See the slides from the Online Fundraising Workshop in Sofia, Bulgaria

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. Introductions!
Would your current donors and community describe your organization the same way?
3
Who are
you?
What do
you do?
Why is it
important?
Imagine if you had to explain your organization to a potential funder in
a clear and concise way.

4. The average attention span of a human being was
calculated to be 8 seconds in 2013.
This is one second less than the
attention span of a goldfish.
- National Center for Biotechnology Information, at the
U.S. National Library of Medicine

5. What is GlobalGiving?

6. An online fundraising platform that
connects charitable organizations around the world
to a large network of individual and corporate donors
to raise money and support for their projects.

7. www.globalgiving.org
7

8. 400,000+
Individual and Corporate Donors
$160+ Million
Since 2002…
Have
given….
To…
11,000+ projects with
organizations like YOURS
Through…

9. 2002
GlobalGiving
Founding Year
60+
Corporate Partners
2,400+
Organizations
around the world
149
Different Countries

10. 10

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

13. 13
Top Donor Countries

14. Current Projects in Eastern & Central Europe
6
6
6
2
2
4
4
3
3
3
9
9
1
3
30
3
4
2

15. What does GlobalGiving do?
15
Access and
visibility to
potential donors
worldwide
Tax Deductions
for U.S. Donors &
GiftAid for UK
Donors
1-on-1
Consultations
Frequent
Webinars and
Tools & Training
Blog
Multiple Bonus
Days
Feedback and
Donor
Management
Tools
Strategizing Help
for Fundraising
and Campaigns
Outreach for
Driving
Awareness and
Donors to our
platform

16. 16
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

18. 18
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

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

20. Why Online Fundraising?

21. Why Online Fundraising?
21
Manage, expand,
and engage your
network of donors
One additional
tool to the
fundraising
strategies you
already use
Network of ideas,
tools, and
resources to
increase
effectiveness
Boost funds,
transparency, and
awareness

22. Online Giving is Increasing!
$190 Million donated online to 100,000 charities in 2013!
22
Source: Network for Good

23. 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!

24. Strategizing Online

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

26. What to Consider BEFORE Strategizing:
26
Past accomplishments
Capabilities & background of staff
Level of awareness and trust within your community
Evaluation of your present and potential network
Who would be interested in your cause?

27. 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

28. 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
Importance of campaigns
• Creates a sense of urgency
• Focused on awareness, new ideas, impact, & funding
• Helps prevent donor fatigue
28

29. 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.
29

30. 30

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

32. Identify your Network
YOU
• Identify your network and
the networks of your staff
• Identify advocates to help
you spread the word
about your organization
• Create a communications
plan
• Who would be interested
in your cause?

33. CURRENT
AND
OLD
FRIENDS
UNIVERSITY
PROFESSORS,
PEERS,
AND
NETWORKS
INTEREST
GROUPS
AND
CLUBS
PAST
&
CURRENT
COLLEAGES
AND
JOBS
FAMILY
NEIGHBORS
CHILDHOOD
TEACHERS
CHURCH
GROUPS
SPORTS
TEAMS
BOOK
CLUBS
GYM
BUDDIES
FAMILY
FRIENDS

35. Close relationship to you or the organization
Influential person
Ability to reach into new networks
Willingness to spread the word
Time commitment
35
How do you choose an advocate?

36. Reaching out to your Advocates
• Trust is HUGE
• Host them at your project
• Develop a personal relationship
• Share insights into your
successes and challenges
• Activity: List three ways you
could further your connection
with this potential advocate
36
Millennial
Donors
Report
2011

37. Working for Engagement
Awareness
Engagement
Donation

38. Working for Engagement
Awareness
Engagement
Donation
OUTREACH
ACCOUNTABILITY
REPUTATION
TRUST

39. 15 Minute Break!

