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Online fundraising workshop Lilongwe 2016

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Online fundraising workshop Lilongwe 2016

  1. 1. welcome
  2. 2. Photo: The Nyaka AIDS Orphans Project GlobalGiving Online Fundraising Workshop
  3. 3. O B J E C T I V E Gain a greater understanding of online fundraising and how it can benefit your organization. And learn about GlobalGiving in the process!
  4. 4. Agenda Introductions +activity About GlobalGiving Online Fundraising Online Fundraising Process Creating a Strategy Setting Goals +activity +break Storytelling +activity Building Donor Relationships +activity +break Leveraging Social Media +activity +break Joining GlobalGiving Wrap-Up & Questions +activity
  5. 5. Introductions Me and You
  6. 6. Southern Africa Field Intern
  7. 7. 4 COUNTRIES 6,000 KILOMETERS 42 WORKSHOPS 10 FIELD PARTNERS
  8. 8. Route Zimbabwe Malawi Zambia Namibia
  9. 9. A C T I V I T Y 1.  Name 2.  Organization 3.  Your Role 4.  Your Biggest Challenge in 2016 Introductions
  10. 10. About GlobalGiving One donor, one project, one community at a time
  11. 11. Q U E S T I O N Raise your hand if you’ve heard of GlobalGiving
  12. 12. GlobalGiving is the first and largest global crowdfunding community for nonprofits. We make it possible for nonprofits anywhere in the world to access the tools, training, and support they need to make our world a better place.
  13. 13. Always Open Listen, Act, Learn. Repeat. Never Settle Committed to WOW! O U R V A L U E S
  14. 14. $212M dollars 14,000 projects 165 countries
  15. 15. GlobalGiving in Africa
  16. 16. Select Corporate Partners 90% of current partners received a portion of funding
  17. 17. Online Fundraising Manage, expand, and engage your network of donors
  18. 18. Q U E S T I O N Are you are currently using online fundraising? What has your experience been like?
  19. 19. M A R I K U R A I S H I C O - F O U N D E R & P R E S I D E N T G L O B A L G I V I N G “The power of crowdfunding isn’t in the funding, it’s in the crowd.”
  20. 20. What is Online Fundraising? An addition to the tools you already use Increase visibility Manage and grow your network Increase donor engagement Share ideas, tools, and resources
  21. 21. How Can Online Fundraising Help My Cause? Offline Organizations Audience and donors are limited by geographical location. Online Organizations Immediate access to a global audience, increased visibility, opportunity for growth.
  22. 22. Online or Offline, Goals are the Same •  Create relationships •  Build trust •  Deliver a message •  Give people a reason to donate •  Maintain relationships •  Continue to grow your valuable work!
  23. 23. Online fundraising grew 11.3% last year (US donors)
  24. 24. Online Fundraising Process Steps to take to begin
  25. 25. Create Strategy Set Goals Tell A Story STRATEGIZE Network Mapping Thank You Notes Updates Advocates BUILD RELATIONSHIPS Leverage Social Media SOCIALIZE
  26. 26. Create Strategy Set Goals Tell A Story STRATEGIZE Network Mapping Thank You Notes Updates Advocates BUILD RELATIONSHIPS Leverage Social Media SOCIALIZE
  27. 27. Creating a Strategy Plan ahead
  28. 28. PLAN! Online fundraising doesn’t happen automatically
  29. 29. Consider past accomplishments
  30. 30. Create a calendar with campaigns and promotions
  31. 31. Outline a communications plan
  32. 32. Identify accountable staff and/ or advocates
  33. 33. Set realistic goals
  34. 34. Setting Goals That are SMART
  35. 35. Q U E S T I O N Does your organization set and measure goals?
