Online community & Social Fundraising: India 2.0

ONLINE COMMUNITY & SOCIAL FUNDRAISING – INDIA 2.0JULY 2, 2014

JAI BHUJWALA

AGENDA

Fundraising 2.0 - The What?

Fundraising 2.0 - The Why?

Opportunities for Fundraising 2.0

Formal Events

Informal Events

Fundraising 2.0 - The How?

Fundraising 2.0 Platforms

Case Study

Q & A

How the Internet has

evolved 2011

FUNDRAISING BY INDIA 1.0 Fundraising

The process of soliciting and gathering contributions by requesting donations from individuals, businesses, charitable foundations, or governmental agencies

FUNDRAISING BY INDIA 2.0

Fundraising 2.0Also known as Peer-to-Peer Fundraising (P2P) it is about empowering your supporters, both donors and volunteers to raise funds by encouraging them to raise funds from their own networks and communities

Interactivity between fundraisers and donors enabled through comments

Details of fundraising project shared by fundraiser through writeup, images, video

FUNDRAISING IS A COMMUNITY APPROACH TO GIVING

…also known as social giving

AGENDA




Formal Events

Informal Events



Case Study

Q & A

WHO DOES A DONOR TRUST?

WHY CONCERN ABOUT FUNDRAISING 2.0?

• People give to friends, colleagues - people they know

• People give to causes not to institutions

• Leverage your donors/volunteers creatively

• Make them ambassadors of your organization

• Acquire more donors for your organisations

• Build greater awareness for your cause and a chance to create ambassadors of today’s donors

• More funds for you…

• …at very low cost to you

WHY SOCIAL? It’s where audiences are now – and will

increasingly be in the future

Reach a large number of people cost-effectively (Virality)

Small charities can punch above their weight

Returns from traditional media are diminishing

Instant Notification

Automation (Making Transactions/Generating Receipts)

Always ON!

AGENDA




Formal Events

Informal Events



Case Study

Q & A

OPPORTUNITIES FOR FUNDRAISING 2.0

Fundraising 2.0

FormalEvents

Informal Events

Sporting Events

Giving Challenges

Weddings

Birthdays

Anniversaries

Marathon

Walkathon

Cyclothon

Global Giving Challenge

India Giving Challenge

FORMAL EVENTS - ONLINE FUNDRAISING CHALLENGES

Global Giving Open Challenge 2012

9,008 donors, $700,000 raised

India Giving Challenge 201215,000 donors, $750,000 raised

India Tax Saving Challenge 20131,600 donors, $260,000 raised

Global Giving Open Challenge 2013

7,063 donors, $741,022 raised

India Giving Challenge 201315,700 donors, $790,000 raised

India Tax Saving Challenge 20142,000 donors, $280,000 raised

INFORMAL EVENTSPeer-to-Peer fundraising is personal

Its about sharing personal stories & journeys

State the reasons for getting involved & what engaged

them

Updating fundraising pages with progress and

updates

Reasons for raising funds encourage others to join

or donate

WHAT FUNDRAISERS FEEL?

Raj Kalakota used iGive to celebrate his son's first birthday

“I wanted to do some good to society and give a chance to family and friends to donate. I used the GiveIndia donation as gift, so that lead to this option. I am happy that it raised something which I am sure will make some difference.”

Kakoli Dey set up an iGive page to commemorate her grandmother's death anniversary.

My love for my grand mom and my love for the NGO I work for have motivated me to create this page. Raising funds whatsoever the cause is a bit tough but this is a fantastic way of asking for fund!”

AGENDA




Formal Events

Informal Events



Case Study

Q & A

WEBSITE

A simple link on your website can help attract attention to your fundraising efforts. Ask people to share this on their social media profiles.

HOW TO RAISE FUNDS - YOURSELF AND THROUGH YOUR SUPPORTERS

APPEAL LETTER


Send an appeal letter to all your friends, family and supporters. Ensure that you specify a prominent call-to-action in this letter.

BLOG

HOW TO RAISE FUNDS - YOURSELF AND THROUGH YOUR SUPPORTERS (5/8)


Does your NGO/CEO have a blog? Write some posts about your iGive page and your efforts to get to your target amount; encourage your employees to do the same

SOCIAL MEDIA & BOOKMARKING SITES

Spread the word along with a brief description of what you're raising funds for on whichever social networking site you use, such as Facebook or Orkut. Lots of people take the time to read what their friends are doing.


HOW FUNDRAISERS HAVE USED FACEBOOK FOR IGC

Year Visitors from Facebook

Total visitors to the site

% of Facebook visitors

Total amount of donations from Facebook

2009 1,510 7,14,358 0.21% $1,500

2010 9,115 1,147,788 0.79% $15,000

2011 40,468 13,24,563 3.05% $40,000

2012 54,160 10,46,253 5.17% $75,000

EVENTS V/S NON-EVENTS FUNDRAISING VIA SOCIAL MEDIA

Year Visitors from Facebook during non-Fundraising

events (p.m.)

Visitors from Facebook during Fundraising event

months (p.m.)

% Growth

2009 85 295 350%

2010 330 1,500 450%

2011 567 8,950 1,575%

2012 575 12,390 2,150%

AGENDA




Formal Events

Informal Events



Case Study

Q & A

FUNRAISING PLATFORMS GLOBALLY

iGive

AGENDA




Formal Events

Informal Events



Case Study

Q & A

TEACH FOR INDIA/; A CASE STUDY

Number of Fellows: 130Funds Raised: Rs. 43 lacsFrom: 1,790 donorsTotal Matching Won: Rs. 16 lacsRaised Funds For: • Books• Setting up libraries• Resource center• Field trips• Infrastructure needs in the classroom ( eg: stationary, projector)Target Donors: Individuals ( ie. non-corporate, non-HNI, non-institutional donors) .

How were funds raised?• Tons of Emails• Social Media

• In-person asks• Phone-call asks

• SMS Followups

Factors that helped raise funds:• Fellows felt personally responsible for making this a success• Twice a week motivating mails sent to all Fellows• Created an internal competition by recognising top-3 Fellows each week• Incentive of winning

“Every Fellow is like a CEO for his own classroom. He needs to gather resources and means to ensure students are making academic progress. Since the Fellows feel so closely responsible for the growth of their kids, they did not hesitate to reach out to their network for financial support.” - Mridvika Mathur, Manager, Development, Teach For India

TEACH FOR INDIA/; A CASE STUDY

• HIGHLIGHT EFFECTIVE FUNDRAISERS

• PROVIDE BEST PRACTICES IN FUNDRAISING

• GIVE REGULAR UPDATES ON FUNDRAISING PROGRESS; BUILD

ANTICIPATION THROUGH NEWSLETTERS/ CAMPAIGN-FOCUSED

UPDATE MAILS

• ENCOURAGE FUNDRAISERS TO BE THE FIRST TO DONATE

• LEVERAGE OFFLINE EVENTS

• UPDATE/ENCOURAGE/APPRECIATE – IN YOUR COMMUNICATION

• ENCOURAGE SPREADING THE WORD THROUGH SOCIAL MEDIA,

BLOGS, EMAIL SIGNATURES

ITS ABOUT THE PEOPLE NOT THE TECHNOLOGY

AGENDA




Formal Events

Informal Events



Case Study

Q & A

JAI BHUJWALA

Vice-President – Online & Retail Giving

GiveIndia

[email protected]

mailto:[email protected]

Online community & Social Fundraising: India 2.0

Social Media

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