Workshop conducted in Mumbai on crowdfunding by GlobalGiving India Fellow, Aishik Saha.

1. Crowdfunding

2. Agenda
Who are we? 20 mins
How to ‘Crowdfund?’ – Running a successful campaign 150 mins
Writing Earth Changing emails 10 mins
Using Social Media for crowdfunding 10 mins
How to join GlobalGiving 15 mins

3. Aishik Saha
GlobalGiving India Fellow
asaha@globalgiving.org

4. GlobalGiving is the first and largest
global crowdfunding community that
connects nonprofits, donors,
and companies in nearly every
country around the world. We make it
possible for local organizations to
access the funding, tools, training, and
support they need to become more
effective and make our world a better
place.
Who are we?

5. We connect nonprofits from 170 countries around the
world to ideas, information and money!

6. Our Founders
Mari Kuraishi +
Dennis Whittle

7. The GlobalGiving
Foundation is a US 501(c)3
registered non-profit. As a 501(c)3
charity, donations are tax-deductible to
the full extent of US law.
GlobalGiving UK is a registered
Charity in the UK and can avail UK Gift
Aid.
GlobalGiving has a four-star
rating from Charity
Navigator and is a BBB
Accredited Charity.

8. G L O B A L G I V I N G I N D I A

9. Over 250 Indian nonprofit partners
INDIA
632

10. Disaster Relief

11. Chennai Floods 2015
The First online platform to respond
to the Chennai Floods
C A S E S T U D Y
Over $600,000
raised

12. 15
Years
$318M
Dollars Raised
747,439
Donors
18,940
Projects
260
Companies

13. F E AT U R E S + B E N E F I T S

14. International
Donor Base
Bonus Prizes Tools + Training
Reputation +
Visibility
Safe + Efficient
Platform
Corporate
Partnerships

15. A C T I V I T Y
•What is your name?
•Tell us your story ? What brought you
here?
Who are you?
Your elevator pitch

16. Raising a specific amount of money from
individuals for a specific project in a specified timeframe
What is Crowdfunding?

18. “The power of
crowdfunding isn’t in
the funding, it’s in
the crowd”
M A R I K U R A I S H I C O - F O U N D E R
& P R E S I D E N T
G L O B A L G I V I N G

19. • Digital technology has transformed what it means
• Digital tools help you build your supporter base
• People now want engagement – involve them
• The crowd provides credibility for your work
• Data is more easily captured to build a relationship
Crowdfunding is not new but…

20. Are you ready to crowdfund?
• Do you have a project you want to
raise money for?
• Do you have team buy in?
• Are you willing to invest the time
required?
• Would you give your own money to
the project?
• Willing to ask your friends to give?
• What do you want to happen
afterwards?
YES? Get crowdfunding!!!

21. Agenda
Who are we?
Why online fundraising?
How to ‘Crowdfund?’
Using Social Media to crowdfund
Features and Benefits of joining GlobalGiving
How to support a nonprofit to sign up onto GlobalGiving

22. Use Campaigns to
Maintain
Engagement
What makes a campaign
successful?
• Sense of urgency –
clear goals & deadlines
• Programmatic need
• Incentives

23. RUNNING A SUCCESSFUL CAMPAIGN

24. STEP 1

25. Setting SMART Fundraising Goals

26. W H AT I S A S M A R T G O A L ?

27. Specific
Measurable
Action-Oriented
Realistic
Time-Bound
SMART
is an acronym

28. “S”
Your goal should be Specific

29. NOT SPECIFIC
• Raise $10,000
• Have 100 donors
• Increase “followers” to 35,000
SPECIFIC
• Raise more funds
• Engage more donors
• Have more “followers”

30. “M”
Your goal should be Measurable

31. NOT MEASURABLE
• Increase subscribers by 50%
• Raise Rs. 3,50,000
• Acquire 25 new recurring
donors
MEASURABLE
• Have more email subscribers
• Raise a part of our budget
• Increase recurring donors

32. “A”
Your goal should be Action-Oriented

33. NOT ACTION-ORIENTED
• Increase number of hospital
beds by a 100.
• 35 Facebook followers share
our fundraising campaign post
• Accrue an NPS score of 25 for
donor satisfaction
ACTION-ORIENTED
• Increase number of patients
treated
• Create a viral Facebook post
• Make donors happy

34. “R”
Your goal should be Realistic

35. NOT REALISTIC
• Raise $10,000
• 44% of our subscribers open
our emails
• Get 25 new donors
REALISTIC
• Raise $10,000,000
• Have 100% of our subscribers
open our emails
• Get one new donor

36. “T”
Your goal should be Time-Bound

37. NOT TIME-BOUND
• Raise $15,000 by Dec 31
• Get 25 new donors during the
Year-End Campaign
• Acquire 600 new Facebook fans
by end of Q3
TIME-BOUND
• Raise $15,000 asap
• Get 25 new donors soon
• Get to 600 Facebook fans some
day

38. SMART is… Specific Measurable
Action-Oriented Realistic Time-Bound

39. STEP 2

40. Get Your Story Straight

41. Stories are powerful.

42. How to tell great
Stories for change
42

43. B U I L D I N G B L O C K S O F A S T O R Y

44. Stories should contain a
single, compelling
character that is relatable to
the audience and who is
comfortable relaying
specific details, memories
and experiences.
An Effective
Character

45. Authenticity
Stories should show—rather
than tell—the audience about
the character’s transformation,
using rich details and featuring
the character’s own voice,
without jargon.

