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How to Get More People to Sign-Up for Your Event

If you have a campaign on GoFundMe Charity or are considering launching one, our Registration and Ticketing functionality is a great feature that can help you reach your campaign’s goals. Important: You cannot add registration if a donation has already been made to your campaign. To avoid this, please refrain from publishing your campaign before you finish configuring its settings. Registration or ticketing is great for your campaign if you need to: Combine registration and fundraising into one smooth process Collect a participation fee Ask your supporters additional custom questions Organize supporters to participate in a live event Sell tickets, spots, or merchandise In this webinar, you will learn: How to set up the Registration and Ticketing functionality; How to optimize your registration and ticketing campaign by strategically pricing your tickets and getting creative with ticket types; How to take advantage of GoFundMe’s donation and sharing tools; How to leverage these tools to reach more of our network and drive more registrations.

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Confidential and Proprietary GoFundMe Charity, Inc., April 2020
How to Get More People to Sign-
Up for Your Event
Confidential and Proprietary GoFundMe Charity, Inc., April 2020
Introductions We’re excited to meet you!
Julia Campbell
Nonprofit Author, Consultant & Speaker
Julia Campbell has run J Campbell Social Marketing, her digital marketing consulting business for over a decade, focused exclusively
on mission-driven organizations.
A mom of 2 and a Returned Peace Corps Volunteer, she is the author of Storytelling in the Digital Age: A Guide for Nonprofits, a call-to-
action for nonprofits to use stories to accomplish their missions,and How to Build and Mobilize a Social Media Community for your
Nonprofit in 90 Days, a step-by-step guide on leveraging social media platforms to raise money and awareness.
Her award-winning nonprofit blog is www.jcsocialmarketing.com/blog
Confidential and Proprietary GoFundMe Charity, Inc., April 2020
Agenda
● Crowdfunding intro
● How to set up the Registration
and Ticketing functionality
● How to optimize your campaign
● How to take advantage of
GoFundMe’s donation and
sharing tools
● Help and resources
Agenda
Confidential and Proprietary GoFundMe Charity, Inc., April 2020
● Specifically designed for
charities to raise money
● More features
● Access donor data
● No subscriptions or
commitments
● $5B Raised & 100M+
Donors
● One of the oldest and most
trusted online fundraising
platforms
● Control your brand
charity.gofundme.com
Confidential and Proprietary GoFundMe Charity, Inc., April 2020
Crowdfunding is a way to raise funds for a specific cause or project by
asking a large number of people to donate money, often in small amounts,
and usually during a relatively short period of time. Crowdfunding is done
online, often with social networks, which make it easy for supporters to
share a cause or project with their networks.
Organizations, businesses, and individuals alike can use crowdfunding for
any type of project, for example: charitable cause; creative project;
business startup; school tuition; or personal expenses.
Source: What is crowdfunding? | Knowledge Base
CROWDFUNDING
Social fundraising
by the numbers
DATA INSIGHTS
of NPOs agree that social
media shares are effective
for brand awareness.
95%
donations shared on social
media by donors result in a
new donation.
1:5
increase in donation dollars
that came directly from
social links since 2012.
81%
of nonprofits cite insufficient
knowledge as their reason for not
prioritizing social fundraising.
