Washington dc workshop_jan12

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GlobalGiving hosted an online fundraising workshop in Washington DC for more than 75 great nonprofits on January 12, 2012. The attached slides comprise presentations by the three speakers - Alison Carlman, Marc Maxson and Manmeet Mehta.

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  • What is GlobalGiving?A website that helps organizations raise money to help their communities.We offer organizations a unique set of online tools, strategic support, and the opportunity to connect with our vast network of individual donors and corporate sponsors.
  • Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
  • Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
  • Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
  • Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
  • Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
  • Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
  • Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
  • Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
  • Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
  • Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
  • Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
  • Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
  • Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
  • 1 Personalize. 
Use a personal voice—think of your audience as “friends, fans and followers”
2 Amplify. 
Use open-source technology to amplify your voice across several platforms at once…and to crowd-source money, data, opinion
3 Socialize. 
Understand the significance of Dunbar’s number (150) as you mobilize small communities that share your values and are committed to your cause
4 Chop it down. 
Create relevant, bite-sized messages that support big concepts
5 Let it flow. 
Use the notion of the status update (in whatever form) to foster ambient intimacy and a continuous flow of real-time information
6 Allow for emotion. 
Use traditional, “start/end” narratives to punctuate your delivery with emotion and meaning
7 Add depth. 
And use “here/there” structures—open vaults of information—to add depth and substance to your story
And if all else fails: simplify. Because we don’t need more complexity.
  • Figure out the best medium to communicate with your audience
  • Good rule of thumb: Think of social media as a cocktail party (or a fundraising dinner): you’re in a room full of people, some you know, some you don’t. But you wouldn’t walk into the party and start asking people point blank to write you checks. First you’d figure out who you’re talking to, find the right opportunity to jump in and introduce yourself, and you’d then tell your story before you asked for any favors.
  • Manmeet has covered network mapping, so that’s a huge start in identifying your audience. So we’ll move on to the next step: choosing the medium. - How many of you are on XYZ personally? How many of you are using XYZ for fundraising?- Pick one and do it wellWhere are you and your staff/volunteers already active? Blending of personal and professional We’re going to talk about Facebook today. Most of you at least use Facebook personally, so I’m not going to walk you through the steps of setting up a page. We do have resources on our site to help you do that, but I’m going to focus on what you do AFTER you’ve set up your page, and invited your personal friends to “like” or become fans of the page.
  • If you’re going to motivate a community to do what you want, you need to have a strong sense of what exactly it is that you want. The first step is to write out goals for your social media presence. (We as communicators owe it to the people we serve to have a plan and strategy!)
  • These core points are relevant on a meta (big picture) scale – you should be able to answer these questions with any of your messaging, but also on a micro, per-post level, you should be addressing these key points
  • I realize that none of that was the sexy stuff, that you’re ready to move on to tangible ideas and not the basics, but a LARGE number of the people who engage with us on Facebook never get to this point, so I’m driving it home. You need to have a plan!
  • Awareness is the first step, but it’s only going to happen if you are organized and clear in your messaging. But awareness will only get us so far.
  • Since the title of this presentation is “Getting the Most out of Facebook for Online Fundraising” I think you’ll want me to go straight to talk about messaging for getting donations. But I’m not going to. First, I want to get you to engagement. What we want to help you do is learn how to engage them (and why it’s important to) in order GROW YOUR FAN BASE and also BRIDGE the gap from engaged fans to donors.
  • Can’t just focus on “awareness” and bark at the window all the time. Need to listen to what people are saying and join in.
  • TimelineSort by most recent or most highlighted.(many pages are seeing less interactions than before)
  • Why is two-way engagement so important? Because it’s the only way that your message will be heard by your followers, and one of the only ways that you can grow your network from within Facebook.
  • I could have done my entire presentation on what makes engaging content, but Facebook did a great job of that, and includes some great examples.
