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Group Fundraising 101: From Benchmarks to Success Stories

Date post: 17-Aug-2014
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Contains slides from my NTEN webinar on the subject.
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Group Fundraising 101 From Benchmarks to Success Stories Presented by Peter Deitz micro-philanthropy consultant http://www.foik.org/peter webinar hosted by:
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Page 1: Group Fundraising 101: From Benchmarks to Success Stories

Group Fundraising 101From Benchmarks to Success Stories

Presented by Peter Deitzmicro-philanthropy consultant

http://www.foik.org/peter

webinar hosted by:

Page 2: Group Fundraising 101: From Benchmarks to Success Stories

Introduction• Definition

• Overview of Services

• Benchmark Figures

• Tips for Success

Who am I?Non-profit

consultantCreator of FoikNPTech bloggerCitizen

philanthropistDrupal evangelist

Lives in CanadaWorks in the U.S.

Page 3: Group Fundraising 101: From Benchmarks to Success Stories

Group fundraising is…

•The process of gathering money and other gifts in kind over the internet,

•by empowering individuals to convey the value of a program or project to perspective donors of their own choosing

•through the use of blogs, widgets, images, video, and social networking web sites.

Page 4: Group Fundraising 101: From Benchmarks to Success Stories

You know it’s group fundraising when…

• Your supporters are using blogs and other social networking tools to communicate your organization’s mission and solicit money from people you don’t know;

• You are showing people how they can create fundraising pages or widgets in support of a program or project.

From Flipping the Funnel: Give Your Fans the Power to Speak Up

Turn strangers into friends Turn friends into donors

And then... do the most important job: Turn your donors into fundraisers.

Page 5: Group Fundraising 101: From Benchmarks to Success Stories

A few notes about group fundraising

• The messaging of a group fundraising campaign and the list of perspective donors are ‘user generated’

• Offline equivalent to group fundraising are child sponsorship and UNICEF Halloween boxes

• Group fundraising goes by several names▫ Person-to-person▫ Network centric▫ Collaborative▫ Peer-to-peer ▫ Distributive▫ Grassroots▫ Viral

• In April 2007, group fundraising web sites generated $3 million in donations through 8,602 campaigns.

• To date, group fundraising is responsible for $44 million dollars in charitable giving.

• At last count, there were at least 19 services for implementing a group fundraising event or strategy.

Page 6: Group Fundraising 101: From Benchmarks to Success Stories

19 group fundraising platforms you need to know about

Page 7: Group Fundraising 101: From Benchmarks to Success Stories

Raise Money for… (part 1)

501c3 Organizations Only Anyone with a Paypal account

Teachers in the U.S.

Individuals in Need

Page 8: Group Fundraising 101: From Benchmarks to Success Stories

Australian OrganizationsInternational Development

U.K. Organizations

Raise Money for… (part 2)

Canadian Organizations

Politicians in the U.S.

Page 9: Group Fundraising 101: From Benchmarks to Success Stories

Group fundraising services share donor data with…

The recipient organization* Only the campaign organizer

No one

* Most of these services provide individuals with the option to disclose donor data to the recipient organization

Page 10: Group Fundraising 101: From Benchmarks to Success Stories

Group fundraising platforms are..

Commercial Nonprofit

Page 11: Group Fundraising 101: From Benchmarks to Success Stories

Campaign organizers can produce fundraising widgetsYes No

Page 12: Group Fundraising 101: From Benchmarks to Success Stories

Campaign organizers can set a fundraising goal

Yes No

Page 13: Group Fundraising 101: From Benchmarks to Success Stories

How much can you raise using a group fundraising service?

Page 14: Group Fundraising 101: From Benchmarks to Success Stories

Benchmark Figures for Group Fundraising Platforms

High Low Benchmark Average donation amount $55 $30 $43Average amount raised per campaign $3,230 $119 $692

Average number of contributors 40 4 16

Benchmark figures for group fundraising campaigns

Benchmark figures for “successful” group fundraising campaigns

High Low Benchmark Average donation amount $149 $36 $57Average amount raised per campaign $11,393 $5,158 $9,018

Average number of contributors 269 48 157

Page 15: Group Fundraising 101: From Benchmarks to Success Stories

Compared to Other Online Fundraising Benchmarks

Group Fundraising

Convio E-Benchmarking

eNonprofitBenchmark Study

Open rate --- 22% 25%Click-through rate

--- 3% 1.5%

Response rate Possibly 35% 0.28% 0.3%Average Amount

$43 $56 $70Getting people to start campaigns is the hard part. Once they’re started, the results will exceed what you could have accomplished on your own.NetworkforGood reports that 76% of donors say they are influenced by friends and family when choosing an organization to donate to.

