new parter workshop powerpoint zug (03.11)
TRANSCRIPT
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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?
What is GlobalGiving?
Introductions!
Would your current donors and community describe your organization the same way?
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Who are you?
What do you do?
Why is it important?
What is your core mission?
Imagine if you had to explain your organization to a potential funder in a clear and concise way.
An online fundraising platform that helps connect charitable organizations (like YOURS) around
the world to a large network of individual and corporate donors to raise awareness and funds to
support their impact in their communities.
www.globalgiving.org
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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
Project Locations
• Countries receiving dona5ons so far in 2013: 129!
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Corporate Partners
Gift Cards & Employee Giving � Cause-Marketing � International Vetting Disaster Relief � Facilitation of Grants
Organizations
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International 51%
U.S. Based 49%
U.S. Based 80%
International 20%
Donors
What does GlobalGiving do?
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• Provides access and visibility of your organization and its projects to potential donors around the world
For all sizes of organizations and all charitable areas of society • Provides your organization with resources and tools
Tools and training blog & Feedback and donor management tools Frequent webinars & Strategizing help for fundraising and campaigns 1-on-1 consultations & Network of funds, ideas, information, & tools Outreach for driving awareness and donors to our platform Multiple bonus days during the year
• Transparent, reliable, easy-to-use website
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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
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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
OUTREACH: EXERCISE AND
PROMOTE
ENGAGE AND EXPAND
NETWORK
Why Online Fundraising?
What is Online Fundraising? One additional tool to the fundraising strategies you already use Manage and grow your network of support Increase donor engagement & trust Boost funds for your meaningful impact Share ideas, tools, and resources to make worldwide charitable
organizations more effective!
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Online Giving is Increasing!
$190 Million donated online to 100,000 charities in 2013!
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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
OUTREACH: EXERCISE AND
PROMOTE
ENGAGE AND EXPAND
NETWORK
What to Consider BEFORE Strategizing:
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Past accomplishments Capabilities & background of staff Level of awareness and trust within your community
A strong sense of your organization’s identity, purpose, & action plan
Evaluation of your present and potential network
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 Identify accountable staff and advocates
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
• Create 2 Facebook posts a week Importance of campaigns
• Creates a sense of urgency • Focused on awareness, new ideas, impact, & funding • Helps prevent donor fatigue
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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.
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How to present your story online?
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The motivation The people
The idea
The problem
The place
Telling your story…
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Brevity is key. Put the important things FIRST! Make it about the cause Make it so your audience can identify with it Evoke empathy, not sympathy
Use powerful and hopeful visual imagery A picture is worth a thousand words!
Be specific on how a donation will make an impact
What are your tools?
Photos Videos Personal anecdotes Beneficiary stories Statistics
Compelling Project PageSpecific, action –oriented Description
Easy to understand, jargon-free, project specific
Close-up, High-resolution
photo
Tangible, realistic, varied goals
Online Fundraising
Success
Your Organization STRATEGIZE:
IDENTIFY AND PLAN
RECOGNIZE: THANK AND
IMPROVE
OUTREACH: EXERCISE AND
PROMOTE
ENGAGE AND EXPAND
NETWORK
Working for Engagement Awareness
Engagement
Donation
Working for Engagement Awareness
Engagement
Donation
OUTREACH RESEARCH KNOWLEDGE ACCOUNTABILITY BRAND TRUST
Expanding your Network Identifying your network & its potential Create a communications plan Find accountable staff members and “play to each of their strengths”
Identify advocates to help you spread the word!
Identify your Network
YOU
If you needed to get an urgent message
out, how many people could you reach? How?
Draw your network map.
Group Discussion
Did you think of these people? Family and current friends Past colleagues and jobs University peers and professors Neighbors Committee members Church members Interest group members Friends of friends Childhood friends and teachers
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Close relationship to you or the organization Influential person Ability to reach into new networks Willingness to spread the word Time commitment
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How do you choose an advocate?