  • Washington dc workshop_jan12

    1. 1. Online fundraising workshopWashington DC|| January 12, 2012 GlobalGiving Foundation
    2. 2. Agenda
    3. 3. GlobalGiving by the Numbers• Overall donations made through GG to date: $80.6 mn• Overall donations made through GG in 2011: $30.1 mn• Number of donors to date: 237,246• Projects receiving funding: 5,014• Number of visitors who visit GG.org each week: 30-40K• Average donation amount per org: ~$9,000/year (Median: $2,400)• Countries disbursed to: 120 countries• Top Donor Countries: USA, Canada, UK, Australia, India, Singapore• Percentage of donors who ‘add on’: 50%• Average donation size: $78 (Median: $25)
    4. 4. • International donations • Corporate partnerships • Matching grants • Marketing campaignsGlobalGiving • Donor Management Value • New DonorsProposition • Fundraising and capacity building training • Credibility/Recognition • UK and US Charitable Status
    5. 5. Business Partnerships• Amount raised in 2011: $7.5million +• Corporate partners in 2011: 65• Corporate partners: Eli Lilly, Hilton, Sabre, Nike, Capital One, Moodys, Google, Western Union , Cummins, and dozens more• Donation volume in 2010 through corporate partners: ~$5.2 million• Amount given by Nike’s employees: ~$1 million in 2010 1/12/2012 9
    6. 6. Other value for non-profit partners
    7. 7. Building Fundraising Capacity• Monthly trainings• One on one consultations• Connecting with highly-skilled volunteers• Blog: http://tools.blog.globalgiving.org/ Come here for: – External opportunities – Summaries and slides from past trainings – Details on matching campaigns and other – opportunities – General online fundraising tips
    8. 8. Transforming relationships• You can access your donor information in real time by logging on to the Project Entry site on GlobalGiving.org• This site also allows you to download all of your past donation information• Please note this provides gross donation information (not counting fees or add ons)• You can send thank you notes directly through the GlobalGiving site.
    9. 9. Fundraising strategies% applying for grants?% getting grants?% have gotten funding for at 3 consecutiveyears?Can you (y’all) commit 5 hours a weekhelping your org reach donors throughsocial media?
    10. 10. What have you tried?Get in groups and list what social media fundraising approaches you have tried? (3min) Yes, but it Yes we wasn’t my rocked it! bag.
    11. 11. Circles of influencethe real world online
    12. 12. Spend time with your closest friends, andtrust them to connect with their friends for you. 5-10 people
    13. 13. 5 core staffAbout 1600 people involved to get >50 donations in 1 month
    14. 14. You will build relationships and inspire people to become your advocatesSource: “What’s next in media: by Neil Perkin
    15. 15. Your supporters will author their own messages some success greater potential
    16. 16. Y’all are part of something biggerObama 2008 35,000 volunteer groups 2,000 Held 200,000 Events meetings 2,000 official 442,000 Videos videos
    17. 17. Video Networking IM photo-share gamesBlogs Creators podcast twitter dating
    18. 18. Practical tool: Inmaps See what your own network looks like.Delivery trucksNeuroscientistsTech4goodMad writers
    19. 19. Groupworksheet time (20 mins)
    20. 20. Example of wow http://vimeo.com/24715531
    21. 21. mostly true
    22. 22. human nature doesn’t changehuman behavior does
    23. 23. technology doesn’t make us social
    24. 24. tell a powerful story specific simple
    25. 25. Things to talk about?• News• Pictures, Videos• Beneficiary Stories• Articles about Your Organization and/or Staff• Articles about Your Cause• Feedback (good and bad)• Questions for Your Network• Partner News• Volunteer Opportunities
    26. 26. Telling stories inan age ofinformationhysteria
    27. 27. 1. Personalize.2. Amplify.3. Socialize.4. Chop it down.5. Let it flow.6. Allow for emotion.7. Add depth. 

    28. 28. donoremail fundraisers websitesocial offlinemedia events
    29. 29. Getting the Mostout of Facebookfor Fundraising Alison Carlman, Unmarketing Manager at GlobalGiving
    30. 30. The Same OldCommunication Rules Apply: 1. Identify your audience 2. Choose the right medium 3. Develop your key messages 4. Deliver them in an interesting way
    31. 31. Pick a Medium, Do it Well.
