Post on 16-Jul-2015
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Online Fundraising Workshop Kelly Zug
2015
AgendaIntroductions
Online Fundraising What is it? Why is it important? How do we do it most effectively?
Network Building and Engagement What attracts a donor? How do you maximize your impact and donor networks?
GlobalGiving – How to Join Where do I go from here?
Introductions!
Would your current donors and community describe your organization the same way?
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Who are you?
What do you do?
Why is it important?
Imagine if you had to explain your organization to a potential funder in a clear and concise way.
The average attention span of a human being was calculated to be 8 seconds in 2013.
This is one second less than the attention span of a goldfish.
- National Center for Biotechnology Information, at the U.S. National Library of Medicine
What is GlobalGiving?
An online fundraising platform thatconnects charitable organizations around the world
to a large network of individual and corporate donors to raise money and support for their projects.
www.globalgiving.org
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400,000+Individual and Corporate Donors
$160+ Million
Since 2002…
Have given….
To…
11,000+ projects withorganizations like YOURS
Through…
2002GlobalGiving
Founding Year
60+Corporate Partners
2,400+Organizations
around the world
149Different Countries
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Corporate Partners
Gift Cards & Employee Giving � Cause-Marketing � International Vetting Disaster Relief � Facilitation of Grants
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Top Donor Countries
Current Projects in Eastern & Central Europe
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What does GlobalGiving do?
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Access and visibility to
potential donors worldwide
Tax Deductions for U.S. Donors &
GiftAid for UK Donors
1-on-1 Consultations
Frequent Webinars and
Tools & Training Blog
Multiple Bonus Days
Feedback and Donor
Management Tools
Strategizing Help for Fundraising and Campaigns
Outreach for Driving
Awareness and Donors to our
platform
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GlobalGiving Sustainability15 % Fee
2% Administration Fees
Keeps GlobalGiving sustainable as a nonprofit to provide for you
Reliable connection with worldwide donors and corporate partners
3% Credit Card Fees
Covers standard credit card fees from donors’ cards U.S. tax deductions for donations
10% Resources and Access that Directly Benefit your Organization
Access to 400,000+ donors and 60+ Corporations
Donor Management Tools and Analysis
Free trainings, tools, and campaign strategizing
Free one-on-one consultations – call us anytime!
Calendar of Organization Campaigns & Matching Days
Gift Cards, Reoccurring Donations, and Tribute Giving
Rewards and benefits for being active
Continuous Innovation
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2% Administration Fees
Keeps GlobalGiving sustainable as a NGO to provide for you
Reliable connection with world wide donors and corporate partners
3% Credit Card Fees
Covers standard credit card fees from donors’ cards U.S. tax deductions for donations
The majority of our donors cover at least a portion of the fee as they complete their donation.
Averages to 9% Fee
10% Resources and Access for Your Organization
Access to 400,000+ donors and 60+ Corporations
Donor Management Tools and Analysis
Free trainings, tools, and campaign strategizing
Free one-on-one consultations – call us anytime!
Calendar of Organization Campaigns & Matching Days
Gift Cards, Reoccurring Donations, and Tribute Giving
Rewards and benefits for being active
Continuous Innovation
Online Fundraising
Success
Your Organization STRATEGIZE:
IDENTIFY AND PLAN
RECOGNIZE: THANK AND
IMPROVE
EXERCISE, ENGAGE, AND
PROMOTE
IDENTIFY AND EXPAND
NETWORK
Why Online Fundraising?
Why Online Fundraising?
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Manage, expand, and engage your
network of donors
One additional tool to the fundraising
strategies you already use
Network of ideas, tools, and
resources to increase
effectiveness
Boost funds, transparency, and
awareness
Online Giving is Increasing!
$190 Million donated online to 100,000 charities in 2013!
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Source: Network for Good
Difference between Offline and Online
Goals are still the same: Creating and maintaining relationships Building trust Delivering a message Giving people a reason to give Continuing to increase and share your impact!
