Social Media and Online Fundraising

Spectra A. I. Asala| September 18, 2012

•Introductions•What is GlobalGiving?•Online Fundraising•Break•Break-out sessions•Succeeding on GlobalGiving

Agenda

Hi, I’m Spectra• In-the-Field Rep, Southern

Africa• New Media Expert,

Philanthropy in Africa• Social Media for donor and

supporter engagement, awareness-building, and online fundraising

• Lived in Nigeria, US, and now traveling through Southern Africa for 6 months

• Allergic to seafood, love the outdoors.

What is GlobalGiving?

An online fundraising platform that connects

people with world-changing ideas with

people who can (and want to) support them.

7

More Than a Website: We’re a Network of Resources and

SupportWe offer organizations a unique set of online tools, strategic support, and the opportunity to connect with our vast network of individual donors and corporate sponsors.

• International donations• Corporate partnerships• Matching grants• Marketing campaigns • Donor Management• New Donors• Fundraising and capacity

building training• Credibility/Recognition• UK and US Charitable

Status

The Value of

GlobalGiving

GlobalGiving Today

Overall donations made through GG to date: $68mOverall donations made through GG in 2011: $24mNumber of donors to date: 272,251Projects receiving funding: 5,869Number of visitors who visit GG.org each week: 30-40KAverage donation amount per org: ~$9,000/year (Median: $2,400)Countries disbursed to: 120 countriesTop Donor Countries: USA, Canada, UK, Australia, India, SingaporeAverage donation size: $78 (Median: $25) 

We Work with People Just Like YOU

•Introductions•What is GlobalGiving?•Online Fundraising•Breakout Sessions•Using GlobalGiving

Agenda Update

Online Fundraising

• Overview• Social Media and Online

Giving• Building Your Fundraising

Strategy

Activity• Who are YOU?• Let’s split up into groups!

What brought you here today?(What do you hope to learn?)

How familiar are you with online fundraising?(Perceptions, Past Experience)

What are your organization’s largest sources of income?(e.g. Foundations, Individual Giving, Online?)

Trends in Online Giving 2011

Key Findings in Online Giving 2011• Every sector has

experienced double-digit online fundraising growth since 2009.

• 8.6% growth for large orgs• 13.1% growth for medium

orgs • 12.8% growth for small

orgs• 87% of organizations had

at least one online gift of $1,000 or more.

• 34.8% of online giving happened in October, November, and December.

Source: Blackbaud 2011 Online Giving report. https://www.blackbaud.com/onlinefundraising

Some Context…

• Emerging funding crisis• International foundations

scaling back due to economic climate

• Increase in grantmaking restrictions

• SA perceived as mid-income African country

• Online fundraising is an alternative source of funding

Online Fundraising

• Overview• Social Media and Online

Giving• Building Your Fundraising

Strategy

technology doesn’t make us social

It channels interaction & influence

We’re Spending More Time Online

And Yes, That Includes Africa

We’re Spending More Time Online

Online Fundraising

• Overview• Social Media and Online

Giving• Building Your

Fundraising Strategy

Building Your Online Fundraising Strategy

• Identify Existing Network• Build Larger Network• Identify Communication

Method• Drive Engagement• Identify/Target Your Audience• Set Goals• Make a Plan • Evaluate

Source: David Armano

Step 1: Identify Your Network

Your direct contacts

The contacts of

your contacts

People you have never

met/contacts of contacts’

contacts/only via onilne

ACTIVITY

List who is in your organization’s inner, outer, and far outer circles??(List them by group e.g. Close Friends, Staff, etc)

Write down an estimate of how many people are in each group(e.g. Close Friends (20), Staff (50))

•Donors•Volunteers and co-workers•Beneficiaries•Community members•Local business leaders•Local media•Friends and family

Your Existing Network

• Your staff and volunteers• Join local non-profit

networks• Join “niche” forums online• Take advantage of

networking opportunities• Organize offline events• Grow your mailing list• Use Your ADVOCATES

Step 2: Building your Organization’s Network

Why do people give?

Quick Question:

Building Your Network:Create Advocates

• Make your network work for you

• Get people excited• Engage your audience• Build relationships• Share your stories• Earn trust and support.

You Your Network

Source: David Armano

Maintain and Nurture…Like

any good relationship!

Building Your Online Fundraising Strategy

• Identify Existing Network• Build Larger Network• Identify Communication

Method• Drive Engagement• Identify/Target Your Audience• Set Goals• Male a Plan• Evaluate

Email* donor fundraisers

social media

offline events

Step 3: Identify your method

some success

greater potential

Your Advocates Will Author Their Own Messages: Let Them

Awareness

Engagement

Donation

Step 4: Driving Engagement

DISCUSSION

What is social media?

What do you use social media for?

What types of social media does your organization use?

>500 million Facebook users

50% of users login daily

Most users have 130 friends

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

26 million Twitter users

Engagement = Conversation

Engagement is...• A two-way

conversation• Give and Take• Proactive (or

over time, it will dwindle)

• Stimulating and fun!

