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TRANSCRIPT
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Online Fundraising Workshop Kelly Zug
2015
AgendaIntroductions
Online Fundraising What is it? Why is it important? How do we do it most effectively?
Network Building and Engagement What attracts a donor? How do you maximize your impact and donor networks?
GlobalGiving – How to Join Where do I go from here?
What is GlobalGiving?
Introductions!
Would your current donors and community describe your organization the same way?
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Who are you?
What do you do?
Why is it important?
Imagine if you had to explain your organization to a potential funder in a clear and concise way.
An online fundraising platform that helps connect charitable organizations (like YOURS) around
the world to a large network of individual and corporate donors to raise awareness and funds to
support their impact in their communities.
www.globalgiving.org
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400,000+Individual and Corporate Donors
$160+ Million
Since 2002…
Have given….
To…
11,000+ projects withorganizations like YOURS
Through…
2002GlobalGiving
Founding Year
60+Corporate Partners
2,400+Organizations
around the world
149Different Countries
Project Locations
• Countries receiving dona5ons so far in 2013: 129!
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Corporate Partners
Gift Cards & Employee Giving � Cause-Marketing � International Vetting Disaster Relief � Facilitation of Grants
Organizations
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International 51%
U.S. Based 49%
U.S. Based 80%
International 20%
Donors
What does GlobalGiving do?
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Access and visibility to
potential donors worldwide
Tax Deductions for U.S. Donors &
GiftAid for UK Donors
1-on-1 Consultations
Frequent Webinars and
Tools & Training Blog
Multiple Bonus Days
Feedback and Donor
Management Tools
Strategizing Help for Fundraising and Campaigns
Outreach for Driving
Awareness and Donors to our
platform
2014 Year in Review
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Our best year yet!GlobalGiving channeled $32 Million
to more than 1,800 organizations
*Number of donors, not $ sum
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GlobalGiving Sustainability15 % Fee
2% Administration Fees
Keeps GlobalGiving sustainable as a nonprofit to provide for you
Reliable connection with worldwide donors and corporate partners
3% Credit Card Fees
Covers standard credit card fees from donors’ cards U.S. tax deductions for donations
10% Resources and Access that Directly Benefit your Organization
Access to 400,000+ donors and 60+ Corporations
Donor Management Tools and Analysis
Free trainings, tools, and campaign strategizing
Free one-on-one consultations – call us anytime!
Calendar of Organization Campaigns & Matching Days
Gift Cards, Reoccurring Donations, and Tribute Giving
Rewards and benefits for being active
Continuous Innovation
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2% Administration Fees
Keeps GlobalGiving sustainable as a NGO to provide for you
Reliable connection with world wide donors and corporate partners
3% Credit Card Fees
Covers standard credit card fees from donors’ cards U.S. tax deductions for donations
The majority of our donors cover at least a portion of the fee as they complete their donation.
Averages to 9% Fee
10% Resources and Access for Your Organization
Access to 400,000+ donors and 60+ Corporations
Donor Management Tools and Analysis
Free trainings, tools, and campaign strategizing
Free one-on-one consultations – call us anytime!
Calendar of Organization Campaigns & Matching Days
Gift Cards, Reoccurring Donations, and Tribute Giving
Rewards and benefits for being active
Continuous Innovation
Online Fundraising
Success
Your Organization STRATEGIZE:
IDENTIFY AND PLAN
RECOGNIZE: THANK AND
IMPROVE
EXERCISE, ENGAGE, AND
PROMOTE
IDENTIFY AND EXPAND
NETWORK
Why Online Fundraising?
Why Online Fundraising?
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Manage, expand, and engage your
network of donors
One additional tool to the fundraising
strategies you already use
Network of ideas, tools, and
resources to increase
effectiveness
Boost funds, transparency, and
awareness
Online Giving is Increasing!
$190 Million donated online to 100,000 charities in 2013!
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Source: Network for Good
Difference between Offline and Online
Goals are still the same: Creating and maintaining relationships Building trust Delivering a message Giving people a reason to give Continuing to increase and share your impact!
Strategizing Online
Online Fundraising
Success
Your Organization STRATEGIZE:
IDENTIFY AND PLAN
RECOGNIZE: THANK AND
IMPROVE
EXERCISE, ENGAGE, AND
PROMOTE
IDENTIFY AND EXPAND
NETWORK
What to Consider BEFORE Strategizing:
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Past accomplishments Capabilities & background of staff Level of awareness and trust within your community
A strong sense of your organization’s identity, purpose, & action plan
Evaluation of your present and potential network
Developing Your Strategy PLAN! Online Fundraising doesn’t just happen. Set realistic goals and quarterly benchmarks Create an annual calendar with promotions & campaigns Create a communications plan Identify accountable staff and advocates
Setting SMART Campaign Goals Set realistic goals
• Get 50 additional Facebook likes by a certain date • Get 3 additional donors by next month • Send out a monthly newsletter
• Create 2 Facebook posts a week Importance of campaigns
• Creates a sense of urgency • Focused on awareness, new ideas, impact, & funding • Helps prevent donor fatigue
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Create a sense of urgencyThe last 3 months of the year
accounted for more than 1/3 of 2013’s overall giving!
Online giving in December is
more than 18.8% of total year’s giving.
