Date post: | 21-Feb-2017 |
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Government & Nonprofit |
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Photo: The Nyaka AIDS Orphans Project
GlobalGiving Online Fundraising Workshop
O B J E C T I V E
Gain a greater understanding of online fundraising and how it can benefit your organization.
AndlearnaboutGlobalGivingintheprocess!
Agenda
Introductions +activity
About GlobalGiving
Online Fundraising
Online Fundraising Process
Creating a Strategy
Setting Goals +activity +break
Storytelling +activity
Building Donor Relationships +activity +break
Leveraging Social Media +activity +break
Joining GlobalGiving
Wrap-Up & Questions +activity
A C T I V I T Y
1. Name 2. Organization 3. Your Role 4. Your Biggest Challenge in 2016 5. Fun Fact
Introductions
GlobalGiving is the first and largest global crowdfunding community for nonprofits.
We make it possible for nonprofits anywhere in the world to access the tools, training, and support they need to make
our world a better place.
M A R I K U R A I S H I C O - F O U N D E R & P R E S I D E N T
G L O B A L G I V I N G
“The power of crowdfunding isn’t in the funding, it’s in the crowd.”
What is Online
Fundraising?
An addition to the tools you already use
Increase visibility
Manage and grow your network
Increase donor engagement
Share ideas, tools, and resources
How Can Online Fundraising Help My Cause?
Offline Organizations
Audience and donors are limited by geographical
location.
Online Organizations
Immediate access to a global audience, increased visibility,
opportunity for growth.
Online or Offline, Goals are the Same
• Create relationships • Build trust • Deliver a message
• Give people a reason to donate • Maintain relationships • Continue to grow your valuable work!
Create Strategy
Set Goals
Tell A Story
STRATEGIZE
Network Mapping
Thank You Notes
Updates
Advocates
BUILD RELATIONSHIPS
Leverage Social Media
SOCIALIZE
Create Strategy
Set Goals
Tell A Story
STRATEGIZE
Network Mapping
Thank You Notes
Updates
Advocates
BUILD RELATIONSHIPS
Leverage Social Media
SOCIALIZE
• Be better at fundraising • Reach more people • Become more popular
• Raise $10,000 • Have 100 donors • 50% of donors = new donors
NOT SPECIFIC
SPECIFIC
• More donors for our project • Raise a portion of our program budget • Most donors = repeat donors
• Increase newsletter list by 50% • Raise $50,000 • Social media audience of 10,000 fans
NOT MEASURABLE
MEASURABLE
• Solve the issue of global poverty • Make donors happy • Have a trending Twitter hashtag
• 50% of our newsletter subscribers open our emails
• Get 100 more Facebook fans • Increase the occurrences of repeat
donors by 25%
NOT ACTIONABLE
ACTIONABLE
• Raise $1,000,000 • 100% of people open emails and
donate • Get one new donor
• Raise $10,000 • Increase donor database by 5% • 30% of our email subscribers open
emails
NOT REALISTIC
REALISTIC
• Get 20 more Facebook fans soon • Get 25 new supporters for when we
need them • Raise $15,000 as quickly as possible
• Raise $5,000 in 30 days • Increase donor database by 5% by
the end of 2016 • Improve email open rates by 10%
over the next six months
NOT TIME-BOUND
TIME-BOUND
A C T I V I T Y
1. Draft 2-3 SMART online fundraising goals for 2016 2. Share with a partner to ensure that your goals are SMART 3. What are the top challenges you foresee in achieving your
SMART goals?
SMART GOALS
Why is Your Story Important?
Having a clear and inspiring story about your organization and the work you do will help you engage your current
supporters and gain new supporters
1 The Issue
2 The Place
3 The People
4 The Idea
5 The Motivation
Stories the Most Successful Campaigns Tell
The Issue
What is the problem your project is trying to solve, and what are the effects of that problem on one person’s life? Describe
that person’s life without your project.
MindLeaps “’When I visited that school, I felt like I was a normal child. I wasn't a street kid anymore.’ These are the words of Eric, a former street child who now attends Sonrise Boarding School in Rwanda.”
E X A M P L E
The Place
How is a problem or solution unique to a particular place or region in the world? Who are the people who might care about
this person and place?
