harare - online fundraising workshop 2016

welcome

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Photo: The Nyaka AIDS Orphans Project

GlobalGiving Online Fundraising Workshop

O B J E C T I V E

Gain a greater understanding of online fundraising and how it can benefit your organization.

AndlearnaboutGlobalGivingintheprocess!

Agenda

Introductions +activity

About GlobalGiving

Online Fundraising

Online Fundraising Process

Creating a Strategy

Setting Goals +activity +break

Storytelling +activity

Building Donor Relationships +activity +break

Leveraging Social Media +activity +break

Joining GlobalGiving

Wrap-Up & Questions +activity

Introductions

Me and You

Southern Africa Field Intern

4 COUNTRIES

6,000 KILOMETERS

42 WORKSHOPS

10 FIELD PARTNERS

Route Zimbabwe

Malawi Zambia Namibia

A C T I V I T Y

1.  Name 2.  Organization 3.  Your Role 4.  Your Biggest Challenge in 2016 5.  Fun Fact

Introductions

About GlobalGiving

One donor, one project, one community at a time

Q U E S T I O N

Raise your hand if you’ve heard of GlobalGiving

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

We make it possible for nonprofits anywhere in the world to access the tools, training, and support they need to make

our world a better place.

Always Open

Listen, Act, Learn. Repeat.

Never Settle

Committed to WOW!

O U R V A L U E S

$212M dollars

14,000 projects

165 countries

GlobalGiving in

Africa

Select Corporate Partners 90% of current partners received a portion of funding

Online Fundraising

Manage, expand, and engage your network of donors

Q U E S T I O N

Are you are currently using online fundraising? What has your experience been like?

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

“The power of crowdfunding isn’t in the funding, it’s in the crowd.”

What is Online

Fundraising?

An addition to the tools you already use

Increase visibility

Manage and grow your network

Increase donor engagement

Share ideas, tools, and resources

How Can Online Fundraising Help My Cause?

Offline Organizations

Audience and donors are limited by geographical

location.

Online Organizations

Immediate access to a global audience, increased visibility,

opportunity for growth.

Online or Offline, Goals are the Same

•  Create relationships •  Build trust •  Deliver a message

•  Give people a reason to donate •  Maintain relationships •  Continue to grow your valuable work!

Online fundraising grew 11.3% last year

(US donors)

Online Fundraising Process

Steps to take to begin

Create Strategy

Set Goals

Tell A Story

STRATEGIZE

Network Mapping

Thank You Notes

Updates

Advocates

BUILD RELATIONSHIPS

Leverage Social Media

SOCIALIZE

Creating a Strategy

Plan ahead

PLAN! Online fundraising doesn’t happen automatically

Consider past accomplishments

Create a calendar with campaigns and promotions

Outline a communications plan

Identify accountable staff and/or advocates

Set realistic goals

Setting Goals

That are SMART

Q U E S T I O N

Does your organization set and measure goals?

S pecific

M A R T ime-Bound

ealistic

ction-Oriented

easureable

“S” your goal should be Specific

•  Be better at fundraising •  Reach more people •  Become more popular

•  Raise $10,000 •  Have 100 donors •  50% of donors = new donors

NOT SPECIFIC

SPECIFIC

“M” your goal should be Measurable

•  More donors for our project •  Raise a portion of our program budget •  Most donors = repeat donors

•  Increase newsletter list by 50% •  Raise $50,000 •  Social media audience of 10,000 fans

NOT MEASURABLE

MEASURABLE

“A” your goal should be Actionable

•  Solve the issue of global poverty •  Make donors happy •  Have a trending Twitter hashtag

•  50% of our newsletter subscribers open our emails

•  Get 100 more Facebook fans •  Increase the occurrences of repeat

donors by 25%

NOT ACTIONABLE

ACTIONABLE

“R” your goal should be Realistic

•  Raise $1,000,000 •  100% of people open emails and

donate •  Get one new donor

•  Raise $10,000 •  Increase donor database by 5% •  30% of our email subscribers open

emails

NOT REALISTIC

REALISTIC

“T” your goal should be Time-bound

•  Get 20 more Facebook fans soon •  Get 25 new supporters for when we

need them •  Raise $15,000 as quickly as possible

•  Raise $5,000 in 30 days •  Increase donor database by 5% by

the end of 2016 •  Improve email open rates by 10%

over the next six months

NOT TIME-BOUND

TIME-BOUND

A C T I V I T Y

1.  Draft 2-3 SMART online fundraising goals for 2016 2.  Share with a partner to ensure that your goals are SMART 3.  What are the top challenges you foresee in achieving your

SMART goals?

SMART GOALS

Storytelling

The makings of a good story, and how to tell it

Why is Your Story Important?

