The complete guide to Doing Good Australia 2014

doing good australia

campaign booklet

1about

“Nobody can do everything, but everyone can do something”

- Helen Keller

behind the campaign

about

Established in 1968, our purpose is to make the world a better place by advancing professional fundraising through promotion of standards, professional development pathways and measurable credentials so that our members achieve best practice.

The FIA has developed the Principles & Standards of Fundraising Practice as the professional fundraiser’s guide to ethical, accountable and transparent fundraising. The Principles & Standards are vital to how the fundraising profession is viewed by donors, government, community and by fundraisers, FIA keeps you in touch with your colleagues, provides monthly professional development opportunities, mentoring for new members, advisory services, news, job opportunities and other general information. 

We investigate trends and issues of significance to your sector and act on members behalf to consult with industry and government in setting standards for fundraising practice.

The FIA is more than just the leading national body representing professional fundraising in Australia. We are a network of altruistic organisations, professionals who genuinely want to make a difference to the world by encouraging philanthropy

our target audience

about

This campaign aims to appeal to a very broad base of Australians – regardless of socio-economic status, race, religion, colour or creed. Our audience will be made up of people who deeply care about a cause – either because they have personally been touched or because they share common values.

Fundraisers & Fundraising Organisations - FIA members, non-FIA members, career & casual fundraisers. Influencers - Well-known identities, key philanthropists, including celebrities, media personalities, corporate heads and civic leaders. Media/PR - Identify and maintain relationships with a broad cross section of traditional & new media titles. Community - Integral to the campaigns success, the general public will not only assist us to create longevity for the campaign but are fundamental for us to achieve our goal of increased donations.

the current landscape

about

Our sector is experiencing a cultural renaissance in consumer attitudes to giving.For the first time since the 2009 Global Financial Crisis, the 2013 World Giving Index has recorded a return to growth for charitable giving ‘Helping a stranger’ is the key to the rise in giving to Not for ProfitThe most substantial growth is in the number of people helping strangers. Global youth are driving the rise in volunteering. Levels of giving remain below those recorded five years ago.

According to the World Giving Index 2013 Australia is ranked 7th in the world, behind countries such as United States, Canada, New Zealand, UK and Ireland

Our performance globally is let down by our ability to Help a Stranger (ranked 13th) and volunteering where we currently hold the 18th spot.

Our strongest asset is that we do donate – globally ranked 8th for charitable donations (ranked 13th) and volunteering where we currently hold the 18th spot

crowd-fundingabout

Crowdfunding is a way of raising finance by asking a large number of people each for a small amount of money. Until recently, financing a business, project or venture involved asking a few people for large sums of money.

Crowdfunding switches this idea around, using the internet to talk to thousands – if not millions – of potential funders.

2the campaign

“We make a living by what we get, but we make a life by what we give.”

- winston churchill

doing good australia

the campaign

Australians have always been good at donating to charitable causes but over the years, while the pressure on funds and services for NFP organisations has grown, contributions from the public have remained flat. Our aim is to increase charitable donations to a wide variety of NFP organisations approved by the FIA and help fund the important work they are doing.

Doing Good is a national consumer campaign by the Fundraising Institute Australia (FIA) as the key organisation that promotes and protects professional fundraising; and promotes the joy of giving

Through this initiative we seek to increase giving by Australians of any socio-economic status, background, race or creed to causes they are passionate and care about.

We are looking to do this using online, in particular social media, as the key vehicle where Australians can share their personal stories of what it means to give to a charity of their choice. They will in turn encourage their own social networks to join by sharing their personal story.

key componentsthe campaign

Storytelling 3rd Party Endorsement

Social Media Digital

digital platformthe campaign

Crowd-funding is the collective effort of individual donors or investors who pool their financial resources, typically online, to help fund a project or cause.

We will be engaging Australian consumers via a completely independent, fully interactive crowd funding web portal to bring the campaign to life and promote the great work of FIA members as well as giving consumers a dynamic online portal to learn more about the causes and organisations they support.

storytellingthe campaign

A key component of the campaign will be videos featuring NFP organisations and their Brand Ambassadors sharing their stories to camera about how supporting a cause through charitable donations has impacted them personally.

These videos will tell a story about how their personal contributions have made a difference and what this means to them from a very personal perspective.

social mediathe campaign

doing good tvDedicated YouTube channel to act as a catalyst for all video content and storytelling activity throughout the campaign

social media contentTailored content strategies across dedicated campaign platforms via Facebook, Twitter, LinkedIn, Pinterest and Instagram

3rd Party Endorsement

the campaign

celebrity endorsementIdentify and engage a roster of celebrity ambassadors and industry influencers to endorse the campaign

timelinethe campaign

Our logo is the flagship of our brand and is an endorsement by our members of the annual campaign, Here is the breakdown of each of the elements

august

september

october

november

december

january

julyRegistrationOpen to FIA members only, (r)Register your NFP by Sept 1st so you don't miss out 

PreparationUpload you project to your dedicated campaign page and review any marketing materials you can use to support the campaign

Campaign LiveDoing Good will be LIVE! Show your support and let donors know about your involvement by including the Doing Good badge on any marketing material

ResultsWe will tally the final figures to be announced at the national conference

** 2015 dates to be announced in September 2014

the benefitsthe campaign

This is the first dedicated crowdfunding site only for credible Non for Profits who’s main goal is to promote giving across Australia and encourage a national behaviour change

It can raise money for new projects without dipping into your operational budget.

