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GlobalGiving Online Fundraising Workshop in Addis Ababa, Ethiopia 2017


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GlobalGiving Online Fundraising Workshop in Addis Ababa, Ethiopia 2017

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GlobalGiving Online Fundraising Workshop in Addis Ababa, Ethiopia 2017

  1. 1. welcome
  2. 2. Announcements Blissful Experience 2 min Weekly Update Nicola 15 min Other Update Kevin 10 min Presentation Courtney 20 min Other Update Donna 10 min Presentation Phil 20 min Calling in? 202.330.4040 or Introductions Discussion: What do you know about crowdfunding? Why Online Fundraising? Break How to Fundraise Online? ➢ Setting SMART Goals + Activity ➢ Network Mapping + Activity ➢ Telling your story + Activity ➢ Activating donors Break Introduction to GlobalGiving How to join GlobalGiving + Activity Questions & Networking Agenda
  4. 4. Workshop Facilitators Ashlee Cox Program Fellow Hannah Lee Partner Services Fellow
  5. 5. A C T I V I T Y 1. What is your name? 2. Who is your organization? 3. What is your organization’s mission in 1 sentence? 4. What are your fundraising goals for 2017? Introductions
  6. 6. What has your experience been like? What do you know about crowdfunding? What do you want from online fundraising? Are you currently fundraising online?
  7. 7. Basics of Online Fundraising
  9. 9. “The power of crowdfunding isn’t in the funding, it’s in the crowd.” MARI KURAISHI
  10. 10. WHO IS THE CROWD?
  11. 11. Online fundraising and crowdfunding should be used in collaboration with your other fundraising tools. Another tool in your toolkit
  12. 12. 1. Access more money 2. Build relationships with your network locally + globally 3. Build trust and credibility 4. Expand your network of supporters 5. Share your impact! Goals: Offline or online are the same
  14. 14. Local Offline fundraising is limited to a geographic area, or the cost of have a global physical presence. OFFLINE Global ONLINE Going online opens networks up to a global scale quickly, cheaply, and efficiently.
  15. 15. HOW DO I START?
  16. 16. Set SMART goals and decide how online fundraising + crowdfunding best fits into your work. Strategize Pick a platform, check out your and their calendar, and get started. Plan Reach out to your networks, cultivate your relationships, create content, and develop stories. Network + Create Create a content calendar, send emails, thank your donors, and act on all the hard work you’ve done. Share + Act
  17. 17. 15 Minute Break
  18. 18. Set SMART goals and decide how online fundraising + crowdfunding best fits into your work. Strategize
  19. 19. Setting SMART Fundraising Goals
  21. 21. • Specific • Measurable • Action-Oriented • Realistic • Time-Bound SMART is an acronym:
  22. 22. “S” Your goal should be Specific
  23. 23. NOT SPECIFIC • Raise $10,000 • Have 100 donors • Increase “followers” to 35,000 SPECIFIC • Raise more funds • Engage more donors • Have more “followers”
  24. 24. “M” Your goal should be Measurable
  25. 25. NOT MEASURABLE • Increase subscribers by 50% • Raise $50,000 • Acquire 25 new recurring donors MEASURABLE • Have more email subscribers • Raise a part of our budget • Increase recurring donors
  26. 26. “A” Your goal should be Action-Oriented
  27. 27. NOT ACTION-ORIENTED • 3% of newsletter subscribers open our email • 35 Facebook followers share our fundraising campaign post • Accrue an NPS score of 25 for donor satisfaction ACTION-ORIENTED • Increase newsletter readership • Create a viral Facebook post • Make donors happy
  28. 28. “R” Your goal should be Realistic
  29. 29. NOT REALISTIC • Raise $10,000 • 44% of our subscribers open our emails • Get 25 new donors REALISTIC • Raise $10,000,000 • Have 100% of our subscribers open our emails • Get one new donor
  30. 30. “T” Your goal should be Time-Bound
  31. 31. NOT TIME-BOUND • Raise $15,000 by Dec 31 • Get 25 new donors during the Year-End Campaign • Acquire 600 new Facebook fans by end of Q3 TIME-BOUND • Raise $15,000 ASAP • Get 25 new donors • Get to 600 Facebook fans
  32. 32. SMART is… Specific Measurable Action-Oriented Realistic Time-Bound
  34. 34. SMART Goals • Provide focus, direction, and accountability • Allow for milestone checks and strategic pivots • Make for better calls-to-action to donors
  35. 35. A C T I V I T Y 1. Draft 2-3 SMART online fundraising goals 2. Share your goals with a partner; verify your goals meet the SMART guidelines. 3. What challenges did you have in creating your SMART goals? How do these differ from the goals you made in the Introduction Activity? Develop SMART goals.
