globalgiving workshop rwanda oct 10 2012

Online fundraising workshop

GlobalGiving PresentersMarc Maxson (Innovation Consultant)Moses Kigozi (Uganda country coordinator, Storytelling Project)

mmaxson@globalgiving.orgmkigozi@globalgiving.org

Workshop OutlineIntro to GlobalGiving – 20 mins•Online social media fundraising – 1 hr

-- coffee/tea break --

•Process of joining GlobalGiving ( nomination due diligence open challenge) – 1hr • Hearing from current partner organizations• Storytelling Project – easy monitoring & evaluation 20mins• Trello – simple project management tool 20mins

-- Optional after: 1 on 1 consulting –

About GlobalGiving GlobalGiving is a charity fundraising web site

that gives social entrepreneurs and non-profits from anywhere in the world a chance to raise the money that they need to improve their communities.

GlobalGiving connects dedicated individuals who are driving change in their communities (people with big ideas and community leaders) with the generous giving people. We help organizations grow and be more effective.

120+ countries, thousands of NGOs,

282,000 people giving $71million

How the online giving process works• Organizations post their project summaries on

www.GlobalGiving.org - giving the world an inside look at the project's unique needs and the work being done.

• You and your supporters tell people about the project using Internet.• Those people get inspired by you and tell other people.• These people hear about the project, visit the website, donate, and

spread the word.• After you reach 50 donations, you become a permanent partner and

GlobalGiving includes your project in larger corporate giving and cause marketing efforts.

+ +

How to get your project on GlobalGiving • Nominate yourself at www.globalgiving.org/non-profits/

• Submit due diligence docs. We work with registered organizations to raise money for specific projects all over the world. GlobalGiving does not provide grants.

• Learn to fundraise through people giving - we offer organizations an easy-to-use fundraising and donor management system, fundraising tools and training, and access to our corporate partners and media outreach.

• Compete in an open challenge – held four times a year. Your goal is to earn 40 donations and raise $5,000 in 30 days. Next challenge is November 2012.• Post additional projects as a full partner

• Automatically get cross-listed on other employee giving websites

• Demonstrate your capacity and good reputation to traditional grantmaking funders

GlobalGiving in 2011

Overall donations made through GG to date: $80.6 mnOverall donations made through GG in 2011: $30.1 mnNumber of donors to date: 237,246Projects receiving funding: 5,014 Number of visitors who visit GG.org each week: 30-40KAverage YEARLY $$$ per org: $9,000 (Median: $2,400)Countries disbursed to: 120 countriesTop Donor Countries: USA, Canada, UK, Australia, IndiaAverage donation size: $78 (Median: $25)Top corporate partners:  Nike, Dell, Microsoft, HP, Gap, Cummins, Eli Lily, LiquidNetPast Philanthropic partners:  Omidyar, Skoll, Rockefeller, USAID, Sall, Hewlett

Examples of real results from

organizations in Rwanda

We try to provide every organization with value – the best tools, and additional donations from beyond their network of supporters (purple).

Fees: We are a non-profit organization, but we need to cover our costs, so we ask donors and organizations to split the 15% cost. Since 2009, about 54% of donors add on something to cover the 15% fee, so organizations typically only pay about 9%. The value of the additional donations (purple) we attract can add more than 15% to an organization’s total fundraising, so in effect they pay nothing and receive more money than they themselves could have collected directly.

But our greatest value is the reputation and visibility we provide your organization.

Why are these organization profiles so different?

These guys have been building personal relationships with donors for years.

These guys did the open challenge and are still learning how to explain their work in a compelling way.

Building relationships

Why do people give?

Being socialNobody can attract donors if they don’t first….

• socialize globally (use Internet)• have a compelling story to share• listen to supporters and make them feel like they are part of something big.

Video Networking IM photo-share games

Blogs Creators podcast twitter dating

1 billion Facebook users

50% of users login daily

Most users have >130 friends

The average user is connected to 60 groups, events, or causes

500+ million Twitter users

100% have friends they talk to offline

Spend time with your closest friends, and trust

them to connect with their friends for you.

5-10 people

50

-75

peop

le

these tools only work when you use them

with people you know and have a

compelling message!

Circles of influence

the real world online

Network of

User

High

Low

inspire

engage

listen

follow-up

say thanks

Engagement Case Study:

How Obama became

president through social media

to thisfrom this

Your friends will be the first to adopt your message:

my cause = our cause

this isn’t a job, it’s a

cause!

the message is not

about you

Keep your

message

simple

change

yes we can

Obama 35,000 volunteer groups

2,000

meetings

Held 200,000 Events

2,000 official

videos

442,000 videos

Trust is a

mosaic of

personal

friendships

your supporters must author the your supporters must author the messagemessage

some success

greater potential

• Additional, personalized support to the most active MyBarackObama.com community members

• Tracking and measurement to identify and understand their online activism; content developed to meet those needs

• Super users were given something “more” than the average user

Empower your biggest

supporters and give them the

tools to encourage

others

Source: Edelman “The Social Pulpit: Barack Obama’s Social Media Toolkit

empower

p o w e r e d !

Spam(no personalization)

Social media can help you build relationships and inspire people to

advocate for your cause

Source: “What’s next in media: by Neil Perkin

… if “your” cause is “our” cause

effective messages evolve as they spread:

adapted to each audience

Time is your ally

Give, Donate, Send money

now.

You

mu

st ta

ke a

ctio

n.

We a

re c

om

petin

g.

network ✔fundraising captains ✔

goals ✔

what now?

strategytools

resourcessocial media

challenge calendarfundraising checklist

template emailstemplate press releases

http://www.globalgiving.org/getting-started-challenge/

websitewebsite

Try it Out… Creating a compelling message

Post about today’s GlobalGiving workshop on your nonprofit’s online platform tonight. Ask yourself:•Who is your audience?•What is your key message?•Does your organization have any personality? (you need to be real to tell a compelling story)•What do you want them to do next? (tell them – this is the call to action)

Post a Project:tell a powerful story

specific

simple

Where to go for more training:www.slideshare.net/globalgiving/

Joining GlobalGiving

Trello: Awesome project management tool (free)

Storytelling: Instant monitoring & learning tools (free)

Concept: collect stories using our method and you can create evaluations with benchmarking in minutes.

Our Storytelling Project can answer these types of questions:X = some social issue, like rape, HIV stigma, sanitation…

• What are the root causes of X?• Is X more important than Y to address?• How pervasive is the X in the country? (scope)• How complex is X? (complexity)• What kinds of people (age, sex, location) talk about X?• What organizations address X and in which locations?• What other issues matter to people who care about X?• Of the things communities have seen organizations do to address X, what works best?• Do organizations and the people describe X differently?• Does org A or org B address X with more success? • What are important unmet needs in the community?

But our Storytelling Project cannot answer this question:

• Is organization A having an impact on X? (sorry, impact is still something we can’t measure- only all those other things that help you achieve better project design)

Good uses for story data:• Listening to communities (does your project address the right needs in the community?)• Project redesign (do these stories reveal unexpected ways to try to address some complex social problem?)• More Innovative Grant Proposals – you can make a more compelling case for your new approach if it is supported by story patterns before you try it.• Advocacy – leaders will listen when the people all talk about the same need or problem.

Tools let you see the big picture or drill down to individual stories – this is about patterns, local context, and being “vaguely right” instead of “precisely wrong”.

THANK YOU!

Contact:Marc Maxsonmmaxson@globalgiving.orghttp://www.globalgiving.org