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Online Fundraising
Success
Your Organization STRATEGIZE:
IDENTIFY AND PLAN
RECOGNIZE: THANK AND
IMPROVE
EXERCISE, ENGAGE, AND
PROMOTE
IDENTIFY AND EXPAND
NETWORK
Working for Engagement Awareness
Engagement
Donation
Working for Engagement Awareness
Engagement
Donation
OUTREACH KNOWLEDGE ACCOUNTABILITY BRAND TRUST
Expanding your Network Identifying your network & its potential Create a communications plan Find accountable staff members and “play to each of their strengths”
Identify advocates to help you spread the word
Identify your Network
YOU
If you needed to get an urgent message
out, how many people could you reach? How?
Draw your network map.
Group Discussion
Did you think of these people? Family and current friends Past colleagues and jobs University peers and professors Neighbors Committee members Church members Interest group members Friends of friends Childhood friends and teachers
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Close relationship to you or the organization Influential person Ability to reach into new networks Willingness to spread the word Time commitment
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How do you choose an advocate?
15 Minute Break!
Online Fundraising
Success
Your Organization STRATEGIZE:
IDENTIFY AND PLAN
RECOGNIZE: THANK AND
IMPROVE
EXERCISE, ENGAGE, AND
PROMOTE
IDENTIFY AND EXPAND
NETWORK
How to present your story online?
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The motivation The people
The idea
The problem
The place
Telling your story…
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Brevity is key. Put the important things FIRST! Make it about the cause Make it so your audience can identify with it Evoke empathy, not sympathy
Use powerful and hopeful visual imagery A picture is worth a thousand words!
Be specific on how a donation will make an impact
What are your tools?
Photos Videos Personal anecdotes Beneficiary stories Statistics
Compelling Project PageSpecific, action –oriented Description
Easy to understand, jargon-free, project specific
Close-up, High-resolution
photo
Tangible, realistic, varied goals
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Working for Engagement Awareness
Engagement
Donation
Time Commitment Social Media Local Events Pictures & Videos Emails & Blog Posts Thank You Notes Show! Don’t just tell. Giving credit to all Planning the ASK
Online tools facilitate engagement! Email à Newsletters, Updates Email is still the largest drive of online giving at 33%
Facebook à Create a community
Twitter à Create a conversation
Blogs à Update and engage Share your successes and setbacks with donors
Effective Outreach• Know your audiences • Personalize and tailor communication & emails • Sort lists of donors (such as by past donation size or reasons for giving) • Do not spam. Always include an unsubscribe link in every email • Give donors a clear idea of what money is being used for
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Keep Up with Your Donors
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Project Reports
Holiday Campaigns
Bonus Days
Photo & Video Competitions
Other ways to Engage Online! • Video & Photos • Interviewing beneficiaries • Start online tradi5ons • Join the conversa5on around the cause • Collaborate with similar organiza5ons • Online fundraising campaigns • Promo5on of events • Story telling
Working for Engagement Awareness
Engagement
Donation Timing the ASK Avoiding Donor FaOgue
Online Fundraising
Success
Your Organization STRATEGIZE:
IDENTIFY AND PLAN
RECOGNIZE: THANK AND
IMPROVE
EXERCISE, ENGAGE, AND
PROMOTE
IDENTIFY AND EXPAND
NETWORK
Donor Appreciation
Send thank you notes as soon as possible and personalize them Share photos and beneficiary stories in project reports Make donors feel like a crucial part of your organization and its success
46% of donors stop giving because they feel like their donations are not recognized or appreciated!
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Web Analytics Tool
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GlobalGiving UK
How to Join GlobalGiving
How to Join GlobalGiving
Submit Application
Due Diligence Processing Post a Project!
Pass through the Open
Challenge!
www.globalgiving.org 1
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Documents to Complete an Application Certification of Government Registration Letter of Reference Program Materials Founding Document (with dissolution clause) Disbursement Information Financial Documents (2 years of financial statements and a current year budget) Names of senior staff and board members
GlobalGiving’s Terms and Conditions
We accept Google Translate as an acceptable English translation of these forms. Please send questions to [email protected]
Succeed in an Open Challenge Test your online fundraising skills! Succeed and become a
permanent partner with GlobalGiving!
Open Challenges occur multiple times a year! Requirements: Raise $5,000 (minimum) dollars from at least 40 unique donors Duration: 1 month Next Open Challenge: June, 2015 Last day to Register: April 24, 2015 At least one matching day during the 1 month period.
Email questions to [email protected] "
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Some Ideas for the Open Challenge Train staff how to network and do outreach Connect with diaspora groups or those abroad Personalize emails and Facebook messages Make donors an offer they can’t refuse Eat for a Cause, using local restaurants Reach out to similar organizations to learn more
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Post a project. Let’s create a strategy…1. Raise $5000 from 40 donors in 1 month online 2. Map out a communications plan to announce the
campaign and your month’s strategy 3. What will you do Before, During, and After to make the
campaign a success and drive awareness 4. Practice writing your concise project summary 5. Include how you will use Facebook, Email, and any other
resource you plan to use
Raise $5,000 in one month from (at least) 40 donors
BEFORE - Drive awareness - Community events - Outreach - Social Media engagement - Sense of urgency
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DURING - Get committed/closest contacts to donate early - Ask those closest to you - The timing of the ASK - Create sense of urgency - Spread the message
AFTER - Thank you notes - Follow up with progress
Questions?
Email further questions to [email protected] Free 1-on-1 Consultation
with a GlobalGiving staff member
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