Develop a Year-End Fundraising StrategyOnline Fundraising Academy 2019

Session outlineIntroduction 5 min

Four steps plan 15 min

Q & A 5 min

Leadership Initiatives shares their experience 15 min

Q & A 5 min

Home assignment and next steps 5 min

Summary 5 min

Feedback and additional questions 5 min

Introduction

Session Facilitators

Rujuta TeredesaiProgram Manager,

GlobalGiving

Marshall BaillyExecutive Director,

Leadership Initiatives

1. Provide practical tips and tools to increase skills, knowledge and confidence to set the digital fundraising strategy for your

organization

2. Prepare for the year-end fundraising

Note: Even though we will focus on digital fundraising, the content and tools shared in the Online Fundraising Academy will be relevant for some of the other methods for raising funds through individuals

Objectives of the session

Not sure where and when to begin

Do not have the skills , team or time

Do not have a network of donors who are ready to

give online

“Nobody wants to support our cause” We have not been successful in the past

Start NOW with the tools you already have or the ones we will share here

Develop a strategy around what you have and then gradually strengthen it

Start small and build this network gradually

People give to causes they believe in. Everyone may not believe in your

cause. Find the ones who do

Think why that was and how can you adapt your strategy

Reflection

Review your digital fundraising activities and outcomes from last year

using some key questions

Step 1

Reflection: Key questions• How much money did your

organization raise online last year?

• How many donors gave to your organization last year?

• How many donors were new?• How many donors were

returning?

• What donors were your largest sources of online donations?

• What tactics were most successful in generating online donations? Why?

• What tactics were least successful in generating online donations? Why?

Self assessment

Using Keep-Improve-Start - Stop approach learn from

your organisation’s successes and challenges from last year and plan improvements for

the current year

Step 2

What are we doing well and need to keep

doing to strengthen our

digital fundraising initiatives?

Keep doing

What are we already doing that

could be improved to make us as a team even

more effective, efficient and

better?

Improve

What do we need to start doing that we haven't been doing to have a greater level of

success?

Start doing

What do we need to stop doing

either because it is no longer effective or

doesn’t contribute to successful crowdfunding

campaigns?

Stop doing

Set goals

It’s time to set some challenging, yet realistic goals!

Set goals for the next three months followed by nine

months.

Step 3

1. These goals should not be arbitrary. They should be SMART (Specific, Measurable, Action-oriented, Realistic, Time bound)

2. Use the previous two steps to consider how much you think your organization can expand its online fundraising in the next year. Be ambitious but realistic.

3. Remember, fundraising takes staff time, money, and other resources. So be conscious of how much time it will take to accomplish the goals that you set.

Points to consider when setting goals

Develop an action plan

Build a plan of action for you and your team to be able to

achieve the goals you set

Step 4

Q & A

Leadership Initiatives:Sharing our experience from successful

fundraising

What worked for us when it came to fundraising

1. Creating a network of donors and relying on others to strengthen this network

2. Understanding the challenging environment - what makes it challenging and how to address it.

3. Communicate what makes your organization best suited to address the problem you aim to solve.

4. Prioritising your audience5. Make it easy for your supporters.

Creating A Network Of DonorsCreating a donor network is not just a one time goal it is an ongoing opportunity for you and your organization to create a dedicated and motived base.

To create a strong donor network first you have create strong “buy-in” opportunities for donors.

This is accomplished by focusing on what your organization does, why it is important and why people should want you to achieve your goals over other organizations in the same field.

Often with growing nonprofits the most important aspect of this is the opportunity for donors to feel they have a powerful impact, can easily see the results of their donations and have influence over the direction of the organization.

Creating A Donor Committee Or

Why You Cannot Do This Alone Even With Red BullBecause fundraising has to meet both short term and long term goals it is important to create a group of supporters to help create goals and help support the organizations growth.

LI ‘s 2004 Donor Committee consisted of Marshall/Marshall’s mom, sister, brother, Khalifa (Nigerian staff member), LI’s first donor Stephen Trivers and Marshall’s girlfriend.

Create a one month, six month, one year and five year plan for where you want your fundraising goals to be. Make sure the plan has reachable goals to motivate your committee.

LI’s Donor Committee in 2012 consisted of Marshall, Lynsie Hall (president of Omnilearn and Board Chair), Madhvi Patel (organizational director Booze Allen), Marshall’s sister, Ted Carter (Development chair of CBRE), Rebecca Gray ( New lawyer at Gibson Dunn Law Firm) Khalifa Lawan (Nigerian Program Director) Marshall’s girlfriend (different one).

