1

Online Fundraising Workshop Kelly Zug

2015

AgendaIntroductions

Online Fundraising What is it? Why is it important? How do we do it most effectively?

Network Building and Engagement What attracts a donor? How do you maximize your impact and donor networks?

GlobalGiving – How to Join Where do I go from here?

Introductions!

Would your current donors and community describe your organization the same way?

3

Who are you?

What do you do?

Why is it important?

Imagine if you had to explain your organization to a potential funder in a clear and concise way.

The average attention span of a human being was calculated to be 8 seconds in 2013.

This is one second less than the attention span of a goldfish.

- National Center for Biotechnology Information, at the U.S. National Library of Medicine  

What is GlobalGiving?

An online fundraising platform thatconnects charitable organizations around the world

to a large network of individual and corporate donors to raise money and support for their projects.

www.globalgiving.org

7

400,000+Individual and Corporate Donors

$160+ Million

Since 2002…

Have  given….  

To…  

11,000+ projects withorganizations like YOURS

Through…  

2002GlobalGiving

Founding Year

60+Corporate Partners

2,400+Organizations

around the world

149Different Countries

10

Corporate Partners

Gift Cards & Employee Giving � Cause-Marketing � International Vetting Disaster Relief � Facilitation of Grants

13

Top Donor Countries

Current Projects in Eastern & Central Europe

6  

6  

6  

2  

2  

4  

4  

3  

3  

3  

9  9  

1  

3  

30  

3  

4  

2  

What does GlobalGiving do?

15

               

               

Access and visibility to

potential donors worldwide

Tax Deductions for U.S. Donors &

GiftAid for UK Donors

1-on-1 Consultations

Frequent Webinars and

Tools & Training Blog

Multiple Bonus Days

Feedback and Donor

Management Tools

Strategizing Help for Fundraising and Campaigns

Outreach for Driving

Awareness and Donors to our

platform

16  

GlobalGiving Sustainability15 % Fee

2% Administration Fees

Keeps GlobalGiving sustainable as a nonprofit to provide for you

Reliable connection with worldwide donors and corporate partners

3% Credit Card Fees

Covers standard credit card fees from donors’ cards U.S. tax deductions for donations

10% Resources and Access that Directly Benefit your Organization

Access to 400,000+ donors and 60+ Corporations

Donor Management Tools and Analysis

Free trainings, tools, and campaign strategizing

Free one-on-one consultations – call us anytime!

Calendar of Organization Campaigns & Matching Days

Gift Cards, Reoccurring Donations, and Tribute Giving

Rewards and benefits for being active

Continuous Innovation

18  

2% Administration Fees

Keeps GlobalGiving sustainable as a NGO to provide for you

Reliable connection with world wide donors and corporate partners

3% Credit Card Fees

Covers standard credit card fees from donors’ cards U.S. tax deductions for donations

The majority of our donors cover at least a portion of the fee as they complete their donation.

Averages to 9% Fee

 

10% Resources and Access for Your Organization

Access to 400,000+ donors and 60+ Corporations

Donor Management Tools and Analysis

Free trainings, tools, and campaign strategizing

Free one-on-one consultations – call us anytime!

Calendar of Organization Campaigns & Matching Days

Gift Cards, Reoccurring Donations, and Tribute Giving

Rewards and benefits for being active

Continuous Innovation

Online Fundraising

Success

Your Organization STRATEGIZE:

IDENTIFY AND PLAN

RECOGNIZE: THANK AND

IMPROVE

EXERCISE, ENGAGE, AND

PROMOTE

IDENTIFY AND EXPAND

NETWORK

Why Online Fundraising?

Why Online Fundraising?

21

Manage, expand, and engage your

network of donors  

One additional tool to the fundraising

strategies you already use

 

Network of ideas, tools, and

resources to increase

effectiveness  

Boost funds, transparency, and

awareness  

Online Giving is Increasing!

$190 Million donated online to 100,000 charities in 2013!

22

Source: Network for Good  

Difference between Offline and Online

Goals are still the same:   Creating and maintaining relationships   Building trust   Delivering a message   Giving people a reason to give   Continuing to increase and share your impact!

