See the presentation from GlobalGiving's online fundraising workshops in Eastern Europe.

1. 1
Online Fundraising Workshop
Kelly Zug
2015

2. Agenda
Introductions
Online Fundraising
What is it? Why is it important? How do we do it most effectively?
Your Organization and Network
What attracts a donor? How do you maximize your impact and donor networks?
GlobalGiving – How to Join
Where do I go from here?

3. What is GlobalGiving?

4. Introductions!
Would your current donors and community describe your organization the same way?
4
Who are
you?
What do
you do?
Why is it
important?
What is
your core
message?
Imagine if you had to explain your organization to a potential funder in
a clear and concise way.

5. 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.

6. www.globalgiving.org
6

7. 400,000+
Individual and Corporate Donors
$160+ Million
Since 2002…
Have
given….
To…
11,000+ projects with
organizations like YOURS
Through…

8. 2002
GlobalGiving
Founding Year
60+
Corporate Partners
2,400+
Organizations
around the world
132
Different Countries

9. Project Locations
• Countries
receiving
dona5ons
so
far
in
2013:
129!

10. 10

12. Corporate Partners

13. Organizations
13
International
51%
U.S. Based
49%
U.S. Based
80%
International
20%
Donors

14. What does GlobalGiving do?
14
• 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, frequent webinars, 1-on-1 consultations,
outreach for driving awareness and donors to our platform,
feedback and donor management tools, strategizing help for
fundraising and campaigns, and multiple bonus days during the year
• Transparent, reliable, easy-to-use website

15. 15
GlobalGiving Sustainability
15 % 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 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

17. 17
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 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

18. Online
Fundraising
Success
Your
Organization STRATEGIZE:
IDENTIFY AND
PLAN
RECOGNIZE:
THANK AND
IMPROVE
OUTREACH:
EXERCISE AND
PROMOTE
ENGAGE AND
EXPAND
NETWORK

19. Why Online Fundraising?

20. What is Online Fundraising?
One additional tool to the fundraising strategies you already use
Manage and grow your network of support and increase donor engagement
Boost funds for your meaningful impact
Share ideas, tools, and resources to make worldwide charitable
organizations more effective!
20

21. Online Giving is Increasing!
$190 Million donated online to 100,000 charities in 2013!
21
Source: Network for Good

22. 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!

23. Strategizing Online

24. Online
Fundraising
Success
Your
Organization STRATEGIZE:
IDENTIFY AND
PLAN
RECOGNIZE:
THANK AND
IMPROVE
OUTREACH:
EXERCISE AND
PROMOTE
ENGAGE AND
EXPAND
NETWORK

25. Developing Your Strategy
PLAN! Online Fundraising doesn’t just happen.
Consider past accomplishments
Set realistic goals and quarterly benchmarks
Create annual calendar with promotions & campaigns
Importance of story telling and sharing
Create a communications plan
Identify accountable staff and advocates

26. Setting SMART Campaign Goals
Importance of campaigns
• Creates a sense of urgency
• Focused on awareness, new ideas, impact, & funding
• Helps prevent donor fatigue
Set realistic goals
• Get 50 additional Facebook likes by a certain date
• Get 3 additional donors by next month
• Keep donors engaged by sending out a monthly newsletter
26

27. Create a sense of urgency
The 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.
27

28. 28

29. How to tell a good story?
29
The motivation
The people
The idea
The problem
The place

30. How to tell a good story?
30
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!
Brevity is key. Put the important things FIRST!
Be specific on how a donation will make an impact

31. What are your tools?
Photos
Videos
Personal anecdotes
Beneficiary stories
Statistics

32. Compelling Project Page
Specific,
action –
oriented
Description
Easy to understand,
jargon-free, project
specific
Close-up,
High-resolution
photo
Tangible,
realistic,
varied
goals

33. Online
Fundraising
Success
Your
Organization STRATEGIZE:
IDENTIFY AND
PLAN
RECOGNIZE:
THANK AND
IMPROVE
OUTREACH:
EXERCISE AND
PROMOTE
ENGAGE AND
EXPAND
NETWORK

34. Expanding your Network
Create a communications plan
Find accountable staff members and “play to each of
their strengths”
Identify advocates and ambassadors to help you
spread the word!

35. Identify your Network
YOU

36. Close relationship to you or the organization
Influential person
Ability to reach into new networks
Willingness to spread the word
Time
36
How do you choose an advocate?

38. If you needed to get an urgent message
out, how many people could you
reach? How?
Draw your network map.
Group Discussion

39. 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
39

40. 15 Minute Break!

41. Online
Fundraising
Success
Your
Organization STRATEGIZE:
IDENTIFY AND
PLAN
RECOGNIZE:
THANK AND
IMPROVE
OUTREACH:
EXERCISE AND
PROMOTE
ENGAGE AND
EXPAND
NETWORK

42. Working for Engagement
Awareness
Engagement
Donation

43. 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

44. Keep Up with Your Donors
44

45. Start
Your
Own
Tradi5ons

46. Join
the
conversa5on
around
the
cause

47. Online
Fundraising
Success
Your
Organization STRATEGIZE:
IDENTIFY AND
PLAN
RECOGNIZE:
THANK AND
IMPROVE
OUTREACH:
EXERCISE AND
PROMOTE
ENGAGE AND
EXPAND
NETWORK

48. 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
Share photos and beneficiary stories in project reports
Make it an achievement for everyone involved, not just
for your organization!

50. 50

51. Web Analytics Tool
51

52. Activity:
Let’s create a strategy…
1. Raise $5000 from 40 donors in 1 month
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!

53. Raise $5,000 in month from
(at least) 40 donors
BEFORE
- Drive awareness
- Community events
- Outreach
- Social Media engagement
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DURING
- Get committed/closest contacts
to donate early
- ASK
-Create sense of urgency
-Spread the message
AFTER
- Thank you notes
- Follow up with progress

54. 54
GlobalGiving
UK

55. How to Join GlobalGiving

56. How to Join GlobalGiving
Submit
Application
Due Diligence
Processing
Post a Project!
Pass through
the Open
Challenge!

57. How to Join GlobalGiving
Submit
Application
Due Diligence
Processing
Post a Project!
Pass through
the Open
Challenge!

58. www.globalgiving.org1
3
2

59. How to Join GlobalGiving
Submit
Application
Due Diligence
Processing
Post a Project!
Pass through
the Open
Challenge!

60. 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

61. How to Join GlobalGiving
Submit
Application
Due Diligence
Processing
Pass through
the Open
Challenge!
Post a Project!

63. How to Join GlobalGiving
Submit
Application
Due Diligence
Processing
Post a Project!
Pass through
the Open
Challenge!

64. 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 challengehelp@globalgiving.org
"

65. Questions?
Email further questions to
inthefield@globalgiving.org
Free 1-on-1 Consultation
with a GlobalGiving staff member
65