Earthwatch Institute “Over 40 years, poaching reduced Kenya's population of black rhinoceros from 20,000 to a mere 539. Earthwatch researchers and volunteers are bringing black rhinos back from the brink of extinction.”
E X A M P L E E X A M P L E
The People
How is a problem or a solution unique to an individual who lives within a particular cultural context? How can you motivate other people who might share that person’s identity or values?
Develop Africa, Inc. “This project provides a safe haven – an orphanage called the Dream Home – to help raise children who lost BOTH parents during the Ebola epidemic in Sierra Leone…”
E X A M P L E
The Idea
What is your unique perspective on how to solve the problem? Does your project revolutionize the way people usually deal with an issue? How has your solution impacted one person?
charity: water “charity: water is a nonprofit on a mission to bring clean, safe drinking water to every single person on the planet.”
E X A M P L E E X A M P L E
The Motivation
What is your backstory that is driving you to fundraise for this cause? How can you use your own story to connect with
people in your network and invite them to join you?
The Kupona Foundation “Our vision? High quality maternal and newborn healthcare for all.”
E X A M P L E
A C T I V I T Y
1. Identify your most successful story 2. Write down the elements of your story 3. Share it with the person next to you and
critique each other’s stories
Tell a Story
Create Strategy
Set Goals
Tell A Story
STRATEGIZE
Network Mapping
Thank You Notes
Updates
Advocates
BUILD RELATIONSHIPS
Leverage Social Media
SOCIALIZE
Who Supports You Now?
Who is giving to your organization? Pay attention to their patterns and why they give. Your best advocates and
supporters are the ones that already exist.
Who Could Support You?
Do you have people you don’t know giving to your organization? Are there first time donors? These individuals
offer an opportunity to grow your network, but first you need to engage them!
How to Build Relationships: 3 Ways
Thank You Notes Updates Create Advocates
Be sure to thank your supporters – new and old – for the gifts they give.
Remind donors who they gave to and why by letting them know the progress that’s been made.
Make your best supporters part of your team by asking them to help you in your fundraising efforts.
How to Build Relationships: Thank You Notes
Thank You Notes Updates Create Advocates
Be sure to thank your supporters – new and old – for the gifts they give.
Remind donors who they gave to and why by letting them know the progress that’s been made.
Make your best supporters part of your team by asking them to help you in your fundraising efforts.
Why do donors stop giving? Because they don’t feel appreciated. Always remember to thank your donors.
Always Thank Your Donors.
Show your appreciate for all the things your supporters are doing to help your organization by sending them personal,
prompt, and sincere thank you notes. Engage them!
50% of donors prefer personalization…
Versus speed when they are being thanked by the organizations they give to. Pay attention to what they gave to, if they’ve given before, and
ask them why they give!
How to Build Relationships: Updates
Thank You Notes Updates Create Advocates
Be sure to thank your supporters – new and old – for the gifts they give.
Remind donors who they gave to and why by letting them know the progress that’s been made.
Make your best supporters part of your team by asking them to help you in your fundraising efforts.
Keep Them Updated.
Remind your donors of the impact they’ve been able to help your organization create with great stories. This can inspire
them to give again, making new donors repeat donors!
Email your donors.
Keep your updates to your donors engaging, simple, clear, and on topic. Upgrade your updates with great photos and video.
GlobalGiving requires partners to update their donors every 3 months – that’s only 4 times a year! For maximum impact, we recommend monthly.
How to Build Relationships: Advocates
Thank You Notes Updates Create Advocates
Be sure to thank your supporters – new and old – for the gifts they give.
Remind donors who they gave to and why by letting them know the progress that’s been made.
Make your best supporters part of your team by asking them to help you in your fundraising efforts.
Create Fundraising Advocates.
For your supporters that are passionate about your cause, make them part of your fundraising team! Create tools to help them reach out to their networks, thus growing your network.
1 Do they care about your organization
and cause?
2 Can they serve as
brand ambassadors?
3 Are they able to
communicate your story well?
4 Do they have a large
network?
5 Are you comfortable
reaching out to them?
