
you
• Get people excited
• Engage your audience
• Build relationships
• Share your stories
• Earn trust and support.
34. Maintain and
Nurture…Like
any good
relationship!
Your
You Network
Source: David Armano
35. Building Your Online
Fundraising Strategy
• Identify Existing Network
• Build Larger Network
• Identify Communication Method
• Drive Engagement
• Identify/Target Your Audience
• Set Goals
• Male a Plan
• Evaluate
36. Step 3: Identify your
method
donor
Email*
fundraisers
social offline
media events
37. Your Advocates Will Author Their Own
Messages: Let Them
some success
greater potential
38. Step 4: Driving Engagement Using Social
Media
Awareness
Engagement
Donation
39. DISCUSSION
What is social media?
What do you use social media for?
What types of social media does
your organization use?
40. >500 million Facebook users
50% of users login daily
Most users have 130 friends
The average user is connected to 60
groups, events, or causes
42. Engagement = Conversation
Engagement is...
• A two-way
conversation
• Give and Take
• Proactive (or over
time, it will
dwindle)
• Stimulating and
fun!
54. Before Creating Social Media
Strategy:
Ask Yourself
1. Why would anyone want to listen to us on
any social network?
2. How can we deliver value, experience or
content worth sharing?
3. Why should people want to stay connected
to us over time? Why should they come
back?
4. Why should they choose to ask others to
share our content?
5. Why would they invest their time and
express loyalty in their networks?
55. Before Posting Any Updates:
Ask Yourself
e.g. Your boss has asked you to post about today’s GlobalGiving
online workshop on your nonprofit’s Facebook Page.
Decide:
• who is your audience?
• what is your key message?
• what is your organization’s personality?
• what do you want them to do as a result of the message (tell
them!)
56. Break time!
• Meet your neighbor.
• Expand your circle.
• Grab some tea/coffee.
• Share ideas, lessons learned, and
resources!
57. Agenda Update
• Online Fundraising:
Breakdown
• Social Media Networking
• Building an Online
Fundraising Strategy
• Joining Global Giving
58. Building a Fundraising
Strategy…
1. Identifying network
2. Building network
3. Identify your method
4. Driving Engagement
5. Identify your audience
6. Set goals
7. Make a plan
8. Reevaluate
59. Step 5: Identify/Target Your
Audience
“Young Millenials”
•20-30s
•International
experience
•Internet savvy
OTHER
• Disaster Givers
• Event Supporters YOUR
• Last Minute Gift NETWORK
Givers
- Source: Network for Good
60. Step 6: Set Goals
• Set annual goals & quarterly
benchmarks
• During your campaign, set
weekly goals!
• Consider past
accomplishments
• Be realistic
61. Step 7: Make a Plan
• Outline your tactics (i.e.
who, what, why, how much?)
• Create message for each
unique target group
• Create deadlines (incl.
reminders and
announcements)
• Set milestones to achieve at
each deadline
62. Don’ts
• Don’t jump right to the “ask”
• Don’t oversaturate your contacts/donors
with communication
• Don’t think there is one solution
• Don’t just use one type of medium
• Don’t ignore donors who have already
donated (get them to help you get others
to give!)
63. Activity:
Let’s create a strategy…
1. Raise $5000 from 40
donors in 1 month
2. Map out communication
plan to announce the
campaign
3. Include when to use
Twitter, Facebook, Email, an
d any other resource you
use
4. Mark when to send thank
64. Did you do this?
• Make someone responsible
• Set milestones
• Identify your audience
• Have a timeline for your campaign
• Create a sense of urgency
65. Step 8: Reevaluate
• Establish benchmarks
• Set aside time for evaluation
• Measure results against goals:
• Engagement
• Donations
67. Benefits of GlobalGiving to
Organizations
• Donor tools
• Volunteer listings
• Corporate partnerships
• Promotional campaigns
68. How do we work?
15% of donations
- Provides access and promotion to
corporate partners
- Developing more corporate partner
relationships
- Visibility and promotion
- Webinars, trainings, and toolkits
- Fundraiser pages, volunteer
networks, and credit card fees
**50% of donors cover the fee so averages out to 8-9%
per donation**
69. Partner tools: Building Fundraising
Capacity
• Monthly trainings
• One on one consultations
• Connecting with highly-skilled volunteers
• Blog: http://tools.blog.globalgiving.org/ Come
here for:
– External opportunities
– Summaries and slides from past trainings
– Details on matching campaigns and other
opportunities
– General online fundraising tips
70.
71. Business Partnerships
• Amount raised in 2011: $7.5million +
• Corporate partners in 2011: 65
• Corporate partners: Eli
Lilly, Hilton, Sabre, Nike, Capital
One, Moodys, Google, Western Union , Cummins, and
dozens more
11/15/2012 71
78. How to Join GlobalGiving
• Nominate your organization using the
online nomination form
• Complete GlobalGiving’s Due
Diligence requirements
• Post a project and participate in an
Open Challenge
• Raise $5,000 from 40 donors
79.
