Jai bhujwala, VP, online & retail Giving, GiveIndia The rapid growth and evolution of the World Wide Web have presented new opportunities and challenges across all sectors, and NGO fundraising is no exception. Led by Jai Bhujwa- la, this session will address the value of online fundraising for nonprofits around the world how to tap its potential for social change in South Asia.

1. ONLINE COMMUNITY & SOCIAL FUNDRAISING – INDIA 2.0
JULY 2, 2014
JAI BHUJWALA

2. AGENDA
 Fundraising 2.0 - The What?
 Fundraising 2.0 - The Why?
 Opportunities for Fundraising 2.0
 Formal Events
 Informal Events
 Fundraising 2.0 - The How?
 Fundraising 2.0 Platforms
 Case Study
 Q & A

3. How the Internet
has evolved
2011

4. FUNDRAISING BY INDIA 1.0
Fundraising
The process of soliciting and gathering contributions by requesting donations from
individuals, businesses, charitable foundations, or governmental agencies

5. FUNDRAISING BY INDIA 2.0
Fundraising 2.0
Also known as Peer-to-Peer Fundraising (P2P) it is about empowering your supporters, both donors and
volunteers to raise funds by encouraging them to raise funds from their own networks and communities
Interactivity
between
fundraisers
and donors
enabled
through
comments
Details of
fundraising
project
shared by
fundraiser
through
writeup,
images,
video

6. FUNDRAISING IS A COMMUNITY APPROACH TO GIVING
…also known as social
giving

7. AGENDA
 Fundraising 2.0 - The What?
 Fundraising 2.0 - The Why?
 Opportunities for Fundraising 2.0
 Formal Events
 Informal Events
 Fundraising 2.0 - The How?
 Fundraising 2.0 Platforms
 Case Study
 Q & A

8. WHO DOES A DONOR TRUST?

9. WHY CONCERN ABOUT FUNDRAISING 2.0?
• People give to friends, colleagues - people
they know
• People give to causes not to institutions
• Leverage your donors/volunteers creatively
• Make them ambassadors of your organization
• Acquire more donors for your organisations
• Build greater awareness for your cause and a
chance to create ambassadors of today’s
donors
• More funds for you…
• …at very low cost to you

10. WHY SOCIAL?
 It’s where audiences are now – and will increasingly be
in the future
 Reach a large number of people cost-effectively
(Virality)
 Small charities can punch above their weight
 Returns from traditional media are diminishing
 Instant Notification
 Automation (Making Transactions/Generating
Receipts)
 Always ON!

11. AGENDA
 Fundraising 2.0 - The What?
 Fundraising 2.0 - The Why?
 Opportunities for Fundraising 2.0
 Formal Events
 Informal Events
 Fundraising 2.0 - The How?
 Fundraising 2.0 Platforms
 Case Study
 Q & A

12. OPPORTUNITIES FOR FUNDRAISING 2.0
Fundraising 2.0
Formal
Events
Informal
Events
Sporting Events
Giving Challenges
Weddings
Birthdays
Anniversaries
Marathon
Walkathon
Cyclothon
Global Giving Challenge
India Giving Challenge

13. FORMAL EVENTS - ONLINE FUNDRAISING CHALLENGES
Global Giving Open Challenge 2012
9,008 donors, $700,000 raised
India Giving Challenge 2012
15,000 donors, $750,000 raised
India Tax Saving Challenge 2013
1,600 donors, $260,000 raised
Global Giving Open Challenge 2013
7,063 donors, $741,022 raised
India Giving Challenge 2013
15,700 donors, $790,000 raised
India Tax Saving Challenge 2014
2,000 donors, $280,000 raised

14. INFORMAL EVENTS
Peer-to-Peer fundraising is personal
Its about sharing personal stories & journeys
State the reasons for getting involved & what engaged them
Updating fundraising pages with progress and updates
Reasons for raising funds encourage others to join or donate

15. WHAT FUNDRAISERS FEEL?
Raj Kalakota used iGive to celebrate his son's first birthday
“I wanted to do some good to society and give a chance to family and
friends to donate. I used the GiveIndia donation as gift, so that lead
to this option. I am happy that it raised something which I am sure
will make some difference.”
Kakoli Dey set up an iGive page to commemorate her grandmother's death anniversary.
My love for my grand mom and my love for the NGO I work for
have motivated me to create this page. Raising funds whatsoever
the cause is a bit tough but this is a fantastic way of asking for
fund!”