  36. 36. Reach out to your networks, cultivate your relationships, create content, and develop stories. Network + Create
  37. 37. Network Mapping
  38. 38. “Get to know your network … …this is a critical component to running a successful campaign. Make long lists of your team’s network—include people that can make donations but also people who have access to larger networks.” CREAMOS GlobalGiving Accelerator Graduate
  40. 40. Who is giving to your organization? Note their patterns and why they give. Your best advocates and supporters are the ones that already exist. Who Supports You Now?
  41. 41. Family Friends Colleagues Neighbours Community Leaders Previous Donors
  42. 42. Do you have people you don’t know giving to your organization? Are there first-time donors? These individuals represent opportunities to grow your network, but first you need to engage them! Who Could Support You?
  43. 43. Don’t be afraid to think outside of the box!
  44. 44. Your network is bigger than you think! • Board members • Diaspora • Local Business owners • Leaders in the industry • Religious Institutions • Community Foundations • Alumni • Volunteers
  45. 45. A C T I V I T Y 1. Map your current network. 2. Map your potential network. 3. With a partner, brainstorm ideas to reach your potential network. 4. Share your learning with the group. Network Mapping
  46. 46. Creating your Content
  48. 48. Stories should contain a single, compelling character that is relatable to the audience and who is comfortable relaying specific details, memories and experiences. An Effective Character
  49. 49. Authenticity Stories should show—rather than tell—the audience about the character’s transformation, using rich details and featuring the character’s own voice, without jargon.
  50. 50. Stories should chronicle something that happens— an experience, a journey, a transformation, a discovery. Trajectory
  51. 51. Stories should convey emotions that move people to act, and marry these with clear, easy-to- find pathways to get them to those desired actions. Action-Oriented Emotions
  52. 52. A Hook Stories should capture the audience’s attention as quickly as possible, giving them a sense of whose story it is and what’s at stake.
  53. 53. A C T I V I T Y 1. Break into groups of two. 2. Have one partner tell a story about a constituent impacted by your organisation. (2 min) 3. Share feedback on what you found most compelling about the story, and what could have strengthened the story. (2 min) 4. Switch roles. What makes an effective story?
  54. 54. Create a content calendar, send emails, thank your donors, and act on all the hard work you’ve done. Share + Act
  56. 56. 43% Overall donor retention 64% Repeat donor retention 23% New donor retention
  57. 57. Be sure to thank your supporters—new and old —for their gifts. Thank you notes
  58. 58. Show your appreciation for all the things your supporters are doing to help your organization. Send them personal, prompt, and sincere thank you notes. Engage them! Always Thank Your Donors
  59. 59. …versus speed when they are being thanked by the organization to which they gave. Pay attention to what they gave to, if they’ve given before, and ask them why they give! 50% of donors prefer personalization …
  60. 60. Updates & Stories Remind donors who they gave to and why. Let them know the progress that’s been made. Don’t forget to include a call to action!
  61. 61. 56%of individuals who respond to a nonprofit call to action cite being motivated by compelling storytelling
  62. 62. Your emails, your social media, how you talk to a stranger, how to convey your work to a funder or board member. Your story shows and shares your organization’s impact. Stories can be used everywhere
  63. 63. A C T I V I T Y 15 Minute Break
  64. 64. Pick a platform, check out your and their calendar, and get started. Plan
  65. 65. About GlobalGiving
  66. 66. WHO WE ARE
  67. 67. GlobalGiving is the first and largest global crowdfunding community that connects nonprofits, donors, and companies in nearly every country around the world. We make it possible for local organizations to access the funding, tools, training, and support they need to become more effective and make our world a better place.
  68. 68. We’re here to connect nonprofits to ideas, information, + money!
  69. 69. Our Founders Mari Kuraishi + Dennis Whittle
  70. 70. Always Open Never Settle Committed to WOW Listen, Act, Learn. Repeat.
  71. 71. $250m Dollars donated through GlobalGiving 15 Years operating +570k Donors giving through GlobalGiving
  72. 72. +15k Projects funded on GlobalGiving 165 Countries 138 Corporate Partners
  74. 74. 15% The GlobalGiving Fee
  75. 75. We’re working to drive more funds to your project, making up for our fee and then some.
  76. 76. Last year GlobalGiving drove an additional $10 million to our partners!
  77. 77. 0% With this extra money, the typical GlobalGiving partner had a 0% net fee in 2015.
  78. 78. For every $15 that goes to the GlobalGiving fee, we drive, on average, an additional $20 to the nonprofit!