7 Tips for Social Media

Join the Conversation around the Cause

Celebrate big news 

Share “Day in the Life” Updates

Be Mindful of Your Medium

Use calls-to-action to Direct Behavior(note: balance sharing videos, photos,

and links with regular asks)

Start your own traditions

Ex: (“photo of the week”)

Measure and Evaluate Your Success

Let’s Think Through These Questions

1. Why would anyone want to listen to us on any social network?

2. How can we deliver value, experience or content worth sharing?

3. Why should people want to stay connected to us over time?  Why should they come back?

4. Why should they choose to ask others to share our content?

5. Why would they invest their time and express loyalty in their networks?

Try it Out…Your boss has asked you to post about today’s GlobalGiving online workshop on your nonprofit’s Facebook Page.

Decide:• who is your audience?• what is your key message?• what is your organization’s personality?• what do you want them to do as a result of the message (tell them!)

Break time!

• Meet your neighbor.• Expand your circle.• Share ideas, lessons learned, and

resources!

Agenda Update• Online Fundraising:

Breakdown• Social Media Networking• Building an Online

Fundraising Strategy• Joining Global Giving

Building a Fundraising Strategy…

1. Identifying network2. Building network3. Identify your method4. Driving Engagement5. Identify your audience6. Set goals7. Make a plan8. Reevaluate

Step 5: Identify/Target Your Audience

OTHER• Disaster Givers• Event Supporters• Last Minute Gift

Givers

- Source: Network for Good

“Young Millenials”

•20-30s

•International experience

•Internet savvy

YOUR NETWORK

Step 6: Set Goals

• Set annual goals & quarterly benchmarks

• Consider past accomplishments

• Broad and narrow goals• Be realistic

Step 7: Make a Plan

• Outline your tactics• Get creative• Set deadlines• Set milestones to achieve

at each deadline

Don’ts

• Don’t jump to the ask• Don’t oversaturate your

contacts/donors with communication• Don’t think there is one solution• Don’t just use 1 type of medium

Activity: Let’s create a strategy…

1. Raise $5000 from 40 donors in 1 month

2. Map out communication plan to announce the campaign

3. Include when to use Twitter, Facebook, Email, and any other resource you use

4. Mark when to send thank

you’s to donors

Did you do this?

• Make someone responsible• Set milestones• Identify your audience• Have a timeline for your campaign

• Create a sense of urgency

Step 8: Reevaluate

• Establish benchmarks• Set aside time for

evaluation• Measure results against

goals:• Engagement• Donations

QUESTIONS ABOUT ONLINE FUNDRAISING?

Benefits of GlobalGiving to Organizations

• Donor tools• Volunteer listings• Corporate partnerships• Promotional campaigns

15% of donations- Provides access and promotion to corporate partners

- Developing more corporate partner relationships

- Visibility and promotion- Webinars, trainings, and toolkits- Fundraiser pages, volunteer networks, and credit card fees

**50% of donors cover the fee so averages out to 8-9% per donation**

How do we work?

Partner tools: Building Fundraising Capacity

• Monthly trainings• One on one consultations• Connecting with highly-skilled volunteers• Blog: http://tools.blog.globalgiving.org/

Come here for:– External opportunities– Summaries and slides from past trainings– Details on matching campaigns and other

opportunities– General online fundraising tips

Business Partnerships

04/08/2023 68

• Amount raised in 2011: $7.5million +

• Corporate partners in 2011: 65

• Corporate partners: Eli Lilly, Hilton, Sabre, Nike, Capital One, Moodys, Google, Western Union , Cummins, and dozens more

Employee Engagement: Nike

Employee Engagement: Eli Lilly

GlobalGiving Photo Contest

Other Campaigns

Joining GlobalGiving

Nomination Form

Due Diligence process

Open Challeng

e

How to Join GlobalGiving

• Nominate your organization using the online nomination form

• Complete GlobalGiving’s Due Diligence requirements

• Post a project and participate in an Open Challenge

• Raise $5,000 from 40 donors

Eligibility Requirements• Registered organization – no

individuals, businesses, etc.• Advanced English• (At least occasional) access to

the internet• Non-evangelizing• Non-discriminating• Eligible to receive international

donations• Charitable purpose

Due Diligence – Key documents

• Certificate of Registration• Organizational Documents• How is your organization run?• Dissolution Clause

• Financial Statements• Be detailed!

• List of Board and Staff members• Text document only

• Program documents• What are your programs? How do

they work?

Due Diligence deadline: November 1stProject submission deadline: November 21Open Challenge: November 26 - December 31st

How to Succeed in an Open Challenge• Use the Fundraising Survival Guide!• Attend Online Trainings• Develop an online fundraising strategy• Make a plan and schedule• Identify networks

• Family, friends, neighbors• International networks: volunteers, donors• Internet access• Credit cards

Then What?

• Become an active GlobalGiving partner

• Post frequent Project Reports• Send Thank You’s to your donors• Post another project• Participate in GlobalGiving campaign

Is your organization ready for GlobalGiving?

• International Network– Credit cards, Internet

access• Online presence– Website, Facebook, Twitter

• Online outreach– Email list, Facebook

network

THANK YOU!

Contact:Spectra Asalasasala@globalgiving.orghttp://www.globalgiving.org