  36. 36. S pecific M A R T ime-Bound ealistic ction-Oriented easureable
  37. 37. “S” your goal should be Specific
  38. 38. •  Be better at fundraising •  Reach more people •  Become more popular •  Raise $10,000 •  Have 100 donors •  50% of donors = new donors NOT SPECIFIC SPECIFIC
  39. 39. “M” your goal should be Measurable
  40. 40. •  More donors for our project •  Raise a portion of our program budget •  Most donors = repeat donors •  Increase newsletter list by 50% •  Raise $50,000 •  Social media audience of 10,000 fans NOT MEASURABLE MEASURABLE
  41. 41. “A” your goal should be Actionable
  42. 42. •  Solve the issue of global poverty •  Make donors happy •  Have a trending Twitter hashtag •  50% of our newsletter subscribers open our emails •  Get 100 more Facebook fans •  Increase the occurrences of repeat donors by 25% NOT ACTIONABLE ACTIONABLE
  43. 43. “R” your goal should be Realistic
  44. 44. •  Raise $1,000,000 •  100% of people open emails and donate •  Get one new donor •  Raise $10,000 •  Increase donor database by 5% •  30% of our email subscribers open emails NOT REALISTIC REALISTIC
  45. 45. “T” your goal should be Time-bound
  46. 46. •  Get 20 more Facebook fans soon •  Get 25 new supporters for when we need them •  Raise $15,000 as quickly as possible •  Raise $5,000 in 30 days •  Increase donor database by 5% by the end of 2016 •  Improve email open rates by 10% over the next six months NOT TIME-BOUND TIME-BOUND
  47. 47. A C T I V I T Y 1.  Draft 2-3 SMART online fundraising goals for 2016 2.  Share with a partner to ensure that your goals are SMART 3.  What are the top challenges you foresee in achieving your SMART goals? SMART GOALS
  48. 48. Break
  49. 49. Storytelling The makings of a good story, and how to tell it
  50. 50. Why is Your Story Important? Having a clear and inspiring story about your organization and the work you do will help you engage your current supporters and gain new supporters
  51. 51. 1 The Issue 2 The Place 3 The People 4 The Idea 5 The Motivation Stories the Most Successful Campaigns Tell
  52. 52. The Issue What is the problem your project is trying to solve, and what are the effects of that problem on one person’s life? Describe that person’s life without your project.
  53. 53. MindLeaps “’When I visited that school, I felt like I was a normal child. I wasn't a street kid anymore.’ These are the words of Eric, a former street child who now attends Sonrise Boarding School in Rwanda.” E X A M P L E
  54. 54. The Place How is a problem or solution unique to a particular place or region in the world? Who are the people who might care about this person and place?
  55. 55. Earthwatch Institute “Over 40 years, poaching reduced Kenya's population of black rhinoceros from 20,000 to a mere 539. Earthwatch researchers and volunteers are bringing black rhinos back from the brink of extinction.” E X A M P L EE X A M P L E
  56. 56. The People How is a problem or a solution unique to an individual who lives within a particular cultural context? How can you motivate other people who might share that person’s identity or values?
  57. 57. Develop Africa, Inc. “This project provides a safe haven – an orphanage called the Dream Home – to help raise children who lost BOTH parents during the Ebola epidemic in Sierra Leone…” E X A M P L E
  58. 58. The Idea What is your unique perspective on how to solve the problem? Does your project revolutionize the way people usually deal with an issue? How has your solution impacted one person?
  59. 59. charity: water “charity: water is a nonprofit on a mission to bring clean, safe drinking water to every single person on the planet.” E X A M P L EE X A M P L E
  60. 60. The Motivation What is your backstory that is driving you to fundraise for this cause? How can you use your own story to connect with people in your network and invite them to join you?
  61. 61. The Kupona Foundation “Our vision? High quality maternal and newborn healthcare for all.” E X A M P L E
  62. 62. Use your story to fundraise. Highlight stories to engage your supporters.
  63. 63. Leverage Social Media to Share Stories Facebook Twitter Instagram Blog
  64. 64. A C T I V I T Y 1.  Identify your most successful story 2.  Write down the elements of your story 3.  Share it with the person next to you and critique each other’s stories Tell a Story
  65. 65. Create Strategy Set Goals Tell A Story STRATEGIZE Network Mapping Thank You Notes Updates Advocates BUILD RELATIONSHIPS Leverage Social Media SOCIALIZE
  66. 66. Building Donor Relationships Keep and engage your supporters
  67. 67. Who Supports You Now? Who is giving to your organization? Pay attention to their patterns and why they give. Your best advocates and supporters are the ones that already exist.