Strategizing Online

Online Fundraising

Success

Your Organization STRATEGIZE:

IDENTIFY AND PLAN

RECOGNIZE: THANK AND

IMPROVE

EXERCISE, ENGAGE, AND

PROMOTE

IDENTIFY AND EXPAND

NETWORK

What to Consider BEFORE Strategizing:

26

  Past accomplishments   Capabilities & background of staff   Level of awareness and trust within your community   Evaluation of your present and potential network Who would be interested in your cause?

Developing Your Strategy  PLAN! Online Fundraising doesn’t just happen.   Set realistic goals and quarterly benchmarks   Create an annual calendar with promotions & campaigns   Create a communications plan

Setting SMART Campaign Goals Set realistic goals

•  Get 50 additional Facebook likes by a certain date •  Get 3 additional donors by next month •  Send out a monthly newsletter

Importance of campaigns •  Creates a sense of urgency •  Focused on awareness, new ideas, impact, & funding •  Helps prevent donor fatigue

28

Create a sense of urgencyThe last 3 months of the year

accounted for more than 1/3 of 2013’s overall giving!

Online giving in December is

more than 18.8% of total year’s giving.

29

30

Online Fundraising

Success

Your Organization STRATEGIZE:

IDENTIFY AND PLAN

RECOGNIZE: THANK AND

IMPROVE

EXERCISE, ENGAGE, AND

PROMOTE

IDENTIFY AND EXPAND

NETWORK

Identify your Network

YOU

•  Identify your network and the networks of your staff

•  Identify advocates to help you spread the word about your organization

•  Create a communications plan

•  Who would be interested in your cause?

CURRENT  AND  OLD  FRIENDS   UNIVERSITY  

PROFESSORS,  PEERS,  AND  NETWORKS  

INTEREST  GROUPS  AND  

CLUBS  

PAST  &  CURRENT  COLLEAGES  AND  JOBS  

FAMILY  

NEIGHBORS  

CHILDHOOD  TEACHERS  

CHURCH  GROUPS    

SPORTS  TEAMS  

BOOK  CLUBS  

GYM  BUDDIES  

FAMILY  FRIENDS  

  Close relationship to you or the organization   Influential person   Ability to reach into new networks   Willingness to spread the word   Time commitment

35

How do you choose an advocate?

Reaching out to your Advocates•  Trust is HUGE •  Host them at your project •  Develop a personal relationship •  Share insights into your successes and challenges •  Activity: List three ways you could further your connection with this potential advocate 36

Millennial  Donors  Report  2011  

Working for Engagement Awareness

Engagement

Donation

Working for Engagement Awareness

Engagement

Donation

OUTREACH    ACCOUNTABILITY  REPUTATION  TRUST  

15 Minute Break!

Online Fundraising

Success

Your Organization STRATEGIZE:

IDENTIFY AND PLAN

RECOGNIZE: THANK AND

IMPROVE

EXERCISE, ENGAGE, AND

PROMOTE

IDENTIFY AND EXPAND

NETWORK

Working for Engagement Awareness

Engagement

Donation

Presen5ng  a  project  Time  Commitment  Social  Media  Pictures  &  Videos  Emails  &  Blog  Posts  Thank  You  Notes  Planning  the  ASK  

How to present your story online?

42

The motivation  The people  

The idea  

The problem  

The place  

When telling your story…

43  

Brevity is key. Put the

important things first!

Be specific and realistic on

how donation will make

impact

Use powerful and hopeful

imagery!

Evoke empathy, not

sympathy

Photos  Videos  StaCsCcs    Personal  anecdotes      Beneficiary  Stories  

44  

Summary  ....  What  is  the  issue,  problem,  or  challenge?  ….  How  will  this  project  solve  this  problem?  ...  Poten5al  Long  Term  Impact  ….  Funding  Informa5on  Total  Funding  Received  to  Date:  $____  Remaining  Goal  to  be  Funded:  $_____  Total  Funding  Goal:  $_____    Addi5onal  Documenta5on  Resources    

First thing donor reads

Examples of how money is used

Engaging Photo

Engaging and Specific Title

45

Provides  meals    

Provides  for  one  child    

Trains  one  group  leader  to  start  and  manage  KIDS  support  group  

Running  costs  for  one  group    Summary  Provides  a  welcoming  and  safe  place  for  children  affected  by  their  parents’  alcoholic  substance  abuse.  We  run  aVerschool  KIDS  groups  where  children  can  learn,  make  friends,  and  do  arts  and  craVs  in  a  safe  environment  with  trained  group  leaders  and  mentors.    