49%
Ad

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How to Get More People to Sign-Up for Your Event

  • 1. Confidential and Proprietary GoFundMe Charity, Inc., April 2020 How to Get More People to Sign- Up for Your Event
  • 2. Confidential and Proprietary GoFundMe Charity, Inc., April 2020 Introductions We’re excited to meet you! Julia Campbell Nonprofit Author, Consultant & Speaker Julia Campbell has run J Campbell Social Marketing, her digital marketing consulting business for over a decade, focused exclusively on mission-driven organizations. A mom of 2 and a Returned Peace Corps Volunteer, she is the author of Storytelling in the Digital Age: A Guide for Nonprofits, a call-to- action for nonprofits to use stories to accomplish their missions,and How to Build and Mobilize a Social Media Community for your Nonprofit in 90 Days, a step-by-step guide on leveraging social media platforms to raise money and awareness. Her award-winning nonprofit blog is www.jcsocialmarketing.com/blog
  • 3. Confidential and Proprietary GoFundMe Charity, Inc., April 2020 Agenda ● Crowdfunding intro ● How to set up the Registration and Ticketing functionality ● How to optimize your campaign ● How to take advantage of GoFundMe’s donation and sharing tools ● Help and resources Agenda
  • 4. Confidential and Proprietary GoFundMe Charity, Inc., April 2020 ● Specifically designed for charities to raise money ● More features ● Access donor data ● No subscriptions or commitments ● $5B Raised & 100M+ Donors ● One of the oldest and most trusted online fundraising platforms ● Control your brand charity.gofundme.com
  • 5. Confidential and Proprietary GoFundMe Charity, Inc., April 2020 Crowdfunding is a way to raise funds for a specific cause or project by asking a large number of people to donate money, often in small amounts, and usually during a relatively short period of time. Crowdfunding is done online, often with social networks, which make it easy for supporters to share a cause or project with their networks. Organizations, businesses, and individuals alike can use crowdfunding for any type of project, for example: charitable cause; creative project; business startup; school tuition; or personal expenses. Source: What is crowdfunding? | Knowledge Base CROWDFUNDING
  • 6. Social fundraising by the numbers DATA INSIGHTS of NPOs agree that social media shares are effective for brand awareness. 95% donations shared on social media by donors result in a new donation. 1:5 increase in donation dollars that came directly from social links since 2012. 81% of nonprofits cite insufficient knowledge as their reason for not prioritizing social fundraising. 49%
  • 7. Confidential and Proprietary GoFundMe Charity, Inc., April 2020 IMPORTANCE OF SHARING Sharing Sharing placement throughout page layout and user flows is proven to increase sharing of story, page URL and donations. Mobile A fully responsive experience, heavily tested on all screen sizes. 60% Of our visitors are from a mobile device. 2.1xIncrease in donors sharing their donation on social media Optimization By leveraging the massive amount of user data collected by GoFundMe, GoFundMe Charity’s campaign page and flows are best-in-class and optimized for donation conversion, sharing and user experience. Branding Upload your charity’s logo, custom colors, and personalized content on all campaigns you create
  • 8. Confidential and Proprietary GoFundMe Charity, Inc., April 2020 How to set up the Registration and Ticketing functionality
  • 9. WHAT TYPE OF EVENT ARE YOU HAVING? Nikki Garvey, Events Marketing at Google, puts it best: “At their core, professional events are shared experiences. They remind us that we’re humans bringing our unique personalities, talents, and relationships to work with us to build businesses every day. But until we can reinstate them, I’m excited to see how we rethink them for our current times.” @JULIACSOCIAL @GOFUNDMECHARITY
  • 10. ADVICE FOR EVENT PLANNING DURING TIMES OF CRISIS AND UNCERTAINTY Know that your donors will accept this shift. Start from a place of compassion. Use the existing Plan A but have a Plan B and Plan C. Create a Special Events Steering Committee. Don’t overwhelm yourself. @JULIACSOCIAL @GOFUNDMECHARITY
  • 11. SOME IDEAS FOR VIRTUAL EVENTS Virtual auction Facebook Live/Instagram Live educational content Virtual summit Virtual walks Giving days Example: Amirah On The Move More examples: www.bit.ly/NPCovid More ideas: https://jcsocialmarketing.com/2020/03/5-tips-25-ideas-3-tools-to- take-your-nonprofit-events-virtual-in-the-age-of-coronavirus-npcovid19/ @JULIACSOCIAL @GOFUNDMECHARITY
  • 12. HOW TO SET UP THE REGISTRATION AND TICKETING FUNCTION IN GOFUNDME CHARITY @JULIACSOCIAL @GOFUNDMECHARITY Registration or ticketing is great for your campaign if you need to: Combine registration and fundraising into one smooth process Collect a participation fee Ask your supporters additional custom questions Organize supporters to participate in a live event Sell tickets, spots, or merchandise
  • 13. HOW TO ADD REGISTRATION AND TICKETING To begin, go to your Campaign Manager and click on Edit. Locate the Registration & Ticketing option and click the Add Registration button. Your campaign design will change when registration/ticketing is added. Important: You cannot add registration if a donation has already been made to your campaign. To avoid this, please refrain from publishing your campaign before you finish configuring its settings. @JULIACSOCIAL @GOFUNDMECHARITY
  • 14. HOW TO EDIT A REGISTRATION AND TICKETING FORM @JULIACSOCIAL @GOFUNDMECHARITY If you would like to set up tickets or enable registration you'll want to carefully set up your form carefully to ensure a great experience for your visitors.
