My session at Maryland Nonprofits Tech to Tell conference on June 7th on how to use online fundraising to engage with and build longterm trusting relationships with your supporters.

1. Chris Smith
CFO

2. About Me

6. 2014 US charitable giving was
Giving USA Foundation

7. of those donations
to any one organization
Money for Good Report

8. have annual revenue
National Center for Charitable Statistics
Nonprofits in the US

9. Unsustainable Donor
Retention
a for profit company would go out of business!
Bloomerang

10. Fundraising Methods =
Treading Water
Bloomerang

11. How Donors Feel
of Americans they donate more than avg
actually contribute the national avg
how nonprofits use their money
hassled
from their funding

12. How Donors Feel
prefer to give to nonprofits but
necessarily the organizations
are to their primary causes
to give to different nonprofits
nonprofits before giving

13. Why? Lack of
All are critical elements of an
engaged, trusting relationship

14. Generational Shift
Generation Born
Depression 1912-1921
WW II 1922-1927
Post-War 1928-1945
“Traditionalists”
18% of total population
“New Philanthropists”
82% and growing
Leading Boomers 1946-1954
Trailing Boomers 1955-1964
Generation X 1965-1976
Millennial / Generation Y 1977-1984
Great Recession/ Boomerang 1985-?
Fundraising methods used today were developed for the “Traditionalists” many
years ago, and have not really evolved for the “New Philanthropists”

15. Traditionalists
Depression (1912 – 1921)
Defining
Moment:
Shared
Values:
• Great Depression • Practicality
• Savings
• Safety/security
• Friends/family
• Trust charities
Best
Approaches:
Marketing
Tips:
• Bequests • Simple &
straightforward
• Unrestricted
endowment
• Visuals and other
cues
• Help the needy in
tough times
• Printed/ face to
face
• Secure our future • No reverse type
World War II (1922 – 1927)
Defining
Moment:
Shared
Values:
• WW II • Patriotic
• Respect for authority
• Romantic
• Self-reliant
• Trust charities
Best
Approaches:
Marketing
Tips:
• Save the world • Concierge-level
treatment
• Delayed
gratification
• Rebates/coupons/disc
ounts
• Remembered for
sacrifices
• Matching
gifts/challenges
• Immortality of
named bequests
• Print
• Families trust them
Post War (1928 – 1945)
Defining
Moments:
Shared
Values:
• End of WW II • The American dream
• Strong economy • Conformity
• Move to burbs • Stability
• McCarthyism • Family
• Rock & roll
• Civil rights movement
• Self-fulfillment
• Trust charities
Best
Approaches:
Marketing
Tips:
• Current gifts • Volunteer
opportunities
• Beneficiary
designation
• Active images
• Gift annuities • Outcomes-based

16. New Philanthropists
Lead Boomers (1946 – 1954)
Defining
Moments:
Shared
Values:
• Assassinations of
JFK, RFK, MLK
• Personalized/
social expression
• Vietnam war • Individualism
• Moon landing • Youth/ health/
wellness
• Lack of trust for
charities
Best
Approaches:
Marketing
Tips:
• Social justice
meets personal
planning
• Impact, outcomes
and verifiability
• Restricted gifts,
complex assets,
structured gifts
• Large type/ high
contrast/ no
glossy
• Advisor
partnerships
• Fun, individualism
and excitement
• Beneficiary
designations
Generation X (1965 – 1976)
Defining
Moment:
Shared
Values:
• Large national
debt/ stock crash
• Free agency/
independence
• Challenger
explosion
• Dependence on
friends
• Fall of Berlin wall • Cynical about future
• 1st Persian Gulf
War
• Street smart
• Quality of life
• AIDS crisis • Lack of trust for
charities
Best
Approaches:
Marketing
Tips:
• Custom gift
solutions
• Impact, outcomes
verifiability and
accountability
• Beneficiary
designations
• Not attractive or rich-
facts
• Restricted gifts • Subtlety/ irony/
irreverence
• Advisor
partnerships
Trailing Boomers (1955 – 1964)
Defining
Moments:
Shared
Values:
• Fall of Vietnam • Lonely individualism
• Watergate • Cynicism/ distrust
• Nixon resignation • Health and wellness
• Energy crisis • Family commitments
• Lack of trust for
charities
Best
Approaches:
Marketing
Tips:
• Gift outcomes • Impact, outcomes
verifiability and
accountability
• Full range of
charitable tools
• Conscious of distrust
• Restricted gifts • Robust stewardship
• Advisor partnerships

17. New Philanthropists
Millennials (1977 – 1984)
Defining
Moments:
Shared
Values:
• The internet • Hopeful about
financial future
• Economic boom • Heightened fears
• Columbine • Change is good
• September 11 • Tolerance/
diversity
• Wars in Iraq and
Afghanistan
• Lack of trust for
charities
Best
Approaches:
Marketing
Tips:
• Beneficiary
designations
• “Get out of the
way”
• Restricted gifts
exclusively
• Change it up
• Modest annual
donations
focused on
mission
• Fresh & multi-
channel
• Brand conscious
loyal
Boomerang (1985 – ?)
Defining
Moments:
Shared
Values:
• TBD • TBD
Best
Approaches:
Marketing
Tips:
• TBD • TBD

18. gives to
3.3 Nonprofits
Baby Boomers Give to
4.5 Nonprofits

19. Your “Donate Now” button
is NOT READY for this!

20. 2014 giving
that’s faster than growth of !

