Feminist Cyborgs:Online Fundraising© Spectra Speaks

Brief Outline• Introduction• Overview of Online Fundraising• Popular Crowdfunding Tools• Africans for Africa Campaign Case Study• Online Fundraising Tips• Contact

About Me• Writer, Activist, New Media Consultant• Communication, Culture, and

Technology• Focus on Philanthropy: donor

engagement, awareness-building, writing for thought leadership, online fundraising

• 5+ yrs in software industry implementing tech solutions before non-profit startups

• Follow @spectraspeaks, #crowdfunding101

Overview of Crowdfunding

• Sometimes referred to as Crowdfunding• “Funding via a networked group”• Using social media networks to raise money for projects• Collective effort of individuals who network and pool their

resources• Connects people who have needs to the people who can meet

those needs

Source: crowdfundingbank.com

Popular Crowdfunding Tools

Introduction to Online Fundraising

Source: crowdfundingplanning.com

“Using social media networks to raise money for projects”

Things to Remember

• Social media = media that is social, period. • Don’t confuse the tools with the task.• Having a Facebook Page doesn’t guarantee you money. • You (a person) must raise funds from your network (multiple

people)• The quality of your network = The quality of your relationships with

individuals in that network• Typical fundraising principles apply online.

Africans for Africa Project• Independent project training African-

women led NGOs to use new media • Raised ~$15,000 in 30 days via online

fundraising campaign• Focus on Women, Youth, Gender &

Sexuality Issues• South Africa, Namibia, Botswana• One-on-One Consulting and Team

Sessions for Organizations• Online Fundraising Workshops (Open

to the Public)• Over 400 workshop participants, 60

organizations

Tip 1: Learn to “Ask”The most important element of any campaign is the “ask.”

You must ask before you can receive. (Most popular reason cited by people as to why they didn’t give is “No one asked me.”)

Africans for Africa: In addition to bulk emails, I sent personal emails, FB messages, text messages, and phone calls to individuals.

Tip: Practice and test your with different (trusted) audiences; don’t play with live money.

Tip 2: Know Your AudienceYou wouldn’t ask your best friend for money in the same way you would ask a professional colleague, would you?

Different audiences require different messages.

Africans for Africa: “MIT Classmates” received different messaging from “Activists”

Tip: Segment your list, create messages and themes for each before you begin sending communications.

Tip 3: Inner Circle PowerPeople ultimately give money because they trust you.

Study shows that number one factor influencing trust is recommendation from friends and family.

Africans for Africa: Bulk of my donations came from close friends, who encouraged others to contribute as well.

Tip: Don’t ignore your family and friends. They’re you’re biggest advocates and can help you raise even more money (if you “ask” them to).

Tip 4: Set (Realistic) GoalsFundraising isn’t about luck. You must set goals to meet.

People (yourself included) are more driven to give by public benchmarks.

Africans for Africa: I asked 15 people to contribute, every day, to increase chance of meeting goal of 10 donors per day.

Tip: Set daily, weekly, and monthly goals. Make them public. People want to help. And if they see mini-goals as possible, they’re more likely to give.

Tip 5: RecognitionThere’s a reason you always see “Thank You” on a sales receipt.

People need to feel appreciated in order to stay engaged.

Africans for Africa: Different perqs came with cool titles such as “Ally”, “Champion” etc. Immediate Thank You and social media shout-out.

Tip: Come up with creative ways to recognition, before and after the “ask” in order to nurture repeat-givers and advocates.

Most Important: Be HumanConnect with people’s hearts. Facebook doesn’t make campaigns successful; people do.

“People connect with people, not campaigns.” - ZerobyZawadi

Africans for Africa: My campaign story was about “me”, why “I” wanted this project to succeed, its personal impact.

Tip: Reflect on why this project really matters, to you, and to the people you care about.

Contact Info: New Media Consulting

Website:www.spectraspeaks.com

Twitter:@spectraspeaks

Facebook:/spectraspeaksalot

LinkedIn:/user/spectraspeaks