Online Fundraising Workshop pt. 1

Online fundraising workshop

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Our Mission: Build an efficient, open, thriving marketplace that connects people who have community- and world-changing ideas with people who can support them.

GlobalGiving Today

Overall donations made through GG to date: $80.6 mnOverall donations made through GG in 2011: $30.1 mnNumber of donors to date: 237,246Projects receiving funding: 5,014 Number 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) 

Working with YOU

Itinerary• Online Fundraising: Breakdown

• Networking• Building an Online Fundraising Strategy

• Joining the Global Giving Community– Why Global Giving– Our Application Process

• Is GG for you?

Separate into groups!

What brought you here today?

What do you hope to get out of the workshop?

How familiar are you with online fundraising?

What are your organization’s largest sources of income?

Trends in Online Giving 2011

technology doesn’t make us social

it influences our behaviors

Source: David Armano

Step 1: Identify Your Network

Your direct contacts

The contacts of your contacts

People you have never met/contact

s of contacts’ contacts/on

ly via onilne

Activity

Let’s create a network tree… who is your direct network and who do you want to

reach? Come up with a number of how many people can you reach!

•Donors•Volunteers and co-workers•Beneficiaries•Community members•Local business leaders•Local media•Friends and family!

Your Existing Network

• Host volunteers• Join local non-profit associations

• Take advantage of networking opportunities

• Organize awareness/fundraiser parties

• Social Media• Get creative!

Step 2: Building your Organization’s

Network

Why do people give?

Building network:Create Advocates

• Make your network work for you!

• Get people excited• Engage your audience• Facilitate a personal connection to your cause!

Building network-Create Advocates: Case Study

Find the Charlie’s, Justine’s, and Edna’s in your network…

Advocates using social networks to share information about their favorite charities and fundraise for them.

Building network-Create Advocates: Case Study

All different methods to spread work for particular charity…•Charlie: Creates products and posts links to his “tribe” on Facebook,Twitter, and Tumblr- His friends “like”, “retweet”, “repost” by the hundreds…many purchase•Justine: Posts on Pinterest… many find shirt and purchase•Edna the Mobile Granny: via Smartphone shares pic of niece in Charlie’s created product and shares on Facebook– Friends “like” it– A cancer-surviving grandma in Denmark re-posts and says “den bedste!”

– A Danish friend sees this and translates the image into three languages (she’s a“Charlie”)

Building network-Create Advocates: Case Study

You Your networks

Source: David Armano

Maintain and Nurture…Like any good

relationship!

Maintain and Nurture…Like any good

relationship!

Step 3: Identifying your method

Multichannel Approach to Donor Engagement – Key to Success

• Donors Who Give Through Multiple Channels Give the Most

• Move away from a one-size-fits-all donor treatment plan toward paths that align with unique donor preferences

Source: Dennis McCarthy is Convio’s VP of Strategy and Business Practice

What types of social media does your organization

use?

What do you use social media for?

some success

greater potential

Your supporters will author their own messages

>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

About 11 million Pinterest users

Working for Engagement

Awareness

Engagement

Donation

Step 4: Driving Engagement with networks

(new and old)

Engagement = Conversation

Conversation is about give and take in all social platforms.

Social media…

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… Creating a compelling message

Your boss has asked you to post about today’s GlobalGiving workshop on your nonprofit’s online platform. 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!)