46. Stories should chronicle
something that happens—
an experience, a journey, a
transformation, a discovery.
Trajectory

47. Stories should convey
emotions that move people
to act, and marry these with
clear, easy-to-find
pathways to get them to
those desired actions.
Action-Oriented
Emotions

48. STEP 3

49. Put it in Writing

50. Consider a Video
Anatomy of a Good video:
The 6 element that will make the difference

51. A C T I V I T Y
1. Goals
2. Timelines – Deadline
3. Your one pager
• Your Story
• Donation Options: Use relatability
Lets create a SMART Campaign

52. TEA BREAK

53. STEP 4

54. Network
Mapping

55. You have to MAKE your crowd work for you
You cannot simply JOIN a crowd
Consider this

56. “Get to know your network…
This is a critical component to
running a successful campaign.
Make long lists of your team’s
network – this includes people
that can make donations but
also people who have access to
larger networks.”
C R E A M O S
GlobalGiving Accelerator Graduate

57. W H O I S I N Y O U R N E T W O R K ?

58. Family Friends Colleagues
Neighbors
Community
Leaders
Previous Donors

59. Don’t be afraid to think
outside of the box!

60. Your network is bigger
than you think!
• Board members
• Diaspora
• Local Business owners
• Leaders in the industry
• Religious Institutions
• Community Foundations
• Alumni
• Volunteers
• Far-Flung-Folks

61. GIVERS GETTERS
Prospective and current donors Advocates for your project

62. Remember: just because someone
cannot donate big bucks doesn’t
mean they cannot play an important
role in your campaign.

63. W H O I S A F U N D R A I S I N G A D V O C AT E ?

64. They build trust in your organization from their networks, bring in
new supporters, and act as your brand ambassadors.
Fundraising Advocates are part of your fundraising team and
help you to expand your network and reach your goals!
Fundraising Advocates are individuals who
become part of your fundraising team

65. 1
They have a
large network of
friends, family,
etc.
2
They are
passionate and
positive about
your cause and
interested in
your work.
3
They know
your story and
can act as
brand
ambassadors.
4
You are
comfortable
asking them
to help.
5
They have
the time and
willingness to
work.

66. Trust is HUGE!
How do I get advocates to work for me?
• Host them at your project
• Share insight into success and challenges
• Develop a personal relationship
77% of millennial donors say they give when a close friend or family asks them to!

68. STEP 5

69. A C T I V I T Y
Make a list of the networks to which you belong
Within each network, write down the names of the core members
Now lets assign them qualities based on what you know about them – Influence,
Cash, Contacts, Time, Passion, Expertise.
Based on perceived interest levels, identify potential “givers” and “getters”
Givers and Getters

70. Peer-2-Peer Fundraising Pages

72. • An activity for you and your whole team
• Create network map on paper
• Add names, contact details to database
• Make sure contact database ‘active’
• Repeat mapping every 6-12 months (or when someone new joins you)
Mapping recap

73. STEP 5

74. Start Strong
Count on your friends to start you out right!
• Donors believe they have a greater impact on projects that are
nearly funded
Plan to go big on Day One
• The first and the last days are the most important days of your
entire campaign!

75. STEP 6

76. Writing
Earth-Changing Emails

77. Why are emails important?

78. 1/3
of nonprofit online
revenue
is generated
through email

79. What has GlobalGiving
learned about sending
effective emails?

80. L E N G T H M AT T E R S

82. P I C T U R E > W O R D S

83. We are constantly learning too!

85. P E R S O N A L I Z E + S E G M E N T

86. Donor = Audience
Make your donors feel a part
of the team, and a part of the
work by including their name
or a personal note
Personalize!

87. Ever donor is different, so
treat them differently! You
can do this on geography,
giving history, or
connection to your work.
Segementation

88. C A L L - T O - A C T I O N

89. Help donors what to do next by giving them a Call-to-Action

90. Don’t be afraid to include that
embarrassingly large “Give Now”
button – it works!

91. A C C E S S I B I L I T Y M AT T E R S

92. 10%
of donations from US donors are made on
mobile devices

94. T O P T H I N G S T O R E M E M B E R

95. Keep it short Less text –
Large Images
It’s about
everyone else!
Clear
Call-to-Action
Personalize +
Segment
Mobile-Friendly

96. 1. Professionalize your content.
2. Create emails that are
mobile-friendly.
3. Harness analytics to determine
the success of email sent.
4. Capture bounces +
unsubscribes with ease.
5. Conduct A/B testing to learn
from every campaign.
Try a platform!