21. of donations made on
this will continue to !

23. Crowd is Different than
Traditional Fundraising!
MAJOR GIVING MODEL:
• Prospect for potentials
• Develop a relationship by engaging with them before the
ask
• Ask, but in the right way and not too often
• Engage with them after the give – thank them, show
impact, transparency and accountability
• Nurture the relationship, it’s fragile!
• A small “everyday” donation is a burden

24. Crowd is Different than
Traditional Fundraising!
CROWDGIVING:
• Your supporters prospect for you
• Engage with them electronically, on their terms
• Ask by using a campaign with visuals and storytelling
that compels the potential donor to give
• Engage with them after the give – thank them, show
impact, transparency and accountability
• Make it easy for them to leverage their networks
• Keep them in the loop, on their terms
• A small “everyday” donation is an opportunity

25. View 1st time “Everyday” donor
as a QUALIFIED LEAD
• There’s something about your organization they like,
somehow they found out about your organization
– Personal ask by a family member or friend?
• Get a 2nd transaction you will get a total of 18 on average
– 1st time = I like you
– 2nd time = you won me over, I’m committed
• Give them a reason to come back!
– Engage, be Transparent and Accountable

26. of
start with a donation of
they test the water before writing a big check!

27. Crowd
ngage
they like to see others giving and volunteering!

28. NGAGEMENT via Crowd
• Craft a beautiful branded campaign that will compel donors to
give
• Share the campaign with your existing supporters, ask them
to share to their networks
• Provide a great donor experience with a donation flow that’s
quick and easy and simple to share out socially
• Thank your donor onscreen with a customized content
including videos and pictures
• Email the thank you as well with tax information for their
records
• Reach out during the campaign to let your donors know
status – they’re not checking in but they are interested. Ask

29. NGAGEMENT via Crowd
• Reach out and let them know how the campaign finished
– They’re not checking in but they are interested.
– Thank them again
• Reach out to them after you spend the money raised to show
them the impact (pictures, videos, stories). Close the loop
• Keep them updated between asks as to what’s happening at
your organization. Let them see you working and getting
support. Don’t just reach out to them when you need money!
• Remind them of their donation at the end of the year to help
them with their tax return prep

30. RANSPARENCY via
Crowd
• Build a campaign that is very specific
• Tell the potential donor why you need the specific thing,
what impact it will have and on who
• Explain what the cost of the specific thing is and why it is
important to the mission
• Be clear how much the fees are and why there need to be
fees
• Keep your donors updated during the campaign as to its
success OR failure

31. CCOUNTABILITY via Crowd
• Spend the funds raised exactly how you said you would in
the campaign
• Share the impact with all of the donors that made it
happen by sending them pictures, videos or even inviting
them onsite to see their contribution at work
• Respectfully maintain contact with them between asks to
let them know what your organization is up to
• Maintain clear and open lines of communication,
especially in times of crisis or difficulty
• Treat your donors and volunteers as investors in your org

32. Key Crowd Takeaways
• Fundraising is inherently inefficient & resistant to change
• Make it easy and fun! Fundraising doesn’t have to be dry!
• Do more with less - spend more time fulfilling your mission to
change the world, not fundraising.
• Embrace the significant generational differences
– Younger: online, quick, easy, accountability, impact, distrusting
– Older: trusting, mobile is how they access the internet

33. Key Crowd Takeaways
• If you do it right, there’s no donor fatigue in crowdfunding -
paradigm shift needed. Close the loop.
• Treat donors and volunteers as investors, because that’s
what they are!
• Assume every donor may be a major donor, no matter the
size of gift. Bill Gates example
• Access and engage your future major donors sooner
• Increase your donor database via peer-2-peer fundraising

34. What’s wrong with
Crowdfunding Platforms?
Existing platforms were not designed for nonprofits.
Fundraising for nonprofits is much, much different than
funding a film, project, product or personal cause. Square
peg / round hole.
The Unanswered Questions:
• Where to begin? Hundreds of platforms to chose from.
• Now what? You get no coaching, you’re on your own.
• Where’s the “magic money”? You didn’t tell me that donors
need to be driven to the button!
• How do I do that? Social media? I’m already overworked!!!

35. Why Not Use the Well Known
Crowdfunding Platforms?
nonprofit folks who give up on crowdfunding.
They feel its a big , which
the tools are not made for the job. It’s like using a tiny
brush to paint an entire room. It can be done, but boy will it be hard
and frustrating! Think .
Nonprofit fundraising is different than funding a project, movie,
personal cause, etc –
IT’S ABOUT BUILDING RELATIONSHIPS!