Identifying your Advocates
Once you have identified your
fundraising advocates, help them with tools, content, templates,
calendars and support.
Advocate Materials
Templates
Supply email, Facebook, Twitter, and other templates.
Content Calendars
Work with them to create an outreach calendar and plan.
Make sure they have the best images, text, logos, and
videos.
A C T I V I T Y
1. Map your current network 2. Map your potential network 3. Brainstorm ideas to reach your potential network
Network Mapping
Create Strategy
Set Goals
Tell A Story
STRATEGIZE
Network Mapping
Thank You Notes
Updates
Advocates
BUILD RELATIONSHIPS
Leverage Social Media
SOCIALIZE
Q U E S T I O N
Raise your hand if you use social media regularly Keep your hand up if you use it for your business
1 Photos
2 Videos
3 Third party news about your cause
4 Events and milestones
5 Facts, infographics,
and quotes
Types of Content
Social media is about building a community of advocates
Set realistic expectations for fundraising
Do not spam followers
Keep in Mind:
Facebook Twitter
Instagram Blog
Build or join a community
Start or join a conversation
Share a visual story
Share stories and updates
1 Find out what your audience likes
and stick to it
2 Make your donors feel special
3 Tell real, impactful stories
Set a Strategy
Content Creation Implementation Results
• Quality over quantity
• A picture tells a thousand words
• Don’t strictly ask for donations
• What is the best time to post?
• How often should you post?
• What is the call to action?
• Use Facebook insights
• Listen, Act, Learn. Repeat.
Goals for Content
Appreciation Advocacy Appeals
• Recognize donors, volunteers, supporters
• Use specific “cause awareness” days and holidays for appreciation
• Engage and share content with others
• Show a peak into the world of your organization
• Share news and updates
• Ask for donations from your supporters
• Ensure it’s an actionable ask
Who, What, When
Who to Target and Follow
What to Post When to Post
• Key influencers for your cause
• Supporters & donors
• News outlets • Friends of your
cause & mission
• Shout outs to supporters
• Stories and successes
• News about your cause
• Retweet relevant info
• 5-8x daily • Schedule
“evergreen” tweets
• Knowledge of your area is key, do not spam followers
Sample Calendar Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Campaign Starts: Send
Email #1
Facebook + Twitter
Post
Facebook + Twitter
Post
Facebook + Twitter
Post
Send Email #2
Facebook + Twitter
Post
Fundraising Event
Facebook + Twitter
Post
Send Email #3
Facebook + Twitter
Post
Donor Phone Calls
Facebook + Twitter
Post
Facebook + Twitter
Post
Send Email #4
Facebook + Twitter
Post
Campaign Ends: Send
Email #5
A C T I V I T Y
1. Write down 3-5 ideas for future Facebook posts
2. Can you modify these ideas to post on Twitter? If not, come up with new ideas specifically for Twitter
3. Who can you follow? How can you build your community?
Social Media
GlobalGiving Programs & Services
One-on-one consultation
Customer service
Academies
Tools & training blog
Matching campaigns
Corporate partnerships
Site visits
1) Apply online through GlobalGiving.org/apply
2) Get approved by GlobalGiving staff (~30 days)
3) Post ONE project through the site
4) Once the project is approved, raise money!
5) Reach $5,000 from 40 donors to become a “Partner”
• Training + support • Customer service • Campaigns + bonus prizes • Access to the website
• Recurring donations
• Donations in honor of
• Donation manager + thank you feature
• Post reports to donors
• Donor tools: fundraiser pages, registries
Emerging Partner
• Added to GlobalGiving’s search • Eligibility for current partner
campaigns + contests • Ability to advance to Leader &
Superstar through GG Rewards program
• Additional training + fundraising tools
Takeaways Create a Strategy Plan ahead Set Goals That are SMART Tell Your Story The makings of a good story, and how to tell it Build Donor Relationships Keep and engage your supporters Leverage Social Media Amplify your efforts Join GlobalGiving! We’d love to have you!
A C T I V I T Y
1. Review the outputs of today’s activities 2. Plan your next steps for when you leave
today’s workshop – keep the momentum going!
Bring it All Together
GlobalGiving.org | 877.605.2314 | [email protected]