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GlobalGiving Workshop Presentation_Eastern Europe

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Online Fundraising Workshop
Kelly Zug
2015
Agenda
Introductions

Online Fundraising 

What is it? Why is it important? How do we do it most effectively?

Network Building and Engagement

What attracts a donor? How do you maximize your impact and donor networks?

GlobalGiving – How to Join 

Where do I go from here?
What is GlobalGiving?
Introductions!
Would your current donors and community describe your organization the same way?
4
Who are
you? 
What do
you do?
Why is it
important?
What is
your core
mission?
Imagine if you had to explain your organization to a potential funder in
a clear and concise way.
An online fundraising platform that helps
connect charitable organizations (like YOURS) around
the world to a large network of individual and
corporate donors to raise awareness and funds to
support their impact in their communities.
www.globalgiving.org
6

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GlobalGiving Workshop Presentation_Eastern Europe

  • 2. Agenda Introductions Online Fundraising What is it? Why is it important? How do we do it most effectively? Network Building and Engagement What attracts a donor? How do you maximize your impact and donor networks? GlobalGiving – How to Join Where do I go from here?
  • 4. Introductions! Would your current donors and community describe your organization the same way? 4 Who are you? What do you do? Why is it important? What is your core mission? Imagine if you had to explain your organization to a potential funder in a clear and concise way.
  • 5. An online fundraising platform that helps connect charitable organizations (like YOURS) around the world to a large network of individual and corporate donors to raise awareness and funds to support their impact in their communities.
  • 7. 400,000+ Individual and Corporate Donors $160+ Million Since 2002… Have  given….   To…   11,000+ projects with organizations like YOURS Through…  
  • 9. Project Locations •  Countries  receiving  dona5ons  so  far  in  2013:  129!  
  • 10. 10
  • 12. Corporate Partners Gift Cards & Employee Giving Ÿ Cause-Marketing Ÿ International Vetting Disaster Relief Ÿ Facilitation of Grants
  • 14. What does GlobalGiving do? 14 •  Provides access and visibility of your organization and its projects to potential donors around the world For all sizes of organizations and all charitable areas of society •  Provides your organization with resources and tools Tools and training blog & Feedback and donor management tools Frequent webinars & Strategizing help for fundraising and campaigns 1-on-1 consultations & Network of funds, ideas, information, & tools Outreach for driving awareness and donors to our platform Multiple bonus days during the year •  Transparent, reliable, easy-to-use website
  • 15. 15   GlobalGiving Sustainability 15 % Fee 2% Administration Fees Keeps GlobalGiving sustainable as a nonprofit to provide for you Reliable connection with worldwide donors and corporate partners 3% Credit Card Fees Covers standard credit card fees from donors’ cards U.S. tax deductions for donations 10% Resources and Access that Directly Benefit your Organization Access to 400,000+ donors and 60+ Corporations Donor Management Tools and Analysis Free trainings, tools, and campaign strategizing Free one-on-one consultations – call us anytime! Calendar of Organization Campaigns & Matching Days Gift Cards, Reoccurring Donations, and Tribute Giving Rewards and benefits for being active Continuous Innovation
  • 17. 17   2% Administration Fees Keeps GlobalGiving sustainable as a NGO to provide for you Reliable connection with world wide donors and corporate partners 3% Credit Card Fees Covers standard credit card fees from donors’ cards U.S. tax deductions for donations The majority of our donors cover at least a portion of the fee as they complete their donation. Averages to 9% Fee   10% Resources and Access for Your Organization Access to 400,000+ donors and 60+ Corporations Donor Management Tools and Analysis Free trainings, tools, and campaign strategizing Free one-on-one consultations – call us anytime! Calendar of Organization Campaigns & Matching Days Gift Cards, Reoccurring Donations, and Tribute Giving Rewards and benefits for being active Continuous Innovation
  • 18. Online Fundraising Success Your Organization STRATEGIZE: IDENTIFY AND PLAN RECOGNIZE: THANK AND IMPROVE OUTREACH: EXERCISE AND PROMOTE ENGAGE AND EXPAND NETWORK