It give funders ownership of something tangible as well as something specific to fund, instead of a generic issue.

It brings a sense of urgency for the campaign, because crowdfunding campaigns have a set time limit.

Crowdfunding allows you to build your donor list, by allowing people to find your project according to topics they’re interested in, and by leveraging social media in a new way to attract new people to you. And you get to keep the names.

There are no additional fees for getting involved and unlike other sites, if you don't reach your target - you still get the funds

3take part

choose your project

take part

Pick a project that you know people will feel passionate about. If you're passionate about the project that you have selected, it will be reflected in every communication you have.

Think of it this way: your project should be something that you would fund even if someone else had thought of it. Make sure you choose a project with a tangible outcome that you can communicate with donors about long after the campaign ends

agree a targettake part

The majority of successful projects have a monetary goal for your project . You should set whatever goal makes the most sense for your project.

A detailed explanation of how the funds you receive will be spent will give your project credibility. In crowdfunding, transparency is expected. The crowd is giving you money out of their own good will and desire to see something happen.

So, they want, and have the right, to know what you will do with their money. Show them specifics about what you will need for your project to be a success!

Being as transparent as possible with your crowdfunding project helps your backers feel like they aren’t just giving money for your project, but that they are apart of it, joining alongside you to reach your goal.

create your profile take part

All the planning is done but the work isn’t over. The work you put into putting the campaign up on Doing Good will directly impact how successful your project is.

Picking a Title - A good title will be clear, specific, and mention exactly what the project is. It needs to make your campaign a very distinct, unique thing in the mind of potential supporters.

Choosing a Primary Image - The primary image will be the first thing potential supporters see when they visit the Doing Good home page, and it will be your project’s first impression..

Writing the Short Project Description - The short description of your project will appear in the project’s widget. Think of this as the classic “Elevator Pitch” that gets someone’s interest. Will they want to find out more?

Writing Your Organisations Profile - Your supporters and donors will feel a more personal connection and become more interested in your project’s success if they feel like they know you and can trust you.

Setting your donation levels - You will have to set the levels at which people will be able to donate. We want people to be able to donate as much as they can, but give them options at which level they are able to commit. Levels like $10, $20, $50 and $100 make it easy for people to participate at various levels.

promote your campaign

take part

Even the most interesting project in the world will fall short if no one sees it! So you have to take an active role in promoting your project if you are serious about seeing it funded.

Post to your Facebook and Twitter accounts, add pictures to Instagram, and use powerful social media tools to make it easy. Doing Good is all about the feeling we have when we do something good. So share your personal story of how doing good makes you feel and encourage your social networks to do the same.

No matter where you are putting your message, always remind people to tell others who they think might be interested so that your message reaches more than just your personal networks.

You shouldn’t be spamming or begging, especially within networks where you are unknown (that will actually have a negative impact on your campaign), but you will want to send out a few reminders and messages to your personal network over the course of your campaign.

update donorstake part

You should send frequent updates to those who have donated to your project.

This shows your progress, keeps your supporters engaged and happy that they helped, and encourages more contributions as excitement and goodwill toward your goal build.

Keep your updates specific too. Don’t say “Almost there!” when you can say “First prototype complete – it’s beautiful and even better than we could have imagined! Thank you to everyone who helped us get this far!”

All of this applies to the time after the conclusion of your campaign too! Your supporters have invested in you and you should keep them updated on how things are going. And absolutely be sure to make and/or send  cheerful, gracious, and exciting updates when you achieve great things as a result of the funding you received. That’s the type of result people want, and it’s why we are all involved in this in the first place.

4doing good

asset bankdoing good support

FIA will supply you with the following resources for the duration of the campaign. Email support to request

Style Guide - supply of the Doing Good logo and complete guide into how and where you can use it in your marketing material

Creative - Digital and print ad creative as well as social media cover photos, profile images and twibbons

How To Guides - everything your need to know about how to organise, market and generate the most from your crowd-funded project

marketingdoing good support

Usage of the logo depends from application or background.

advertisingA budget will be ring-fenced each year for the purchase of above and below the line advertising that will be used to punctuate key milestones throughout the campaign. In addition to that we are also requested organisations show their support by including the Doing Good logo on their scheduled advertising.

launch event Initial Trade launch to FIA members and wider NFP sector as a whole, closely followed by a national press conference to launch the campaign to consumers

communicationsEncompassing campaign PR, media surveys, and features targeting

logosdoing good support

Our logo is the flagship of our brand and is an endorsement by our members of the annual campaign

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sample applicationdoing good support

Smallest size of the Logo is 20 mm.

5resources

contactsresources

Marketing, Doing Good Australia Eyndia Gopal 0474 225 016

Sponsorship, Doing Good AustraliaNeville Betts 0433 848 969

Member enquiries, Fundraising Institute AustraliaRobert Edwards redwards@fia.org.au