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Global Giving Online Fundraising Workshop Presentation in Namibia


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Global Giving Online Fundraising Workshop Presentation in Namibia

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Global Giving Online Fundraising Workshop Presentation in Namibia

  1. 1. Social Media and Online Fundraising Spectra A. I. Asala| November15, 2012
  2. 2. Agenda•Introductions•What is GlobalGiving?•Online Fundraising•Break•Break-out sessions•Succeeding on GlobalGiving
  3. 3. Hi, I’m Spectra • In-the-Field Rep, Southern Africa • New Media Expert, Philanthropy in Africa • Social Media for donor and supporter engagement, awareness- building, and online fundraising • Lived in Nigeria, US, and now traveling through Southern Africa for 6 months
  4. 4. What is GlobalGiving?An online fundraising platform that connects people with world-changing ideas withpeople who can (and want to) support them.
  5. 5. More Than a Website:We’re a Network of Resources and Support 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. 7
  6. 6. • International donations • Corporate partnerships • Matching grants • Marketing campaignsThe Value of • Donor ManagementGlobalGiving • New Donors • Fundraising and capacity building training • Credibility/Recognition • UK and US Charitable Status
  7. 7. GlobalGiving TodayOverall donations made through GG to date: $68mOverall donations made through GG in 2011: $24mNumber of donors to date: 272,251Projects receiving funding: 5,869Number of visitors who visit each week: 30-40KAverage donation amount per org: ~$9,000/year(Median: $2,400)Countries disbursed to: 120 countriesTop Donor Countries: USA, Canada, UK, Australia,India, SingaporeAverage donation size: $78 (Median: $25)
  8. 8. We Work with People Just Like YOU
  9. 9. Agenda Update•Introductions•What is GlobalGiving?•Online Fundraising•Breakout Sessions•How to Join GlobalGiving
  10. 10. Online Fundraising• Overview• Social Media and Online Giving• Building Your Fundraising Strategy
  11. 11. Activity• Who are YOU?• Let’s split up into groups!
  12. 12. What brought you here today? (What do you hope to learn?)How familiar are you with online fundraising? (Perceptions, Past Experience) What are your organization’s largest sources of income? (e.g. Foundations, Individual Giving, Online?)
  13. 13. Trends in Online Giving 2011
  14. 14. Key Findings in Online Giving 2011 • Every sector has experienced double-digit online fundraising growth since 2009. • 8.6% growth for large orgs • 13.1% growth for medium orgs • 12.8% growth for small orgs • 87% of organizations had at least one online gift of $1,000 or more. • 34.8% of online giving happened in October, November, andSource: Blackbaud 2011 Online Giving report. December.
  15. 15. Some Context…• Emerging funding crisis• International foundations scaling back due to economic climate• Increase in grantmaking restrictions• Namibia perceived as mid- income African country• Online fundraising is an alternative source of funding
  16. 16. Online Fundraising• Overview• Social Media and Online Giving• Building Your Fundraising Strategy
  17. 17. technology doesn’t make us social
  18. 18. It channels interaction & influence
  19. 19. We’re Spending More Time Online
  20. 20. And Yes, That Includes Africa
  21. 21. We’re Spending More Time Online
  22. 22. Online Fundraising• Overview• Social Media and Online Giving• Building Your Fundraising Strategy
  23. 23. Building Your Online Fundraising Strategy• Identify Existing Network• Build Larger Network• Identify Communication Method• Drive Engagement• Identify/Target Your Audience• Set Goals• Make a Plan• Evaluate
  24. 24. Step 1: Identify Your Network Your direct contacts The contacts of your contacts People you have nevermet/contacts of contacts’ contacts/only via onilne Source: David Armano
  25. 25. ACTIVITY List who is in your organization’sinner, outer, and far outer circles?? (List them by group e.g. Close Friends, Staff, etc) Write down an estimate of how many people are in each group (e.g. Close Friends (20), Staff (50))
  26. 26. Your Existing Network•Donors•Volunteers and co-workers•Beneficiaries•Community members•Local business leaders•Local media•Friends and family
  27. 27. Step 2: Building your Organization’s Network• Your staff and volunteers• Join local non-profit networks• Join “niche” forums online• Take advantage of networking opportunities• Organize offline events• Grow your mailing list• Use Your ADVOCATES
  28. 28. Quick Question:Why do people give?
  29. 29. Building Your Network: Create Advocates• Make your network work for you• Get people excited• Engage your audience• Build relationships• Share your stories• Earn trust and support.
  30. 30. Maintain and Nurture…Like any good relationship! YourYou Network Source: David Armano
  31. 31. Building Your Online Fundraising Strategy• Identify Existing Network• Build Larger Network• Identify Communication Method• Drive Engagement• Identify/Target Your Audience• Set Goals• Male a Plan• Evaluate
  32. 32. Step 3: Identify your method donorEmail* fundraiserssocial offlinemedia events
  33. 33. Your Advocates Will Author Their Own Messages: Let Them some success greater potential
  34. 34. Step 4: Driving Engagement Using Social Media Awareness Engagement Donation
  35. 35. DISCUSSION What is social media?What do you use social media for? What types of social media does your organization use?
