globalgiving's online fundraising workshop, washington dc 2015

Agenda• Introduction + Breakfast 20 min• GlobalGiving’s Crowdfunding Game Pt 1 60 min• Break 15 min• GlobalGiving’s Crowdfunding Game Pt 2 60 min• Game Summary and Key Takeaways 25 min• How to join GlobalGiving’s Community 30 min• Questions

Who are we? Sonja Lehner

Senior Program Associate, GlobalGiving

Michael GaleSenior Program Manager, GlobalGiving

Emma HershSenior Program Manager, GlobalGiving

Who are you?

• What is your name?• What organization are you from?• What does your organization do (briefly!)?• Where are your projects are located?

Introduce yourself!

Intro to GlobalGivingThe world’s first and largest crowdfunding community that connects nonprofits, donors, and companies in nearly every country around

the world.

Talk about the 15%

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GlobalGiving is the first and largest global crowdfunding community for nonprofits.

We give nonprofits access to the tools, training, and support they need to become more effective.

And because GlobalGiving is trusted by donors of all sizes (including 135+ really amazing companies), all around the world,  we channel more extra funding to nonprofits than any other crowdfunding platform.

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Our Founders’ Story: Mari Kuraishi and Dennis Whittle

GlobalGiving’s Core Values• Always Open

We believe in the power of great ideas and that these ideas can come from anyone, anywhere, at anytime.

• Never Settle We have an obligation to question the rules, change them for the better, raise

the bar, play a different game, and play it better than anyone thinks is possible.

• Committed to WOW We act promptly, enthusiastically, and professionally so people are WOW-ed

by their interactions with us.• Listen, Act, Learn. Repeat.

We continually experiment. We fail quickly and productively. We use data and feedback to guide our course.

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6000+Organizations

$193+MTotal Donations

486KUnique Donors

135Corporate Partners

165Countries

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•Top Themes: • Education • Children • Animals• Health

•52 in DC, Maryland, and Virginia

GlobalGiving’s 432 US-based Projects

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The GlobalGiving 15% Fee

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The Optional Add-On

But let’s talk about windfall: that extra money.$6.25 million extra in 2014

In the form of: matching funds * our marketing * corporate partner donations * bonus rewards * gift card redemptions

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The ‘Net Fee’The typical GlobalGiving member had a

0% ‘net fee’ in 2014.

For every $15 that goes to the GlobalGiving fee, we drive, on average, an additional $20 to the nonprofit.

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The GlobalGiving Team

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Enough with me talking…

AgendaIntroduction + Breakfast 20 minGlobalGiving’s Crowdfunding Game Pt 1 60 minBreak 15 minGlobalGiving’s Crowdfunding Game Pt 2 60 minGame Summary and Key Takeaways 25 minHow to join GlobalGiving’s Community 30 minQuestions

The Crowdfunding GamePutting the “Fun” in Fundraising

How it worksD

ivide yourselves into three teamsT

he objective: raise $5,000 from at least 40 donors in 5 days

Each team will have 10 hours of staff time each day to dedicate to, at most, 3 fundraising activities

At the start of each day, your team will collectively decide how to use the hours across different activities

At the end of the day, the results of your efforts will be

revealed!

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Quick notesT

his game is trust-based: you are responsible for keeping track of your score, bonuses, and penalties – be honest!

This game is brand new! We are excited to use this as a learning tool and hope you are too. Let us know what you think at the end so we can make it better.

The results are randomized so there is no favoritism

Everything is fictional

This game was inspired by Trees for the Future (trees.org) that uses a similar tool to teach individuals about their farming initiatives.

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Let’s Get Started!

Algorithms1

00,000 factors are taken into consideration when deciding what shows up on your fans’ newsfeed

Among these are:

• How much engagement your past posts have generated?• Which of your users are regularly engaging with your content?• How long it has been since you posted that post?• Are there photos, videos, or links included? • How many people have already engaged with your post?

