globalgiving online fundraising workshop in addis ababa, ethiopia 2017

welcome

Announcements

Blissful Experience 2 min

Weekly Update Nicola 15 min

Other Update Kevin 10 min

Presentation Courtney 20 min

Other Update Donna 10 min

Presentation Phil 20 min

Calling in? 202.330.4040 or bluejeans.com/2023304040

Introductions

Discussion: What do you know about crowdfunding?

Why Online Fundraising?

Break

How to Fundraise Online?

➢ Setting SMART Goals + Activity

➢ Network Mapping + Activity

➢ Telling your story + Activity

➢ Activating donors

Break

Introduction to GlobalGiving

How to join GlobalGiving + Activity

Questions & Networking

Agenda

INTRODUCTIONS

Workshop Facilitators

Ashlee Cox

Program Fellow

acox@globalgiving.org

Hannah Lee

Partner Services Fellow

hlee@globalgiving.org

A C T I V I T Y

1. What is your name?

2. Who is your organization?

3. What is your organization’s mission in 1 sentence?

4. What are your fundraising goals for 2017?

Introductions

What has your experience been like? What do you know about

crowdfunding? What do you want from online fundraising?

Are you currently fundraising online?

Basics of Online Fundraising

WHAT IS ONLINE FUNDRAISING?

“The power of crowdfunding isn’t in the funding, it’s in the

crowd.”

MARI KURAISHI

WHO IS THE CROWD?

Online fundraising and

crowdfunding should

be used in

collaboration with your

other fundraising

tools.

Another tool in your toolkit

1. Access more money

2. Build relationships with your network locally + globally

3. Build trust and credibility

4. Expand your network of supporters

5. Share your impact!

Goals: Offline or online are the same

WHY FUNDRAISE ONLINE?

LocalOffline fundraising is

limited to a geographic

area, or the cost of have a

global physical presence.

OFFLINE

Global

ONLINE

Going online opens networks

up to a global scale quickly,

cheaply, and efficiently.

HOW DO I START?

Set SMART goals and

decide how online

fundraising +

crowdfunding best

fits into your work.

Strategize

Pick a platform,

check out your and

their calendar, and

get started.

Plan

Reach out to your

networks, cultivate

your relationships,

create content, and

develop stories.

Network + Create

Create a content

calendar, send

emails, thank your

donors, and act on

all the hard work

you’ve done.

Share + Act

15 Minute Break

Set SMART goals and

decide how online

fundraising +

crowdfunding best

fits into your work.

Strategize

Setting SMART Fundraising Goals

WHAT IS A SMART GOAL?

• Specific

• Measurable

• Action-Oriented

• Realistic

• Time-Bound

SMART is an acronym:

“S”Your goal should be Specific

NOT SPECIFIC

• Raise $10,000

• Have 100 donors

• Increase “followers” to 35,000

SPECIFIC

• Raise more funds

• Engage more donors

• Have more “followers”

“M”Your goal should be Measurable

NOT MEASURABLE

• Increase subscribers by 50%

• Raise $50,000

• Acquire 25 new recurring

donors

MEASURABLE

• Have more email subscribers

• Raise a part of our budget

• Increase recurring donors

“A”Your goal should be Action-Oriented

NOT ACTION-ORIENTED

• 3% of newsletter subscribers

open our email

• 35 Facebook followers share

our fundraising campaign post

• Accrue an NPS score of 25 for

donor satisfaction

ACTION-ORIENTED

• Increase newsletter

readership

• Create a viral Facebook post

• Make donors happy

“R”Your goal should be Realistic

NOT REALISTIC

• Raise $10,000

• 44% of our subscribers open

our emails

• Get 25 new donors

REALISTIC

• Raise $10,000,000

• Have 100% of our subscribers

open our emails

• Get one new donor

“T”Your goal should be Time-Bound

NOT TIME-BOUND

• Raise $15,000 by Dec 31

• Get 25 new donors during the

Year-End Campaign

• Acquire 600 new Facebook

fans by end of Q3

TIME-BOUND

• Raise $15,000 ASAP

• Get 25 new donors

• Get to 600 Facebook fans

SMART is… Specific Measurable

Action-Oriented Realistic Time-Bound

WHY SET SMART GOALS?

SMART Goals

• Provide focus, direction, and accountability

• Allow for milestone checks and strategic pivots

• Make for better calls-to-action to donors

A C T I V I T Y

1. Draft 2-3 SMART online fundraising goals

2. Share your goals with a partner; verify your goals meet

the SMART guidelines.

3. What challenges did you have in creating your SMART

goals? How do these differ from the goals you made in

the Introduction Activity?

