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Confidential document: Kimbia Inc. 2014
Raise New Dollars and New Donors:
Lessons Learned from Six Years of Crowdfunding
Confidential document: Kimbia Inc. 2014
Dana Nelson Executive Director
GiveMN
Lori Finch Vice President –
Community Giving Kimbia
Speakers
Frank Miley Executive
Vice President, Cretin-Derham Hall
Confidential document: Kimbia Inc. 2014
What Crowdfunding Events & Giving Days Do For Your Cause
• Create awareness, excitement and a sense of urgency for giving
• Attract up to 68% new, high net worth/stewardship-worthy donors
• Raise millions
• Reactivate lapsed donors and inspire major donors and matching gifts
• Provide high campaign ROI. All age groups from 18-75+ participate
Confidential document: Kimbia Inc. 2014
Successful Event Models
• Location-Based. Regional organizations connect donors with multiple orgs/causes from which to choose.
• Project/Mission. Nonprofit organizations and higher education institutions offer donors many projects from which to choose.
• Chapter/Affiliate. Nonprofit organizations tap into local, national and international pride and friendly competition.
Examples:
Confidential document: Kimbia Inc. 2014
Poll
Have you hosted a giving day or single-day crowdfunding event in the last 12 months?
Confidential document: Kimbia Inc. 2014
6th Annual Give to the Max Day: 2014 Key Stats
• $18.3 million raised, up 7% • 120,664 gifts received, up 13% • 62,607 donors gave, up 20% • $151.80 average gift size • 5,544 organizations funded, up 25 • $136,000 in hourly and supersized Golden Tickets • $106,000 in leaderboard prize • $6,785,925 in organization-secured matching gifts
Confidential document: Kimbia Inc. 2014
5 Key Success Factors
Matching grants and fundraising prizes give both donors and organizations an incentive to give on one day. They inspire fundraising creativity, strategy, and a sense of urgency for all.
Giving Incentives
GiveMN receives generous support from a partnership group with tremendous credibility and influence in Minnesota. The Right Partners
Minnesota benefits from terrific earned media coverage, a large live event, creative media promotions, and broad media awareness throughout the state.
Highly Effective PR Strategy
With support from GiveMN, the nonprofit and school community creatively embraces Give to the Max Day and promotes it to success. Ownership of Event
The platform we use is easy to navigate and helps us prepare for the traffic of the day. With the site crash of 2013, the importance of a good platform became even more clear.
A Strategic Platform Partner
Confidential document: Kimbia Inc. 2014
Giving Incentives: A key tool to shaping the event outcome
Nonprofit-Secured Matching
• Nonprofits secure their own matching funds
• Offers significantly more “matching funds” to the general public than event organizers could offer
• Great story for the media • Sustainable strategy • Good capacity building strategy • Platform offers tools to easily
promote matches and tally matching dollars available on giving day
• $6.7 million secured by nonprofits for Give to the Max Day 2014
Prizes based on "Total Dollars Raised
• Organizations compete by category (e.g. small nonprofits, medium nonprofits, colleges and universities, all nonprofits) to earn prize grants for organizations that raise the most money on the giving day.
• Easy to promote “help us get on the leaderboard” when communicating with prospective donors.
Golden Tickets
• Grants added to randomly selected donations.
• These inspire both donors and organizations to continue giving throughout the day
• Donors feel that gifts of any size matter.
• The media LOVES the story
Giving incentives inspire action and a sense of urgency. They shape the outcome of the day. Because the event is virtual, there must be a reason to click and go to the webpage. On Give to
the Max Day 2014, the following giving incentives created this excitement.
Confidential document: Kimbia Inc. 2014
Ownership of the Event: The nonprofit and school community embraces and promotes Give to the Max Day.
2014 Key Strategies:
GiveMN hosted webinars to explain how organizations can best use the GiveMN website to showcase their work, add matching gifts to their GiveMN page, and creatively promote Give to the Max Day. The webinars also included training and tips for effective social media promotion.
Webinars
With the encouragement of GiveMN funders, staff conducted in-person trainings in small communities throughout Greater Minnesota and the Twin Cities, facilitating community enthusiasm and shared ownership of successful community giving events.
Live Training
Provided easily customizable tools to help nonprofits motivate their donors to give including logos and e-mail and direct mail letters to donors. Promotional Tools
Pre-campaign landing page included resources, tools, and a video of a webinar. During the campaign, the landing page featured four leaderboards with the latest results from all organizations, small- and medium-sized organizations, and colleges and universities. It also featured the hourly Golden Ticket winners. Post-campaign landing page included results, a thank you video, and post-event information.
GTMD Web Page
Confidential document: Kimbia Inc. 2014
Highly-effective PR Strategy: More than 197 million media impressions
Our PR strategy was led by
Confidential document: Kimbia Inc. 2014
Highly-effective PR Strategy: News
• All four Twin Cities television news stations aired a total of more than 30 live shots from Nicollet Mall Station. Coverage continued throughout the evening including 9 P.M. newscasts by all four Twin Cities television news stations and several Greater MN stations
• 295 print and online articles across the state reached readers with GiveMN’s key messages.