More engagement = more visibility

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Storytelling TipsK

eep it shortM

ake it compelling + relevant to your audience U

se large, clear images F

ocus on one individual or family• Create an emotional bond between the reader and

the programM

ake the impact of a potential donor’s action clear• Be sure to have a call to action and then explain how

the donor will make a difference

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A/B TestingT

esting a variable to determine its effects on the outcomeP

articularly useful in email marketing and website design• T

est subject lines, content, sender addresses, anythingB

e clear on what you are hoping to achieve and how you will know your test worked

Different organizations will have different results

Keep iterating and testing to get to the best end product

Software:

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Facebook AnalyticsP

age LikesP

ost ReachU

ser engagementA

udience metricsU

se this information to: • Schedule posts• See what your audience likes• Compare your performance to peers

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What makes a great videoS

hort! No more than 3 minutesE

ven shorter is betterC

apture honest and authentic moments from the ground

Share positive stories

Keep the message simple and clear

Be careful with effects – they can overpower the video

Use colorful scenes set to music

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Photo tipsG

lobalGiving recommends using positive imageryC

lose-up of one person (or animal) making eye contactC

olorful, high quality photos are typically best

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Mobile-Friendly!E

ach year, the number of donors accessing GlobalGiving’s platform using a mobile device increases drastically

• In many countries, mobile access to the internet is easier to get than access through a desktop or computer

Google Search Engine Optimization (SEO) places a lot of emphasis on websites that are mobile-friendly

• This means that if your site is not mobile-friendly, it is harder to find in a Google search (on any device!)

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Showing ImpactD

onors want to know the impact that their donation is having on the ground

• Donors are more likely to continue giving if they understand how their donation was used

Getting updates from the field keeps donors engaged

• It gives you an excuse to keep reaching out to them too!B

uilding trust with donors is crucial in developing strong relationships

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Why use advocatesW

ith charitable donations, trust is keyH

ow can someone who doesn’t know you or your organization, trust you?

Advocates!

Peer recommendations carry a lot of weight

• Ex. Amazon reviews, Yelp, Great Nonprofits• Get your donors to recommend you to their peers

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Managing your Advocate Network

Be sure to set clear, achievable goals for each advocate and review them with your advocates

Set progress check-ins to see how they are doing

• Makes them feel valued as a fundraiser• Also makes the advocates feel more accountable to achieving

their goals if they know you will reach out to themS

how appreciation! • It takes a lot of work to fundraise and you will probably want

their help again. Make sure your advocates feel appreciated. 32

Professional Development!Y

our staff has been invited to a fundraising conference tomorrow to learn about effective fundraising tactics!

• You can decide to participate in the conference or not• If you do participate, you skip Day 3 entirely BUT you

gain an advantage – all of your fundraising on Day 4 is doubled

• If you do not, proceed with Day 3 normally

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Key Takeaways?What did you learn?

Key TakeawaysF

undraising is a LOT of workS

ometimes you can’t know the outcome of your workP

reparation and strategy building are important!N

o strategy is necessarily the “right” strategyA

ctivities can affect one another, both positively and negatively

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More Key Takeaways D

on’t do it alone! • Advocates, board members, other organizations – get help!

Not everything will work the same for every organization

Make donating easy for your donors and make it interesting

It’s important to test things out before a campaign even starts

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What now?N

ow that you’ve played a Crowdfunding Game, it’s time to put your skillsto good use!

Use the tips and suggestions from the game to develop a full crowdfunding strategy for your organization to use in campaign

• Include any of the activities you like as much as you like

• Just remember, everything takes time!37

How to Join GlobalGivingHow to apply and why you should

Features and BenefitsC

ampaign fundraising and long-term fundraisingW

e can help you be more efficient fundraisersT

raining and one-on-one support from our staffW

idgets for your website and other great toolsO

ur website is already mobile friendly T

hank-you notes and project reports are built inG

et new donorsG

lobalGiving’s donor network C

orporate partners39

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Corporate Partners

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165Total corporate

partners

$23MTotal corporate

DonationsGift Card Redemptions

in December

98%Portion of our

partners getting corporate support

35,000Corporate employees

giving money through GlobalGiving

Corporatefunds

$2.4M

Additional BenefitsG

lobalGiving UK• GiftAid donations for UK donors to your project

Our work with Feedback Labs

• GlobalGiving is a founding member and works to testand develop better feedback tools for nonprofits

GlobalGiving’s Impact Work

• Rewarding organizations that are learning • Providing more tools and data to organizations

How to joinO

nline application• Guidestar integration• Next Deadline = October 24th, 2015

Project Posting through our platform

Open Challenge

• Raise $5,000 from 40 donors in a month• December 1st through December 31st • $20,000 in Bonus funds for participants

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Questions?Email: challengehelp@globalgiving.org

Phone: +1 (202) 232-5784

Join GlobalGiving: www.globalgiving.org/apply

Please take a few minutes to complete the short survey!