1. Outreach and Fundraising
Strategy for Open Challenge
on Global Giving
By Campbell Plowden
Executive Director
C
C
A
enter for mazon
Ommunity E cology

2. Stages of campaign
1. Choosing online platform
2. Mapping potential donors
3. Preparing materials
4. Outreach during campaign
5. Thank yous
6. Analysis and lessons learned

3. Choosing the right
crowdfunding platform
• Emphasis and size of platform
• Cost and structure of platform fees
• Support and resources for non-profit groups
• Platform policies on setting & meeting goals
• Format and content of project page
• Platform support for listing projects
• Incentives to projects for channeling donations
• Incentives to donors for making donations
• Forms of payment accepted

4. Project
Name
Project
Image

5. Detailed Project Summary for
Additional Documentation
Summary Outline
Project title
Group mission
Project description
Project team
Project budget
Major funders
Group management
Group partners

6. Donor mapping
Personal Outreach
Family
Friends
Colleagues
Organizational supporters
Board of directors
Advisory board
Donors and Merchandise buyers
Newsletter subscribers
Internet supporters

7. Outreach and donation tools
Global Giving Project Page
Organization website
Facebook (Personal, Organization & Group
Pages, Other group pages)
Blogs (Organization blog, Other blogs)
Twitter
Emails
Parties
Presentations
Flyers
Craft fairs
E-Newsletter

8. Family

9. Greenpeace
anti-whaling action
team in Japan
1981
Action team reunion
in Tacoma, WA
2010

11. Men’s group
camping retreat - 2003
Men’s group
gathering - 2008

12. Friends at Quaker Meeting

13. High School Class of 1971
Informal reunion 2010

15. Made donation and
bought craft during
Open Challenge
Donated after Open
Challenge
GG Superstar –
offered advice on GG
strategy
Hosted fundraising
party at home during
Open Challenge

17. Integrate pitch for donations with other events –
craft fairs, presentations, and parties

18. CACE home page

19. Facebook
postings
with link
to GG site

20. Personalized Project Logo for Facebook

21. CACE Blog

22. Guest blog
Through
Linked-In
Connection

23. Updates and GG
links on Twitter

24. E-Newsletter
sent to
Supporters
through
Vertical
Response

25. Half-page flyer with basic information
for donating to GG campaign

26. Progress Reports
& Thank yous

27. Analyzing patterns of donors and
donations with Donation Manager Data

28. Types of donors who gave to CACE Project
Number of
during Global Giving Open Challenge
Donations Type Number Amount
% by Type Previous 21 $ 6022
donor
Known 20 $ 1270
1st Time
Friend 10 $ 351
of Known
Unknown 13 $ 235
named
Amount of
Donations Anonymous 6 $150
% by Type
Total 70 $ 8028

29. Range of Donation Size by Percentage of Donors
% Results of CACE Open Challenge
36
30
25
20
86% 14%
15
10
5
0
5 – 10 11-29 30-49 50-100 101-300 301-500 501-1000 >1000
Range of amount given per donor

30. Range of Donation Size by Percentage of Donations
% Results of CACE Open Challenge
26
22
18
22% 78%
14
10
6
2
0
5 – 10 11-29 30-49 50-100 101-300 301-500 501-1000 >1000
Range of amount given per donor

31. Forms of payment for donations to
CACE during Open Challenge
Payment Number Percent Amount Percent
Form Donations Donations Donations Donations
________________________________________________________
PayPal 5 7 580 7
Gift cards 8 11 735 9
Checks 17 24 798 10
Credit card 40 57 5,915 74
_____________________________________
Total 70 100 8,028 100

32. Payment source for donations to
CACE during Open Challenge
Source Donations Amount
Recurring 1 10
Website 2 50
Blog 2 150
Email 2 60
Facebook 7 645
Gift card 8 735
Google/GG site 10 4280
Checks/other 38 2098
Total 70 8028

33. Examine data from the Leaderboard
to understand donation patterns
and bonus opportunities
Bonuses
Donors Facebook
Donations Shares

34. $$$$ Facebook shares versus Amount Raised
17,000
Global Giving Open Challenge
15,000
December 2012 (290 groups)
13,000
Raised $11,000+
11,000 44 Shares/group
9,000
7,000 1741 Shares/group
Raised $6400/group
5,000
3,000
200 to 655 Shares/group
1,000 Raised $978/group
0 0 200 400 600 800 1000 1200 1400 1600 1800
Facebook Shares per Project

35. Average contribution per donor vs. Number of donations
Combinations to reach $ 5,000 and qualify in Open Challenge
Number of donations
Donors Ave
40 125
50 100
60 83
70 71
100 50
125 40
250 20
500 10
Average contribution per donor

36. $$$$ Donor number versus Amount Raised
17,000 Global Giving Open Challenge Dec. 2012 (290 groups) $ 66
15,000 $ 185
13,000
Average donation
11,000 $ 111
9,000
7,000 $ 25
5,000
3,000 $ 3030
1,000
0 30 60 90 120 150 180 210 240
Number of Unique Donors

37. Results of Bonus Days during
Global Giving Open Challenge
December 2012
15% matches available up to $3,000 per day
Bonus Total Donations Donations Percent Top
Day Raised Matched Unmatched Matched Bonus
_________________________________________________
Day 1 78,410 20,033 58,377 26 531
Day 2 48,997 20,020 28,977 41 527
Day 3 32,650 20,060 12,590 61 668
__________________________________________
Total 160,057 60,113 99,944 38

38. Top four groups on Bonus Day #1
of Open Challenge (December, 2012)
42 $4,350 + $219
13 $4,260 + $531
53 $3,330 + $260
21 $3,310 + $12

39. Weekend Bonus Results
Open Challenge – December 2012
Winning Potential
# Total Fees Bonus Net
1 $ 3,945 $ 592 $ 500 - $ 92
2 $ 2,750 $ 413 $ 500 + $ 87
3 $ 2,155 $ 323 $ 500 + $ 177
4 $ 2,500 $ 375 $ 500 + $ 125
5 $ 5,000 $ 750 $ 500 - $ 250

40. Outcome of Global Giving Open Challenge
in December 2012 (290 groups)
Near success
6 groups: 2%
Raised ≥ $5,000 or Met goal
had ≥ 40 donors 92 groups: 32%
Raised at least $5,000 from
at least 40 donors
Some support Failed: didn’t try?
130 groups: 45% 62 groups: 21%
Raised less than $5,000 Raised $0 from
from less than 40 donors 0 donors

41. Campbell Plowden
cplowden@amazonecology.org
CACE website:
www.amazonecology.org
CACE on Global Giving:
http://goto.gg/12229
Facebook:
Center for Amazon Community Ecology
Wordpress blog:
Best wishes in Campbell’s Amazon Journal
the Open YouTube Channel:
Challenge Amazon Community Ecology
Twitter:
AmazonEcology