Develop SMART goals.

Reach out to your

networks, cultivate

your relationships,

create content, and

develop stories.

Network + Create

Network Mapping

“Get to know your network … …this is a critical component to running a successful campaign. Make long lists of your team’s network—include people that can make donations but also

people who have access to larger networks.”

CREAMOSGlobalGiving Accelerator Graduate

WHO IS IN YOUR NETWORK?

Who is giving to your organization? Note their patterns and why

they give. Your best advocates and supporters are the ones that

already exist.

Who Supports You Now?

Family Friends Colleagues

NeighboursCommunity

LeadersPrevious Donors

Do you have people you don’t know giving to your organization?

Are there first-time donors? These individuals represent

opportunities to grow your network, but first you need to engage

them!

Who Could Support You?

Don’t be afraid to think outside of the box!

Your network is bigger than you think!

• Board members

• Diaspora

• Local Business owners

• Leaders in the industry

• Religious Institutions

• Community Foundations

• Alumni

• Volunteers

A C T I V I T Y

1. Map your current network.

2. Map your potential network.

3. With a partner, brainstorm ideas to reach your potential network.

4. Share your learning with the group.

Network Mapping

Creating your Content

TELL YOUR STORY

Stories should contain a single, compelling

character that is relatable to the audience and who is comfortable relaying

specific details, memories and experiences.

An Effective Character

Authenticity

Stories should show—rather than tell—the audience about the character’s

transformation, using rich details and featuring the

character’s own voice, without jargon.

Stories should chronicle something that happens—an experience, a journey,

a transformation, a discovery.

Trajectory

Stories should convey emotions that move

people to act, and marry these with clear, easy-to-

find pathways to get them to those desired actions.

Action-Oriented Emotions

A Hook

Stories should capture the audience’s attention as

quickly as possible, giving them a sense of whose story

it is and what’s at stake.

A C T I V I T Y

1. Break into groups of two.

2. Have one partner tell a story about a constituent impacted by

your organisation. (2 min)

3. Share feedback on what you found most compelling about

the story, and what could have strengthened the story. (2 min)

4. Switch roles.

What makes an effective story?

Create a content

calendar, send

emails, thank your

donors, and act on

all the hard work

you’ve done.

Share + Act

ACTIVATE YOUR DONORS

43%Overall donor

retention

64%Repeat donor

retention

23%New donor retention

Be sure to thank your supporters—new and old

—for their gifts.

Thank you notes

Show your appreciation for all the things your supporters are

doing to help your organization. Send them personal, prompt,

and sincere thank you notes. Engage them!

Always Thank Your Donors

…versus speed when they are being thanked by the organization

to which they gave. Pay attention to what they gave to, if they’ve

given before, and ask them why they give!

50% of donors prefer personalization …

Updates & Stories

Remind donors who they gave to and why.

Let them know the progress that’s been made. Don’t forget to

include a call to action!

56%of individuals who respond to a

nonprofit call to action cite being motivated

by compelling storytelling

Your emails, your social media, how you talk to a stranger, how

to convey your work to a funder or board member.

Your story shows and shares your organization’s impact.

Stories can be used everywhere

A C T I V I T Y

15 Minute Break

Pick a platform,

check out your and

their calendar, and

get started.

Plan

AboutGlobalGiving

WHO WE ARE

GlobalGiving is the first and largest global crowdfunding community that connects

nonprofits, donors, and companies in nearly every country around the world. We make it possible for

local organizations to access the funding, tools, training, and support they need to become more

effective and make our world a better place.

We’re here to connect nonprofits to ideas, information, + money!

Our Founders

Mari Kuraishi + Dennis Whittle

Always Open

Never

Settle

Committed to WOW

Listen, Act, Learn. Repeat.

$250mDollars donated

through GlobalGiving

15Years operating

+570kDonors giving

through GlobalGiving

+15kProjects funded on

GlobalGiving

165Countries

138Corporate Partners

HOW MUCH DOES IT COST?

15%The GlobalGiving Fee

We’re working to drive more funds to

your project, making up for our fee

and then some.

Last year GlobalGiving drove an additional $10

million to our partners!

0%With this extra money, the typical GlobalGiving

partner had a 0% net fee in 2015.

For every $15 that goes to the GlobalGiving fee, we drive, on average, an additional $20 to the nonprofit!

FEATURES + BENEFITS

We’re here to support our

nonprofit partners with

everything from helping

you navigate your account

to developing an online

fundraising strategy.

One-on-one Support

GlobalGiving works hard

to introduce new donors,

new corporate partners,

and new organizations

to the community.