Strategizing Online
Online Fundraising
Success
Your Organization STRATEGIZE:
IDENTIFY AND PLAN
RECOGNIZE: THANK AND
IMPROVE
EXERCISE, ENGAGE, AND
PROMOTE
IDENTIFY AND EXPAND
NETWORK
What to Consider BEFORE Strategizing:
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Past accomplishments Capabilities & background of staff Level of awareness and trust within your community Evaluation of your present and potential network Who would be interested in your cause?
Developing Your Strategy PLAN! Online Fundraising doesn’t just happen. Set realistic goals and quarterly benchmarks Create an annual calendar with promotions & campaigns Create a communications plan
Setting SMART Campaign Goals Set realistic goals
• Get 50 additional Facebook likes by a certain date • Get 3 additional donors by next month • Send out a monthly newsletter
Importance of campaigns • Creates a sense of urgency • Focused on awareness, new ideas, impact, & funding • Helps prevent donor fatigue
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Create a sense of urgencyThe last 3 months of the year
accounted for more than 1/3 of 2013’s overall giving!
Online giving in December is
more than 18.8% of total year’s giving.
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Online Fundraising
Success
Your Organization STRATEGIZE:
IDENTIFY AND PLAN
RECOGNIZE: THANK AND
IMPROVE
EXERCISE, ENGAGE, AND
PROMOTE
IDENTIFY AND EXPAND
NETWORK
Identify your Network
YOU
• Identify your network and the networks of your staff
• Identify advocates to help you spread the word about your organization
• Create a communications plan
• Who would be interested in your cause?
CURRENT AND OLD FRIENDS UNIVERSITY
PROFESSORS, PEERS, AND NETWORKS
INTEREST GROUPS AND
CLUBS
PAST & CURRENT COLLEAGES AND JOBS
FAMILY
NEIGHBORS
CHILDHOOD TEACHERS
CHURCH GROUPS
SPORTS TEAMS
BOOK CLUBS
GYM BUDDIES
FAMILY FRIENDS
Close relationship to you or the organization Influential person Ability to reach into new networks Willingness to spread the word Time commitment
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How do you choose an advocate?
Reaching out to your Advocates• Trust is HUGE • Host them at your project • Develop a personal relationship • Share insights into your successes and challenges • Activity: List three ways you could further your connection with this potential advocate 36
Millennial Donors Report 2011
Working for Engagement Awareness
Engagement
Donation
Working for Engagement Awareness
Engagement
Donation
OUTREACH ACCOUNTABILITY REPUTATION TRUST
15 Minute Break!
Online Fundraising
Success
Your Organization STRATEGIZE:
IDENTIFY AND PLAN
RECOGNIZE: THANK AND
IMPROVE
EXERCISE, ENGAGE, AND
PROMOTE
IDENTIFY AND EXPAND
NETWORK
Working for Engagement Awareness
Engagement
Donation
Presen5ng a project Time Commitment Social Media Pictures & Videos Emails & Blog Posts Thank You Notes Planning the ASK
How to present your story online?
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The motivation The people
The idea
The problem
The place
When telling your story…
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Brevity is key. Put the
important things first!
Be specific and realistic on
how donation will make
impact
Use powerful and hopeful
imagery!
Evoke empathy, not
sympathy
Photos Videos StaCsCcs Personal anecdotes Beneficiary Stories
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Summary .... What is the issue, problem, or challenge? …. How will this project solve this problem? ... Poten5al Long Term Impact …. Funding Informa5on Total Funding Received to Date: $____ Remaining Goal to be Funded: $_____ Total Funding Goal: $_____ Addi5onal Documenta5on Resources
First thing donor reads
Examples of how money is used
Engaging Photo
Engaging and Specific Title
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Provides meals
Provides for one child
Trains one group leader to start and manage KIDS support group
Running costs for one group Summary Provides a welcoming and safe place for children affected by their parents’ alcoholic substance abuse. We run aVerschool KIDS groups where children can learn, make friends, and do arts and craVs in a safe environment with trained group leaders and mentors.