  • 20. What is Online Fundraising?   One additional tool to the fundraising strategies you already use   Manage and grow your network of support   Increase donor engagement & trust   Boost funds for your meaningful impact   Share ideas, tools, and resources to make worldwide charitable organizations more effective! 20
  • 21. Online Giving is Increasing! $190 Million donated online to 100,000 charities in 2013! 21 Source: Network for Good  
  • 22. Difference between Offline and Online Goals are still the same:   Creating and maintaining relationships   Building trust   Delivering a message   Giving people a reason to give   Continuing to increase and share your impact!
  • 24. Online Fundraising Success Your Organization STRATEGIZE: IDENTIFY AND PLAN RECOGNIZE: THANK AND IMPROVE OUTREACH: EXERCISE AND PROMOTE ENGAGE AND EXPAND NETWORK
  • 25. What to Consider BEFORE Strategizing: 25   Past accomplishments   Capabilities & background of staff   Level of awareness and trust within your community   A strong sense of your organization’s identity, purpose, & action plan   Evaluation of your present and potential network
  • 26. Developing Your Strategy   PLAN! Online Fundraising doesn’t just happen.   Set realistic goals and quarterly benchmarks   Create an annual calendar with promotions & campaigns   Create a communications plan   Identify accountable staff and advocates
  • 27. Setting SMART Campaign Goals Set realistic goals •  Get 50 additional Facebook likes by a certain date •  Get 3 additional donors by next month •  Send out a monthly newsletter •  Create 2 Facebook posts a week Importance of campaigns •  Creates a sense of urgency •  Focused on awareness, new ideas, impact, & funding •  Helps prevent donor fatigue 27
  • 28. Create a sense of urgency The last 3 months of the year accounted for more than 1/3 of 2013’s overall giving! Online giving in December is more than 18.8% of total year’s giving. 28
  • 29. 29
  • 30. How to present your story online? 30 The motivation  The people   The idea   The problem   The place  
  • 31. Telling your story… 31   Brevity is key. Put the important things FIRST!   Make it about the cause   Make it so your audience can identify with it Evoke empathy, not sympathy   Use powerful and hopeful visual imagery A picture is worth a thousand words!   Be specific on how a donation will make an impact
  • 32. What are your tools?   Photos   Videos   Personal anecdotes   Beneficiary stories   Statistics
  • 33. Compelling Project Page Specific, action – oriented Description Easy to understand, jargon-free, project specific Close-up, High-resolution photo Tangible, realistic, varied goals
  • 34. Online Fundraising Success Your Organization STRATEGIZE: IDENTIFY AND PLAN RECOGNIZE: THANK AND IMPROVE OUTREACH: EXERCISE AND PROMOTE ENGAGE AND EXPAND NETWORK
  • 35. Working for Engagement Awareness Engagement Donation
  • 36. Working for Engagement Awareness Engagement Donation OUTREACH   RESEARCH     KNOWLEDGE   ACCOUNTABILITY   BRAND         TRUST  
  • 37. Expanding your Network   Identifying your network & its potential   Create a communications plan   Find accountable staff members and “play to each of their strengths”   Identify advocates to help you spread the word!
  • 39. If you needed to get an urgent message out, how many people could you reach? How? Draw your network map. Group Discussion
  • 41. Did you think of these people?   Family and current friends   Past colleagues and jobs   University peers and professors   Neighbors   Committee members   Church members   Interest group members   Friends of friends   Childhood friends and teachers 41
  • 42.   Close relationship to you or the organization   Influential person   Ability to reach into new networks   Willingness to spread the word   Time commitment 42 How do you choose an advocate?
  • 44. Online Fundraising Success Your Organization STRATEGIZE: IDENTIFY AND PLAN RECOGNIZE: THANK AND IMPROVE OUTREACH: EXERCISE AND PROMOTE ENGAGE AND EXPAND NETWORK
  • 45. Working for Engagement Awareness Engagement Donation
  • 46. Working for Engagement Awareness Engagement Donation Time  Commitment   Social  Media   Local  Events   Pictures  &  Videos   Emails  &  Blog  Posts   Thank  You  Notes   Show!  Don’t  just  tell.     Giving  credit  to  all   Planning  the  ASK  
  • 47. Effective Outreach   Know your audiences   Personalize and tailor communication & emails   Sort lists of donors by demographics, interest level, region, past donations or reasons for giving   Do not spam. Always include an opt out link in every email   Make donors feel like a crucial part of your organization and an integral part of its success   Give donors a clear idea of what money is being used for 47