New Networks

Thank you note tools,

donation management,

project report sends, and

much more—GlobalGiving

offers numerous ways to

help you develop donor

relationships.

Donor Tools

GlobalGiving is here to

do more than process

your donations—we’re

here to offer you

access to ideas +

information!

Training + resources

To help our partners

activate their networks

we offer a calendar of

campaigns every year

with matching days,

photo contests, and

much more!

Campaigns

With thousands of

nonprofit partners, we’re

working to build a

community of collaboration

and information sharing.

Community

Tax benefits for UK & US donors

Assured legitimacy

Corporate Programmes

Mobile-friendly website & giving

GlobalGivingmarketing

Disaster Relief Campaigns

HOW DO WE RESPOND TO DISASTERS?

GlobalGiving works to stay up to date on disasters globally.

DISASTER OCCURS

GlobalGiving Response: Large disasters

If the disaster hits critical mass in terms of damage, nonprofit response, corporate and/or and donor interest, we post a fund.

FUND IS POSTED

We start soliciting donations and promoting the Fund in the media

GLOBALGIVING OUTREACH

Within the first week of a disaster we work to get funds to the ground

SEND MONEY

If a disaster occurs in your community, post a project, and let us

know what’s happening; we’ll be able to direct interested parties

to your project(s).

We’re also here to support smaller or more locally focused disasters.

We know the days after a disaster are crucial to a community’s

relief + recovery work. We want our partners to focus on helping

their communities—we’re here to get you funds and visibility as

quickly as possible.

When a disaster occurs in your community, post a project

and let us know what’s happening.

We’re here to provide visibility + money

$2.2mRaised for disaster

response in 2016

COMMUNITY. In the end, it’s the people behind our

amazing partnerships that make GlobalGiving so powerful.

How to JoinGlobalGiving

THE GLOBALGIVING ACCELERATOR

The Accelerator is a time-bound fundraising campaign that will

lead an organization to become a full-time partner on

GlobalGiving once they have raised $5,000 from 40 donors.

It’s designed to support organizations to succeed in

crowdfunding through one-on-one support, online trainings, and

great tools!

So what is the GlobalGiving Accelerator?

For the three weeks prior

to the Accelerator,

GlobalGiving provides

online trainings sessions,

calls, and email support to

help you succeed.

GlobalGivingsupport

Our Facebook community

of Accelerator

participants, GlobalGiving

staff, and past graduates

all work together to help

you succeed.

Community Support

Click “Join” on the

GlobalGiving website

and start your

application.

We’ll ask you for some

organization

documents.

STEP 1: Submit your Application

After your

application has been

approved by our

vetting team, post a

project telling your

story.

STEP 2: Post a

Project

Once accepted, you’ll join

one of GlobalGiving’s

Accelerator fundraising

campaigns to raise $5,000

from 40 donors. Graduate

and become a full time

partner! You can do it!

STEP 3: Participate

in the Accelerator

SUBMIT YOUR APPLICATION

www.globalgiving.org/apply

Program Materials

Letter of Reference

Certificate of Government Registration

Founding Document

Financial Documents

Disbursement Information

POST A PROJECT

Create your project page

PARTICIPATE IN THE ACCELERATOR

Training Crowdfunding Rewards

Sample Training Schedule

Module 1 – SMART Goals

Module 2 - Storytelling + Calendar Planning

Module 3 - Network Mapping + Advocates

Module 4 - Social Media + Email Marketing

After training, start crowdfunding!

$5,000+Dollars

40+Donors

We’ll provide matching funds and bonus prizes

This will help motivate you and your donors!

WHAT HAPPENS WHEN WE SUCCEED?

You become a full-time community member on GlobalGiving!

Press release about your

success

Promotional Toolkit

Featured in a GlobalGiving

email campaign

Featured on GlobalGivingsocial media

Certificate of completion

Access to GlobalGiving’s

whole platform!

• Donor management +

communication tools

• Academies + trainings

• Fundraising campaigns

• Corporate partnerships

• Reputation building

and visibility

Full Partner Benefits

The deadline for the next

Accelerator is 3rd May 2017

A C T I V I T Y

• What title would you use for your page?

• What kind of photo would you use and why?

• Use your SMART goal- what would your fundraising target be?

• What would you include in your summary? Use your organisation’s mission

• What Challenge are you trying to combat? Be Specific!

• What are you doing to combat the problem? Use your SMART goals

• What long-term impact are you trying to achieve?

Design Your Project Page - Handout

Ready to Join GlobalGiving?

Visit GlobalGiving.org/join to get started.

Questions?

thank you

GlobalGiving.org | 877.605.2314 | projecthelp@globalgiving.org