Online fundraising workshop

Washington DC|| January 12, 2012

GlobalGiving Foundation

Agenda

• Overall donations made through GG to date: $80.6 mn• Overall donations made through GG in 2011: $30.1 mn• Number of donors to date: 237,246• Projects receiving funding: 5,014 • Number of visitors who visit GG.org each week: 30-40K• Average donation amount per org: ~$9,000/year (Median:

$2,400)• Countries disbursed to: 120 countries• Top Donor Countries: USA, Canada, UK, Australia, India,

Singapore• Percentage of donors who ‘add on’: 50%• Average donation size: $78 (Median: $25)

GlobalGiving by the Numbers

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

building training• Credibility/Recognition• UK and US Charitable

Status

GlobalGiving Value

Proposition

Business Partnerships

04/12/2023 9

• 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

• Donation volume in 2010 through corporate partners: ~$5.2 million

• Amount given by Nike’s employees: ~$1 million in 2010

Other value for non-profit partners

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

Transforming relationships

• You can access your donor information in real time by logging on to the Project Entry site on GlobalGiving.org

• This site also allows you to download all of your past donation information

• Please note this provides gross donation information (not counting fees or add ons)

• You can send thank you notes directly through the GlobalGiving site.

Fundraising strategies

% applying for grants?

% have gotten funding for at 3 consecutive years?

Can you (y’all) commit 5 hours a week helping your org reach donors through social media?

% getting grants?

What have you tried?

Get in groups and list what social media fundraising approaches you have tried? (3min)

Yes we rocked

it!

Yes, but it wasn’t my

bag.

Circles of influence

the real world online

Spend time with your closest friends, and trust them to connect with their friends for you.

5-10 people

50

-75

peop

le

5 core staff

About 1600 people involved to get >50 donations in 1 month

You will build relationships and inspire people to become your advocates

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

some success

greater potential

Your supporters will author their own messages

Y’all are part of something bigger

Obama 2008 35,000 volunteer groups

2,000

meetings

Held 200,000 Events

2,000 official

videos

442,000 Videos

Video Networking IM photo-share games

Blogs Creators podcast twitter dating

Practical tool: Inmaps

See what your own network looks like.Delivery trucks

NeuroscientistsTech4goodMad writers

Group worksheet

time (20 mins)

Example of wow

http://vimeo.com/24715531

mostly true

human nature doesn’t change

human behavior does

technology doesn’t make us social

tell a powerful story

specificsimple

Things to talk about?• News• Pictures, Videos• Beneficiary Stories• Articles about Your Organization

and/or Staff• Articles about Your Cause• Feedback (good and bad)• Questions for Your Network• Partner News• Volunteer Opportunities

Telling stories in an age of information hysteria

1.Personalize. 2.Amplify. 3.Socialize. 4.Chop it down. 5.Let it flow. 6.Allow for emotion. 7.Add depth.

emaildonor

fundraisers

social media

offline events

website

Getting the Most out of Facebook for Fundraising

Alison Carlman, Unmarketing Manager at GlobalGiving

The Same Old Communication Rules Apply:

1. Identify your audience2. Choose the right medium 3. Develop your key messages4. Deliver them in an interesting way

Pick a Medium, Do it Well.

Developing Your Key Messages

Establish your goals. Then talk about them.

Developing Your Key Messages

Establish your goals. Then talk about them. • Identify yourself

Developing Your Key Messages

Establish your goals. Then talk about them. • Identify yourself• Share your mission

Developing Your Key Messages

Establish your goals. Then talk about them. • Identify yourself• Share your mission• Demonstrate your

personality

Developing Your Key Messages

Establish your goals. Then talk about them. • Identify yourself• Share your mission• Demonstrate your

personality • Prove your worth or impact

Developing Your Key Messages

Establish your goals. Then talk about them. • Identify yourself• Share your mission• Demonstrate your

personality • Prove your worth or impact• Explain your challenge

Developing Your Key Messages

Establish your goals. Then talk about them. • Identify yourself• Share your mission• Demonstrate your

personality • Prove your worth or impact• Explain your challenge• Ask people to respond

Yep, The Same Old Communication Rules Apply.

1. Identify your audience2. Choose the right medium 3. Develop your key messages4. Deliver them in an interesting way

The Social Funnel

Awareness

Engagement

Donation

Working for Engagement

Awareness

Engagement

Donation

Engagement = Conversation

Conversation is about give and take.

On Facebook, conversations happen in a public forum.

Facebook is a Growing Animal

• Introducing Timeline

Facebook is a Growing Animal

• Introducing Timeline• Changes to the News Feed

How do you get to the top of the newsfeed?

Introducing Facebook EdgeRank.

Understanding EdgeRank

EdgeRank is the formula that Facebook uses to determine where (and whether) your stories appear in your fans’ News Feed. It helps your stories spread. • Every post has a score

(status update, photo, video, question)• Low-scoring posts never appear in the News

Feed• The higher a EdgeRank score, the higher it will

appear in the News Feed.