Page 16: Group Fundraising 101: From Benchmarks to Success Stories

High Low BenchmarkCommission 15% 0% 4.4%

Processing Fees for Group Fundraising Platforms

Platform CommissionGiveMeaning 0%ModestNeeds 0%

DonorsChoose 2.5% + optional

15% ChipIn 2.9% + $0.30 DropCash 2.9% + $0.30 JustGive.org 3%CanadaHelps 3%ChangingthePresent 3% + $0.30 SixDegrees 4.35%

Platform CommissionProject Agape 4.50%

Change.org 4.50%

MyCause 5% plus bank fees

JustGiving 6.40%

FirstGiving 7.35%

Fundable 9.9% + $0.30

BringLight < 10%

Kiva.org 10% (optional)

GlobalGiving 10%-15%

LinkedIn NA

Page 17: Group Fundraising 101: From Benchmarks to Success Stories

Four paths to group fundraising success

Page 18: Group Fundraising 101: From Benchmarks to Success Stories

Path 1 of 4

Sympathy for the campaign organizer

Page 19: Group Fundraising 101: From Benchmarks to Success Stories

Path 2 of 4

A clear picture ofwhere the money is going

Page 20: Group Fundraising 101: From Benchmarks to Success Stories

Path 3 of 4

Matching funds combined with a deadline

Page 21: Group Fundraising 101: From Benchmarks to Success Stories

Path 4 of 4

Creativity & humor work in group fundraising

Fund-a-stache participant for 2007

Mira Seeing Eye Dog Fundraiser

Page 22: Group Fundraising 101: From Benchmarks to Success Stories

Comparing Tips for SuccessGroup Fundraising Conventional eFundraising• Design a connectivity

strategy (not technology)• Be nible, be quick• Push power to the edges• Meet them when and

where they are• Give them what they need• Get out of the way• Develop new evaluation &

feedback mechanisms

Souce: Power to the Edges: Trends and

Opportunities in Online CivicmEngagement

• Budget for success• Grow your email list• Increase retention of list

subscribers• Carefully track marketing

and recruitment efforts• Carefully target and

segment e-mail messages• Act quickly to respond to

timely events

Source: eNonprofit Benchmarks Study

Page 23: Group Fundraising 101: From Benchmarks to Success Stories

Tips for Campaign Organizers

• Adopted from What Kevin Bacon Knows about Web 2.0: Six Degrees of Person-to-Person Fundraising

1. Build a great campaign2. Donate to your own campaign3. Post your campaign on your web site and / or blog4. Add the campaign to your email signature5. Send the link to people in your email address book6. Ask bloggers to join your cause7. Bookmark your campaign on aggregation web sites8. Take your cause (and laptop) everywhere9. Thank people and report back on progress made

Page 24: Group Fundraising 101: From Benchmarks to Success Stories

Contact Information

Peter DeitzMicro-Philanthropy Consultanthttp://www.foik.org/[email protected]

514-907-8725 – Montreal718-766-5367 – New York City215-825-7445 – Philadelphia

Page 25: Group Fundraising 101: From Benchmarks to Success Stories

SourcesShow Me the Numbers: Can Group Fundraising Help You, Peter Deitz,

June 2007

How to Use the Internet for Group Fundraising, Peter Deitz, October 2006

Flipping the Funnel: Give Your Fans the Power to Speak Up, Seth Godin, January 2006

The Online Marketing (eCRM): Nonprofit Benchmark Index™ Study, Convio, January 2007

eNonprofit Benchmarks Study: Measuring Email Messaging, Online Fundraising, and Internet Advocacy Metrics, M+R Strategic Services and Advocacy Institute, February 2006

Power to the Edges: Trends and Opportunities in Online Civic Engagement, The e-Volve Foundation and Philanthropy for Active Civic Engagement (PACE), May 2005

What Kevin Bacon Knows about Web 2.0: Six Degrees of Person-to-Person Fundraising, NetworkforGood, May 2007


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