80. Eligibility Requirements
• Registered organization – no
individuals, businesses, etc.
• Advanced English
• (At least occasional) access to the
internet
• Non-evangelizing
• Non-discriminating
• Eligible to receive international donations
• Charitable purpose
81. Due Diligence – Key documents
• Certificate of Registration
• Organizational Documents
• How is your organization run?
• Dissolution Clause
• Financial Statements
• Be detailed!
• List of Board and Staff members
• Text document only
• Program documents
• What are your programs? How do they
work?
83. How to Succeed in an Open Challenge
• Use the Fundraising Survival Guide!
• Attend Online Trainings
• Develop an online fundraising strategy
• Make a plan and schedule
• Identify networks
• Family, friends, neighbors
• International networks: volunteers, donors
• Internet access
• Credit cards
84. Then What?
• Become an active GlobalGiving partner
• Post frequent Project Reports
• Send Thank You’s to your donors
• Post another project
• Participate in GlobalGiving campaign
85. Is your organization ready
for GlobalGiving?
• International Network
– Credit cards, Internet access
• Online presence
– Website, Facebook, Twitter
• Online outreach
– Email list, Facebook network
Agenda:Introductions What is GlobalGiving?Online fundraisingBreakBreak-out sessionsSucceeding on GlobalGiving
Who am I? Spectra, Volunteer with the In the Field ProgramNew Media Consultant, and Writer in the Philanthropy Sector.I specialize in social media for donor/supporter enagagement, awareness-building, and online fundraising.
Tell story of foundersOur Vision: Unleash the potential of people around the world to make positive change happen.
About Global Giving Slide:Who am I and why am I here?What is GlobalGiving?A website that helps organizations raise money to help their communities.We offer organizations a unique set of online tools, strategic support, and the opportunity to connect with our vast network of individual donors and corporate sponsors.
We make it easy for you to receive donations from your donors, family, and friends by providing you with project pages where you post your organization’s needs, plans, photos, and fundraising goals. Here is a screenshot of a project that’s actually based in South Africa: Abalimi Urban Farming and Gardening project.
More than just another fundraising tool, we offer our partners a unique set of online tools, strategic support, and the opportunity to connect with a vast network of individual donors and corporate sponsors.
Agenda:Introductions What is GlobalGiving?Online fundraisingBreakBreak-out sessionsSucceeding on GlobalGiving
Today we are going to work in groups.The goal of today is to be able to understand, utilize, and create an online fundraising strategy-Building up to this we will be going through the steps to creating this strategy and activities after each step
Count to 10 then 1’s together 2 3 4 5 etc…
In groups discuss 5 minutes --- for part 3, clarify foundations, online, individual donorsAsk for what brought everyone to workshop/what hope to get out of workshop
Not as accessible for International organizations
http://www.nonprofitmarketingblog.com/site/giving_up_for_2011_nonprofit_personality_still_pays_off_online/Online fundraising is not magic! It is just another option for fundraising, we see value in diversifying sources of fundraising, this should not replace other fundraising activities. Focusing on the top number – giving via online fundraising has increased 17%
Online giving has increased across the board.
Count to 10 then 1’s together 2 3 4 5 etc…
Today we are going to work in groups.The goal of today is to be able to understand, utilize, and create an online fundraising strategy-Building up to this we will be going through the steps to creating this strategy and activities after each step
Why is online giving important?
It channels interaction & influence
from Brian Solis in his new book, The End of Business as Usual. He shows this wonderful photo from a Missouri School of Journalism class a few years back:It’s a great visualization of our changing marketing universe. With social media, we’re not in an ecosystem, we’re in an ecosystem with multiple layers of interaction and influence.No one is passing “notes” anymore. They’re sending IMs.Source: Katy Andresen – nonprofitmarketingblog.com
from Brian Solis in his new book, The End of Business as Usual. He shows this wonderful photo from a Missouri School of Journalism class a few years back:It’s a great visualization of our changing marketing universe. With social media, we’re not in an ecosystem, we’re in an ecosystem with multiple layers of interaction and influence.No one is passing “notes” anymore. They’re sending IMs.Source: Katy Andresen – nonprofitmarketingblog.com
Okay, everyone is online. So, now what?