    32. 32. Developing Your Key MessagesEstablish your goals. Then talk about them.
    33. 33. Developing Your Key MessagesEstablish your goals. Then talk about them.• Identify yourself
    34. 34. Developing Your Key MessagesEstablish your goals. Then talk about them.• Identify yourself• Share your mission
    35. 35. Developing Your Key MessagesEstablish your goals. Then talk about them.• Identify yourself• Share your mission• Demonstrate your personality
    36. 36. Developing Your Key MessagesEstablish your goals. Then talk about them.• Identify yourself• Share your mission• Demonstrate your personality• Prove your worth or impact
    37. 37. Developing Your Key MessagesEstablish your goals. Then talk about them.• Identify yourself• Share your mission• Demonstrate your personality• Prove your worth or impact• Explain your challenge
    38. 38. Developing Your Key MessagesEstablish your goals. Then talk about them.• Identify yourself• Share your mission• Demonstrate your personality• Prove your worth or impact• Explain your challenge• Ask people to respond
    39. 39. Yep, The Same Old Communication Rules Apply.1. Identify your audience2. Choose the right medium3. Develop your key messages4. Deliver them in an interesting way
    40. 40. The Social FunnelAwarenessEngagementDonation
    41. 41. Working for EngagementAwarenessEngagementDonation
    42. 42. Engagement = Conversation Conversation is about give and take. On Facebook, conversations happen in a public forum.
    43. 43. Facebook is a Growing Animal• Introducing Timeline
    44. 44. Facebook is a Growing Animal• Introducing Timeline• Changes to the News Feed
    45. 45. How do you getto the top of the newsfeed?Introducing Facebook EdgeRank.
    46. 46. Understanding EdgeRankEdgeRank is the formula that Facebook uses todetermine where (and whether) your storiesappear in your fans’ News Feed. It helps yourstories spread.• Every post has a score (status update, photo, video, question)• Low-scoring posts never appear in the News Feed• The higher a EdgeRank score, the higher it will appear in the News Feed.
    47. 47. Making Content Viral:Understanding EdgeRank
    48. 48. EdgeRank Formula: AffinityAffinity: How close am I with theperson/page?(A measurement of a user’sconnections to and previous interactions withthe page)
    49. 49. EdgeRank Formula: WeightWeight: OBJECT WEIGHT: The more time you take to create content, the more weight. (Videos more than photos more than statuses.) INTERACTION WEIGHT: The more people engage, the more weight. (Shares worth more than comments, which are worth more than likes, which are worth more than clicks.)
    50. 50. EdgeRank Formula: Time DecayTime Decay: As time goes on, your post hasless EdgeRank. (The more interactions thepost gets right away, the more it spreads.)
    51. 51. EdgeRank: The Moral of the Story?• Focus on quality: engaging posts!• Boring posts can hurt your EdgeRank (and hinder your ability to spread important messages later.)• Experiment! Measure! Improve!
    52. 52. How to Post Engaging Content (according to Facebook)1. Post succinct content2. Post photos and videos3. Post regularly4. Ask your fans’ opinions5. Ask questions using the polling feature6. Try “fill in the blank” posts7. Give your fans access to exclusive information8. Reward your fans with deals and perks9. Be timely10. Localize your posts if they’re only relevant to a specific audience
    53. 53. Further Tips for Creating Engaging Content– Be human!– Videos, photos and polls are better than constant “asks”!– Use calls-to-action to direct behavior– Start your own traditions (“photo of the week”)– Make the rewards of being a fan obvious and valuable– Check in on how you’re doing with Facebook Insights
    54. 54. Get the MOST out of Facebook for Fundraising!Only once you’veengaged your audiencewill you successfully use Awarenessyour Facebook page toraise money! Engagement Donations
    55. 55. QUESTIONS? Thanks to the folks at Make Me Social, EdgeRankChecker.com, andArgyle Social for some of the ideas and images used in this presentation.
