View the powerpoint from GlobalGiving's workshop in Moldova

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?
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?

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
mission?
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
149
Different Countries

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

10. 10

12. Corporate Partners
Gift Cards & Employee Giving Ÿ Cause-Marketing Ÿ International Vetting
Disaster Relief
Ÿ Facilitation of Grants

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
&
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

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 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

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 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

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
Increase donor engagement & trust
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. What to Consider BEFORE Strategizing:
25
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

26. 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

27. 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
27

28. 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.
28

29. 29

30. How to present your story online?
30
The motivation
The people
The idea
The problem
The place

31. Telling your story…
31
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

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

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

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

35. Working for Engagement
Awareness
Engagement
Donation

36. Working for Engagement
Awareness
Engagement
Donation
OUTREACH
RESEARCH
KNOWLEDGE
ACCOUNTABILITY
BRAND
TRUST

37. 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!

38. Identify your Network
YOU

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

41. 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
41

42. Close relationship to you or the organization
Influential person
Ability to reach into new networks
Willingness to spread the word
Time commitment
42
How do you choose an advocate?

43. 15 Minute Break!

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

45. Working for Engagement
Awareness
Engagement
Donation

46. 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

47. 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
47

48. 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
48

49. 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

50. Keep Up with Your Donors
50
Project Reports
Holiday Campaigns
Bonus Days
Photo & Video
Competitions

51. 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
51

52. 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

53. Working for Engagement
Awareness
Engagement
Donation
Timing
the
ASK
Avoiding
Donor
FaOgue

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

55. 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!

57. 57

58. Web Analytics Tool
58

59. 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!

60. Raise $5,000 in one month from
(at least) 40 donors
BEFORE
- Drive awareness
- Community events
- Outreach
- Social Media engagement
- Sense of urgency
60
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

61. 61
GlobalGiving
UK

62. How to Join GlobalGiving

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

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

65. www.globalgiving.org1
3
2

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

67. 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

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

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

71. 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
"

72. 72

73. Questions?
Email further questions to
inthefield@globalgiving.org
Free 1-on-1 Consultation
with a GlobalGiving staff member
73