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GlobalGiving hosted an online fundraising workshop in Washington DC for more than 75 great nonprofits on January 12, 2012. The attached slides comprise presentations by the three speakers - Alison Carlman, Marc Maxson and Manmeet Mehta.
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Online fundraising workshop
Washington DC|| January 12, 2012
GlobalGiving Foundation
Agenda
• Overall donations made through GG to date: $80.6 mn• Overall donations made through GG in 2011: $30.1 mn• Number of donors to date: 237,246• Projects receiving funding: 5,014 • Number of visitors who visit GG.org each week: 30-40K• Average donation amount per org: ~$9,000/year (Median:
$2,400)• Countries disbursed to: 120 countries• Top Donor Countries: USA, Canada, UK, Australia, India,
Singapore• Percentage of donors who ‘add on’: 50%• Average donation size: $78 (Median: $25)
GlobalGiving by the Numbers
• International donations• Corporate partnerships• Matching grants• Marketing campaigns • Donor Management• New Donors• Fundraising and capacity
building training• Credibility/Recognition• UK and US Charitable
Status
GlobalGiving Value
Proposition
Business Partnerships
04/12/2023 9
• Amount raised in 2011: $7.5million +
• Corporate partners in 2011: 65
• Corporate partners: Eli Lilly, Hilton, Sabre, Nike, Capital One, Moodys, Google, Western Union , Cummins, and dozens more
• Donation volume in 2010 through corporate partners: ~$5.2 million
• Amount given by Nike’s employees: ~$1 million in 2010
Other value for non-profit partners
Building Fundraising Capacity• Monthly trainings• One on one consultations• Connecting with highly-skilled volunteers• Blog: http://tools.blog.globalgiving.org/ Come
here for:– External opportunities– Summaries and slides from past trainings– Details on matching campaigns and other– opportunities– General online fundraising tips
Transforming relationships
• You can access your donor information in real time by logging on to the Project Entry site on GlobalGiving.org
• This site also allows you to download all of your past donation information
• Please note this provides gross donation information (not counting fees or add ons)
• You can send thank you notes directly through the GlobalGiving site.
Fundraising strategies
% applying for grants?
% have gotten funding for at 3 consecutive years?
Can you (y’all) commit 5 hours a week helping your org reach donors through social media?
% getting grants?
What have you tried?
Get in groups and list what social media fundraising approaches you have tried? (3min)
Yes we rocked
it!
Yes, but it wasn’t my
bag.
Circles of influence
the real world online
Spend time with your closest friends, and trust them to connect with their friends for you.
5-10 people
50
-75
peop
le
5 core staff
About 1600 people involved to get >50 donations in 1 month
You will build relationships and inspire people to become your advocates
Source: “What’s next in media: by Neil Perkin
some success
greater potential
Your supporters will author their own messages
Y’all are part of something bigger
Obama 2008 35,000 volunteer groups
2,000
meetings
Held 200,000 Events
2,000 official
videos
442,000 Videos
Video Networking IM photo-share games
Blogs Creators podcast twitter dating
Practical tool: Inmaps
See what your own network looks like.Delivery trucks
NeuroscientistsTech4goodMad writers
Group worksheet
time (20 mins)
mostly true
human nature doesn’t change
human behavior does
technology doesn’t make us social
tell a powerful story
specificsimple
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
Telling stories in an age of information hysteria
1.Personalize. 2.Amplify. 3.Socialize. 4.Chop it down. 5.Let it flow. 6.Allow for emotion. 7.Add depth.
emaildonor
fundraisers
social media
offline events
website
Getting the Most out of Facebook for Fundraising
Alison Carlman, Unmarketing Manager at GlobalGiving
The Same Old Communication Rules Apply:
1. Identify your audience2. Choose the right medium 3. Develop your key messages4. Deliver them in an interesting way
Pick a Medium, Do it Well.
Developing Your Key Messages
Establish your goals. Then talk about them.
Developing Your Key Messages
Establish your goals. Then talk about them. • Identify yourself
Developing Your Key Messages
Establish your goals. Then talk about them. • Identify yourself• Share your mission
Developing Your Key Messages
Establish your goals. Then talk about them. • Identify yourself• Share your mission• Demonstrate your
personality
Developing Your Key Messages
Establish your goals. Then talk about them. • Identify yourself• Share your mission• Demonstrate your
personality • Prove your worth or impact
Developing Your Key Messages
Establish your goals. Then talk about them. • Identify yourself• Share your mission• Demonstrate your
personality • Prove your worth or impact• Explain your challenge
Developing Your Key Messages
Establish your goals. Then talk about them. • Identify yourself• Share your mission• Demonstrate your
personality • Prove your worth or impact• Explain your challenge• Ask people to respond
Yep, The Same Old Communication Rules Apply.
1. Identify your audience2. Choose the right medium 3. Develop your key messages4. Deliver them in an interesting way
The Social Funnel
Awareness
Engagement
Donation
Working for Engagement
Awareness
Engagement
Donation
Engagement = Conversation
Conversation is about give and take.
On Facebook, conversations happen in a public forum.
Facebook is a Growing Animal
• Introducing Timeline
Facebook is a Growing Animal
• Introducing Timeline• Changes to the News Feed
How do you get to the top of the newsfeed?
