Online Fundraising Workshop - Quito 2017

welcome

Announcements

Blissful Experience 2 min

Weekly Update Nicola 15 min

Other Update Kevin 10 min

Presentation Courtney 20 min

Other Update Donna 10 min

Presentation Phil 20 min

Calling in? 202.330.4040 or bluejeans.com/2023304040

Introductions

Discussion: What do you know about crowdfunding?

Why Online Fundraising?

How to Fundraise Online?

➢ Setting SMART Goals + Activity

➢ Network Mapping + Activity

➢ Telling your story + Activity

➢ Activating donors

Break

Introduction to GlobalGiving

How to join GlobalGiving + Activity

Introduction to GreenCrowds by Alejandro Ibarra

Questions & Networking

Agenda

INTRODUCTIONS

Emma Donnachie

GlobalGiving Field Traveller, Ecuador

Visiting our existing partners across

Ecuador to provide them with support

and conduct outreach

A C T I V I T Y

1. What is your name?

2. Who is your organisation?

3. What is your organisation’s mission in 1 sentence?

4. What are your fundraising goals for 2017?

Introductions

What has your experience been like? What do you know about crowdfunding? What do you want from online fundraising? What

frustrations do you have with online fundraising?

Are you currently fundraising online?

Basics of Online Fundraising

WHAT IS ONLINE FUNDRAISING?

“The power of crowdfunding isn’t in the funding, it’s in the

crowd.”

MARI KURAISHI

WHO IS THE CROWD?

Online fundraising and crowdfunding should

be used in collaboration with your

other fundraising tools.

Another tool in your toolkit

1. Access more money

2. Build relationships with your network locally + globally

3. Build trust and credibility

4. Expand your network of supporters

5. Share your impact!

Goals: Offline or online are the same

WHY FUNDRAISE ONLINE?

LocalOffline fundraising is

limited to a geographic area, or the cost of have a global physical presence.

OFFLINE

GlobalONLINE

Going online opens networks up to a global scale quickly,

cheaply, and efficiently.

HOW DO I START?

Set SMART goals and decide how online

fundraising + crowdfunding best fits into your work.

Strategize

Pick a platform, check out your and their calendar, and

get started.

Plan

Reach out to your networks, cultivate your relationships, create content, and

develop stories.

Network + Create

Create a content calendar, send

emails, thank your donors, and act on all the hard work

you’ve done.

Share + Act

Set SMART goals and decide how online

fundraising + crowdfunding best fits into your work.

Strategize

Setting SMART Fundraising Goals

WHAT IS A SMART GOAL?

• Specific• Measurable• Action-Oriented• Realistic• Time-Bound

SMART is an acronym:

“S”Your goal should be Specific

NOT SPECIFIC

• Raise $10,000

• Have 100 donors

• Increase “followers” to 35,000

SPECIFIC

• Raise more funds

• Engage more donors

• Have more “followers”

“M”Your goal should be Measurable

NOT MEASURABLE

• Increase subscribers by 50%

• Raise $50,000

• Acquire 25 new recurring donors

MEASURABLE

• Have more email subscribers

• Raise a part of our budget

• Increase recurring donors

“A”Your goal should be Action-Oriented

NOT ACTION-ORIENTED

• 3% of newsletter subscribers open our email

• 35 Facebook followers share our fundraising campaign post

• Accrue an Net Promoter Score (NPS) score of 25 for donor satisfaction

ACTION-ORIENTED

• Increase newsletter readership

• Create a viral Facebook post

• Make donors happy

“R”Your goal should be Realistic

NOT REALISTIC

• Raise $10,000

• 44% of our subscribers open our emails

• Get 25 new donors

REALISTIC

• Raise $10,000,000

• Have 100% of our subscribers open our emails

• Get one new donor

“T”Your goal should be Time-Bound

NOT TIME-BOUND

• Raise $15,000 by Dec 31

• Get 25 new donors during the Year-End Campaign

• Acquire 600 new Facebook fans by end of Q3

TIME-BOUND

• Raise $15,000 ASAP

• Get 25 new donors

• Get to 600 Facebook fans

SMART is… Specific Measurable

Action-Oriented Realistic Time-Bound

WHY SET SMART GOALS?

SMART Goals

• Provide focus, direction, and accountability

• Allow for milestone checks and strategic pivots

• Make for better calls-to-action to donors

A C T I V I T Y

1. Draft 2-3 SMART online fundraising goals

2. Share your goals with a partner; verify your goals meet the SMART guidelines.

3. What challenges did you have in creating your SMART goals? How do these differ from the goals you made in

the Introduction Activity?

Develop SMART goals.

Specific

Measurable

Action-Oriented

Realistic

Time-Bound

What do you want to achieve?

How will you know when you have achieved your goal?

What actions need to take place to achieve your goal?

Are you going to be able to achieve your goal?

What is the time limit to achieve your goal?

Reach out to your networks, cultivate your relationships, create content, and

develop stories.

Network + Create

Network Mapping

“Get to know your network … …this is a critical component to running a successful campaign. Make long lists of your team’s network—include people that can make donations but also

people who have access to larger networks.”