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

41. Working for Engagement
Awareness
Engagement
Donation
Presen5ng
a
project
Time
Commitment
Social
Media
Pictures
&
Videos
Emails
&
Blog
Posts
Thank
You
Notes
Planning
the
ASK

42. How to present your story online?
42
The motivation
The people
The idea
The problem
The place

43. When telling your story…
43
Brevity is key.
Put the
important
things first!
Be specific and
realistic on
how donation
will make
impact
Use powerful
and hopeful
imagery!
Evoke
empathy, not
sympathy
Photos
Videos
StaCsCcs
Personal
anecdotes
Beneficiary
Stories

44. 44
Summary
....
What
is
the
issue,
problem,
or
challenge?
….
How
will
this
project
solve
this
problem?
...
Poten5al
Long
Term
Impact
….
Funding
Informa5on
Total
Funding
Received
to
Date:
$____
Remaining
Goal
to
be
Funded:
$_____
Total
Funding
Goal:
$_____
Addi5onal
Documenta5on
Resources
First thing donor reads
Examples of
how money is
used
Engaging Photo
Engaging and
Specific Title

45. 45
Provides
meals
Provides
for
one
child
Trains
one
group
leader
to
start
and
manage
KIDS
support
group
Running
costs
for
one
group
Summary
Provides
a
welcoming
and
safe
place
for
children
affected
by
their
parents’
alcoholic
substance
abuse.
We
run
aVerschool
KIDS
groups
where
children
can
learn,
make
friends,
and
do
arts
and
craVs
in
a
safe
environment
with
trained
group
leaders
and
mentors.

47. Compelling Project Page
Specific,
action –
oriented
Description
Easy to understand,
jargon-free, project
specific
Close-up,
High-resolution
photo
Tangible,
realistic,
varied
goals
Summary
Provide early education, breakfast, childcare, and psychological
services for 455 disadvantaged preschoolers in Mexico City Metro
Area whose working parents cannot afford them otherwise.

49. Working for Engagement
Awareness
Engagement
Donation
Presen5ng
a
project
Time
Commitment
Social
Media
Pictures
&
Videos
Emails
&
Blog
Posts
Thank
You
Notes
Planning
the
ASK

50. Online tools facilitate engagement!
Email à Newsletters, Updates
Facebook à Create a community
Twitter à Create a conversation
Blogs à Update and engage
Share your successes and setbacks
with donors

51. Effective Outreach
• Know your donors and why they give
• Personalize and tailor communication & emails
• Sort lists of donors (such as by past donation size or reasons for giving)
• Do not spam. Always include an unsubscribe link in every email
• Give donors a clear idea of what money is being used for
Email is still the largest drive of online giving at 33%
51

52. Keep Up with Your Donors
52
Project Reports
Holiday Campaigns
Bonus Days
Photo & Video
Competitions

53. Other
ways
to
Engage
Online!
• Video
&
Photos
• Interviewing
beneficiaries
• Start
online
tradiCons
• Join
the
conversaCon
around
the
cause
• Collaborate
with
similar
organizaCons
• Online
fundraising
campaigns
• PromoCon
of
events
• Story
telling

54. Working for Engagement
Awareness
Engagement
Donation
Timing
the
ASK
Avoiding
Donor
Fa5gue

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

56. Donor Appreciation
Send thank you notes as soon as possible and personalize them
Share photos and beneficiary stories in project reports
Make donors feel like a crucial part of your organization and its success
46% of donors stop giving because they feel like their
donations are not recognized or appreciated!

58. 58

59. Web Analytics Tool
59

60. 60
GlobalGiving
UK

61. How to Join GlobalGiving

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

63. www.globalgiving.org1
3
2

64. 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

65. 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 (Following one in September)
Last day to Register: April 24, 2015
At least one matching day during the 1 month period.
Email questions to challengehelp@globalgiving.org
"

68. Some Ideas for the Open Challenge
Do networking activities with staff to identify advocates
Connect with diaspora groups or those abroad
Personalize emails
Prepare videos and stories to share
Make donors an offer they can’t refuse
Eat for a Cause, using local restaurants
Reach out to similar organizations to learn more
68

70. Preparing for the Open Challenge
1. Split into small groups, introduce yourself!
2. Pick a project for the group to focus on
3. Develop a strategy to raise (at least) $5,000 from (at
least) 40 donors in 1 month online
4. What will you do Before, During, and After to make the
campaign a success and drive awareness
5. Practice writing your concise project summary

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