  36. 36. >500 million Facebook users 50% of users login daily Most users have 130 friendsThe average user is connected to 60 groups, events, or causes
  37. 37. 26 million Twitter users
  38. 38. Engagement = Conversation Engagement is... • A two-way conversation • Give and Take • Proactive (or over time, it will dwindle) • Stimulating and fun!
  39. 39. 10 Tips for Social Media
  40. 40. 1. Join the Conversation
  41. 41. 2. Celebrate Big News
  42. 42. 3. Ask Simple, Timely, Relevant Questions
  43. 43. 4. Share “Day in the Life” Updates
  44. 44. 5. Introduce Yourself, Often
  45. 45. 6. Be Mindful of Your Medium
  46. 46. 7. Be Specific and Direct
  47. 47. 8. Be Balanced (Photos, Links, Video etc)
  48. 48. 9. Start your own traditionsEx: (“photo of the week”)
  49. 49. 10. Measure and Evaluate Your Success
  50. 50. Before Creating Social Media Strategy: Ask Yourself1. Why would anyone want to listen to us on any social network?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 choose to ask others to share our content?5. Why would they invest their time and express loyalty in their networks?
  51. 51. Before Posting Any Updates: Ask Yourselfe.g. Your boss has asked you to post about today’s GlobalGivingonline workshop on your nonprofit’s Facebook Page.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!)
  52. 52. Break time!• Meet your neighbor.• Expand your circle.• Grab some tea/coffee.• Share ideas, lessons learned, and resources!
  53. 53. Agenda Update• Online Fundraising: Breakdown• Social Media Networking• Building an Online Fundraising Strategy• Joining Global Giving
  54. 54. Building a Fundraising Strategy…1. Identifying network2. Building network3. Identify your method4. Driving Engagement5. Identify your audience6. Set goals7. Make a plan8. Reevaluate
  55. 55. Step 5: Identify/Target Your Audience “Young Millenials” •20-30s •International experience •Internet savvy OTHER• Disaster Givers• Event Supporters YOUR• Last Minute Gift NETWORK Givers- Source: Network for Good
  56. 56. Step 6: Set Goals• Set annual goals & quarterly benchmarks• During your campaign, set weekly goals!• Consider past accomplishments• Be realistic
  57. 57. Step 7: Make a Plan• Outline your tactics (i.e. who, what, why, how much?)• Create message for each unique target group• Create deadlines (incl. reminders and announcements)• Set milestones to achieve at each deadline
  58. 58. Don’ts• Don’t jump right to the “ask”• Don’t oversaturate your contacts/donors with communication• Don’t think there is one solution• Don’t just use one type of medium• Don’t ignore donors who have already donated (get them to help you get others to give!)
  59. 59. Activity:Let’s create a strategy… 1. Raise $5000 from 40 donors in 1 month 2. Map out communication plan to announce the campaign 3. Include when to use Twitter, Facebook, Email, an d any other resource you use 4. Mark when to send thank
  60. 60. Did you do this?• Make someone responsible• Set milestones• Identify your audience• Have a timeline for your campaign• Create a sense of urgency
  61. 61. Step 8: Reevaluate• Establish benchmarks• Set aside time for evaluation• Measure results against goals: • Engagement • Donations
  63. 63. Benefits of GlobalGiving to Organizations• Donor tools• Volunteer listings• Corporate partnerships• Promotional campaigns
  64. 64. How do we work?15% of donations - Provides access and promotion to corporate partners - Developing more corporate partner relationships - Visibility and promotion - Webinars, trainings, and toolkits - Fundraiser pages, volunteer networks, and credit card fees**50% of donors cover the fee so averages out to 8-9%per donation**
  65. 65. Partner tools: Building Fundraising Capacity• Monthly trainings• One on one consultations• Connecting with highly-skilled volunteers• Blog: Come here for: – External opportunities – Summaries and slides from past trainings – Details on matching campaigns and other opportunities – General online fundraising tips
  66. 66. 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 11/15/2012 71
  67. 67. Employee Engagement: Nike
  68. 68. GlobalGiving Photo Contest
  69. 69. Other Campaigns
  70. 70. Joining GlobalGiving DueNomination Open Diligence Form Challenge process
  71. 71. 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 $5,000 from 40 donors
  72. 72. Eligibility Requirements• Registered organization – no individuals, businesses, etc.• Advanced English• (At least occasional) access to the internet• Non-evangelizing• Non-discriminating• Eligible to receive international donations• Charitable purpose
  73. 73. Due Diligence – Key documents• 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?
  74. 74. Next Deadline for Signing Up: March1st, 2013
  75. 75. How to Succeed in an Open Challenge• Use the Fundraising Survival Guide!• Attend Online Trainings• Develop an online fundraising strategy• Make a plan and schedule• Identify networks • Family, friends, neighbors • International networks: volunteers, donors • Internet access • Credit cards
  76. 76. Then What?• Become an active GlobalGiving partner• Post frequent Project Reports• Send Thank You’s to your donors• Post another project• Participate in GlobalGiving campaign
  77. 77. Is your organization ready for GlobalGiving?• International Network – Credit cards, Internet access• Online presence – Website, Facebook, Twitter• Online outreach – Email list, Facebook network
  78. 78. THANK YOU!Contact:Spectra Asalasasala@globalgiving.org