GlobalGiving - Running a Campaign


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Not sure how to maximize your organization's experience and resources in an online fundraising campaign or Challenge? Here's an outline of how to get started. Some emphasis on GlobalGiving's upcoming Bonus Day in July 2010.

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GlobalGiving - Running a Campaign

  1. 1. How to Run a Fundraising Campaign
  2. 2. How to Run a Fundraising Campaign <ul><li>Setting Goals </li></ul><ul><li>Planning for Deadlines </li></ul><ul><li>Communications </li></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Offline </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><li>During a Campaign </li></ul><ul><li>Changing Strategy </li></ul><ul><li>Homework </li></ul>
  3. 3. Setting Goals <ul><li>What are the rules and purpose of the campaign? </li></ul><ul><li>What is the top prize? </li></ul><ul><li>What is realistic for my organization? </li></ul><ul><li>How could we push ourselves to grow? </li></ul><ul><li>What is the cost/benefit analysis of this campaign? </li></ul><ul><li>Who is the point person in the organization for this campaign? </li></ul><ul><li>Does everyone involved understand the ultimate goal? </li></ul>
  4. 4. Planning for Deadlines <ul><li>What are the deadlines? </li></ul><ul><li>What does our organization’s calendar look like in that time period? </li></ul><ul><li>What internal support will be available? </li></ul><ul><li>What external support will be available? </li></ul><ul><li>How can we break this down into smaller increments? </li></ul><ul><li>Is there a difference between deadlines for personal milestones and campaigns goals? </li></ul>
  5. 5. Communications <ul><li>76% of online givers are motivated by family and friends </li></ul>You Your family and friends
  6. 6. Word of Mouth <ul><li>76% of online givers are motivated by family and friends </li></ul>Hey guys, did I tell you about this awesome opportunity for my organization? All I need you to do is _______
  7. 7. Word of Mouth <ul><li>76% of online givers are motivated by family and friends </li></ul>Ready? Go! Ok! Done! Of course! Um… Motivated by something else…
  8. 8. Imagine if…. Hey guys… I have a friend… Do you have a minute? Can I ask a favor?
  9. 9. Identify Your Network <ul><li>Donors </li></ul><ul><li>Friends </li></ul><ul><li>Family </li></ul><ul><li>Board Members </li></ul><ul><li>Personal network </li></ul><ul><li>Coworkers </li></ul><ul><li>Staff </li></ul><ul><li>Fans </li></ul>
  10. 10. How do you reach them? <ul><li>Find out where they are already </li></ul><ul><li>Email </li></ul><ul><li>In person </li></ul><ul><li>Social Media </li></ul>
  11. 11. Email <ul><li>Tell them what you want them to do. </li></ul><ul><li>Give them the link to so they know where to do it. </li></ul><ul><li>Remind them about the deadline so they know when to do it. </li></ul><ul><li>Explain why this is important to your organization. </li></ul><ul><ul><li>Impact </li></ul></ul><ul><ul><li>Beneficiary story </li></ul></ul><ul><li>Ask them to spread the word to their friends so they know who can help you. </li></ul><ul><li>Include the link more than once – make it really obvious. </li></ul><ul><li>Length should correspond to relevant information. </li></ul>
  12. 12. In Person <ul><li>Announce your event appropriately before the day. </li></ul><ul><li>Use a public invitation service (Facebook, evite, pingg) so others can see who is attending. </li></ul><ul><li>Have enough staff/volunteers to mingle with the guests and talk about the campaign. </li></ul><ul><li>Be clear about how attendees can help. </li></ul><ul><li>Have resources available so they can act immediately. </li></ul><ul><li>Make sure each guest goes home knowing your who you are, what you want them to do and when the deadline is. </li></ul>
  13. 13. Social Media <ul><li>Share links – make it easy for people to help. </li></ul><ul><li>Show love – thank people who spread the word. </li></ul><ul><li>Provide context – include a personal note or comment with links and asks. </li></ul><ul><li>Ask nicely – it’s ok to ask people to help you. </li></ul><ul><li>Involve others – after people act, ask them to ask their friends. </li></ul><ul><li>Prepare content – have prewritten emails, note cards or soundbites ready for people to use. </li></ul><ul><li>Go viral – ask other people share your link on their social networks, blogs or websites. </li></ul>
  14. 14. Suggested Communications Plan <ul><li>-24 hours: Remind/tell your network about the campaign. Tell them what they need to do. </li></ul><ul><li>Day 1: Create momentum, make sure you’re talking about it on social networks and energizing your personal networks. </li></ul><ul><li>End of week 1: Let your supporters know about your progress and accomplishments and how they can still help you. Continue with social and personal networks. Encourage the natural competition. Repeat for longer campaigns. </li></ul><ul><li>1-3 days before the end : Create a sense of urgency. Remind supporters about the deadline and how close you are to your goals. Tell them how they can still help. </li></ul><ul><li>Last Day: Go strong on social networks to get that last boost. Emphasize the sense of urgency and sense of competition. People rally behind an opportunity to be part of a winning effort. </li></ul><ul><li>+24 hours Thank everyone who helped you and let them know the results of their efforts. </li></ul>
  15. 15. Give people the resources to help <ul><li>Prewritten email: Include a short paragraph of information for your supporters to forward to their networks. This should include your organization name, the link to vote, the deadline and what’s at stake. </li></ul><ul><li>Prewritten Facebook status: Your organization might not be on Facebook, but individuals are! Give them 1-2 sentences to include when they post the voting link on Facebook. Make sure to include your organization name. </li></ul><ul><li>Email signatures: Ask your colleagues and supporters to include a link to the voting site in their email signature. This is a low-impact way to promote your organization, but with high-volume results. </li></ul>
  16. 16. Changing Your Plan <ul><li>Give your organization enough time to succeed. </li></ul><ul><li>If it seems unrealisitc, change your plans internally. </li></ul><ul><li>Decide what is realistic in the time left. </li></ul><ul><li>Know what you need to accomplish this. </li></ul><ul><li>Identify how you need to change your current efforts. </li></ul><ul><li>Don’t have regrets! </li></ul><ul><li>After the campaign, debrief on what went wrong and how things can be improved. </li></ul>
  17. 17. Bonus Day: June 16 <ul><li>Bonus Day is 12:00 a.m. EDT (GMT-4) – 11:59 p.m. EDT (GMT-4) on June 16. (24 hours) What time is this where I live? </li></ul><ul><li>Only donations made on are eligible. Not checks. Not donations on </li></ul><ul><li>Donations are matched at 50% up to $1,000 per person, per project. </li></ul><ul><li>Project reports are sent the day after they are approved. To have a Project Report sent in time for June 16, please submit your report by June 14 . </li></ul>
  18. 18. Homework <ul><li>3 Reasons the Future of Your Nonprofit Depends on Social Media: </li></ul><ul><li>Twitter for Nonprofits and Fundraising: </li></ul><ul><li>Is the future of philanthropy all online? (mentions GlobalGiving!): </li></ul><ul><li>8 Tips for a Successful Social Media Cause Campaign: </li></ul><ul><li>Will You Marry Me? What Not-For-Profits get Wrong on the Web: </li></ul><ul><li>The happy saga of Mr. Splashy Pants: </li></ul>