LI’s Donor Committee in 2019 consisted of Marshall, Chip Kunde (VP Darden and Board Chair) Nicolas Benore (VP of PNC Bank), Marshall’s brother, Umar Muhammad(Nigerian Country Director), Bill Stefan (VP at Pricewaterhous Coopers), Carmine Carullo (Chief Medical Officer for Exxon Mobil) Marshall’s wife (I finally found the right girl).

Donor Captains aka your Fundraising Avengers or Justice League if you are into DC comics but come on

was that movie even good?In 2019, LI received donations from over 150 people on various Bonus Days because we had 10 donation captains each in charge of getting at least 10 people to donate.

For all of 2019 LI had over 20 donor captains for separate matching events.

Donor Captains allow you to spread the burden of finding so many donors while bringing new people into the organization and allowing them to take a leadership role and become part of the team.

Donor Captains consisted of; my family, all LI board members, most of LI’s advisory board, previous board members, corporate sponsor liaisons, Nigeria staff and several high end and active donors.

LI had two in person meetings, two conference calls and several email chains to create a cohesive core donor base.

LI created an atmosphere of friendly competitive challenges to encourage donor captains to raise the maximum funds available.

This created an atmosphere that allowed our donors, volunteers and supporters to know on matching day that

“This is Going Down for Real!!” Quote Attributed to the Philosopher Flo Rider

LI Donor Development Step 1 Bring on the family, friends and social “colleagues”.

LI has five type of donor network leaders. ●1. Social Leaders●2. Specialty Type Donors●3. High End Donors●4. Corporate Sponsors●5. Business Alliance Program

Students

* Please notice there is not category 6 Random Donors that fell from the sky.

Social Leaders aka Friends and Family at the start or how Marshall’s Mom raised LI around $50,000 over 10 years

● Jo Ann Marie is LI’s first Donor Committee Member and Donor Captain.

She is also my wonderful mother.● Jo Ann is a middle school teacher aka she is not rich

but has a vast system of friends.● Her first fundraising project was an LI coffee can in

the teachers break room. ● Eventually it lead to teachers/classes

Skyping with LI businesses abroad. ● This created a whole generation of LI fundraising

over the course of a decade, many of whom now have real jobs and communicate and donate regularly to LI projects.

Specialty Type Donors how interesting jobs can raise you money

● Rudy is a college friend of Marshall’s who now works for Sony but has worked for AMC, Disney and more since graduating college.

● Rudy like Marshall’s mom is not rich but because of his job has an interesting set of resources.

● Rudy can get LI free movie tickets to host events to learn about LI and create donor parties.

● In 2019 Rudy held LI’s Captain Marvel donor party at an AMC theatre. In 2020 we will have an Black Widow donor party (Avengers is way too big for us to get tickets).

● What Rudy did was combined something that at the time would be hard to get people to come to an LI fundraising event into something that LI couldn’t get enough room for an LI movie party.

High End Donors● Lynsie is LI’s former board chair. She is CEO of Omnilearn. ● I meet Lynsie through her daughter who is on my outdoor

soccer team. ● Lynsie has her company donate $15,000 a year. It started out at $1000. ● Lynsie become a stronger donor through constant contact,

pride in what she donated to and the ability to directly build up LI by combining her ideas with our own.

● Lynsie motivates her friends to donate and Skype with LI projects in Nigeria.

Once again please notice I didn’t get Lynise as a donor by buying magic beans and climbing a bean stalk to a giant donor palace in the sky.

It came through hard work, persistence and understanding who Lynise was an individual. We then showed over time to her how LI would be a great fit for her and her business.

International Business Alliance Program● Partnership between high school students and

growing Nigerian businesses. ● They address the needs of both groups. High School

Students raise money to help each business receive skills training and work to solve a few of the development problems.

● In return each student receives help with SAT training, scholarship & college entrance essays assistance and letters of recommendation.

● LI continues this partnership with its students as they go to college and enter the business world later on.

Corporate Partnerships⦿ Finding alignment with corporations who have vested

interest in community development and being part of transformative grassroots small business growth and economic progress

⦿ Partner communication and co-branding/co-marketing opportunities need consideration

⦿ Benefit/sell-sheet for use when pitching for funding and partnerships

Please Remember Marshall Fails All The Time

⦿ For every donor LI gets we have at least 20 who say no. “Marshall, I don’t want to help people in Nigeria, they should help themselves, also you will never make this work and your voice is annoying” Actually rejection quote. Not from an ex-girlfriend but a Congressional Staff Member. ⦿ Don’t chase white whales, becoming Ahab is no fun.⦿ Funny story about the previous First Lady of Bauchi State.⦿ Follow up and work with people who care they are the ones

who will transform your organization. ⦿ Never leave donors angry, sometimes they are just testing

you for realz.