    56. 56. Try it Out…Your boss has asked you to post about today’s GlobalGivingworkshop on your nonprofit’s Facebook Page. Decide:• who your audience is• what your key message is• what you want them to do as a result of seeing the post (tell them!)• how you’re going to get them to engage
    57. 57. Joining GlobalGiving DueHow to join Open DiligenceGlobalGiving Challenge process
    58. 58. How to join GlobalGiving• Nominate your organization using the online nomination form• Complete GlobalGiving’s Due Diligence requirements• Post a project and participate in an Open Challenge• Raise $4,000 from 50 donors
    59. 59. Eligibility Requirements• Registered organization – no individuals, businesses, etc.• (At least occasional) access to the internet• Non-evangelizing• Non-discriminating• Charitable purpose
    60. 60. Feedback from NGO partnersOn behalf of HOTPEC Orphanage, I wish to Part of our strategy with the Globalcongratulate you for the professional kind of Giving campaign is 1) to be able to listsupport extended to us. our projects on a major charitable giving site, 2) to broaden our outreachMany things have we discovered that will beyond friends and family donors.improve our ability to communicate withother partners in development. For We are happy to say that so far, theexample: the Thank you template, how to strategy is working. Specifically, a bitpresent projects so that they appear more than 50% of our donors duringappealing and many other tips which willleave us even more a professional the campaign are new to Caravan toorganisation than before. Even if we do not Class and 28% of all donors arewin the competition in the end, we would outside of our friends and familyhave advanced in our ways of community, ie. unaffiliated donors.
communication. -- Barry, Caravan to ClassWe want to say a BIG THANK YOU to all themembers of your team. -- HOTPEC Orphanage
    61. 61. Then What?• Become an active GlobalGiving partner• Post frequent Project Reports• Send Thank You’s to your donors• Join GlobalGiving UK• Post another project• Participate in GlobalGiving campaign
    62. 62. GG Partnership Options• Strategic Philanthropy• Employee Engagement• Gift Cards• Cause-Related Marketing• API Integration
    63. 63. Employee Engagement: Nike
    64. 64. Employee Engagement: Nike• Nike uses the WE Portal to engage it’s employees worldwide• Employees have access to all projects on GG• Instead of traditional matching, receive a GG gift card for amount donated• Over $2.5M given since program started almost 2 years ago
    65. 65. Employee Engagement: Eli Lilly
    66. 66. Employee Engagement: Eli Lilly• 37,000 employees globally• Have access to all pre-Existing GlobalGiving projects in the categories of health, environment, education and hunger• All donations of $25 or more are matched 1:1• Received a $50 gift credit to from Lilly Foundation
    67. 67. Other Campaigns
    68. 68. Holiday & Year-End Giving• Important Dates – Black Friday – Nov. 25 – Cyber Monday – Nov. 28 – Hanukkah – Dec. 20 - 27 – Christmas – Dec. 25 – Last day to give in 2011 – Dec. 31• GlobalGiving promotions – GlobalGiving donor outreach – Tribute Card Challenge – Gifts for GoodDon’t forget to get ready for January gift card redemptions!
    69. 69. Resources• Social Media Revolution• NameChk – find out if your org name is registered• Social Media ROI – how to justify what you’re doing• Facebook Page Best Practices – by Zoetica• So you want a Facebook Fanpage for your Nonprofit? – by Beth Kanter• How Charities are Finding the Good with Facebook Fanpages (case studies)• Facebook Bestpractices for Nonprofits (beyond the basics)• 26 Slideshares on Social Media for Nonprofits• 10 Facebook resources for nonprofits• Social Media Starter Kit – by AARP• Mashable’s Social Media Page
    70. 70. Stay in touch!Alison Carlmanacarlman@globalgiving.org@globalgiving (twitter)Marc Maxsonmmaxson@globalgiving.org@marcmaxson (twitter)Manmeet Mehtammehta@globalgiving.org@manmeetmehta (twitter)

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