Online fundraising workshop
GlobalGiving Presenters
Marc Maxson (Innovation Consultant)
Moses Kigozi (Uganda country coordinator, Storytelling Project)
mmaxson@globalgiving.org
mkigozi@globalgiving.org

Workshop Outline
Intro to GlobalGiving – 20 mins
•Online social media fundraising – 1 hr
-- coffee/tea break --
•Process of joining GlobalGiving
( nomination  due diligence  open challenge) – 1hr
• Hearing from current partner organizations
• Storytelling Project – easy monitoring & evaluation
20mins
• Trello – simple project management tool 20mins
-- Optional after: 1 on 1 consulting –

About GlobalGiving
GlobalGiving is a charity fundraising web site
that gives
social entrepreneurs and non-profits from
anywhere in the world a chance to raise the
money that they need to improve their
communities.
GlobalGiving connects dedicated individuals
who are driving change in their communities
(people with big ideas and community leaders)
with the generous giving people. We help
organizations grow and be more effective.
120+ countries, thousands of NGOs,
282,000 people giving $71million

How the online giving process works
• Organizations post their project summaries on
www.GlobalGiving.org - giving the world an inside look at the project's
unique needs and the work being done.
• You and your supporters tell people about the project using Internet.
• Those people get inspired by you and tell other people.
• These people hear about the project, visit the website, donate, and
spread the word.
• After you reach 50 donations, you become a permanent partner and
GlobalGiving includes your project in larger corporate giving and cause
marketing efforts.
+ +

How to get your project on GlobalGiving
• Nominate yourself at www.globalgiving.org/non-profits/
• Submit due diligence docs. We work with registered organizations to raise
money for specific projects all over the world. GlobalGiving does not provide
grants.
• Learn to fundraise through people giving - we offer organizations an easy-
to-use fundraising and donor management system, fundraising tools and
training, and access to our corporate partners and media outreach.
• Compete in an open challenge – held four times a year. Your goal is to earn
40 donations and raise $5,000 in 30 days. Next challenge is November 2012.
• Post additional projects as a full
partner
• Automatically get cross-listed on
other employee giving websites
• Demonstrate your capacity and good
reputation to traditional grantmaking
funders

GlobalGiving in 2011
Overall donations made through GG to date: $80.6 mn
Overall donations made through GG in 2011: $30.1 mn
Number of donors to date: 237,246
Projects receiving funding: 5,014
Number of visitors who visit GG.org each week: 30-40K
Average YEARLY $$$ per org: $9,000 (Median: $2,400)
Countries disbursed to: 120 countries
Top Donor Countries: USA, Canada, UK, Australia, India
Average donation size: $78 (Median: $25)
Top corporate partners: Nike, Dell, Microsoft, HP, Gap,
Cummins, Eli Lily, LiquidNet
Past Philanthropic partners: Omidyar, Skoll, Rockefeller,
USAID, Sall, Hewlett

Examples of real
results from
organizations in
Rwanda

We try to provide every organization
with value – the best tools, and
additional donations from beyond
their network of supporters (purple).
Fees: We are a non-profit
organization, but we need to cover
our costs, so we ask donors and
organizations to split the 15% cost.
Since 2009, about 54% of donors
add on something to cover the 15%
fee, so organizations typically only
pay about 9%. The value of the
additional donations (purple) we
attract can add more than 15% to an
organization’s total fundraising, so in
effect they pay nothing and receive
more money than they themselves
could have collected directly.
But our greatest value is the
reputation and visibility we provide
your organization.

Why are these
organization profiles so
different?
These guys have been
building personal
relationships with
donors for years.
These guys did the
open challenge and are
still learning how to
explain their work in a
compelling way.

Building relationships
Why do people give?

Being social
Nobody can attract donors if
they don’t first….
• socialize globally (use Internet)
• have a compelling story to
share
• listen to supporters and make
them feel like they are part
of something big.

Video Networking IM photo-share games
Blogs Creators podcast twitter dating

1 billion Facebook users
50% of users login daily
Most users have >130 friends
The average user is connected to 60
groups, events, or causes

500+ million Twitter
users

100% have
friends they
talk to
offline

Spend time with your
closest friends, and trust
them to connect with their
friends for you.
50-75 people
these tools only work when
you use them with people
you know and have a
compelling message!
5-10 people

Circles of influence
the real world online

Network
of
User
High
Low

inspire

engage

listen

follow-up

say
thanks

Engagement
Case Study:
How Obama
became
president
through social
media

from this to this

Your friends will be
the first to adopt your
message:
my cause = our

this isn’t a job, it’s a cause!

the message is not
about you

change
Keep your
message
simple
yes we can

Obama 35,000 volunteer groups
2,000 Held 200,000
Events
meetings
2,000 official 442,000
videos
videos

Trust is a
mosaic of
personal
friendships

your supporters must author the
message
some success
greater potential

Empower your • Additional, personalized
biggest support to the most active
MyBarackObama.com
supporters and community members
give them the • Tracking and
tools to measurement to identify
encourage others and understand their online
activism; content developed
to meet those needs
• Super users were given
something “more” than the
average user
Source: Edelman “The Social Pulpit: Barack Obama’s Social Media Toolkit

empower
powered!

Spam
(no personalization)

Social media can help you
build relationships and
inspire people to advocate
for your cause
… if “your” cause is “our” cause
Source: “What’s next in media: by Neil Perkin

effective messages evolve as
they spread:
adapted to each audience

You must take action. Time is your ally
We are competing.
Give, Donate, Send money now.

network ✔
fundraising captains ✔
goals ✔
what now?
strategy
tools

resources
social media
challenge calendar
fundraising checklist
template emails
template press releases
http://www.globalgiving.org/getting-started-challenge/

website
website

Try it Out… Creating a compelling message
Post about today’s GlobalGiving workshop on your nonprofit’s
online platform tonight.
Ask yourself:
•Who is your audience?
•What is your key message?
•Does your organization have any personality? (you need to be real to
tell a compelling story)
•What do you want them to do next? (tell them – this is the call to
action)

Post a Project:
tell a powerful story
specific
simple

Where to go for more training:
www.slideshare.net/globalgiving/

Joining GlobalGiving

Trello: Awesome project management tool (free)

Storytelling: Instant monitoring & learning tools (free)
Concept: collect stories using our method and you can
create evaluations with benchmarking in minutes.

Our Storytelling Project can answer these types of
questions:
X = some social issue, like rape, HIV stigma, sanitation…
• What are the root causes of X?
• Is X more important than Y to address?
• How pervasive is the X in the country? (scope)
• How complex is X? (complexity)
• What kinds of people (age, sex, location) talk about X?
• What organizations address X and in which locations?
• What other issues matter to people who care about X?
• Of the things communities have seen organizations do to
address X, what works best?
• Do organizations and the people describe X differently?
• Does org A or org B address X with more success?
• What are important unmet needs in the community?

But our Storytelling Project cannot answer this question:
• Is organization A having an impact on X? (sorry, impact is
still something we can’t measure- only all those other things
that help you achieve better project design)
Good uses for story data:
• Listening to communities (does your project address the
right needs in the community?)
• Project redesign (do these stories reveal unexpected ways
to try to address some complex social problem?)
• More Innovative Grant Proposals – you can make a
more compelling case for your new approach if it is
supported by story patterns before you try it.
• Advocacy – leaders will listen when the people all talk
about the same need or problem.

Tools let you see the big picture or drill down to individual
stories – this is about patterns, local context, and being
“vaguely right” instead of “precisely wrong”.

THANK YOU!
Contact:
Marc Maxson
mmaxson@globalgiving.org
http://www.globalgiving.org