  68. 68. Who Could Support You? Do you have people you don’t know giving to your organization? Are there first time donors? These individuals offer an opportunity to grow your network, but first you need to engage them!
  69. 69. 43% Overall Donor Retention 64% Repeat Donor Retention 23% New Donor Retention
  70. 70. How to Build Relationships: 3 Ways Thank You Notes Updates Create Advocates Be sure to thank your supporters – new and old – for the gifts they give. Remind donors who they gave to and why by letting them know the progress that’s been made. Make your best supporters part of your team by asking them to help you in your fundraising efforts.
  71. 71. How to Build Relationships: Thank You Notes Thank You Notes Updates Create Advocates Be sure to thank your supporters – new and old – for the gifts they give. Remind donors who they gave to and why by letting them know the progress that’s been made. Make your best supporters part of your team by asking them to help you in your fundraising efforts.
  72. 72. Why do donors stop giving? Because they don’t feel appreciated. Always remember to thank your donors.
  73. 73. Always Thank Your Donors. Show your appreciate for all the things your supporters are doing to help your organization by sending them personal, prompt, and sincere thank you notes. Engage them!
  74. 74. 50% of donors prefer personalization… Versus speed when they are being thanked by the organizations they give to. Pay attention to what they gave to, if they’ve given before, and ask them why they give!
  75. 75. How to Build Relationships: Updates Thank You Notes Updates Create Advocates Be sure to thank your supporters – new and old – for the gifts they give. Remind donors who they gave to and why by letting them know the progress that’s been made. Make your best supporters part of your team by asking them to help you in your fundraising efforts.
  76. 76. Another main reason donors stop giving is because they forget who they gave to!
  77. 77. Keep Them Updated. Remind your donors of the impact they’ve been able to help your organization create with great stories. This can inspire them to give again, making new donors repeat donors!
  78. 78. Email your donors. Keep your updates to your donors engaging, simple, clear, and on topic. Upgrade your updates with great photos and video.
  79. 79. GlobalGiving requires partners to update their donors every 3 months – that’s only 4 times a year! For maximum impact, we recommend monthly.
  80. 80. How to Build Relationships: Advocates Thank You Notes Updates Create Advocates Be sure to thank your supporters – new and old – for the gifts they give. Remind donors who they gave to and why by letting them know the progress that’s been made. Make your best supporters part of your team by asking them to help you in your fundraising efforts.
  81. 81. Create Fundraising Advocates. For your supporters that are passionate about your cause, make them part of your fundraising team! Create tools to help them reach out to their networks, thus growing your network.
  82. 82. 1 Do they care about your organization and cause? 2 Can they serve as brand ambassadors? 3 Are they able to communicate your story well? 4 Do they have a large network? 5 Are you comfortable reaching out to them? Identifying your Advocates
  83. 83. Once you have identified your fundraising advocates, help them with tools, content, templates, calendars and support.
  84. 84. Advocate Materials Templates Supply email, Facebook, Twitter, and other templates. Content Calendars Work with them to create an outreach calendar and plan. Make sure they have the best images, text, logos, and videos.
  85. 85. A C T I V I T Y 1. Map your current network 2. Map your potential network 3. Brainstorm ideas to reach your potential network Network Mapping
  86. 86. Break
  87. 87. Create Strategy Set Goals Tell A Story STRATEGIZE Network Mapping Thank You Notes Updates Advocates BUILD RELATIONSHIPS Leverage Social Media SOCIALIZE
  88. 88. Leverage Social Media Amplify your efforts
  89. 89. Q U E S T I O N Raise your hand if you use social media regularly. Keep your hand up if you use it for your business.
  90. 90. Post updates, stories, links, etc. along with fundraising content
  91. 91. 1 Photos 2 Videos 3 Third party news about your cause 4 Events and milestones 5 Facts, infographics, and quotes Types of Content
  92. 92. Social media is about building a community of advocates Set realistic expectations for fundraising Do not spam followers Keep in Mind:
  93. 93. Facebook Twitter Instagram Blog Build or join a community Start or join a conversation Share a visual story Share stories and updates
  94. 94. 1 Find out what your audience likes and stick to it 2 Make your donors feel special 3 Tell real, impactful stories
  95. 95. 4 Be relatable 5 Use deadlines and targets 6 Connect campaigns with events
  96. 96. F A C E B O O K
  97. 97. Set a Strategy Content Creation Implementation Results •  Quality over quantity •  A picture tells a thousand words •  Don’t strictly ask for donations •  What is the best time to post? •  How often should you post? •  What is the call to action? •  Use Facebook insights •  Listen, Act, Learn. Repeat.
