How To Organize A Race To Heal


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Firstgiving's presentation from the national conference of the National Coalition to Abolish the Death Penalty.

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How To Organize A Race To Heal

  1. 1. How to Organize a Race to Heal: Supporting Local Anti-Death Penalty Campaign Presented by: James Campbell Firstgiving
  2. 2. Agenda <ul><li>What is online social fundraising? </li></ul><ul><li>What is grassroots fundraising? </li></ul><ul><li>Common concerns with online fundraising </li></ul><ul><li>Cut to the details </li></ul><ul><li>Getting started with online fundraising </li></ul>
  3. 3. What is online social fundraising? <ul><li>Your supporters making personalized appeals to friends and family for your cause </li></ul><ul><li>Allowing your supporters to leverage their social networks to make a difference </li></ul><ul><li>Giving power to the people who want to do more than make a simple donation </li></ul>Your Local Supporters (x100) Their Donors (x1000) Your Nonprofit (x1)
  4. 4. What is grassroots fundraising? <ul><li>A fundraising movement driven by your constituents of a community </li></ul><ul><li>Local volunteers support the fundraising cause, which can lead to growing your national fundraising cause </li></ul><ul><li>Spurs significant CHANGE </li></ul><ul><li>How? - run, swim, ride, climb, walk, celebrate, remember, honor, sacrifice, volunteer, use any catalyst to drive fundraising efforts </li></ul>
  5. 5. Person-to-Person Fundraising Pages <ul><li>Mobilize your constituents </li></ul><ul><li>Eliminates “fear of asking” </li></ul><ul><li>Convenient & secure </li></ul><ul><li>Donors feel more involved </li></ul><ul><li>Automatically generates donation receipt, for tax purposes </li></ul><ul><li>Email page to everyone your know </li></ul>
  6. 6. Securely collect credit card donations from all of your friends, family, neighbors, coworkers, alumni, etc.
  7. 7. How is this any different than the “Donate Now” button on my website now? <ul><li>Online donations – Put a “Donate Now” button on your website, wait, and hope for donations from your immediate donors only </li></ul><ul><li>Not terribly effective </li></ul><ul><li>Not socially engaging </li></ul><ul><li>Reactive approach </li></ul><ul><li>Not viral, no spread </li></ul><ul><li>Old view of online giving </li></ul>
  8. 8. Put a personal face on your cause <ul><li>Appeals are made on your behalf at a personal and emotional level </li></ul><ul><li>Donors feel compelled to support their friends’ efforts in a show of personal support </li></ul><ul><li>Lack of familiarity with your nonprofit organization has little bearing on the decision to make an online donation </li></ul><ul><li>Leverage social network sites: Facebook, Blogs, MySpace, Friendster, YouTube, Twitter, LinkedIn, MyChurch, etc. </li></ul>
  9. 9. Race to Heal Initiative <ul><li>Use the pages to relate personal stories that help the public understand why the need to change priorities in order to focus on families and end the death penalty. </li></ul><ul><li>Set up runs, walk, and team efforts. Join public events and dedicate your time raising money </li></ul><ul><li>Create your own grassroots ideas to raise money </li></ul>
  10. 10. Who’s online you ask? <ul><li>Adults outnumber teens on social networks </li></ul><ul><li>Adults using site such as MySpace, Facebook, and LinkedIn grew 4x from 8% in 2005 to 35% in 2008 </li></ul><ul><ul><li>75% of online adults 18 to 24 have a profile on a social networking site </li></ul></ul><ul><ul><li>57% of online adults 25 to 34 have a profile on a social networking site </li></ul></ul><ul><ul><li>30% of online adults 35 to 44 have a profile on a social networking site </li></ul></ul><ul><ul><li>19% of online adults 45 to 54 have a profile on a social networking site </li></ul></ul><ul><ul><li>10% of online adults 65 and older have a profile on a social networking site </li></ul></ul><ul><li>Predominant motivation for creating a social network presence is social rather than professional </li></ul>- Pew Research, 2009
  11. 11. Top 5 concerns over online fundraising <ul><li>Cost </li></ul><ul><ul><li>You won’t lose money fundraising online. You will cut administrative costs , build your donor database quicker, and net more money than offline fundraising alone. </li></ul></ul><ul><li>No organized events </li></ul><ul><ul><li>Not to worry. People can raise money for your cause around any occasion , any reason, and anytime they choose. </li></ul></ul><ul><li>Our demographic won’t use it </li></ul><ul><ul><li>People of all ages, income, education, geography, race, religion, and Internet ability use online fundraising pages to more easily reach out & raise money for their cause. </li></ul></ul><ul><li>Loss of control </li></ul><ul><ul><li>Your fundraisers know best how to speak to their audience, so empower them with the freedom and ability to do so through their personal appeals. Anyone can publish their own content today on the Internet on Facebook, MySpace, YouTube, Blogs, etc. </li></ul></ul><ul><li>Security & Privacy </li></ul><ul><ul><li>BBB studies state offline identity theft is still more prevalent than online. - </li></ul></ul><ul><ul><li>We do not use or share donor information with anyone but your nonprofit organization. </li></ul></ul>
  12. 12. “ Just the facts” <ul><li>It’s free to join and get your Basic Account. </li></ul><ul><li>Option to upgrade to a Premium Account </li></ul><ul><ul><li>Use promo code: NCADP for $100 off your Premium Account upgrade before 3/31/09. (Normally $300) </li></ul></ul><ul><li>Service fees deducted from online donations </li></ul><ul><li>We transfer the net donations to your agency a) monthly check, or </li></ul><ul><li>b) weekly bank transfer </li></ul>
  13. 13. Firstgiving Fee 5% Credit Card Fee 2.5% ONLINE DONATIONS NPO nets 92.5%
  14. 14. Nonprofit Organization’s Start Page (Homepage)
  15. 15. Key: Promote, Promote, Promote!
  16. 16. Use Firstgiving risk-free at Call (617) 591-2121 x1005 or email [email_address] Use promo code: NCADP for $100 off your Premium Account upgrade by 3/31/09.