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Online fundraising workshop
Phnom Penh || March 13, 2012
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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.
• 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 Propositio
n
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)
Business Partnerships
04/08/2023 7
• 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
Working with YOU
Separate into groups!
What brought you here today?
How familiar are you with online fundraising?
What are your organization’s largest sources of income?
Itinerary• Online Fundraising• Networking• Building an Online
Fundraising Strategy• Joining the Global Giving
Community–Why Global Giving– Our Application Process
• Is GG for you?
Trends in Online Giving 2011
technology doesn’t make us social
it influences our behaviors
Source: David Armano
Step 1: Identify Your Network
Circles of influence
the real world online
Activity
List who is in your inner, outer, and far outer circles?
How many people can you reach in each circle?
•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 house
parties• Get creative!
Building your Organization’s Network
Developing Networks – Case Study
• Chab Dai is a network of likeminded organizations working to address human trafficking and exploitation; Model replicated in GMS & N. America
• Benefits of networks (informal or formal)– Increased learning & understanding – Multiplier effect– Increased access to information, expertise,
funding– Recognition of gaps, less reinvention of the wheel
• Need leadership, trust, adaptability
Activity
• Explain your idea of a typical donor
• Why do people give money?
You Your networks
Source: David Armano
Step 2: Create Advocates
• Make your network work for you!
• Get people excited• Engage your audience• Facilitate a personal
connection to your cause!
What is social media?
What do you use social media for?
What types of social media does your organization use?
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
7 Tips for Social Media
Join the conversation around the cause
Celebrate big news
Share staff culture
Remember the medium
Use calls-to-action to direct behavior
(but remember to balance sharing videos, photos, and links with regular asks)
Start your own traditions
Ex: (“photo of the week”)
Working for Engagement
Awareness
Engagement
Donation
Engagement = Conversation
Conversation is about give and take in all social platforms.
Measure the levels of engagement
Social Media Engagement – Chab Dai
• Engaging followers on Facebook & Twitter in Cambodia and abroad– Majority of followers are in the U.S.
• Can build networks with potential individual donors by asking current donors, expat volunteers and other supporters to spread the word. – “Multiplier Effect”
• Using GG platform to engage untapped and/or potential supporters
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…Your boss has asked you to post about today’s GlobalGiving workshop on your nonprofit’s Facebook Page. 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!)
Break time!
• Meet your neighbor! • Expand your circle!• Share ideas, lessons learned, and
resources!
Itinerary• Online Fundraising• Networking• Building an Online
Fundraising Strategy• Joining the Global Giving
Community–Why Global Giving– Our Application Process
• Is GG for you?
Who is your audience?
OTHER• Disaster Givers• Event Supporters• Last Minute Gift
Givers
- Source: Network for Good
The “soccer mom”
•Tend to be women
•30-40s
•Coastal
•Urban
•Socially & env. conscious
•Well educated
The “young professional”
•20-30s
•International experience
•Internet savvy
Create a Strategy
• Set goals• Make a plan• Reevaluate
Set Goals
• Set annual goals & quarterly benchmarks
• Consider past accomplishments
• Broad and narrow goals• Be realistic
Make a Plan
• Outline your tactics• Get creative• Set deadlines
email donor fundraisers
social media
offline events
website
Activity: Let’s create a strategy…
1. Raise $4000 from 50 donors in 1 month
2. Map out communication plan to announce the campaign
3. Include when to use Twitter, Facebook, Email, and any other resource you use
4. Mark when to send thank
you’s to donors
First Steps
• Make someone responsible• Set milestones• Identify your audience• Have a timeline for your campaign• Create a sense of urgency
Reevaluate
• Establish benchmarks• Set aside time for
evaluation
QUESTIONS ABOUT ONLINE FUNDRAISING?
Benefits to Organizations
• Donor tools• Volunteer listings• Corporate partnerships• Fundraising campaigns
15% of donations- Provides access and promotion to corporate partners
- Developing more corporate partner relationships
- Visibility and promotion- Webinars, trainings, and toolkits- Mobile giving, fundraiser pages, volunteer networks, and credit card fees
**50% of donors cover the fee so averages out to 8-9% per donation**
How do we work?
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
Employee Engagement: Nike
Employee Engagement: Nike
• Nike uses the WE Portal to engage its 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
Example: Employee Engagement: Eli Lilly and Company
• 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
Discovery Gift Card Promotion
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GlobalGiving Photo Contest
Other Campaigns
Joining GlobalGiving
Nomination Form
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.• Advanced English• (At least occasional) access to
the internet• Non-evangelizing• Non-discriminating• Eligible to receive international
donations• Charitable purpose
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?
Post a Project:tell a powerful story
specificsimple
How to Succeed in an Open
• Use the Fundraising Survival Guide!• Attend Online Trainings• Develop an online fundraising strategy• Make a plan and schedule• Identify networks
• Family, friends, neighbors• International networks: volunteers, donors• Internet access• Credit cards
Then What?
• Become an active GlobalGiving partner
• Post frequent Project Reports• Send Thank You’s to your donors• Post another project• Participate in GlobalGiving campaign
Is your organization ready for GlobalGiving?
• International Network– Credit cards, Internet
access• Online presence– Website, Facebook, Twitter
• Online outreach– Email list, Facebook
network