  98. 98. Goals for Content Appreciation Advocacy Appeals •  Recognize donors, volunteers, supporters •  Use specific “cause awareness” days and holidays for appreciation •  Engage and share content with others •  Show a peak into the world of your organization •  Share news and updates •  Ask for donations from your supporters •  Ensure it’s an actionable ask
  99. 99. T W I T T E R
  100. 100. Who, What, When Who to Target and Follow What to Post When to Post •  Key influencers for your cause •  Supporters & donors •  News outlets •  Friends of your cause & mission •  Shout outs to supporters •  Stories and successes •  News about your cause •  Retweet relevant info •  5-8x daily •  Schedule “evergreen” tweets •  Do not spam followers
  101. 101. Plan ahead
  102. 102. Sample Calendar Sunday Monday Tuesday Wednesday Thursday Friday Saturday Campaign Starts: Send Email #1 Facebook + Twitter Post Facebook + Twitter Post Facebook + Twitter Post Send Email #2 Facebook + Twitter Post Fundraising Event Facebook + Twitter Post Send Email #3 Facebook + Twitter Post Donor Phone Calls Facebook + Twitter Post Facebook + Twitter Post Send Email #4 Facebook + Twitter Post Campaign Ends: Send Email #5
  103. 103. A C T I V I T Y 1.  Write down 3-5 ideas for future Facebook posts 2.  Can you modify these ideas to post on Twitter? If not, come up with new ideas specifically for Twitter 3.  Who can you follow? How can you build your community? Social Media
  104. 104. Break
  105. 105. Join GlobalGiving We’d love to have you!
  106. 106. W H Y G L O B A L G I V I N G
  107. 107. International organizations can use GlobalGiving to bring US and UK tax benefits to their donors.
  108. 108. Our partners enjoy access to a wide variety of fundraising tools.
  109. 109. We provide training and support to help you succeed!
  110. 110. GlobalGiving works tirelessly to bring new donors and funding opportunities to our partners.
  111. 111. 113 GlobalGiving is not engaging your donors – you are! Remember…
  112. 112. The GlobalGiving 15% Fee
  113. 113. In 2015, 50% of donors choose to cover the GlobalGiving fee at checkout.
  114. 114. GlobalGiving Programs & Services One-on-one consultation Customer service Academies Tools & training blog Matching campaigns Corporate partnerships Site visits
  115. 115. 1) Apply online through GlobalGiving.org/apply 2) Get approved by GlobalGiving staff (~30 days) 3) Post ONE project through the site 4) Once the project is approved, raise money! 5) Reach $5,000 from 40 donors to become a “Partner”
  116. 116. •  Training + support •  Customer service •  Campaigns + bonus prizes •  Access to the website •  Recurring donations •  Donations in honor of •  Donation manager + thank you feature •  Post reports to donors •  Donor tools: fundraiser pages, registries Emerging Partner •  Added to GlobalGiving’s search function •  Eligible for current partner only campaigns + contests •  Able to advance to Leader & Superstar through GG Rewards program •  Additional training + fundraising tools
  117. 117. Wrap Up & Questions Thanks for coming!
  118. 118. Takeaways Create a Strategy Plan ahead Set Goals That are SMART Tell Your Story The makings of a good story, and how to tell it Build Donor Relationships Keep and engage your supporters Leverage Social Media Amplify your efforts Join GlobalGiving! We’d love to have you!
  119. 119. Q U E S T I O N Share one thing you’ve learned today
  120. 120. A C T I V I T Y 1.  Review the outputs of today’s activities 2.  Plan your next steps for when you leave today’s workshop – keep the momentum going! Bring it All Together
  121. 121. thank you
  122. 122. GlobalGiving.org | 877.605.2314 | projecthelp@globalgiving.org

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