A Challenging Environment No joke here, it really is challenging

Competition for share of mind, funding and

resource is fierce

History of ineffective aid in Africa;

understanding of opportunities to impact

Nigeria low

Call to action has to be distinct – lots of places

to get involved and donate close to home

Success stories have to connect emotionally – now more than ever

Comparison Chart aka showcase why you are better than everyone else

NonprofitLocal

Investors

Local Selection of Business

NeedSkills

Training

Business

TrainingAccounting

TrainingAssist US Education

Local Staff

Direct Loan Investment from Donor

Provide Health

Education

Leadership Initiatives x x x x x x x

Kiva x x Employ 3rd Party

actually they don't loans are made before

you invest

Grameen Foundation x sometimes Employ

3rd Party x

Opportunity International x x x x

A Path Forward

Separate Differentiate Elevate

Separate from noise and competition for mindshare and funding by communicating a focused, distinct mission.

Differentiate LI through its outcomes, emotional storytelling, progressive posture and unique business model.

Local Impact

Local Returns

Local Investment

Elevate LI as a leader in the investment and impact model it built and will replicate. Continue to lift the organization’s reputation through better leveraging endorsements from Global Giving and other partners.

Leadership Initiatives Impact Model: Demonstrates the transformative power of mutuality

Prioritizing Audiences

LIBusiness Alliance/High

Schools

Corporate Partners/Funder

s

Individual Donors and Supporters

NPs, NGOs, Government

Agencies

Endorsers (GlobalGiving,

etc.)

Make your supporters lives easier and better!!!!

Leadership Initiatives Major Donor Improvements for 2019

1. Online Materials for them to download for all fundraising events see www.GGFundraising.org

2. Easy access to matching day project websites. Is it easier to say http://www.globalgiving.org/donate/4393/leadership-initiatives/

or www.LImatch.org

Even More Info on the next slide!!!!

Make your supporters lives easier and better Part 2 with mind blowing ideas

3. Better ways for LI donors to fundraise and donate to LI

A. Every donor group and donor captain has an online donation page for their team and events see www.LIpawpaw.org for example.

B. Every donor group and donor captain has two free PayPal card readers for fundraising events allowing them to take credit card donations.

C. Every donor group and donor captain has a Bank of America LI Debit Card so each donor can donate funds directly to LI using an ATM and can pay for fundraising expenses using an LI Debit Card.

D. Donors can report funding expenses and funds raised by using online forms.

Make your supporters lives easier and better Part 3 GlobalGiving Benefits Handout with one fun Gif!!!

4. Make it easier for your donor groups and donor captains to show potential donors why GlobalGiving is the bomb!!!!!

You can download an editable psd of this file to use for your organization at GGfundraising.org

Marshall Wants To Help YouIf you like additional help from Marshall and Leadership Initiatives, please visit www.LImeetings.org and set up time speak with Marshall

Leadership Initiatives Website: www.Icantransformtheworld.org and www.BeTheChangeNow.org Helpful folder for Fundraising Academy Participants:Where to buy domain names www.godaddy.org

2019 Movies To Rent Recommendations Avengers End GameIt 2Late NightJohn Wick 3HustlersToy Story 4

Last Random Meme

Reflection and lessons learntQ & A

2019 #GivingTuesday CampaignHarness the generosity of your network on Dec. 3 with GlobalGiving’s #GivingTuesday Campaign. Over this 24-hour period, we’re giving out $500,000 in proportional matching funds and $42,000 in bonus prizes!

2019 Year-End CampaignJoin the GlobalGiving Community for the biggest fundraising month of the year! From Dec. 4 to Dec. 31 GlobalGiving is offering prizes galore to celebrate you, our partners.

https://www.globalgiving.org/nonprofit-year-end-fundraising/

Important Dates

Keeping the giving season campaigns in mind, use this assignment to develop your organization’s digital

fundraising strategy for the period from October to December 2019.

Please share the strategy you develop (even if it is a draft version) with your peers for review by uploading your assignment as a Google Doc link in a

comment on the assignment post in the Project Leaders Facebook group by Tuesday, October 15, 2019.

Your peers will review your assignment and provide feedback via comments on the Facebook post.

Assignment

In this session, we looked at building foundation steps towards building an effective digital fundraising strategy.

The upcoming sessions will focus on specific aspects of the fundraising strategy and you can strengthen your strategy

further.

Summary

The next Online Fundraising Academy webinar is on October 16, 2019 on the topic How to Acquire New Donors

Reminder

thank you