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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