CREAMOSGlobalGiving Accelerator Graduate

WHO IS IN YOUR NETWORK?

Who is giving to your organization? Note their patterns and why they give. Your best advocates and supporters are the ones that

already exist.

Who Supports You Now?

Family Friends Colleagues

NeighboursCommunity

LeadersPrevious Donors

Do you have people you don’t know giving to your organization? Are there first-time donors? These individuals represent

opportunities to grow your network, but first you need to engage them!

Who Could Support You?

Don’t be afraid to think outside of the box!

Your network is bigger than you think!

• Board members

• Diaspora

• Local Business owners

• Leaders in the industry

• Religious Institutions

• Community Foundations

• Alumni

• Volunteers

They build trust in your organization from their networks, bring in new supporters, and act as your brand ambassadors. Fundraising Advocates are part of your fundraising team and

help you to expand your network and reach your goals!

Fundraising Advocates are individuals who become part of your fundraising team

1They have a

large network of friends, family, etc.

2They are

passionate and positive about

your cause and interested in your work.

3They know

your story and can act as

brand ambassadors.

4You are

comfortable asking them

to help.

5They have

the time and willingness

to work.

1. Map your current + potential network of supporters

2. Engage a few key supporters to become Fundraising Advocates

3. Give them the tools to succeed

4. Show appreciation!

Steps to developing Fundraising Advocates

GlobalGiving also has tools to help give your fundraising

advocates more access.

A C T I V I T Y

1. Map your current network.

2. Map your potential network.

3. Identify a couple of advocates you would like to engage.

4. With a partner, brainstorm ideas to reach your potential network.

5. Share your learning with the group.

Network Mapping

You

Friends, Family, Stakeholders

Local Community

National Groups

International Groups

FA

FA

FA

Network Mapping & Fundraising Advocates

Creating your Content

TELL YOUR STORY

Stories should contain a single, compelling

character that is relatable to the audience and who is comfortable relaying

specific details, memories and experiences.

An Effective Character

AuthenticityStories should show—rather than tell—the audience about the

character’s transformation, using rich details and featuring the

character’s own voice, without jargon.

Stories should chronicle something that happens—an experience, a journey,

a transformation, a discovery.

Trajectory

Stories should convey emotions that move

people to act, and marry these with clear, easy-to-

find pathways to get them to those desired actions.

Action-Oriented Emotions

A HookStories should capture the

audience’s attention as quickly as possible, giving

them a sense of whose story it is and what’s at stake.

A C T I V I T Y

1. Break into groups of two.

2. Have one partner tell a story about a constituent impacted by your organisation. (2 min)

3. Share feedback on what you found most compelling about the story, and what could have strengthened the story. (2 min)

4. Switch roles.

What makes an effective story?

Create a content calendar, send

emails, thank your donors, and act on all the hard work

you’ve done.

Share + Act

ACTIVATE YOUR DONORS

43%Overall donor

retention

64%Repeat donor

retention

23%New donor retention

Be sure to thank your supporters—new and old

—for their gifts.

Thank you notes

Show your appreciation for all the things your supporters are doing to help your organization. Send them personal, prompt,

and sincere thank you notes. Engage them!

Always Thank Your Donors

…versus speed when they are being thanked by the organization to which they gave. Pay attention to what they gave to, if they’ve

given before, and ask them why they give!

50% of donors prefer personalization …

Updates & Stories

Remind donors who they gave to and why.

Let them know the progress that’s been made. Don’t forget to

include a call to action!

56%of individuals who respond to a

nonprofit call to action cite being motivated

by compelling storytelling

Your emails, your social media, how you talk to a stranger, how to convey your work to a funder or board member.

Your story shows and shares your organization’s impact.

Stories can be used everywhere

A C T I V I T Y

15 Minute Break

Pick a platform, check out your and their calendar, and

get started.

Plan

AboutGlobalGiving

WHO WE ARE

GlobalGiving is the first and largest global crowdfunding community that connects

nonprofits, donors, and companies in nearly every country around the world. We make it possible for

local organizations to access the funding, tools, training, and support they need to become more

effective and make our world a better place.

We’re here to connect nonprofits to ideas, information, + money!

Our Founders

Mari Kuraishi + Dennis Whittle

Always Open

Never Settle

Committed to WOW

Listen, Act, Learn. Repeat.

$250mDollars donated

through GlobalGiving

15Years operating

+570kDonors giving

through GlobalGiving

+15kProjects funded on

GlobalGiving

166Countries

138Corporate Partners

HOW MUCH DOES IT COST?

15%The GlobalGiving Fee

We’re working to drive more funds to your project, making up for our fee

and then some.

Last year GlobalGiving drove an additional $10 million to our partners!

0%With this extra money, the typical GlobalGiving

partner had a 0% net fee in 2016.

For every $15 that goes to the GlobalGiving fee, we drive, on average, an additional $20 to the nonprofit!

FEATURES + BENEFITS

We’re here to support our nonprofit partners with everything from helping

you navigate your account to developing an online

fundraising strategy.