Making Content Viral: Understanding EdgeRank

EdgeRank Formula: Affinity

Affinity: How close am I with the person/page?(A measurement of a user’s connections to and previous interactions with the page)

EdgeRank Formula: Weight

Weight: OBJECT WEIGHT: The more time you take to create content, the more weight. (Videos more than photos more than statuses.)INTERACTION WEIGHT: The more people engage, the more weight. (Shares worth more than comments, which are worth more than likes, which are worth more than clicks.)

EdgeRank Formula: Time Decay

Time Decay: As time goes on, your post has less EdgeRank. (The more interactions the post gets right away, the more it spreads.)

EdgeRank: The Moral of the Story?

• Focus on quality: engaging posts!• Boring posts can hurt your EdgeRank (and

hinder your ability to spread important messages later.)

• Experiment! Measure! Improve!

How to Post Engaging Content (according to Facebook)

1. Post succinct content2. Post photos and videos3. Post regularly4. Ask your fans’ opinions5. Ask questions using the polling feature6. Try “fill in the blank” posts7. Give your fans access to exclusive information8. Reward your fans with deals and perks9. Be timely10. Localize your posts if they’re only relevant to a specific

audience

Further Tips for Creating Engaging Content

– Be human! – Videos, photos and polls are better than

constant “asks”!– Use calls-to-action to direct behavior – Start your own traditions (“photo of the week”)– Make the rewards of being a fan obvious and

valuable– Check in on how you’re doing with Facebook

Insights

Get the MOST out of Facebook for Fundraising!

Only once you’ve engaged your audience will you successfully use your Facebook page to raise money!

Awareness

Engagement

Donations

QUESTIONS?

Thanks to the folks at Make Me Social, EdgeRankChecker.com, and Argyle Social for some of the ideas and images used in this presentation.

Try it Out…Your boss has asked you to post about today’s GlobalGiving workshop on your nonprofit’s Facebook Page. Decide:• who your audience is• what your key message is• what you want them to do as a result of seeing the post (tell

them!) • how you’re going to get them to engage

Joining GlobalGiving

How to join GlobalGiving

Due Diligence process

Open Challenge

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 $4,000 from 50 donors

Eligibility Requirements

• Registered organization – no individuals, businesses, etc.

• (At least occasional) access to the internet

• Non-evangelizing• Non-discriminating• Charitable purpose

Feedback from NGO partnersOn behalf of HOTPEC Orphanage, I wish to congratulate you for the professional kind of support extended to us.

Many things have we discovered that will improve our ability to communicate with other partners in development. For example: the Thank you template, how to present projects so that they appear appealing and many other tips which will leave us even more a professional organisation than before. Even if we do not win the competition in the end, we would have advanced in our ways of communication. We want to say a BIG THANK YOU to all the members of your team.

-- HOTPEC Orphanage

Part of our strategy with the Global Giving campaign is 1) to be able to list our projects on a major charitable giving site, 2) to broaden our outreach beyond friends and family donors.

We are happy to say that so far, the strategy is working. Specifically, a bit more than 50% of our donors during the campaign are new to Caravan to Class and 28% of all donors are outside of our friends and family community, ie. unaffiliated donors.

-- Barry, Caravan to Class

Then What?

• Become an active GlobalGiving partner• Post frequent Project Reports• Send Thank You’s to your donors• Join GlobalGiving UK• Post another project• Participate in GlobalGiving campaign

GG Partnership Options

• Strategic Philanthropy

• Employee Engagement

• Gift Cards

• Cause-Related Marketing

• API Integration

Employee Engagement: Nike

Employee Engagement: Nike

• Nike uses the WE Portal to engage it’s employees worldwide

• Employees have access to all projects on GG

• Instead of traditional matching, receive a GG gift card for amount donated

• Over $2.5M given since program started almost 2 years ago

Employee Engagement: Eli Lilly

Employee Engagement: Eli Lilly

• 37,000 employees globally

• Have access to all pre-Existing GlobalGiving projects in the categories of health, environment, education and hunger

• All donations of $25 or more are matched 1:1

• Received a $50 gift credit to from Lilly Foundation

Other Campaigns

Bonus Day!

Holiday & Year-End Giving• Important Dates

– Black Friday – Nov. 25– Cyber Monday – Nov. 28– Hanukkah – Dec. 20 - 27– Christmas – Dec. 25– Last day to give in 2011 – Dec. 31

• GlobalGiving promotions– GlobalGiving donor outreach– Tribute Card Challenge– Gifts for Good

Don’t forget to get ready for January gift card redemptions!

Resources• Social Media Revolution• NameChk – find out if your org name is registered• Social Media ROI – how to justify what you’re

doing• Facebook Page Best Practices – by Zoetica• So you want a Facebook Fanpage

for your Nonprofit? – by Beth Kanter• How Charities are Finding the Good with Facebook

Fanpages (case studies)

• Facebook Bestpractices for Nonprofits (beyond the basics)

• 26 Slideshares on Social Media for Nonprofits• 10 Facebook resources for nonprofits• Social Media Starter Kit – by AARP• Mashable’s Social Media Page

Stay in touch!

Marc Maxson mmaxson@globalgiving.org@marcmaxson (twitter)

Alison Carlmanacarlman@globalgiving.org@globalgiving (twitter)

Manmeet Mehtammehta@globalgiving.org@manmeetmehta (twitter)