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- 1. Online fundraising workshop Lalitpur, Nepal||June 28, 2012
- 2. Agenda • Introductions • Online Fundraising: Networks and Social Media • Tea Break: Networking • Online Fundraising: Building a Strategy • Global Giving – What is GG? – Is GG right for you? – How to join
- 3. Our Mission: Build an efficient, open, thriving marketplace that connects people who have community- and world-changing ideas with people who can support them. Donor 3
- 4. GlobalGiving: quick facts and figures Projects receiving funding: 5,812 Countries disbursed to: 120 countries Number of visitors who visit GG.org each week: 30- 40,000 Number of donors to date: 270,571 Top Donor Countries: USA, Canada, UK, Australia, India Overall donations made through GG to date: $80.6 million Overall donations made through GG in 2011: $30.1 million
- 7. Introductions 1. Name? 2. Describe your organization? (small/big, new/old) 3. What is your experience with online fundraising? 4. What are your goals for this workshop?
- 8. Online Fundraising: The Basics
- 9. Online fundraising trends • Overall giving in the US has been flat, but is ≈$300 billion per year • Online giving continues to grow
- 10. Online fundraising trends • 34.5% Growth in Online Fundraising in 2010 – Large Non-profits: +8.3% – Medium Non-profits: +4.8% – Small Non-profits: +20.2% • 1/3 of online giving occurs during October, November, and December
- 11. Online Fundraising Steps to Success: Awareness and Engagement
- 12. Online Fundraising: Steps to Success Awareness 1. Identify your network 2. Build your network Engageme nt 1. Identify your method 2. Drive Engagement 3. Set goals 4. Make a plan 5. Reevaluate
- 13. Awareness Step 1: Identify your network Inner Circle Your direct contacts Outer Circle The contacts of your contacts Far Outer Circle People you have never met/contacts of contacts‟ contacts/only via online Source: David Armano
- 14. Activity List who is in your organization‟s inner, outer, and far outer circles? Come up with a number of how many people can you reach in each circle?
- 15. Who is Your Existing Network? •Donors •Volunteers and co-workers •Beneficiaries •Community members •Local business leaders •Local media •Friends and family!
- 16. Awareness Step 2: Build your network • Host volunteers • Join local non-profit associations • Take advantage of networking opportunities • Organize parties • Get creative!
- 17. But, something is missing… Awareness ? Donations
- 18. Activity Why do people give?
- 19. Trust! Build trust through relationships. Build relationships through engagement!
- 20. Online Fundraising: Steps to Success Awareness 1. Identify your network 2. Build your network Engageme 1. Identify your method nt 2. Drive Engagement 3. Set goals 4. Make a plan 5. Reevaluate
- 21. Engagement Step 3: Choose your method Email Social Media Donor Fundraisers Offline Events
- 22. What is social What are media? some different types?
- 23. People are more likely to give when they are asked by someone from their inner network. You see? This is the “trust” idea again
- 24. >500 million Facebook users 50% of users login daily Most users have 130 friends The average user is connected to 60 groups, events, or causes
- 25. 26 million Twitter users
- 26. About 11 million Pinterest users
- 28. Engagement Step 4: Use your method to engage your networks (new and old!) BRIDGE the gap from engaged fans to
- 29. Yes, The Same Old Communication Rules Apply. 1. Identify your audience 2. Choose the right medium 3. Develop your key messages 4. Deliver them in an interesting way
- 30. Developing Your Key Messages Establish 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
- 31. Things to blog/post/tweet about? • News • Pictures, Videos, Documentaries • 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 • Job openings
- 32. Suggestions for Engaging Donors • Develop your key messages • Join the conversation around the cause • Celebrate big news
- 33. Suggestions for Engaging Donors • Remember the medium • Use calls-to-action to direct behavior • Start your own traditions • Measure levels of engagement
- 34. Measure the levels of engagement
- 35. Remember to Ask yourself: 1. Why would anyone want to listen to us? 2. How can we deliver value, experience or content worth sharing? 3. Why should people want to stay connected to us over time? Why should they come back? 4. Why should they give us loyalty, or ask others to share our content?