  • 15. REGISTRATION SETTINGS Registration Active Select the date and times when you would like the Register button to be added or removed from your campaign. If your start date is in the future, you will not see a registration button appear. Registration Required This prevents participants from creating a fundraising page without registering first by removing the “Join Campaign” button from your campaign landing page. @JULIACSOCIAL @GOFUNDMECHARITY
  • 16. REGISTRATION SETTINGS Accept Donations in Registration Toggle ON to allow registrants to add an additional donation to their transaction at checkout. Once enabled, select the preset amounts and determine whether or not donors will have the option to cover fees. @JULIACSOCIAL @GOFUNDMECHARITY
  • 17. REGISTRATION SETTINGS Banner Image The event banner should be larger than 1440x330 pixels. The event banner will appear in the registration flow and at the top of the registration confirmation email. Pro-Tip: Solid colors or a plain pattern are recommended as a banner images to keep emphasis on the registration options. @JULIACSOCIAL @GOFUNDMECHARITY
  • 18. Confidential and Proprietary GoFundMe Charity, Inc., April 2020 How to optimize your campaign
  • 19. SETTING UP TICKET OPTIONS Select Ticket Options on the left-hand sidebar and click Add Ticket and add the details for your ticket option. Add a name that’s as descriptive as possible. Here’s some examples others have used in the past to give you some ideas: Table for 8 Individual Golfer Dinner/Auction Adult Walker (Ages 10+) Student Walker (Must Show College ID on event day) Virtual Walker Relay team of 4 (10 a.m. start time) @JULIACSOCIAL @GOFUNDMECHARITY
  • 21. TAX DEDUCTIBILITY Tax Deductibility allows you to determine how much of a ticket price is tax deductible for the buyer. Set the deductible amount by a dollar amount of the ticket cost, or a percentage of the ticket cost at any amount between 0-100%. Once updated, the tax deductibility of all purchased tickets is itemized in the "Charitable Tax Deduction" section of the registration confirmation email. @JULIACSOCIAL @GOFUNDMECHARITY
  • 22. BUYER COVERS FEES Enabling “Buyer Covers Fees” on a ticket allows the buyer to cover the purchase fees on their registration price at checkout. This means that the buyer’s entire contribution will go to the benefiting nonprofit. Buyers have the option to toggle whether or not they wish to cover the fees in their transaction. @JULIACSOCIAL @GOFUNDMECHARITY
  • 23. OTHER SETTINGS Apply participant cap Participants registered on this ticket option count toward the overall participant cap for an event. As an example, if you can only have 100 individuals at an event, you can apply a cap to ensure that the sum of all the people who purchase ticket options won't go over that amount. Limit Ticket Purchase per Order If you would like your participants to have a limit to the number of tickets they may purchase in one order, enter that number here. Ticket Availability Choose the date and time when you would like this ticket option to be available. Registration will turn on or off at 11:59pm on the date selected, meaning registration will be open through the entire End Date day. If you wish to extend registration after the date passes, you are able to edit and reopen registration by simply changing the End Date. Tip: If you have variable ticket prices (e.g. Early-bird), you may enter date ranges that correspond with different prices. @JULIACSOCIAL @GOFUNDMECHARITY
  • 24. GROUP REGISTRATION @JULIACSOCIAL @GOFUNDMECHARITY Group Registration enables multiple participants to register on the same ticket. Enabling Group Registration allows the registrant to provide information for each participant on that ticket. This feature may be used to collect information for: A Family pass A Gala table A Relay team And more! While a user can choose to add more than one of each ticket type to their cart, enabling Group Registration allows you to collect information from all participants rather than just the individual purchasing the tickets (the Buyer).