15 Minute Break!
Online Fundraising
Success
Your Organization STRATEGIZE:
IDENTIFY AND PLAN
RECOGNIZE: THANK AND
IMPROVE
OUTREACH: EXERCISE AND
PROMOTE
ENGAGE AND EXPAND
NETWORK
Working for Engagement Awareness
Engagement
Donation
Working for Engagement Awareness
Engagement
Donation
Time Commitment Social Media Local Events Pictures & Videos Emails & Blog Posts Thank You Notes Show! Don’t just tell. Giving credit to all Planning the ASK
Effective Outreach Know your audiences Personalize and tailor communication & emails Sort lists of donors by demographics,
interest level, region, past donations or reasons for giving Do not spam. Always include an opt out link in every email Make donors feel like a crucial part of your organization and
an integral part of its success Give donors a clear idea of what money is being used for
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No Shortcuts to Donor Loyalty & Engagement Organizations are not entitled to donor loyalty and trust, they must initially earn it and maintain it
Focus on building long lasting relationships Ask donors questions, keep them connected & informed Listen to beneficiaries, donors, and all players involved
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Online tools facilitate engagement! Email à Newsletters, Updates Email is still the largest drive of online giving at 33%
Facebook à Create a community
Twitter à Create a conversation
Blogs à Update and engage Share your successes and setbacks with donors
Keep Up with Your Donors
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Project Reports
Holiday Campaigns
Bonus Days
Photo & Video Competitions
Ideas to Engage Community Donors Trivia and Karaoke Nights Walk for Awareness Cause Seasonal or themed event Public Message Boards Eat for a Cause, Bake Sale Research and learn about what
other organizations are doing to earn trust
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Online Methods of Engagement • Video & Photos • Interviewing beneficiaries • Start online tradi5ons • Join the conversa5on around the cause • Collaborate with similar organiza5ons • Online fundraising campaigns • Promo5on of events • Story telling
Working for Engagement Awareness
Engagement
Donation Timing the ASK Avoiding Donor FaOgue
Online Fundraising
Success
Your Organization STRATEGIZE:
IDENTIFY AND PLAN
RECOGNIZE: THANK AND
IMPROVE
OUTREACH: EXERCISE AND
PROMOTE
ENGAGE AND EXPAND
NETWORK
Donor Appreciation 46% of donors stop giving because they feel like their donations are not recognized or appreciated!
Send thank you notes as soon as possible and personalize them Share photos and beneficiary stories in project reports Make it an achievement for everyone involved, not just for your organization!
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Web Analytics Tool
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Activity: Let’s create a strategy…
1. Raise $5000 from 40 donors in 1 month online 2. Map out communication plan to announce the
campaign and your month’s strategy 3. Include when to use Twitter, Facebook, Email,
and any other resource you plan to use 4. Think about things you could do to build
awareness in your community too 5. Remember to send thank you notes to donors!
Raise $5,000 in one month from (at least) 40 donors
BEFORE - Drive awareness - Community events - Outreach - Social Media engagement - Sense of urgency
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DURING - Get committed/closest contacts to donate early - The timing of the ASK - Create sense of urgency - Spread the message
AFTER - Thank you notes - Follow up with progress
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GlobalGiving UK
How to Join GlobalGiving
How to Join GlobalGiving
Submit Application
Due Diligence Processing Post a Project!
Pass through the Open
Challenge!
How to Join GlobalGiving
Submit Application
Due Diligence Processing Post a Project!
Pass through the Open
Challenge!
www.globalgiving.org 1
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How to Join GlobalGiving
Submit Application
Due Diligence Processing Post a Project!
Pass through the Open
Challenge!
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 [email protected]
How to Join GlobalGiving
Submit Application
Due Diligence Processing
Pass through the Open
Challenge! Post a Project!
How to Join GlobalGiving
Submit Application
Due Diligence Processing Post a Project!
Pass through the Open
Challenge!
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 Last day to Register: April 24, 2015 At least one matching day during the 1 month period.
Email questions to [email protected] "
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Questions?
Email further questions to [email protected] Free 1-on-1 Consultation
with a GlobalGiving staff member
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