Introducing Facebook EdgeRank.
Understanding EdgeRank
EdgeRank is the formula that Facebook uses to determine where (and whether) your stories appear in your fans’ News Feed. It helps your stories spread. • Every post has a score
(status update, photo, video, question)• Low-scoring posts never appear in the News
Feed• The higher a EdgeRank score, the higher it will
appear in the News Feed.
Making Content Viral: Understanding EdgeRank
EdgeRank Formula: Affinity
Affinity: How close am I with the person/page?(A measurement of a user’s connections to and previous interactions with the page)
EdgeRank Formula: Weight
Weight: OBJECT WEIGHT: The more time you take to create content, the more weight. (Videos more than photos more than statuses.)INTERACTION WEIGHT: The more people engage, the more weight. (Shares worth more than comments, which are worth more than likes, which are worth more than clicks.)
EdgeRank Formula: Time Decay
Time Decay: As time goes on, your post has less EdgeRank. (The more interactions the post gets right away, the more it spreads.)
EdgeRank: The Moral of the Story?
• Focus on quality: engaging posts!• Boring posts can hurt your EdgeRank (and
hinder your ability to spread important messages later.)
• Experiment! Measure! Improve!
How to Post Engaging Content (according to Facebook)
1. Post succinct content2. Post photos and videos3. Post regularly4. Ask your fans’ opinions5. Ask questions using the polling feature6. Try “fill in the blank” posts7. Give your fans access to exclusive information8. Reward your fans with deals and perks9. Be timely10. Localize your posts if they’re only relevant to a specific
audience
Further Tips for Creating Engaging Content
– Be human! – Videos, photos and polls are better than
constant “asks”!– Use calls-to-action to direct behavior – Start your own traditions (“photo of the week”)– Make the rewards of being a fan obvious and
valuable– Check in on how you’re doing with Facebook
Insights
Get the MOST out of Facebook for Fundraising!
Only once you’ve engaged your audience will you successfully use your Facebook page to raise money!
Awareness
Engagement
Donations
QUESTIONS?
Thanks to the folks at Make Me Social, EdgeRankChecker.com, and Argyle Social for some of the ideas and images used in this presentation.
Try it Out…Your boss has asked you to post about today’s GlobalGiving workshop on your nonprofit’s Facebook Page. Decide:• who your audience is• what your key message is• what you want them to do as a result of seeing the post (tell
them!) • how you’re going to get them to engage
Joining GlobalGiving
How to join GlobalGiving
Due Diligence process
Open Challenge
How to join GlobalGiving• Nominate your organization using the
online nomination form
• Complete GlobalGiving’s Due Diligence requirements
• Post a project and participate in an Open Challenge
• Raise $4,000 from 50 donors
Eligibility Requirements
• Registered organization – no individuals, businesses, etc.
• (At least occasional) access to the internet
• Non-evangelizing• Non-discriminating• Charitable purpose
Feedback from NGO partnersOn behalf of HOTPEC Orphanage, I wish to congratulate you for the professional kind of support extended to us.
Many things have we discovered that will improve our ability to communicate with other partners in development. For example: the Thank you template, how to present projects so that they appear appealing and many other tips which will leave us even more a professional organisation than before. Even if we do not win the competition in the end, we would have advanced in our ways of communication. We want to say a BIG THANK YOU to all the members of your team.
-- HOTPEC Orphanage
Part of our strategy with the Global Giving campaign is 1) to be able to list our projects on a major charitable giving site, 2) to broaden our outreach beyond friends and family donors.
We are happy to say that so far, the strategy is working. Specifically, a bit more than 50% of our donors during the campaign are new to Caravan to Class and 28% of all donors are outside of our friends and family community, ie. unaffiliated donors.
-- Barry, Caravan to Class
Then What?
• Become an active GlobalGiving partner• Post frequent Project Reports• Send Thank You’s to your donors• Join GlobalGiving UK• Post another project• Participate in GlobalGiving campaign
GG Partnership Options
• Strategic Philanthropy
• Employee Engagement
• Gift Cards
• Cause-Related Marketing
• API Integration
Employee Engagement: Nike
Employee Engagement: Nike
• Nike uses the WE Portal to engage it’s employees worldwide
• Employees have access to all projects on GG
• Instead of traditional matching, receive a GG gift card for amount donated
• Over $2.5M given since program started almost 2 years ago
Employee Engagement: Eli Lilly
Employee Engagement: Eli Lilly
• 37,000 employees globally
• Have access to all pre-Existing GlobalGiving projects in the categories of health, environment, education and hunger
• All donations of $25 or more are matched 1:1
• Received a $50 gift credit to from Lilly Foundation
Other Campaigns
Bonus Day!
Holiday & Year-End Giving• Important Dates
– Black Friday – Nov. 25– Cyber Monday – Nov. 28– Hanukkah – Dec. 20 - 27– Christmas – Dec. 25– Last day to give in 2011 – Dec. 31
• GlobalGiving promotions– GlobalGiving donor outreach– Tribute Card Challenge– Gifts for Good
Don’t forget to get ready for January gift card redemptions!
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
Stay in touch!
Marc Maxson [email protected]@marcmaxson (twitter)
Alison [email protected]@globalgiving (twitter)
Manmeet [email protected]@manmeetmehta (twitter)