  • 48. No Shortcuts to Donor Loyalty & Engagement   Organizations are not entitled to donor loyalty and trust, they must initially earn it and maintain it   Focus on building long lasting relationships   Ask donors questions, keep them connected & informed   Listen to beneficiaries, donors, and all players involved 48
  • 49. Online tools facilitate engagement! Email à Newsletters, Updates Email is still the largest drive of online giving at 33% Facebook à Create a community Twitter à Create a conversation Blogs à Update and engage Share your successes and setbacks with donors
  • 50. Keep Up with Your Donors 50 Project Reports Holiday Campaigns Bonus Days Photo & Video Competitions
  • 51. Ideas to Engage Community Donors   Trivia and Karaoke Nights   Walk for Awareness Cause   Seasonal or themed event   Public Message Boards   Eat for a Cause, Bake Sale   Research and learn about what other organizations are doing to earn trust 51
  • 52. Online  Methods  of  Engagement   •  Video  &  Photos   •  Interviewing  beneficiaries   •  Start  online  tradi5ons   •  Join  the  conversa5on  around  the  cause   •  Collaborate  with  similar  organiza5ons   •  Online  fundraising  campaigns   •  Promo5on  of  events   •  Story  telling      
  • 53. Working for Engagement Awareness Engagement Donation Timing  the  ASK   Avoiding  Donor  FaOgue  
  • 54. Online Fundraising Success Your Organization STRATEGIZE: IDENTIFY AND PLAN RECOGNIZE: THANK AND IMPROVE OUTREACH: EXERCISE AND PROMOTE ENGAGE AND EXPAND NETWORK
  • 55. Donor Appreciation   46% of donors stop giving because they feel like their donations are not recognized or appreciated!   Send thank you notes as soon as possible and personalize them   Share photos and beneficiary stories in project reports   Make it an achievement for everyone involved, not just for your organization!
  • 57. 57
  • 59. Activity: Let’s create a strategy… 1.  Raise $5000 from 40 donors in 1 month online 2.  Map out communication plan to announce the campaign and your month’s strategy 3.  Include when to use Twitter, Facebook, Email, and any other resource you plan to use 4.  Think about things you could do to build awareness in your community too 5.  Remember to send thank you notes to donors!
  • 60. Raise $5,000 in one month from (at least) 40 donors BEFORE -  Drive awareness -  Community events -  Outreach -  Social Media engagement -  Sense of urgency 60 DURING - Get committed/closest contacts to donate early - The timing of the ASK - Create sense of urgency - Spread the message AFTER - Thank you notes - Follow up with progress
  • 62. How to Join GlobalGiving
  • 63. How to Join GlobalGiving Submit Application Due Diligence Processing Post a Project! Pass through the Open Challenge!
  • 64. How to Join GlobalGiving Submit Application Due Diligence Processing Post a Project! Pass through the Open Challenge!
  • 66. How to Join GlobalGiving Submit Application Due Diligence Processing Post a Project! Pass through the Open Challenge!
  • 67. Documents to Complete an Application   Certification of Government Registration   Letter of Reference   Program Materials   Founding Document (with dissolution clause)   Disbursement Information   Financial Documents (2 years of financial statements and a current year budget)   Names of senior staff and board members GlobalGiving’s Terms and Conditions We accept Google Translate as an acceptable English translation of these forms. Please send questions to applications@globalgiving.org
  • 68. How to Join GlobalGiving Submit Application Due Diligence Processing Pass through the Open Challenge! Post a Project!
  • 70. How to Join GlobalGiving Submit Application Due Diligence Processing Post a Project! Pass through the Open Challenge!
  • 71. Succeed in an Open Challenge   Test your online fundraising skills! Succeed and become a permanent partner with GlobalGiving!   Open Challenges occur multiple times a year! Requirements: Raise $5,000 (minimum) dollars from at least 40 unique donors Duration: 1 month Next Open Challenge: June, 2015 Last day to Register: April 24, 2015 At least one matching day during the 1 month period.   Email questions to challengehelp@globalgiving.org "
  • 72. 72
  • 73. Questions?   Email further questions to inthefield@globalgiving.org   Free 1-on-1 Consultation with a GlobalGiving staff member 73