36.  Think UX 1st: responsive design that is screen size agnostic, intuitive,
clean, simple
 Easily create a beautiful, meaningful and specific campaign
 Include powerful eye catching imagery with a compelling story
 Empower your supporters via peer-to-peer fundraising
 Encourage your supporters to share to their social networks
 Agility - determine what best strikes a chord by editing on the fly,
experiment, test, multi-channel
 Monitor progress and coach your fundraisers with powerful campaign
management
 Simple and clean donation flow that eliminates speed bumps
 Thank your supporters after they give
 Engage supporters before, during and after the campaign
 Repeat

37. Develop a meaningful, specific
campaign

38. The Face of a Campaign
Eye Catching Imagery
Is this image relevant to my campaign?
Is it good quality and the proper orientation? (not blurry or pixelated)
Is the image appropriately cropped?
Is it visually engaging?

39. The Heart of a Campaign
Compelling Story
3 Essential Questions
Who or what is your
campaign supporting?
What is the conflict?
How will your donor’s gift
help make an impact?

40. The Legs of a Campaign
Peer-to-Peer Fundraisers
Fundraising Champions
give your campaign the muscle it
needs to move forward by tapping
their networks with a personal
connection.
Personal asks
Donations

41. Make it Easy and Fun
to be a Fundraiser!

42. The Voice of a Campaign
Email and Social Sharing

43. The Mastermind

44. Engage year round!

45. What is a Nonprofit Giving Platform?

46. Maintain Your Brand and Identity
Complement Your Web Site

47. CrowdGiving
Beautiful, simple, and effective

49. Optimized Donation Flow
Minimal data = painless, fast and fun

50. Optimized Donation Flow
Donors can chose to cover the fees, maximizing what you receive
Transparency

51. Personalized Thank You Receipts
Immediately on screen & by email

52. Peer-to-Peer Fundraising
EASY and FUN to set up. Piece of cake.

53. Peer-to-Peer Fundraising
Coach them to success!

54. Peer-to-Peer Fundraising
You can easily monitor everyone’s progress!

55. Event-Based Fundraising
Tickets, registration, teams, analytics, swag

56. Complete Volunteer Integration
Build lifelong relationships

57. Complete Volunteer Integration
Higher Ed Service Learning

58. Volunteer & Donor Management

59. Real Time Analytics
Know the best time to ask for $$$!

60. Beautiful, Compelling Campaigns
QUICK and FUN to create, edit on the fly

61. Easily edit your campaigns on the fly –
figure out what works best with your audience!

62. Dashboard to Manage Your Campaign

63. Engagement: Social Content
Let your supporters tell their story

64. Mobile Friendly, Responsive
Design
Size
doesn’t
matter!
Monitor,
tablet,
phone

65. Complete Volunteer & Donor Profile
Track donations, hours & virtual trophies

66. • A powerful 24-hour online fundraising event that unites
a community around local causes. A great way to build
community, expose nonprofits to donors, teach
organizations to use digital tools and generate
excitement for all involved. Leverage the marketing
power of the whole and the platform being used.
• Think Jerry Lewis Telethon, but online
Day of Giving

67. The DoG Potential
North Texas is the Gold Star!
– Year 1 = $1.2 million, ~350 nonprofits
– Year 7 = , ~2,000+ nonprofits

77. https://www.givegab.com/about/case_studies
“Change is hard. GiveGab was not. The FAQ’s and Toolkit helped me and I was able to help
my constituents. It was GiveGabTastic!”
“Working with GiveGab has been a wonderful experience for ProLiteracy. Givegab.com is a
great platform to begin with but it’s the staff support that really sets it apart. This being our first
Day of Giving, we were very grateful to have a Give Gab team help us walk through the setup,
getting our members involved and excited, teaching people how to use the site, marketing
ideas and a bunch of other behind-the-scenes help. We couldn’t have been as successful
without their help. I’d recommend Give Gab to anyone trying to crowdfund or find volunteers,
and I already have!”

81. Many Case Studies!

82. Risk-Free, Simple and
Transparent Pricing
We are completely aligned with our nonprofit partners - we only
succeed if they succeed. It makes absolutely no sense to us to
charge ANY fees to a nonprofit before they raise $ one. Why would
we start them in the hole when they are trying to raise money?
Subscriptions, contracts, commitments, etc are for cowards – we are
so confident that you’ll love our platform and use it over and over that
we take all the risk!
• Platform Fee . No other fees,
period!
of donors elect to cover, result is avg cost of
• Net funds are by Stripe daily, we
don’t have access to credit card info or the funds, only our
small fee

83. 5.0% Platform Fee
+2.7% Credit Card Fee (Stripe)
7.7% Maximum Fee
-5.3% Donors Elect to Cover 70%*
The Simple Math Behind Low
Fees
*Over 100’s of campaigns. Our platform fee is completely paid for by the donors at 65%!

84. Chris Smith
Chief Financial Officer
chris.smith@givegab.com 914-443-2850
@smithGiveGabinkedin.com/in/kcichris