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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!)