- 36. Also keep in mind: 1. Who is your audience? 2. What is your message? 3. What is your goal? What do you want to gain? Your „goal‟ doesn‟t have to be money donations, although it can be. You may be working for more volunteers, more advocates, or more just awareness.
- 37. Activity Your boss has asked you to write a new Facebook post about your organization‟s attendance at this workshop. You should decide: - who is your audience? - what is your key message? - what is your organization’s personality? - what do you want them to do as a result of the message? (tell them!)
- 38. Break time! • Meet your neighbor! • Expand your circle! • Share ideas, lessons learned, and resources!
- 39. Let‟s Create a Strategy 1. Identify your network 2. Build your network 3. Identify your method 4. Drive Engagement 5. Set goals 6. Make a plan 7. Reevaluate
- 40. Strategy Donations don‟t have to be your Step 5: Set Goals goal. You can aim for a certain only number of donors, recurring donations, more friends on facebook, etc. • Set annual goals & quarterly benchmarks • Consider past accomplishments • Broad and narrow goals • Be realistic
- 41. Strategy Step 6: Make a Plan • Outline your tactics • Get creative • Set deadlines • Set milestones to achieve at each deadline
- 42. Online fundraising is JUST like face-to-face fundraising, Don‟ts except it is screen-to-screen. DO: DON‟T: • Build awareness, • Don‟t “jump to the ask.” engagement, and trust. • Don‟t over-communicate • Keep your networks with your informed and engaged. contacts/donors! • Try different mediums • Don‟t think there is only and different tactics; one solution. some are bound to fail, • Don‟t try just one method but keep experimenting or one medium. until you find one that works for you!
- 43. Activity Let‟s create a strategy… 1. Raise $4000 from 50 donors in 1 month 2. Map out communication plan to announce the campaign 3. Include when to use Twitter, Facebook, Email, and any other resource you use 4. Mark when to send thank you‟s to donors
- 45. Step 7: Reevaluate • Set aside time for evaluation • Measure results against goals: • Engagement • Donations
- 46. QUESTIONS ABOUT ONLINE FUNDRAISING?
- 47. GlobalGiving is an online fundraising platform for organizations all over the world raise funds to support their projects. In addition to our large network of individual donors and corporate sponsors, we also offer organizations a unique set of online tools and trainings.
- 48. Benefits of GlobalGiving • International donations Donors can give in USD or British Pounds, and you can receive money in your local currency. Transfer money without expensive fees!
- 49. Benefits of GlobalGiving • International - 65 Corporate Partners donations including: Eli Lilly, Hilton, Sabre, Nike, Capital One, • Corporate Moodys, Google, Western Union , partnerships Cummins, more! - $7.5 million raised in 2011 through corporate partners - Matching funds! - New donor networks! - Grants!
- 50. Benefits of GlobalGiving • International FREE MONEY donations GlobalGiving holds large- scale campaigns to reward • Corporate active organizations by partnerships matching their donations! • Matching grants June 13 2012: Organizations had donations matched up to 50%...$100,000 was given (two is better than one) out by GlobalGiving!