Today we are going to work in groups.The goal of today is to be able to understand, utilize, and create an online fundraising strategy-Building up to this we will be going through the steps to creating this strategy and activities after each step
Today we are going to work in groups.The goal of today is to be able to understand, utilize, and create an online fundraising strategy-Building up to this we will be going through the steps to creating this strategy and activities after each step
Expanding Donor NetworksSo here is you and your networksSHARE RED CAMPAIGN STORY
In groups discuss 5 minutes --- for part 3, clarify foundations, online, individual donorsAsk for what brought everyone to workshop/what hope to get out of workshop
Use this to create a mailing list
Still part of identifying networks ONLY GET VOLUNTEERS IF FITS YOUR ORGANIZATION – YOU NEED TO BE CAREFUL TO DESIGNATE ROLES, PROTOCOLS, INTERACITON WITH BENEFICIARIES, BACKGROUND CHECKS, THEN DEVELOP
5 minutes in group, then share
Why would anyone want to give to your organization? Why do people donate to your organization?Best Practices of CommunicationWhy do people give? Because people they know and trust ask them to give.Millenial Donor Report, research conducted by the folks at Johnson Grossnickle & Assoc. This online study of nearly 3,000 20-35 year-olds revealed that Millenialdonors thrive in online and mobile environments, but they are still driven by personal relationships and human connections.
EXPLAIN ADVOCATES! AND WHY IMPORTANTSTORY ABOUT FUNDRAISING ONLINEN FOR AFRICANS FOR AFRICA PROJECT -- MAINTAIN RELATIONSHIIPAsk your advocates to do their own fundraiserHost house partiesSpread the word on your behalfGIVE EXAMPLE/CASE OF ADVOCATE – WHY THEY DID THISWhy create advocates….? BECAUSE THEY SPREAD THE WORD! Next slide…Source: http://www.bethkanter.org/category/research-studies/
So we’ve identified your networks, people who know and trust you. This network can help you accomplish your goal. TANIA TO SPEAK ON INTERNATINAL AND LOCAL ENGAGEMENT
Today we are going to work in groups.The goal of today is to be able to understand, utilize, and create an online fundraising strategy-Building up to this we will be going through the steps to creating this strategy and activities after each step
PULL OUT VALUE OF OTHER TYPES OF MEDIUMSEmail - remains #1 driver compared to Sm for donations
How messages should be different: ASK WHO HAS NEWSlETTER AND EAMIL LISTSExample – personalizing emailsSocial media – about reaching a broader audience
Since the title of this presentation is “Getting the Most out of Facebook for Online Fundraising” I think you’ll want me to go straight to talk about messaging for getting donations. But I’m not going to. First, I want to get you to engagement. What we want to help you do is learn how to engage them (and why it’s important to) in order GROW YOUR FAN BASE and also BRIDGE the gap from engaged fans to donors.
By show of hands, who has an organizationFacebook TwitterPintrestLinkedinYoutube
BEST PRACTICES OF GLOBALGIVING
Can’t just focus on “awareness” and bark at the window all the time. Need to listen to what people are saying and join in.
Conversations are different on Twitter (where you are limited to 140 characters) and FacebookThe two mediums use different methods of ranking content – it is harder to get your information seen on Facebook than on Twitter BUT, for GlobalGiving, Facebook is a larger drive of donations
Too many messages can cause less engagement
Too many messages can cause less engagement
http://tools.blog.globalgiving.org/2011/09/30/facebook-measurement-part-3-of-3/Facebook Metrics VocabularyImpressions: The number of times your post is seen. This includes views on users’ Recent Stories, Top Stories, and visits to Pages.Feedback: The total number of comments and likes on your story divided by the total number of impressions. This is the percentage of people who, after seeing your post, engage in some way with the post.
What is your key message? – what aspect of the workshop do you want to share in the limited space/characters that are available to you?
Today we are going to work in groups.The goal of today is to be able to understand, utilize, and create an online fundraiising strategy-Building up to this we will be going through the steps to cerating this strategy and activities after each step
Research on American Giving: Look at how much people gave last year, this is what they gave to, etc.Before sending out a message – Who are you sending it to? What do you want to share with them? What doyou want them to do?The typical online giverWe asked you in the beginning to share your typical donor….
Broad and narrow goals: How much would you like to raise this year?How many donors? Recurring donors? Major donors? How many facebook fans do you want? Additional subscribers to your newsletter?
Online fundraising doesn’t just happen. You have to be proactive. Make a plan to achieve the goals you’ve set out.Consider strategies that will help you acquire new online donors, renew existing donors, and upgrade past donors to major donors or recurring donors.
15 min – we will share strategies at end and vote on favoritesProvideGlboal Giving Calendars – Let them map out and decide which holidays to target and when to start communicatingUse: Twitter, Facebook, and Email, and any other resource you do for current partners
Ask Audience:What learned?What surprised you?
Donor toolsFundraiser pages tribute cardsCorporate partnershipsEmployee giving grants programs cause marketingFundraising campaignsMatching days recurring donation campaignPhoto contestSHARE A SUCCESS STORY?
Enlightened self interest – good for businessEmployee recruiting and retentionConsumer perceptionSoft reception in new marketsGG helps with logistics of international givingGG helps with online fundraising tools
Over $2.5M givensince program started almost 2 years agoAbout Corporate Partnerships:Gift Cards: Discovery & HP Grants Management: ex – Frd in India only ½ corrent partners and ½ new partnersEmployee Giving (like we see here) Nike Foundation and Eli LillyCause Marekeign - Neutrogena