WELCOME!
@BRADYJOSEPHSON
Strategic Director, Charity Express
Client Success Team Lead, Peer Giving Solutions
Empowering people to act on the human spirit of charity.
NEW SCHOOL
IS ACTUALLY
THE OLDEST OF
SCHOOLS.
Art director Alexis Persani. Photographer Leo Caillard.
WHAT IS SOCIAL FUNDRAISING?
Connecting people to people
and projects they can fund to
make a tangible difference in
the world
WHAT IS SOCIAL FUNDRAISING.
CROWDFUNDING
• Project based
• Purpose is
fundraising
• Driven by a person or
an organization
• Options to choose a
project
• Think Kiva
PEER TO PEER
• Person based
• Purpose is
engagement
• Driven by a person or
group of people
• Focusing energy
towards one project
• Think charity: water
WHAT IS SOCIAL FUNDRAISING.
EVENT BASED
• Sign up at specific
time
• Required goal/amount
• Tied to bigger event,
race, etc.
• Think Ride to
Conquer Cancer
THIRD PARTY
• Sign up whenever
• Set own goal amount
• Doesn't’t have to be
tied to bigger event
• Think dinner party
with donations
WHY SOCIAL FUNDRAISING?
FOR THEM
• Help the cause
without giving more
• Look good to
networks
• Can be fun, social
and active
• Feel good and special
FOR YOU
• Engagement with
supporters
• Acquire new donors
in new networks
• Reach new people
with your story
• Cheap
Treat your supporters as heroes
1
Provide awesome service & support6
Make it fun for everyone7
Tell great stories (and lots of them)
2
Create a great opportunity to give and fundraise
3
Do the work before you launch
4
Encourage and accelerate the social
5
Choose the right tool (for them first)
8
HOW SOCIAL FUNDRAISING?
8 MUSTS FOR SOCIAL FUNDRAISING.
WHAT IS THE ADVENTURE YOU ARE
CALLING YOUR HEROES TO?
• It is bigger than you
and your work and
taps into things like:
– Meaning
– Purpose
– Community
– Connection
WHAT IS THE SPECIAL GIFT THAT YOU
POSSESS
AND CAN GIVE?
• Is a creative wildcard
that could be a:
– Platform
– Piece of technology
– Tool kit they can build
off
– Financial match
– Other incentive
WHAT ARE YOU LIKE AND HOW DO YOU
HELP?
• You have a
personality that helps
and can be:
– Inspiring
– Fun
– Smart
– Encouraging
– Rebelious
TREAT YOUR SUPPORTERS AS
HEROES.
• What’s the adventure you’re calling people
to?
• What are you like as the mentor?
• What special gift do you possess for
heroes to use and benefit from?
TELL GREAT STORIES (AND
LOTS OF THEM).
• Genesis
• Future
• Beneficiary
• Staff
• Confession
• Donor/Supporter
CREATE A GREAT OPPORTUNITY TO
GIVE AND FUNDRAISE.
• SMART
– Specific
– Measurable
– Attainable
– Relevant
– Time bound
• What do people do, for how long, so that
and how?
CREATE A GREAT OPPORTUNITY TO
GIVE AND FUNDRAISE.
charity: water
September
• Raise $520 in
September to help 8
people get clean
water by starting a
campaign on
my.charitywater.org
CREATE A GREAT OPPORTUNITY TO
GIVE AND FUNDRAISE.
Dalit Freedom Network
“For Freedom”
• Do something for
freedom and every
$150 you raise before
May 31 will be
matched to provide
education for a Dalit
child for another year.
CREATE A GREAT OPPORTUNITY TO
GIVE AND FUNDRAISE.
Change Heroes
• Raise $10,000 in 3
months to build a
school in Kenya by
asking 33 friends to
give $3.33/day for 99
days
DO THE WORK BEFORE YOU
LAUNCH.
• Get commitments and pledges before the
campaign
• Source input and encourage co-creation
from “champions”
• Use communication schedule
• Set clear goals
• Plan for success, be ready for failure
– Scenario planning
Art director Alexis Persani. Photographer Leo Caillard.
CHOOSE ONE
METRIC THAT
MATTERS TO
SIMPLIFY AND
FOCUS IN ON
WHAT IS MOST
IMPORTANT.
GET SOMEONE
ELSE TO SAY
HOW COOL YOU,
THE PROJECT,
IMPACT, ETC IS.
Art director Alexis Persani. Photographer Leo Caillard.
Art director Alexis Persani. Photographer Leo Caillard.
DON’T
UNDERESTIMATE
THE BOTTOM LINE
BENEFIT OF GOOD
DESIGN.