- 51. Benefits of GlobalGiving • International donations • Corporate partnerships Fundraising pages • Matching grants • Marketing Recurring donation challenges campaigns Holiday-specific marketing Photo competitions
- 52. Benefits of GlobalGiving • International donations - 30,000 - 40,000 visitors • Corporate partnerships on GlobalGiving.org each week • Matching grants • Marketing campaigns - Over 270,571 donors • New donor network to date - Donors from: USA, Canada, UK, Australia, India - $80.6 million donated through GlobalGiving
- 53. Benefits of GlobalGiving • International donations - Monthly trainings • Corporate partnerships • Matching grants - One on one consultations • Marketing campaigns - Connecting with highly- • New donor network skilled volunteers • Training and - Blog: http://tools.blog.globalgiving.org/ Support for • Summaries of past fundraising and trainings capacity building • Details on campaigns • General fundraising tips
- 54. Benefits of GlobalGiving • International donations Reach out to new • Corporate partnerships volunteers to support • Matching grants more than just your fundraising activities • Marketing campaigns • New donor network • Training and support for fundraising and capacity building • Volunteer Listings
- 55. Benefits of GlobalGiving • International donations • Corporate partnerships GlobalGiving is known for • Matching grants having trustworthy • Marketing campaigns projects. • New donor network • Training and support for fundraising and capacity building • Volunteer Listings • Credibility/Recogniti on
- 56. Benefits of GlobalGiving • International donations • Corporate partnerships Tax deductible in the USA! • Matching grants • Marketing campaigns Matched 20% by the British • New donor network Government! • Fundraising and capacity building training • Volunteer Listings • Credibility/Recognition • UK and US Charitable Status
- 57. Benefits of GlobalGiving • International donations • Corporate partnerships • Matching grants • Marketing campaigns Project Reports and Thank Yous • New donor network Stay in touch with all your donors • Fundraising and capacity with ease and speed! building training • Volunteer Listings • Credibility/Recognition • UK and US Charitable Status • Donor Communication
- 58. Benefits of GlobalGiving THERE’S NO COST TO JOIN OR USE GLOBALGIVING! However, there is a nominal 15% fee for donors - Some donors choose to cover part or all of the 15%...so the true cost averages only 8-9% - This fee covers the operating costs that make GlobalGiving possible! It supports our customer service, vetting process, online trainings, marketing, matching campaigns, corporate partnerships, and more.
- 59. Eligibility Requirements • Registered organization – no individuals, businesses, etc. • Advanced English • (At least occasional) access to the internet • Non-evangelizing (missionary) • Non-discriminating • Eligible to receive international donations • Charitable purpose
- 60. Joining GlobalGiving Submit Nomination Documents Open Form (Due Challenge Diligence)
- 61. How to Join GlobalGiving • Nominate your organization using the online nomination form • Submit Important Documents (Due Diligence) • Post a project: specific and simple • Participate in an Open Challenge: Raise $4,000 from 50 donors
- 65. How to Join GlobalGiving • Nominate your organization using the online nomination form • Submit Important Documents (Due Diligence) • Post a project: specific and simple • Participate in an Open Challenge: Raise $4,000 from 50 donors
- 66. Important Documents (Due Diligence) • Certificate of Registration • Organizational Documents • How is your organization run? • Dissolution Clause • Financial Statements • Be detailed! • List of Board and Staff members • Text document only • Program documents • What are your programs? How do they work?
