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Southern african online fundraising workshop presentation

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  • INTRO
  • 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
  • Source: http://tools.blog.globalgiving.org/page/2At times with grants… Power to giving not appreciated or acknowledged…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?
  • 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.Source: Katy Andresen – nonprofitmarketingblog.com
  • Okay, everyone is online. So, now what?
  • Expanding Donor NetworksSo here is you and your networksSHARE RED CAMPAIGN STORY
  • Ask each group how many people they could reach.. Choose largest and ask howIdeas: Draw a tree/circlesUse this to create a mailing list
  • 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 Millenial donors 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
  • PULL OUT VALUE OF OTHER TYPES OF MEDIUMSEmail - remains #1 driver compared to Sm for donations
  • By show of hands, who has an organizationFacebook TwitterPintrestLinkedinYoutube
  • How messages should be different: ASK WHO HAS NEWSlETTER AND EAMIL LISTSExample – personalizing emailsSocial media – about reaching a broader audience
  • BEST PRACTICES OF GLOBALGIVING
  • 58 to 97% of those people are women, age 25 to 44
  • 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.
  • 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
  • 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.
  • Source: http://www.nonprofitmarketingblog.com/P15/
  • 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
  • All donations of $25 or more are matched 1:137,000 employees globally
  • Any questions?
  • Transcript

    • 1. Social Media and Online Fundraising Spectra A. I. Asala| August 7, 2012
    • 2. Agenda•Introductions•What is GlobalGiving?•Online Fundraising•Break•Break-out sessions•Succeeding on GlobalGiving
    • 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 • Allergic to seafood, love the
    • 4. What is GlobalGiving?An online fundraising platform that connects people with world-changing ideas withpeople who can (and want to) support them.
    • 5. 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
    • 6. • International donations • Corporate partnerships • Matching grants • Marketing campaignsThe Value of • Donor ManagementGlobalGiving • New Donors • Fundraising and capacity building training • Credibility/Recognition • UK and US Charitable Status
    • 7. GlobalGiving TodayOverall donations made through GG to date: $68mOverall donations made through GG in 2011: $24mNumber of donors to date: 272,251Projects receiving funding: 5,869Number of visitors who visit GG.org each week: 30-40KAverage donation amount per org: ~$9,000/year(Median: $2,400)Countries disbursed to: 120 countriesTop Donor Countries: USA, Canada, UK, Australia,India, SingaporeAverage donation size: $78 (Median: $25)
    • 8. We Work with People Just Like YOU
    • 9. Agenda Update•Introductions•What is GlobalGiving?•Online Fundraising•Break•Break-out sessions•Succeeding on GlobalGiving
    • 10. Online Fundraising• Overview• Social Media and Online Giving• Building Your Fundraising Strategy• How to Join Global Giving – Why Global Giving – The Open Challenge – Is GG for you?
    • 11. Activity• Who are YOU?• Let’s split up into groups!
    • 12. 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?)
    • 13. Trends in Online Giving 2011
    • 14. 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 December.Source: Blackbaud 2011 Online Giving report. https://www.blackbaud.com/onlinefundraising
    • 15. Some Context…• Emerging funding crisis• International foundations scaling back due to economic climate• Increase in grantmaking restrictions• SA perceived as mid-income African country• Online fundraising is an alternative source of funding
    • 16. Online Fundraising• Overview• Social Media and Online Giving• Building Your Fundraising Strategy
    • 17. technology doesn’t make us social
    • 18. it influences our behaviors
    • 19. We’re Spending More Time Online
    • 20. We’re Spending More Time Online
    • 21. Step 1: Identify Your Network Your direct contacts The contacts of your contacts People you have nevermet/contacts of contacts’ contacts/only via onilne Source: David Armano
    • 22. Activity List who is in your organization’s inner, outer, and far outer circles?Come up with a number of how manypeople can you reach in each circle?