  • 25. ENABLE FUNDRAISING Toggle Fundraising on to enable registrants to create a campaign page during their registration transaction. Complete setup by customizing the fundraising options for each ticket type under Ticket Options. If fundraising is required, a registrant must launch a fundraising campaign to complete their transaction. Important Note: You must require fundraising on ticket options when you want all participants to create fundraising pages. We recommend requiring fundraising to ensure the most amount of participants launch campaigns. @JULIACSOCIAL @GOFUNDMECHARITY
  • 26. ADDING QUESTIONS TO YOUR FORM Buyer Questions refer to what information you wish to ask the purchaser/ individual who is completing the transaction. As a reminder, the buyer is not necessarily a participant for an event. Participant Questions allow you to collect information about additional participants. For example: Please list your emergency contact name. Would you like to subscribe to our mailing list? How did you hear about this event? @JULIACSOCIAL @GOFUNDMECHARITY
  • 27. Confidential and Proprietary GoFundMe Charity, Inc., April 2020 How to take advantage of GoFundMe’s donation and sharing tools
  • 28. FIVE SUPPORTER ACTIONS THAT DRIVE DONATIONS 1. Visiting a fundraising campaign page. 2. Making a donation. 3. Buying a ticket or registering for an event. 4. A memorable experience with your nonprofit. 5. Creating their own peer-to-peer fundraising campaign. @JULIACSOCIAL @GOFUNDMECHARITY
  • 29. 1. VISITING A FUNDRAISING CAMPAIGN PAGE Even if they can’t give at the moment, they can still help by sharing your campaign on social media. We’ve found that the average amount of donations generated by a visitor’s share is $13. @JULIACSOCIAL @GOFUNDMECHARITY
  • 30. 2. MAKING A DONATION People love to spread the word about a donation that they just made. Not only does it show their personal networks that they’re altruistic, but it also shows the world what they believe in. And, often the sharing of a donation results in new donations. We’ve found that the average amount of donations generated by a donor’s share is $15. @JULIACSOCIAL @GOFUNDMECHARITY
  • 31. 3. BUYING A TICKET OR REGISTERING FOR AN EVENT People want to spread the word about events they attend, in person and virtually. This gives them an opportunity to not only recruit additional people to attend, but it also gives them a reason to share with the world what they care about and what they stand for. @JULIACSOCIAL @GOFUNDMECHARITY
  • 32. 4. A MEMORABLE EXPERIENCE WITH YOUR NONPROFIT Empower your supporters to be brand ambassadors and share their personal connection with your cause. It’s the most powerful form of authentic advertising and the audience it is reaching resonates with the message in a more personal and compelling way due to their connection with the person posting. @JULIACSOCIAL @GOFUNDMECHARITY
  • 33. 5. CREATING THEIR OWN PEER-TO-PEER FUNDRAISING CAMPAIGN The most valuable of all the shares is when a peer-to-peer fundraiser, who created a campaign on your behalf, shares their campaign with their personal network. @JULIACSOCIAL @GOFUNDMECHARITY
  • 34. HOW TO USE SOCIAL MEDIA TO MOBILIZE SUPPORTERS In your social media content, always include the direct URL to your campaign with a clear and concise call to donate, or to start a fundraiser. Don’t just ask for money in each update. Give updates on your progress, share stories, provide data on the problem. @JULIACSOCIAL @GOFUNDMECHARITY
  • 36. COMPOSE A CAPTION WHEN SHARING TO YOUR PERSONAL SOCIAL MEDIA PLATFORMS. @JULIACSOCIAL @GOFUNDMECHARITY
  • 37. TIPS FOR USING THE CAMPAIGN UPDATE TOOL Using the Campaign Update tool at strategic times during your campaign (such as halfway or close-to goal) helps generate excitement and a sense of urgency in your donors. Use photos to convey impact. Snap a live video of your work in the field (where possible). Send it out to everyone that donated to demonstrate impact. Announce stretch goals. Thank people for donating, and ask them to consider starting their own fundraiser! @JULIACSOCIAL @GOFUNDMECHARITY
  • 38. NONPROFIT EXAMPLES: CAMPAIGN UPDATE Here are some examples of ways that nonprofits have used the Campaign Update tool to provide progress updates and critical information to their supporters: NYC Makes PPE: Making and Donating PPE to Healthcare Workers Feed Hero Nurses Fighting Covid-19 Be a Masked Hero: Send Masks to Medical Staff Now! @JULIACSOCIAL @GOFUNDMECHARITY
  • 39. QUICK START CHECKLIST 1. Start by claiming your nonprofit. 2. If you cannot find your organization, follow these steps to get it added to the GoFundMe Charity platform. 3. Choose your preferred payment processor to process donation withdrawals. 4. Create and customize your first campaign page. 5. Add teams to supercharge peer to peer fundraising (optional). 6. Incorporate registration and ticketing for events (optional). 7. Enable your favorite software integrations (optional). 8. Spread the word about your cause by promoting your fundraiser. 9. Manage your fundraising teams with specially designed tools in your Campaign Manager. 10. Use the Report Center to collect and analyze important data. @JuliaCSocial@GoFundMeCharity
  • 40. Confidential and Proprietary GoFundMe Charity, Inc., April 2020 Get Started for free! charity.gofundme.com
  • 41. Confidential and Proprietary GoFundMe Charity, Inc., April 2020 1. Create your campaign with your key call to action in mind. 2. Share the campaign link with everyone in your network. 3. Post relevant updates to build momentum. 4. Use your campaign results to glean actionable insights. Key takeaways for a successful crowdfunding campaign RECAP
  • 42. Confidential and Proprietary GoFundMe Charity, Inc., April 2020 ● GoFundMe Charity Help Center ● GoFundMe Charity on YouTube ● GoFundMe Charity blog ● Julia Campbell’s website Resources Stuck? We’re ready for all questions! Email: nposupport@gofundme.com