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Online fundraising workshop
Jerusalem, Israel || July 5, 2012
Manmeet Mehta & Sonja Lehner, GlobalGiving
2
• Welcome and Introductions• About GlobalGiving
– How does it work? – Why GlobalGiving? – Due Diligence – Global Open Challenge
• Break [10 mins]
• Online fundraising for non-profit organizations– Trends in giving– Expanding networks and deepening donor relationships– Communications: Some best practices– Building an online fundraising strategy
Agenda
So, social media huh?
this isn’t the story
this is
technology doesn’t make us social
mostly true
human nature doesn’t change
human behavior does
it influences our behaviors
we build a personal brand
Source: David Armano
our social circles expand
Source: David Armano
relying on traditional institutions
Source: David Armano
relying on each other
You Your networks Source: David Armano
GlobalGiving Last Week
•International donations•Corporate partnerships•Matching grants•Mobile giving campaigns •Marketing campaigns •Personalized Donor Management•New Donors•Fundraising and capacity building training•Credibility/Recognition•UK and US Charitable Status
GlobalGiving
community
members can access
Joining GlobalGiving
How to join GlobalGiving
Due Diligence process Open Challenge
Due Diligence – Key documents
• Certificate of Registration• Organizational Documents
• How is your organization run?• Dissolution Clause
• Financial Statements• Be detailed!
• List of Board and Staff members• Text document only
• Program documents• What are your programs? How do they work?
• To secure a long term spot on GlobalGiving, all organizations submit one project and raise at least $4000 from at least 50 people.
• Bonus grants: $18,000+
• GG community members can access benefits: www.globalgiving.org/non-profits/features-and-benefits/
• In the April 2012 Open Challenge, 330 organizations raised $739,000
Global Open Challenges
Caravan to Class• Founded 2010 in Sausalito, CA • Participated in the December 2011 Global
Open Challenge to secure a permanent spot on GlobalGiving
What they did• Every channel engaged • Made it fun. • Said “thank you” very frequently.
Identify. Communicate. Grow
•International donations•Corporate partnerships•Matching grants•Mobile giving campaigns •Marketing campaigns •Personalized Donor Management•New Donors•Fundraising and capacity building training•Credibility/Recognition•UK and US Charitable Status
GlobalGiving
community
members can
access….
Who do you want to talk
to?
What are your goals?
What do you want to say?
How do you want to
communicate?
How do you know that you
have succeeded?
Spend time with your closest friends, and trust them to connect with their friends for you.
5-10 people
50-7
5 pe
ople
Your network:
10
Mom
Dad
Best Friend
Cousin
Co-worker
Classmate
Pastor
Neighbor
Volunteer
Donor
Mom
Dad
Best Friend
Cousin
Co-worker
Classmate
Pastor
Neighbor
Volunteer
Donor
Mom
Dad
Best Friend
Cousin
Co-worker
Classmate
Pastor
Neighbor
Volunteer
Donor
Mom
Dad
Best Friend
Cousin
Co-worker
Classmate
Pastor
Neighbor
Volunteer
Donor
5 core staff
About 1600 people involved to get >50 donations in 1 month
Practical tool: LinkedIn Inmaps
[potential]
growth
• What are we saying to these networks?
• What is the best way to communicate these stories?
• What is the best way to engage and inspire to action?
This answers the ‘who’ question, but..
Awareness
Engagement
Donation
Working for engagement
tell a true story
That your audience can identify with
using powerful images
Things to talk about?
• News• Pictures, Videos• Beneficiary Stories• Articles about Your Organization and/or Staff• Articles about Your Cause• Feedback (good and bad)• Questions for Your Network• Partner News• Volunteer Opportunities• Job openings
email donor fundraisers
social media
offline events
website
Who do you want to talk to?
What are your goals?
What do you want to say?
How do you want to
communicate?
How do you know that you have succeeded?
Other Key Tactics • Start slow• Choose one or two networks• Make someone responsible• Be a good partner• Start conversations, make friends• Don’t ask for money too soon• Have a timeline for your campaign• Create a sense of urgency
Calendar activity
Resources• Social Media Revolution• NameChk – find out if your org name is registered• Social Media ROI – how to justify what you’re doing• Facebook Page Best Practices – by Zoetica• So you want a Facebook Fanpage for your Nonprofit? – by
Beth Kanter• How Charities are Finding the Good with Facebook
Fanpages (case studies)• Facebook Bestpractices for Nonprofits (beyond the basics)• 26 Slideshares on Social Media for Nonprofits• 10 Facebook resources for nonprofits• Social Media Starter Kit – by AARP• Mashable’s Social Media Page
Thank You!
Manmeet MehtaSr. Program Manager
GlobalGiving Foundation001-202-232-5784
[email protected]@manmeetmehta (twitter)
@globalgiving
Sonja LehnerProgram Associate
GlobalGiving Foundation001-202-232-5784
[email protected]@globalgiving (twitter)