One-on-one Support

GlobalGiving works hard to introduce new donors, new corporate partners, and new organizations

to the community.

New Networks

Thank you note tools, donation management,

project report sends, and much more—GlobalGiving offers numerous ways to help you develop donor

relationships.

Donor Tools

GlobalGiving is here to do more than process your donations—we’re

here to offer you access to ideas +

information!

Training + resources

GG Rewards is a system that rewards and recognizes our nonprofits partners for activities around engagement with the platform and efforts to increase their effectiveness.

Engagement points are for being active in our

community.

Points are earned by actively engaging with the GG platform. For example:

reaching your fundraising goals or thanking donors.

Based on the GG value, Listen, Act, Learn, and Repeat, nonprofit partners begin by completing an activity (i.e.,

watching a webinar) and then reflect on their learnings in a “LALR” cycle for points.

Effectiveness points are for learning

To help our partners activate their networks we offer a calendar of campaigns every year with matching days, photo contests, and

much more!

Campaigns

With thousands of nonprofit partners, we’re

working to build a community of collaboration

and information sharing.

Community

Tax benefits for UK & US donors

Assured legitimacy

Corporate Programmes

Mobile-friendly website & giving

GlobalGivingmarketing

Disaster Relief Campaigns

$2.2mRaised for disaster

response in 2016

How to JoinGlobalGiving

THE GLOBALGIVING ACCELERATOR

The Accelerator is a time-bound fundraising campaign that will lead an organization to become a full-time partner on

GlobalGiving once they have raised $5,000 from 40 donors.

It’s designed to support organizations to succeed in crowdfunding through one-on-one support, online trainings, and

great tools!

So what is the GlobalGiving Accelerator?

For the three weeks prior to the Accelerator,

GlobalGiving provides online trainings sessions,

calls, and email support to help you succeed.

GlobalGivingsupport

Our Facebook community of Accelerator

participants, GlobalGiving staff, and past graduates all work together to help

you succeed.

Community Support

Click “Join” on the GlobalGiving website

and start your application.

We’ll ask you for some organization documents.

STEP 1: Submit your Application

After your application has been

approved by our vetting team, post a project telling your

story.

STEP 2: Post a

Project

Once accepted, you’ll join one of GlobalGiving’s

Accelerator fundraising campaigns to raise $5,000 from 40 donors. Graduate

and become a full time partner! You can do it!

STEP 3: Participate

in the Accelerator

SUBMIT YOUR APPLICATION

www.globalgiving.org/apply

Program Materials

Letter of Reference

Certificate of Government Registration

Founding Document

Financial Documents

Disbursement Information

POST A PROJECT

Create your project page

PARTICIPATE IN THE ACCELERATOR

Training Crowdfunding Rewards

Sample Training Schedule

Module 1 – SMART Goals

Module 2 - Storytelling + Calendar Planning

Module 3 - Network Mapping + Advocates

Module 4 - Social Media + Email Marketing

After training, start crowdfunding!

$5,000+Dollars

40+Donors

We’ll provide matching funds and bonus prizes

This will help motivate you and your donors!

WHAT HAPPENS WHEN WE SUCCEED?

You become a full-time community member on GlobalGiving!

Press release about your

success

Promotional Toolkit

Featured in a GlobalGiving

email campaign

Featured on GlobalGivingsocial media

Certificate of completion

Access to GlobalGiving’s

whole platform!

• Donor management + communication tools

• Academies + trainings

• Fundraising campaigns

• Corporate partnerships

• Reputation building and visibility

Full Partner Benefits

The deadline for the next

Accelerator is 3rd May 2017

A C T I V I T Y

• What title would you use for your page?

• What kind of photo would you use and why?

• Use your SMART goals- what would your fundraising target be?

• What would you include in your summary? Use your organisation’s mission

• What Challenge are you trying to combat? Be Specific!

• What are you doing to combat the problem?

• What long-term impact are you trying to achieve?

Design Your Project Page

OST A PROJECT

Title:

Note the goal of the project, who will benefit, how many people will be helped, and where it is taking place.

Summary:

In a sentence or two, explain why a donor should care about your project. Describe your impact, who you are helping, and how you are solving a problem.

Funding goal:

Enter the total cost to carry out the project in whole US dollars.

Donation Options:

Amount

$...........

$...........

$...........

Description

………………………………………………………………………………………..................................................................

………………………………………………………………………………………..................................................................

………………………………………………………………………………………..................................................................

What is the challenge?

Explain what challenge the community is facing and who is affected. Give enough detail so that donors understand exactly what the problem is and who will benefit from a solution.

How will your project

solve this challenge?

Describe what the project will do solve the problems that you outlined above.

Potential Long-Term

Impact?

Explain the long-term effects that the project will have on the community and/or beneficiaries. State the problem that will be solved and how many people will be affected.

Ready to Join GlobalGiving?

Visit GlobalGiving.org/join to get started.

Questions?

thank you

GlobalGiving.org | 877.605.2314 | projecthelp@globalgiving.org