- 68. How to Join GlobalGiving • Nominate your organization using the online nomination form • Submit Important Documents (Due Diligence) • Post a project: specific and simple • Participate in an Open Challenge: Raise $4,000 from 50 donors
- 70. How to Join GlobalGiving • Nominate your organization using the online nomination form • Submit Important Documents (Due Diligence) • Post a project: specific and simple • Participate in an Open Challenge: Raise $4,000 from 50 donors
- 72. Next Global Open Challenge is in September!!!! Apply before August 1
- 73. How to Succeed in an Open Challenge • Attend GlobalGiving online seminars • Utilize GlobalGiving online training resources • Develop an online fundraising strategy • Make a plan and schedule • Identify networks • Family, friends, neighbors • International networks: volunteers, donors • Internet access • Credit cards
- 74. …Then What? • Nominate your organization TODAY! • Become an active GlobalGiving partner • Post frequent Project Reports • Send Thank You‟s to your donors • Post another project • Participate in GlobalGiving campaigns
- 75. THANK YOU! Contact Information GlobalGiving: Ellen Currin Ecurrin@globalgiving.org Shari Davis Sdavis@globalgiving.org The Mountain Fund Manisha Sharma manusha_45@hotmail.com Jenee Sharma http://www.globalgiving.or jenee_sharma@yahoo.com g
Editor's Notes
- INTRO
- Today we are going to work in groups.The goal of today is to be able to understand, utilize, and create an online fundraiising strategy-Building up to this we will be going through the steps to creating this strategy and activities after each step
- Tell story of founders: Our historyIn 1997, World Bank executives Mari Kuraishi and Dennis Whittle were asked to develop innovative ways to combat poverty. They created the World Bank's Development Marketplace, a first-of-its-kind event where people from around the world competed for World Bank funds. The event's success unveiled the enormous potential of a global marketplace for philanthropy, and participants asked for a real marketplace that was open year round and operated virtually. Mari and Dennis saw the brilliance of this idea, left the World Bank and launched GlobalGiving.Our Vision: Unleash the potential of people around the world to make positive change happen.WHAT DO WE DO? Connect people who are doing good things with donors who can support them.HOW DO WE DO IT? GlobalGiving provides an online space where you can pitch your work to people across the world and interact with donors. (We also provide a lot more! You’ll hear about it later.)
- About Global Giving Slide:Who am I and why am I here?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.We make it easy for you to receive donations from your donors, family, and friends by providing you with project pages where you post your organization’s needs, plans, photos, and fundraising goals.
- In groups discuss 5 minutes --- part 3 clarify foundations, online, individ donorsAsk for what brought everyone to workshop/what hope to get out of workshop
- http://www.nonprofitmarketingblog.com/site/giving_up_for_2011_nonprofit_personality_still_pays_off_online/Online fundraising is not magic! It is just another option for fundraising, we see value in diversifying sources of fundraising, this should not replace other fundraising activities. Focusing on the top number – giving via onlne fundraising has increased 17%PJ Staff Report. "Online Giving Grows." Philanthropy Journal. 21 Feb. 2011. <http://www.philanthropyjournal.org/news/online-giving-grows>.Steve MacLaughlin. "Blackbaud Index for November 2010." Philanthropy Journal. 18 Jan. 2011. http://www.nptrends.com/nonprofit-trends/blackbaud-index-for-november-2010.htm>.
- Overall giving remained flat in 2010, online giving rose by 8.7%. Only 9.3% of Grants are awarded to international organizationsPJ Staff Report. "Online Giving Grows." Philanthropy Journal. 21 Feb. 2011. <http://www.philanthropyjournal.org/news/online-giving-grows>.Steve MacLaughlin. "Blackbaud Index for November 2010." Philanthropy Journal. 18 Jan. 2011. http://www.nptrends.com/nonprofit-trends/blackbaud-index-for-november-2010.htm>.
- BUT simply having internet doesn’t mean you will make $ online. Here are a few steps you can take to make your online fundraising more profitable…
- Expanding Donor NetworksSo here is you and your networksSHARE RED CAMPAIGN STORY
- Ask each group how many people they could reach.. Choose largest and ask howIdeas: Draw a tree/circlesUse this to create a mailing list
- Use this to create a mailing list
- Still part of identifying networks ONLY GET VOLUNTEERS IF FITS YOUR ORGANIZATION – YOU NEED TO BE CAREFUL TO DESIGNATE ROLES, PROTOCOLS, INTERACITON WITH BENEFICIARIES, BACKGROUND CHECKS, THEN DEVELOP
- You don’t ask people for money as soon as you meet them in person, and it is no different online. If you build a large base of people AWARE of your organization/projects, then you must foster relationships with them that result in donations!They key to discovering HOW to get people to give is realizing WHY people give…
- 5 minutes in group, then share
- Why would anyone want to give to your organization? Why do people donate to your organization?Best Practices of CommunicationWhy do people give? Because people they know and trust ask them to give.Millenial Donor Report, research conducted by the folks at Johnson Grossnickle & Assoc. This online study of nearly 3,000 20-35 year-olds revealed that Millenial donors thrive in online and mobile environments, but they are still driven by personal relationships and human connections.
