June 11 Hyderabad #3 Succeeding on GlobalGiving

Sign up!Due DiligencePost a projectOpen Access ChallengeLife on GlobalGiving

How to succeed on GlobalGiving

Click the Non-profits button on our homepage (www.globalgiving.org):

• English

• (At least occasional) Internet access

• Non-discriminatory

• Non-evangelizing

• Pass due diligence

Requirements

What is Due Diligence? All organizations listed on our site pass a rigorous process to determine their eligibility. They must:

- Be making a significant social impact- Have a track record for delivering on promises - Be eligible for international philanthropic donations- Submit documents in English- NOT be listed in any terrorist databases

Due Diligence Requirements International organizations need to submit the

following documents:- Organizational Structure Documents- Certifications- Financial Documentation- Program Materials- Employee Names - Letter(s) of Reference- GlobalGiving Compliance Documents

Typical donors The “soccer mom”

•Tend to be women

•30-40s

•Coastal

•Urban

•Socially & env. conscious

•Well educated

The “young professional”

•20-30s

•International experience

•Internet savvy

>80,000 visitors per month

– Direct (word of mouth): 40-50%

– Referral: 30-40%• e.g. eBay ads, GirlEffect.org, affiliate program• Social media

– SEO/SEM: 20-30%

Where does GG traffic come from?

• About ¾ are new to GlobalGiving

• Average time spent on the site: 2-4 minutes(Even when donating!)

Typical user behavior

How To Write Engaging Project Descriptions

1. Make the project title clear, concise & descriptiveGood Title: Restore eyesight to 500 Nepalese villagersBad Title: Protect the CBB biosphere

2. Tell donors how they can helpThree donation options less than $100Provide a range—You never know!

3. Be the eyes for your potential donorsPictures: Close-up face(s)Choose main photo with care

*SPECIFIC *PERSONAL

How To Write Engaging Project Descriptions

4. Have a clear, concise summary of your project Appears on top of page & in search results

5. Ensure your project description is easy to understandDonors: Most important info on GGClear description of activities & the impact donations will have

6. Set a realistic funding goalDonors respond to smaller goals ($5,000, $7,000, $13,000)If you get fully funded, you can always post another project(s)

*SPECIFIC *PERSONAL

Donors’ eyes go

here first

Minimum donation: $10Minimum donation: $10Median donation: ~$50Median donation: ~$50Average donation: $194Average donation: $194

Above-the-fold view

How do you attract donors on GlobalGiving?

1) Draw people to your page with your main photo & title

2) Provide a range of specific donation options

3) Focus on the information above-the-fold

4) Give an easy-to-understand project description

5) Submit Project Updates frequently

Let’s do one togetherLet’s do one together

All new organizations to GlobalGiving must successfully participate in an Open Access Challenge

- $4,000- 50 donors- 3-4 weeks

*Held every 3 months or so*Prizes for raising the most $/# donors

Why we have them:- Learn-by-doing- Check for fit- Gives you an excuse to contact donors- Establishes/strengthens your online

network- Competition and deadlines motivate

giving

• 30% Know you well

• 50% Know your friends and colleagues, trust their endorsement

• 10% Motivated by your cause and are asked by someone they hardly know to support you

• 10% GlobalGiving visitors, random people reached through your social media campaigns

Likely donors during an Open Challenge

~40% succeed

The rest can try again

Everyone has different strengths Tell your supporters

all the ways they can help

Donate Spread the word Host a fundraiser Offer matching funds Feature your project on

their blog or social network

Provide creative ideas to get donors energized

The “Critical Exposure” Approach

Champion

Champion

Champion Champion

Champion

Champion

Champion

CriticalExposure

The “Critical Exposure” Approach

“The GlobalGiving Challenge has been a great way for Critical Exposure to engage and expand our circle of supporters while raising vital funds…”

$15,600 from 614 donors

$4,000 in prize money from GG

The next Open Access Challenge will be in August

I’m on GG. Now what? • Project Updates

• Post more projects

• Continue to grow your online network

• Campaigns, etc.