• Principals Challenge at Mall of America was the leading story on StarTribune.com for majority of the afternoon, including a series of photos and video interviews.
Confidential document: Kimbia Inc. 2014
Highly-effective PR Strategy: Online Outreach
• Social media: Regular posts on Twitter and Facebook announced Golden Ticket winners, thanked partners , and encouraged giving
• Email: Provided tips, reminders, and resources (social media planning guide)
Confidential document: Kimbia Inc. 2014
The Right Partners: GiveMN is supported by a partnership group with tremendous credibility and influence in Minnesota
Give to the Max Day Sponsors
Confidential document: Kimbia Inc. 2014
Things You Really Wanted to Know…
• You WILL influence the results by how you structure the giving day with prize incentives, leaderboards, and giving tools.
• You can do these events on any scale or structure to fit your strategy.
• Make the event as easy as possible for organizations/chapters to participate. GiveMN offers a toolkit with template emails, fundraising letters, letters to the editor, social media posts, and more.
Confidential document: Kimbia Inc. 2014
Things You Really Wanted to Know…
• Keep your messages as easy as possible to communicate.
• Set reasonable expectations."For Yourself. With the Media. With the Nonprofits and Schools. With Donors.
• A byproduct of a giving day is that organizations are much smarter about online giving. These events are often the motivation for an organization to begin fundraising online.
• Be flexible. Things will most likely not go as planned.
Confidential document: Kimbia Inc. 2014
Poll
Do you plan to host a giving day or single-day crowdfunding event in the next 12 months?
Confidential document: Kimbia Inc. 2014
Participating Nonprofit - Cretin-Derham Hall
2014 Strategies
Confidential document: Kimbia Inc. 2014
About Cretin-Derham Hall
Mission: Cretin-Derham Hall is a Catholic, co-educational high school, co-sponsored by the Brothers of the Christian Schools and the Sisters of St. Joseph of Carondelet, committed to Christian values and academic excellence in grades nine through twelve. We educate young men and women of diverse abilities, cultures and socio-economic backgrounds for opportunities in post-secondary education.
Confidential document: Kimbia Inc. 2014
Goals for 6th Year
• 1st prize for dollars raised
• $500K +
• 1,000 donors
Results
• 1st prize for dollars raised
• $610.6 K up, from $548.2K in 2013
• 1,069 donors, up from 839 in 2013
• $10K Prize Grant
2014 Goals & Results
Confidential document: Kimbia Inc. 2014
• Letter sent to last year’s GTMD donors asking to repeat or increase gift
• Announcements in Communicator, at Legacy Gala, and on school website
Methods
Confidential document: Kimbia Inc. 2014
• Event reminder in annual appeals
• Story in monthly eNewsletter
• Postcard sent to arrive one week before event
Methods
Confidential document: Kimbia Inc. 2014
• Football game announcements
• Facebook: Ø Ads leading up to event with
photos Ø Day of: Updates on Facebook
• Twitter: Day of updates
• Phonathon
• Campus signage
Methods
Confidential document: Kimbia Inc. 2014
• Video to all constituents
• Results to all e-mail accounts
• Results story on website, facebook and twitter
• Format thank you letter and gift receipt
Follow-Up Thank You’s
Confidential document: Kimbia Inc. 2014
Poll
What is/would be the most important benefit to your organization from hosting a giving day/crowdfunding event?
A. Recruit new donors
B. Reactivate lapsed donors
C. Increase brand awareness
D. Inspire major donors and matching gifts
E. Engage donors on a new channel
Confidential document: Kimbia Inc. 2014
Kimbia has more giving day experience than
any other partner
Confidential document: Kimbia Inc. 2014
SWARTHMORE COLLEGE RAISED
April 4, 2014
$400,000
NOTRE DAME RAISED
April 27, 2014
$900,000
UNIVERSITY OF SYDNEY RAISED
April 4, 2014
$900,000
BOSTON UNIVERSITY RAISED
April 30, 2014
$1,100,000
BOSTON FOUNDATION RAISED
$1,100,000
TRINITY COLLEGE RAISED
April 30, 2014
$1,200,000
GIVE RICHMOND RAISED
September 17-18, 2014
$1,600,000
SAN DIEGO FOUNDATION RAISED
May 6, 2014
$2,100,000
SAN ANTONIO FOUNDATION RAISED
May 6, 2014
$2,100,000
SARASOTA CF RAISED
May 6, 2014
$3,100,000
LANCASTER CF RAISED
November 21, 2014
$4,500,000
MIAMI FOUNDATION RAISED
November 3, 2014
$5,200,000
UC-BERKLEY RAISED
November 20, 2014
$5,300,000
PURDUE UNIVERSITY RAISED
April 30, 2014
$7,500,000
PITTSBURGH FOUNDATION RAISED
May, 15, 2014
$7,700,000
Top Kimbia-Powered Crowdfunding/Giving Day Events