Compelling Project PageSpecific, action –oriented Description

Easy to understand, jargon-free, project specific

Close-up, High-resolution

photo

Tangible, realistic, varied goals Summary

Provide early education, breakfast, childcare, and psychological services for 455 disadvantaged preschoolers in Mexico City Metro Area whose working parents cannot afford them otherwise.

Working for Engagement Awareness

Engagement

Donation

Presen5ng  a  project  Time  Commitment  Social  Media  Pictures  &  Videos  Emails  &  Blog  Posts  Thank  You  Notes  Planning  the  ASK  

Online tools facilitate engagement! Email à Newsletters, Updates Facebook à Create a community

Twitter à Create a conversation

Blogs à Update and engage Share your successes and setbacks with donors

Effective Outreach•  Know your donors and why they give •  Personalize and tailor communication & emails •  Sort lists of donors (such as by past donation size or reasons for giving) •  Do not spam. Always include an unsubscribe link in every email •  Give donors a clear idea of what money is being used for

Email is still the largest drive of online giving at 33%

51

Keep Up with Your Donors

52

Project Reports

Holiday Campaigns

Bonus Days

Photo & Video Competitions

Other  ways  to  Engage  Online!  •  Video  &  Photos  •  Interviewing  beneficiaries  •  Start  online  tradiCons  •  Join  the  conversaCon  around  the  cause  •  Collaborate  with  similar  organizaCons  •  Online  fundraising  campaigns  •  PromoCon  of  events  •  Story  telling      

Working for Engagement Awareness

Engagement

Donation Timing  the  ASK  Avoiding  Donor  Fa5gue  

Online Fundraising

Success

Your Organization STRATEGIZE:

IDENTIFY AND PLAN

RECOGNIZE: THANK AND

IMPROVE

EXERCISE, ENGAGE, AND

PROMOTE

IDENTIFY AND EXPAND

NETWORK

Donor Appreciation

  Send thank you notes as soon as possible and personalize them   Share photos and beneficiary stories in project reports   Make donors feel like a crucial part of your organization and its success

46% of donors stop giving because they feel like their donations are not recognized or appreciated!

58

Web Analytics Tool

59

60  

GlobalGiving  UK  

How to Join GlobalGiving

How to Join GlobalGiving

Submit Application

Due Diligence Processing Post a Project!

Pass through the Open

Challenge!

www.globalgiving.org 1

3

2

Documents to Complete an Application  Certification of Government Registration   Letter of Reference   Program Materials   Founding Document (with dissolution clause)   Disbursement Information   Financial Documents (2 years of financial statements and a current year budget)   Names of senior staff and board members

GlobalGiving’s Terms and Conditions

We accept Google Translate as an acceptable English translation of these forms. Please send questions to applications@globalgiving.org

Succeed in an Open Challenge  Test your online fundraising skills! Succeed and become a

permanent partner with GlobalGiving!

  Open Challenges occur multiple times a year! Requirements: Raise $5,000 (minimum) dollars from at least 40 unique donors Duration: 1 month Next Open Challenge: June, 2015 (Following one in September) Last day to Register: April 24, 2015 At least one matching day during the 1 month period.

  Email questions to challengehelp@globalgiving.org "

Some Ideas for the Open Challenge  Do networking activities with staff to identify advocates   Connect with diaspora groups or those abroad   Personalize emails   Prepare videos and stories to share   Make donors an offer they can’t refuse   Eat for a Cause, using local restaurants   Reach out to similar organizations to learn more

68

Preparing for the Open Challenge

1.  Split into small groups, introduce yourself! 2.  Pick a project for the group to focus on 3.  Develop a strategy to raise (at least) $5,000 from (at

least) 40 donors in 1 month online 4.  What will you do Before, During, and After to make the

campaign a success and drive awareness 5.  Practice writing your concise project summary

Questions?

  Email further questions to inthefield@globalgiving.org   Free 1-on-1 Consultation

with a GlobalGiving staff member

71