    • 23. Your Existing Network•Donors•Volunteers and co-workers•Beneficiaries•Community members•Local business leaders•Local media•Friends and family!
    • 24. Step 2: Building your Organization’s Network• Your staff and volunteers• Join local non-profit associations• Take advantage of networking opportunities• Organize house parties• Get creative!
    • 25. Why do people give?
    • 26. 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.
    • 27. Maintain and Nurture…Like any good relationship!You Your networks Source: David Armano
    • 28. Step 3: Identifying your method donor email fundraiserssocial offlinemedia events
    • 29. What is social media?What do you use social media for? What types of social media does your organization use?
    • 30. Your supporters will author their own messages some success greater potential
    • 31. >500 million Facebook users 50% of users login daily Most users have 130 friendsThe average user is connected to 60 groups, events, or causes
    • 32. 26 million Twitter users
    • 33. About 11 millionPinterest users
    • 34. Step 4: Driving Engagement with networks (new and old) Working for Engagement Awareness Engagement Donation
    • 35. Engagement = Conversation Conversation is about give and take in all social platforms.
    • 36. 7 Tips for Social Media
    • 37. Join the conversation around the cause
    • 38. Celebrate big news
    • 39. Share “Day in the Life” Updates
    • 40. Be Mindful of Your Medium
    • 41. Use calls-to-action to direct behavior(but remember to balance sharing videos, photos, and links with regular asks)
    • 42. Start your own traditionsEx: (“photo of the week”)
    • 43. Measure and Evaluate Your Success
    • 44. Social media…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?
    • 45. Try it Out…Your boss has asked you to post about today’s GlobalGivingonline 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!)
    • 46. Break time!• Meet your neighbor.• Expand your circle.• Share ideas, lessons learned, and resources!
    • 47. Itinerary• Online Fundraising: Breakdown• Social Media Networking• Building an Online Fundraising Strategy• Joining the Global Giving Community – Why Global Giving – Our Application Process• Is GG for you?
    • 48. Let’s Create a 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
    • 49. Step 5: Who is 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
    • 50. Step 6: Set Goals• Set annual goals & quarterly benchmarks• Consider past accomplishments• Broad and narrow goals• Be realistic
    • 51. Step 7: Make a Plan• Outline your tactics• Get creative• Set deadlines• Set milestones to achieve at each deadline
    • 52. Don’ts• Don’t jump to the ask• Don’t oversaturate your contacts/donors with communication• Don’t think there is one solution• Don’t just use 1 type of medium
    • 53. 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, and any other resource you use 4. Mark when to send thank you’s to donors
    • 54. Did you do this?• Make someone responsible• Set milestones• Identify your audience• Have a timeline for your campaign• Create a sense of urgency
    • 55. Step 8: Reevaluate• Establish benchmarks• Set aside time for evaluation• Measure results against goals: • Engagement • Donations
    • 56. QUESTIONS ABOUT ONLINE FUNDRAISING?
    • 57. Benefits of GlobalGiving to Organizations• Donor tools• Volunteer listings• Corporate partnerships• Promotional campaigns
    • 58. 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**
    • 59. 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
    • 60. 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 8/7/2012 65
    • 61. Employee Engagement: Nike
    • 62. Employee Engagement: Eli Lilly
    • 63. GlobalGiving Photo Contest
    • 64. Other Campaigns
    • 65. Joining GlobalGiving DueNomination Open Diligence Form Challenge process
    • 66. 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
    • 67. 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
    • 68. 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?
    • 69. Post a Project:tell a powerful story specific simple
    • 70. Due Diligence deadline: November 1stProject submission deadline: November 21Open Challenge: November 26 -December 31st
    • 71. 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
    • 72. 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
    • 73. Is your organization ready for GlobalGiving?• International Network – Credit cards, Internet access• Online presence – Website, Facebook, Twitter• Online outreach – Email list, Facebook network
    • 74. THANK YOU!Contact:Spectra Asalasasala@globalgiving.orghttp://www.globalgiving.org