Project Updates

• NOT your typical reporting obligation– Concise, personal, specific

• Sent to all of your donors

• Posted to your project page

• Required every 3 months

• “Project news”

• Impact of donations

• Progress since donation

• Progress toward goals

What makes a good project update? • Encourages feedback

• Pictures!

• Beneficiary quote

• A thank you

All this engages donors & encourages repeat giving

• NOT one big ask

A good project update “The violence that has erupted in Kenya following the disputed Presidential Election has resulted in tragic loss of life and a massive problem of internal displacement. More than 250,000 innocent Kenyans have had to flee their homes - simply because of their tribal origins. All the Alive & Kicking balls that you are currently purchasing are being sent to the camps that have been set up to provide shelter for the displaced. Kenya Red Cross, who are overseeing the camps, have been given 200 balls so far, and 70 balls have been sent independently - 20 to a camp alongside Kibera in Nairobi, and 50 and a larger camp in Kitale. According to our friends at the Red Cross, until the balls arrived, there was little else for the children to do to help pass the long hours in their temporary homes. So thank you all for making this possible.”

A donor’s comment:Martin, thank you SO much for providing this update. With the unrest you are experiencing, it is good to know both how the funds are being used and also that the soccer balls are making a truly tragic situation even a little bit better for the kids.

Problem

Why update?• Project updates go directly to donors• Opportunity for dialogue with donors• Repeat donations• Projects receive, on average, up to three times more

in donations when they update regularly• Increase visibility! Higher placement in search results• Opportunity for special funding/challenges• GG Tweets some updates to our 12,000+ followers

Brow

sing

resu

lts...

Results are ranked by popularity

among givers and

by your use of GG

Improve your search rankingRanking based on: • 40%: Time since your last Project Update• 20%: # of donors• 20%: $ raised• 20%: Closeness to funding goal

How can you improve your project ranking?1) Post project updates2) Mobilize lots of people to donate. Encourage donors to give even

small amounts (i.e. $10, $20)3) Engage your donors. Maintaining previous donors & reaching out to

a larger donor base will allow you to increase your amount raised4) Use a realistic funding goal

How to build relationships, one donor at a time

Facebook is a good relationship building tool

“Friend” him and look at his 359 friends for someone whom you already know. Add context to your thank you email.

2010 Campaigns

Summer: Matching campaignOctober: Give More Get MoreCampaigns with non-monetary

prizesOther thematic campaigns

$200,000 in matching

Thank you!

Go towww.globalgiving.org/open

to sign up!

Bill BrowerField Program Officer

[email protected] Skype: wsbrower

Twitter: GloBILLGivingNepal mobile: 9841573334

www.slideshare.net/bbrower

http://www.globalgiving.org/open

Organizational Documentation

Shows:• management of the organization, • financial tracking, • methods, • board members expectations, • the exit strategy if the

organization dissolves.

Examples:• Articles of

incorporation• Charter• Bylaws

Certifications

- Certificate of incorporation

- Certification from any state or national government agency

Financial Documentation- Budget for current and past fiscal years

- Sources of income and expenditures:- How funds are applied - Other funders of your organization

- Audited financial statements- If your finances are not audited, please send one more

year of budget information

Personnel and Financial holdingsPersonnel and Financial holdings • List of Staff and Board Members

– Run against the U.S. Treasury Department's list of "Specially Designated Nationals and Blocked Persons"

• List of all financial institutions– Checked with the Treasury’s database

Program MaterialsProgram Materials (one or more):

– Annual report– Program descriptions and materials– Brochures– Pamphlets– Other public and printed information

Letter of Reference1 (or more) on their letterhead addressing:

• The nature and scope of your relationship• Any praise, thoughts, or concerns regarding your

organization’s approach and strategy, including:– Organizational capacity to absorb funds– Financial management– Organization's code of conduct– Strategies for addressing the core social need– Compliance with non-discrimination on the basis of

race, gender, or religion

GlobalGiving Compliance Policies- Signed DD Affidavit- Signed GlobalGiving Anti-Terror Certification- Signed GlobalGiving Non-Discrimination Policy- Disbursement Form

June 11 Hyderabad #3 Succeeding on GlobalGiving

Technology

Transcript of June 11 Hyderabad #3 Succeeding on GlobalGiving