97. • Mailchimp
• Constant Contact
• iContact
• Sendgrid
Some great platforms

98. STEP 7

99. Prepare to Share
1) Know your audience “social listening” before “talking
2) The Millennial Donor
Feel a part of the movement
3) Remember: it’s not all about you

100. STEP 8

101. 101
Show Your Gratitude
Thank 'em early, thank 'em often.

102. GlobalGiving has a tool to help thank your
donors for their support!

103. STEP 9

104. 104
Analyze Your Results
1) Check in with your team - What were the challenges?
2) Track your data - See what
worked for your audience
3) Wrap it up - Share your results
4) Ask for Feedback

105. STEP 10

106. 106
Pick a Great Platform
1) Tools and Features
2) Fee Structure
3) Ongoing Fundraising vs. One-Time Campaign
4) Tax Advantages
5) Reputation, Brand Recognition, & Vetting
6) Reach
7) The Bigger Picture

107. Agenda
Who are we?
Why online fundraising?
How to ‘Crowdfund?’
Using Facebook to crowdfund
Features and Benefits of joining GlobalGiving
How to support a nonprofit to sign up onto GlobalGiving

108. Facebook
Marketing
P O S T S + A N A LY S E S + B O O S T I N G

109. 1. Find out what your audience likes, and stick to it.

110. 2. Make your donors feel special

111. 3.
56% of those that support nonprofits on the Social Web confirm that compelling
storytelling is what motivates them to take action on behalf of nonprofits.
3. Tell a STORY!
*Source : Waggener Edstorm

112. 4. Use relatability
112

113. 5.Use Deadlines & Targets
113

114. 6. Connect campaigns with festivals
114

115. 7. Make it about them!
• Lets keep things in perspective
• It’s about the Community you serve
• Its about the stakeholders who are supporting you

116. Agenda
Who are we?
Why online fundraising?
How to ‘Crowdfund?’
Using Social Media to crowdfund
Features and Benefits of joining GlobalGiving
How to join GlobalGiving

117. How to Join
GlobalGiving

118. T H E G L O B A L G I V I N G A C C E L E R AT O R

119. The Accelerator is a time-bound fundraising campaign that will lead
an organization to become a full-time partner on GlobalGiving once
they have raised $5,000 from 40 donors! It’s designed to support
organizations to succeed in crowdfunding through 1-on-1 support,
online trainings, and great tools!
So what is the GlobalGiving Accelerator?

120. Training Crowdfunding Rewards

121. For the three weeks prior to
the Accelerator,
GlobalGiving provides
online trainings sessions,
calls, and email support to
help you succeed.
GlobalGiving
support

122. $5,000+
Dollars
40+
Donors

124. US DOLLARS
(USD)
GREAT BRITISH POUNDS
(GBP)
INDIAN RUPEES
(INR)

125. Our Accelerator Facebook
community of participants,
GlobalGiving staff, and
past graduates work hard
to help others succeed.
Community
Support

126. Go to the GlobalGiving
website and start your
application. We’ll ask you
for some organization
documents.
Submit your
Application
After your application has
been approved by our
vetting team, post a project
to get ready to fundraise.
Post a
Project
Join one of GlobalGiving’s
Accelerator fundraising
campaigns to raise $5,000
from 40 donors to become a
full time partner!
Participate in
the
Accelerator

127. S U B M I T Y O U R A P P L I C AT I O N

128. The deadline for the next
Accelerator is February 1st
2018

129. Program
Materials
Letter of
Reference
Certificate of
Government
Registration
Founding
Document
Financial
Documents
Disbursement
Information

130. P O S T A P R O J E C T

131. Create your project page

132. PA R T I C I PAT E I N T H E A C C E L E R AT O R

133. Sample
Training
Schedule
Module 1 - SMART goals
Module 2 - Storytelling +
Calendar planning
Module 3 - Network Mapping +
Advocates
Module 4 - Social Media + Email
Marketing

134. After training, start crowdfunding!

135. We’ll provide matching
funds and bonus prizes
This will help motivate
you and your donors!

136. W H AT H A P P E N S A F T E R ?

137. You become a full-time community member on GlobalGiving!

138. Press release
about your
success
Promotional
Toolkit
Featured in a
GlobalGiving
newsletter
Featured on
GlobalGiving
social media
Certificate of
completion
Access to
GlobalGiving’s
whole platform!

139. • Donor management +
communication tools
• Academies + trainings
• Fundraising campaigns
• Corporate partnerships
• Reputation building
and visibility
Full Partner
Benefits

140. RUNNING A SUCCESSFUL CAMPAIGN

141. Contact Us!
kmathew@globalgiving.org
India Partnerships Consultant
asaha@globalgiving.org
India Fellow

142. Questions?

143. Photo: The Divine Light Trust for the Blind, Bangalore
thank you