  80. 80. We’re here to support our nonprofit partners with everything from helping you navigate your account to developing an online fundraising strategy. One-on-one Support
  81. 81. GlobalGiving works hard to introduce new donors, new corporate partners, and new organizations to the community. New Networks
  82. 82. Thank you note tools, donation management, project report sends, and much more—GlobalGiving offers numerous ways to help you develop donor relationships. Donor Tools
  83. 83. GlobalGiving is here to do more than process your donations—we’re here to offer you access to ideas + information! Training + resources
  84. 84. To help our partners activate their networks we offer a calendar of campaigns every year with matching days, photo contests, and much more! Campaigns
  85. 85. With thousands of nonprofit partners, we’re working to build a community of collaboration and information sharing. Community
  86. 86. Tax benefits for UK & US donors Assured legitimacy Corporate Programmes Mobile-friendly website & giving GlobalGiving marketing Disaster Relief Campaigns
  88. 88. GlobalGiving works to stay up to date on disasters globally. DISASTER OCCURS GlobalGiving Response: Large disasters If the disaster hits critical mass in terms of damage, nonprofit response, corporate and/or and donor interest, we post a fund. FUND IS POSTED We start soliciting donations and promoting the Fund in the media GLOBALGIVING OUTREACH Within the first week of a disaster we work to get funds to the ground SEND MONEY
  89. 89. If a disaster occurs in your community, post a project, and let us know what’s happening; we’ll be able to direct interested parties to your project(s). We’re also here to support smaller or more locally focused disasters.
  90. 90. We know the days after a disaster are crucial to a community’s relief + recovery work. We want our partners to focus on helping their communities—we’re here to get you funds and visibility as quickly as possible. When a disaster occurs in your community, post a project and let us know what’s happening. We’re here to provide visibility + money
  91. 91. $2.2m Raised for disaster response in 2016
  92. 92. COMMUNITY. In the end, it’s the people behind our amazing partnerships that make GlobalGiving so powerful.
  93. 93. How to Join GlobalGiving
  95. 95. The Accelerator is a time-bound fundraising campaign that will lead an organization to become a full-time partner on GlobalGiving once they have raised $5,000 from 40 donors. It’s designed to support organizations to succeed in crowdfunding through one-on-one support, online trainings, and great tools! So what is the GlobalGiving Accelerator?
  96. 96. For the three weeks prior to the Accelerator, GlobalGiving provides online trainings sessions, calls, and email support to help you succeed. GlobalGiving support
  97. 97. Our Facebook community of Accelerator participants, GlobalGiving staff, and past graduates all work together to help you succeed. Community Support
  98. 98. Click “Join” on the GlobalGiving website and start your application. We’ll ask you for some organization documents. STEP 1: Submit your Application After your application has been approved by our vetting team, post a project telling your story. STEP 2: Post a Project Once accepted, you’ll join one of GlobalGiving’s Accelerator fundraising campaigns to raise $5,000 from 40 donors. Graduate and become a full time partner! You can do it! STEP 3: Participate in the Accelerator
  100. 100.
  101. 101. Program Materials Letter of Reference Certificate of Government Registration Founding Document Financial Documents Disbursement Information
  102. 102. POST A PROJECT
  103. 103. Create your project page
  105. 105. Training Crowdfunding Rewards
  106. 106. Sample Training Schedule Module 1 – SMART Goals Module 2 - Storytelling + Calendar Planning Module 3 - Network Mapping + Advocates Module 4 - Social Media + Email Marketing
  107. 107. After training, start crowdfunding!
  108. 108. $5,000+ Dollars 40+ Donors
  109. 109. We’ll provide matching funds and bonus prizes This will help motivate you and your donors!
  111. 111. You become a full-time community member on GlobalGiving!
  112. 112. Press release about your success Promotional Toolkit Featured in a GlobalGiving email campaign Featured on GlobalGiving social media Certificate of completion Access to GlobalGiving’s whole platform!
  113. 113. • Donor management + communication tools • Academies + trainings • Fundraising campaigns • Corporate partnerships • Reputation building and visibility Full Partner Benefits
  114. 114. The deadline for the next Accelerator is 3rd May 2017
  115. 115. A C T I V I T Y • What title would you use for your page? • What kind of photo would you use and why? • Use your SMART goal- what would your fundraising target be? • What would you include in your summary? Use your organisation’s mission • What Challenge are you trying to combat? Be Specific! • What are you doing to combat the problem? Use your SMART goals • What long-term impact are you trying to achieve? Design Your Project Page - Handout
  116. 116. Ready to Join GlobalGiving? Visit to get started.
  117. 117. Questions?
  118. 118. thank you
  119. 119. | 877.605.2314 |