Compelling Project PageSpecific, action –oriented Description
Easy to understand, jargon-free, project specific
Close-up, High-resolution
photo
Tangible, realistic, varied goals Summary
Provide early education, breakfast, childcare, and psychological services for 455 disadvantaged preschoolers in Mexico City Metro Area whose working parents cannot afford them otherwise.
Working for Engagement Awareness
Engagement
Donation
Presen5ng a project Time Commitment Social Media Pictures & Videos Emails & Blog Posts Thank You Notes Planning the ASK
Online tools facilitate engagement! Email à Newsletters, Updates Facebook à Create a community
Twitter à Create a conversation
Blogs à Update and engage Share your successes and setbacks with donors
Effective Outreach• Know your donors and why they give • Personalize and tailor communication & emails • Sort lists of donors (such as by past donation size or reasons for giving) • Do not spam. Always include an unsubscribe link in every email • Give donors a clear idea of what money is being used for
Email is still the largest drive of online giving at 33%
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Keep Up with Your Donors
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Project Reports
Holiday Campaigns
Bonus Days
Photo & Video Competitions
Other ways to Engage Online! • Video & Photos • Interviewing beneficiaries • Start online tradiCons • Join the conversaCon around the cause • Collaborate with similar organizaCons • Online fundraising campaigns • PromoCon of events • Story telling
Working for Engagement Awareness
Engagement
Donation Timing the ASK Avoiding Donor Fa5gue
Online Fundraising
Success
Your Organization STRATEGIZE:
IDENTIFY AND PLAN
RECOGNIZE: THANK AND
IMPROVE
EXERCISE, ENGAGE, AND
PROMOTE
IDENTIFY AND EXPAND
NETWORK
Donor Appreciation
Send thank you notes as soon as possible and personalize them Share photos and beneficiary stories in project reports Make donors feel like a crucial part of your organization and its success
46% of donors stop giving because they feel like their donations are not recognized or appreciated!
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Web Analytics Tool
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GlobalGiving UK
How to Join GlobalGiving
How to Join GlobalGiving
Submit Application
Due Diligence Processing Post a Project!
Pass through the Open
Challenge!
www.globalgiving.org 1
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Documents to Complete an Application Certification of Government Registration Letter of Reference Program Materials Founding Document (with dissolution clause) Disbursement Information Financial Documents (2 years of financial statements and a current year budget) Names of senior staff and board members
GlobalGiving’s Terms and Conditions
We accept Google Translate as an acceptable English translation of these forms. Please send questions to applications@globalgiving.org
Succeed in an Open Challenge Test your online fundraising skills! Succeed and become a
permanent partner with GlobalGiving!
Open Challenges occur multiple times a year! Requirements: Raise $5,000 (minimum) dollars from at least 40 unique donors Duration: 1 month Next Open Challenge: June, 2015 (Following one in September) Last day to Register: April 24, 2015 At least one matching day during the 1 month period.
Email questions to challengehelp@globalgiving.org "
Some Ideas for the Open Challenge Do networking activities with staff to identify advocates Connect with diaspora groups or those abroad Personalize emails Prepare videos and stories to share Make donors an offer they can’t refuse Eat for a Cause, using local restaurants Reach out to similar organizations to learn more
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Preparing for the Open Challenge
1. Split into small groups, introduce yourself! 2. Pick a project for the group to focus on 3. Develop a strategy to raise (at least) $5,000 from (at
least) 40 donors in 1 month online 4. What will you do Before, During, and After to make the
campaign a success and drive awareness 5. Practice writing your concise project summary
Questions?
Email further questions to inthefield@globalgiving.org Free 1-on-1 Consultation
with a GlobalGiving staff member
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