- PULL OUT VALUE OF OTHER TYPES OF MEDIUMSEmail - remains #1 driver compared to Sm for donationsSocial Media is NOT the only (nor necessarily the best) tool if fundraising; it is simply one of many options! But social media is going to be our main focus in this workshop.
- Interact – what are some different types of social media?Have people raise hands if they use itBy show of hands, who has an organizationFacebook TwitterPintrestLinkedinYoutube
- How messages should be different: ASK WHO HAS NEWSlETTER AND EAMIL LISTSExample – personalizing emailsSocial media – about reaching a broader audience
- BEST PRACTICES OF GLOBALGIVING
- 58 to 97% of those people are women, age 25 to 44
- Different outlets have different purposes and different benefits.
- 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. Interaction with audience – wil you give me money – cant ask this right awayWhat 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.
- 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!
- 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
- Conversations are different on Twitter (where you are limited to 140 characters) and FacebookThe two mediums use different methods of ranking content – it is harder to get your information seen on Facebook than on Twitter BUT, for GlobalGiving, Facebook is a larger drive of donationsUse calls-to-action to direct behavior(but remember to balance the “give” and “take”) Too many messages can cause less engagementYou can “give back” to your donors by providing information, updates,photos, and stories!Start your own traditionsFor example, a “photo of the week” contest
- http://tools.blog.globalgiving.org/2011/09/30/facebook-measurement-part-3-of-3/Facebook Metrics VocabularyImpressions: The number of times your post is seen. This includes views on users’ Recent Stories, Top Stories, and visits to Pages.Feedback: The total number of comments and likes on your story divided by the total number of impressions. This is the percentage of people who, after seeing your post, engage in some way with the post.
- Source: http://www.nonprofitmarketingblog.com/P15/
- Source: http://www.nonprofitmarketingblog.com/P15/
- Ask each group how many people they could reach.. Choose largest and ask howFacebook, twitter, blogIdeas: Draw a tree/circlesUse this to create a mailing list
- Broad and narrow goals: How much would you like to raise this year?How many donors? Recurring donors? Major donors? How many facebook fans do you want? Additional subscribers to your newsletter?
- Online fundraising doesn’t just happen. You have to be proactive. Make a plan to achieve the goals you’ve set out.Consider strategies that will help you acquire new online donors, renew existing donors, and upgrade past donors to major donors or recurring donors.
- 15 min – we will share strategies at end and vote on favorites-hand out calendarsProvideGlboal Giving Calendars – Let them map out and decide which holidays to target and when to start communicatingUse: Twitter, Facebook, and Email, and any other resource you do for current partners
- Ask Audience:What learned?What surprised you?
- Tell story of foundersOur Vision: Unleash the potential of people around the world to make positive change happen.WHAT DO WE DO? Connect people who are doing good things with donors who can support them.HOW DO WE DO IT? GlobalGiving provides an online space where you can pitch your work to people across the world and interact with donors. (We also provide a lot more! You’ll hear about it later.)
- Wiring money can cost $50 or more. Because GG disburses so much $ each month, we have a partnership with Fxecute that converts currencies and directs donations to local bank accounts, so you can SAVE on wiring fees!
- Blog: http://tools.blog.globalgiving.org/External opportunitiesSummaries and slides from past trainingsDetails on matching campaigns and otheropportunitiesGeneral online fundraising tips
- GlobalGiving has no setup, monthly, or annual fees! We do this because we believe in the power of great ideas that can come from anyone, anywhere, anytime. Therefore, no matter how big or small your organization is, you will have the same opportunity as everyone else to raise funds on our platform.
- Any questions?