Having a clear and inspiring story about your organization and the work you do will help you engage your current

supporters and gain new supporters

1 The Issue

2 The Place

3 The People

4 The Idea

5 The Motivation

Stories the Most Successful Campaigns Tell

The Issue

What is the problem your project is trying to solve, and what are the effects of that problem on one person’s life? Describe

that person’s life without your project.

MindLeaps “’When I visited that school, I felt like I was a normal child. I wasn't a street kid anymore.’ These are the words of Eric, a former street child who now attends Sonrise Boarding School in Rwanda.”

E X A M P L E

The Place

How is a problem or solution unique to a particular place or region in the world? Who are the people who might care about

this person and place?

Earthwatch Institute “Over 40 years, poaching reduced Kenya's population of black rhinoceros from 20,000 to a mere 539. Earthwatch researchers and volunteers are bringing black rhinos back from the brink of extinction.”

E X A M P L E E X A M P L E

The People

How is a problem or a solution unique to an individual who lives within a particular cultural context? How can you motivate other people who might share that person’s identity or values?

Develop Africa, Inc. “This project provides a safe haven – an orphanage called the Dream Home – to help raise children who lost BOTH parents during the Ebola epidemic in Sierra Leone…”

E X A M P L E

The Idea

What is your unique perspective on how to solve the problem? Does your project revolutionize the way people usually deal with an issue? How has your solution impacted one person?

charity: water “charity: water is a nonprofit on a mission to bring clean, safe drinking water to every single person on the planet.”

E X A M P L E E X A M P L E

The Motivation

What is your backstory that is driving you to fundraise for this cause? How can you use your own story to connect with

people in your network and invite them to join you?

The Kupona Foundation “Our vision? High quality maternal and newborn healthcare for all.”

E X A M P L E

Use your story to fundraise.

Highlight stories to engage your supporters.

Leverage Social Media to Share

Stories

Facebook Twitter

Instagram Blog

A C T I V I T Y

1.  Identify your most successful story 2.  Write down the elements of your story 3.  Share it with the person next to you and

critique each other’s stories

Tell a Story

Create Strategy

Set Goals

Tell A Story

STRATEGIZE

Network Mapping

Thank You Notes

Updates

Advocates

BUILD RELATIONSHIPS


SOCIALIZE

Building Donor Relationships

Keep and engage your supporters

Who Supports You Now?

Who is giving to your organization? Pay attention to their patterns and why they give. Your best advocates and

supporters are the ones that already exist.

Who Could Support You?

Do you have people you don’t know giving to your organization? Are there first time donors? These individuals

offer an opportunity to grow your network, but first you need to engage them!

43% Overall

Donor Retention

64% Repeat

Donor Retention

23% New

Donor Retention

How to Build Relationships: 3 Ways

Thank You Notes Updates Create Advocates

Be sure to thank your supporters – new and old – for the gifts they give.

Remind donors who they gave to and why by letting them know the progress that’s been made.

Make your best supporters part of your team by asking them to help you in your fundraising efforts.

How to Build Relationships: Thank You Notes





Why do donors stop giving? Because they don’t feel appreciated. Always remember to thank your donors.

Always Thank Your Donors.

Show your appreciate for all the things your supporters are doing to help your organization by sending them personal,

prompt, and sincere thank you notes. Engage them!

50% of donors prefer personalization…

Versus speed when they are being thanked by the organizations they give to. Pay attention to what they gave to, if they’ve given before, and

ask them why they give!

How to Build Relationships: Updates





Another main reason donors stop giving is because they forget who they gave to!

Keep Them Updated.

Remind your donors of the impact they’ve been able to help your organization create with great stories. This can inspire

them to give again, making new donors repeat donors!

Email your donors.

Keep your updates to your donors engaging, simple, clear, and on topic. Upgrade your updates with great photos and video.

GlobalGiving requires partners to update their donors every 3 months – that’s only 4 times a year! For maximum impact, we recommend monthly.

How to Build Relationships: Advocates





Create Fundraising Advocates.

For your supporters that are passionate about your cause, make them part of your fundraising team! Create tools to help them reach out to their networks, thus growing your network.

1 Do they care about your organization

and cause?

2 Can they serve as

brand ambassadors?

3 Are they able to

communicate your story well?

4 Do they have a large

network?

5 Are you comfortable

reaching out to them?

Identifying your Advocates

Once you have identified your

fundraising advocates, help them with tools, content, templates,

calendars and support.

Advocate Materials

Templates

Supply email, Facebook, Twitter, and other templates.

Content Calendars

Work with them to create an outreach calendar and plan.

Make sure they have the best images, text, logos, and

videos.