PROVIDE AWESOME SERVICE
AND SUPPORT.Proactive
• Nudges with tips, ideas
• Toolkit
• Share their stories/examples
Reactive
• Dedicated contact
• Thank, thank, thank
• Encourage
Common Link
• Community Management
200 Visit
20 Sign Up
10 Set Up
5 Do
2 Succeed
1 Superstar
MAKE IT FUN FOR EVERYONE.
• Fundraisers– Set up
– Ask
– Update
• Donors– Give
– Share
– Follow
• Larger Community– Learn
– Share
SET DONATION
ANCHORS THAT
EQUATE TO
SOMETHING REAL
& TANGIBLE
Art director Alexis Persani. Photographer Leo Caillard.
CHOOSE THE RIGHT TOOL(S).
• Brand and customization
• Storytelling and content
• Interactivity and social
• Costs and resources
• Charity focus and friendly
Art director Alexis Persani. Photographer Leo Caillard.
VALUE THE
SUPPORTER
EXPERIENCE
BEFORE YOUR
OWN.
BRAND AND CUSTOMIZATION.
• How much do you actually need?
– What is this not accomplishing?
• Understand the costs/drawbacks of
custom work
• Brand is about experience before colours,
logos and fonts
• Wait until someone asks for a feature
before you customize
STORYTELLING AND CONTENT.
• How easy is it to use videos?
– Link from YouTube, Vimeo, etc., embed,
upload?
• How much do you want to storytell and
provide updates in your campaign?
• Can you provide content, stories and
updates regularly?
• How dynamic are the content zones?
INTERACTIVITY AND SOCIAL.
• Can people interact with you and others
easily?
• Can you interact with others easily?
• Is sharing available, intentional,
integrated?
• Are there sharing nudges within the
product?
COSTS AND RESOURCES.
• What are the hidden costs?
– Mainly time
• What costs does this save?
– I.E. automated tax receipts and administrative costs
• One time, ongoing and transaction cost structure?
• How can this fit into your current processes?
Art director Alexis Persani. Photographer Leo Caillard.
DON’T BE AFRAID
OF TRANSACTION
COSTS, YOU ONLY
PAY IF YOU
SUCCEED.
CHARITY FOCUS AND
FRIENDLY?
• Can they issue tax receipts? Are they from
you or another entity?
• Do you have access to donor information?
– Is it easy?
• Is the tool built for charity or adaptable for
charity?
THE MORE
THINGS YOU ASK
A TOOL TO DO,
THE WORSE IT
GETS IN ALL
AREAS.
Art director Alexis Persani. Photographer Leo Caillard.
5 CANDIAN TOOLS.
Tool Brand Story Social Costs Charity?
Overall
FundRazr ★ ★★ ★★★ ★★ ★ 1.8
Chimp ★ ★ ★★★ ★★★ ★★ 2
Giveffect ★ ★★ ★★ ★★ ★★ 1.8
Peer Giving ★★ ★★★ ★★ ★ ★★★ 2.4
Artez ★★★ ★★ ★ ★ ★★★ 2
FUNDRAZR.
Good
• Free/easy to set up
• Mobile
• Social integrations
• Charity adaptibility
Bad
• 5% plus CC
• Lack of brand
• Not created for
charities
CHIMP.
Good
• Easy to use
• 1% plus CC
• Free & easy set up
• Tax receipts
• Donation widget
• Charity registration
optional
Bad
• Lack of brand
• Donor information
• Customization
GIVEFFECT.
Good
• Easy to use
• 1% plus CC
• Tax receipts (not
yours)
• Interactive with simple
updates
• Charity focused
Bad
• Limited branding
• Only charities that
sign up with them can
receive funds
PEER GIVING.
Good
• Brand
• Storytelling
• Full website
• Tax receipts
• Interactive with blog
updates and comments
• International receipting
and processing options
Bad
• 4% plus CC
• Full website
• Set up resources
• Template sites
ARTEZ.
Good
• Brand
• Customization options
• Event management
built in
• Mobile and multi-
channel
Bad
• Customization options
• Set up resources
• Not inherently
interactive
Do the work before you launch
Provide awesome service and support
Make it fun for everyone
Tell great stories (and lots of them)
Create a great opportunity to give and fundraise
Encourage and accelerate the social
Treat your supporters as heroes
Choose the right tool
✔✔✔✔✔✔✔✔
HOW SOCIAL FUNDRAISING?
@BRADYJOSEPHSON
Strategic Director, Charity Express
Client Success Team Lead, Peer Giving Solutions
THANK YOU!
Empowering people to act on the human spirit of charity.