A C T I V I T Y

1. Map your current network 2. Map your potential network 3. Brainstorm ideas to reach your potential network

Network Mapping

Create Strategy

Set Goals

Tell A Story

STRATEGIZE

Network Mapping

Thank You Notes

Updates

Advocates

BUILD RELATIONSHIPS


SOCIALIZE


Amplify your efforts

Q U E S T I O N

Raise your hand if you use social media regularly Keep your hand up if you use it for your business

Post updates, stories, links, etc. along with fundraising content

1 Photos

2 Videos

3 Third party news about your cause

4 Events and milestones

5 Facts, infographics,

and quotes

Types of Content

Social media is about building a community of advocates

Set realistic expectations for fundraising

Do not spam followers

Keep in Mind:

Facebook Twitter

Instagram Blog

Build or join a community

Start or join a conversation

Share a visual story

Share stories and updates

1 Find out what your audience likes

and stick to it

2 Make your donors feel special

3 Tell real, impactful stories

4 Be relatable

5 Use deadlines and targets

6 Connect campaigns with events

F A C E B O O K

Set a Strategy

Content Creation Implementation Results

•  Quality over quantity

•  A picture tells a thousand words

•  Don’t strictly ask for donations

•  What is the best time to post?

•  How often should you post?

•  What is the call to action?

•  Use Facebook insights

•  Listen, Act, Learn. Repeat.

Goals for Content

Appreciation Advocacy Appeals

•  Recognize donors, volunteers, supporters

•  Use specific “cause awareness” days and holidays for appreciation

•  Engage and share content with others

•  Show a peak into the world of your organization

•  Share news and updates

•  Ask for donations from your supporters

•  Ensure it’s an actionable ask

T W I T T E R

Who, What, When

Who to Target and Follow

What to Post When to Post

•  Key influencers for your cause

•  Supporters & donors

•  News outlets •  Friends of your

cause & mission

•  Shout outs to supporters

•  Stories and successes

•  News about your cause

•  Retweet relevant info

•  5-8x daily •  Schedule

“evergreen” tweets

•  Knowledge of your area is key, do not spam followers

Plan ahead

Sample Calendar Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Campaign Starts: Send

Email #1

Facebook + Twitter

Post

Facebook + Twitter

Post

Facebook + Twitter

Post

Send Email #2

Facebook + Twitter

Post

Fundraising Event

Facebook + Twitter

Post

Send Email #3

Facebook + Twitter

Post

Donor Phone Calls

Facebook + Twitter

Post

Facebook + Twitter

Post

Send Email #4

Facebook + Twitter

Post

Campaign Ends: Send

Email #5

A C T I V I T Y

1.  Write down 3-5 ideas for future Facebook posts

2.  Can you modify these ideas to post on Twitter? If not, come up with new ideas specifically for Twitter

3.  Who can you follow? How can you build your community?

Social Media

Join GlobalGiving

We’d love to have you!

W H Y G L O B A L G I V I N G

International organizations can use GlobalGiving to bring US and UK tax

benefits to their donors.

Our partners enjoy access to a wide variety of fundraising tools.

We provide training and support to help you succeed!

GlobalGiving works tirelessly to bring new donors and funding opportunities to our partners.

113

GlobalGiving is not engaging your donors –

you are!

Remember…

The GlobalGiving 15% Fee

In 2015, 50% of donors

choose to cover the

GlobalGiving fee at checkout.

GlobalGiving Programs & Services

One-on-one consultation

Customer service

Academies

Tools & training blog

Matching campaigns

Corporate partnerships

Site visits

1) Apply online through GlobalGiving.org/apply

2) Get approved by GlobalGiving staff (~30 days)

3) Post ONE project through the site

4) Once the project is approved, raise money!

5) Reach $5,000 from 40 donors to become a “Partner”

•  Training + support •  Customer service •  Campaigns + bonus prizes •  Access to the website

•  Recurring donations

•  Donations in honor of

•  Donation manager + thank you feature

•  Post reports to donors

•  Donor tools: fundraiser pages, registries

Emerging Partner

•  Added to GlobalGiving’s search •  Eligibility for current partner

campaigns + contests •  Ability to advance to Leader &

Superstar through GG Rewards program

•  Additional training + fundraising tools

Wrap Up & Questions

Thanks for coming!

Takeaways Create a Strategy Plan ahead Set Goals That are SMART Tell Your Story The makings of a good story, and how to tell it Build Donor Relationships Keep and engage your supporters Leverage Social Media Amplify your efforts Join GlobalGiving! We’d love to have you!

Q U E S T I O N

Share one thing you’ve learned today

A C T I V I T Y

1.  Review the outputs of today’s activities 2.  Plan your next steps for when you leave

today’s workshop – keep the momentum going!

Bring it All Together

thank you

GlobalGiving.org | 877.605.2314 | [email protected]

harare - online fundraising workshop 2016

Government & Nonprofit