16. AGENDA
 Fundraising 2.0 - The What?
 Fundraising 2.0 - The Why?
 Opportunities for Fundraising 2.0
 Formal Events
 Informal Events
 Fundraising 2.0 - The How?
 Fundraising 2.0 Platforms
 Case Study
 Q & A

17. WEBSITE
A simple link on your website can
help attract attention to your
fundraising efforts. Ask people to
share this on their social media
profiles.
HOW TO RAISE FUNDS - YOURSELF
AND THROUGH YOUR
SUPPORTERS

18. APPEAL LETTER
HOW TO RAISE FUNDS - YOURSELF AND
THROUGH YOUR SUPPORTERS
Send an appeal letter to all your friends, family
and supporters. Ensure that you specify a
prominent call-to-action in this letter.

19. BLOG
HOW TO RAISE FUNDS
- YOURSELF AND
THROUGH YOUR
SUPPORTERS (5/8)
HOW TO RAISE FUNDS - YOURSELF AND
THROUGH YOUR SUPPORTERS
Does your NGO/CEO have a blog? Write
some posts about your iGive page and
your efforts to get to your target amount;
encourage your employees to do the
same

20. SOCIAL MEDIA & BOOKMARKING SITES
Spread the word along with a brief
description of what you're raising funds for
on whichever social networking site you
use, such as Facebook or Orkut. Lots of
people take the time to read what their
friends are doing.
HOW TO RAISE FUNDS - YOURSELF AND
THROUGH YOUR SUPPORTERS

21. HOW FUNDRAISERS HAVE USED FACEBOOK FOR IGC
Year Visitors from
Facebook
Total visitors to the
site
% of Facebook
visitors
Total amount of
donations from
Facebook
2009 1,510 7,14,358 0.21% $1,500
2010 9,115 1,147,788 0.79% $15,000
2011 40,468 13,24,563 3.05% $40,000
2012 54,160 10,46,253 5.17% $75,000

22. EVENTS V/S NON-EVENTS FUNDRAISING VIA SOCIAL MEDIA
Year Visitors from
Facebook during
non-Fundraising
events (p.m.)
Visitors from
Facebook during
Fundraising event
months (p.m.)
% Growth
2009 85 295 350%
2010 330 1,500 450%
2011 567 8,950 1,575%
2012 575 12,390 2,150%

23. AGENDA
 Fundraising 2.0 - The What?
 Fundraising 2.0 - The Why?
 Opportunities for Fundraising 2.0
 Formal Events
 Informal Events
 Fundraising 2.0 - The How?
 Fundraising 2.0 Platforms
 Case Study
 Q & A

24. FUNRAISING PLATFORMS GLOBALLY
iGive

25. AGENDA
 Fundraising 2.0 - The What?
 Fundraising 2.0 - The Why?
 Opportunities for Fundraising 2.0
 Formal Events
 Informal Events
 Fundraising 2.0 - The How?
 Fundraising 2.0 Platforms
 Case Study
 Q & A

26. TEACH FOR INDIA/; A CASE STUDY
Number of Fellows: 130
Funds Raised: Rs. 43 lacs
From: 1,790 donors
Total Matching Won: Rs. 16 lacs
Raised Funds For:
• Books
• Setting up libraries
• Resource center
• Field trips
• Infrastructure needs in the classroom ( eg: stationary, projector)
Target Donors: Individuals ( ie. non-corporate, non-HNI, non-institutional
donors) .

27. How were funds raised?
• Tons of Emails
• Social Media
• In-person asks
• Phone-call asks
• SMS Followups
Factors that helped raise funds:
• Fellows felt personally responsible for making this a success
• Twice a week motivating mails sent to all Fellows
• Created an internal competition by recognising top-3 Fellows each week
• Incentive of winning
“Every Fellow is like a CEO for his own classroom. He needs to gather resources and
means to ensure students are making academic progress. Since the Fellows feel so
closely responsible for the growth of their kids, they did not hesitate to reach out to their
network for financial support.”
- Mridvika Mathur, Manager, Development, Teach For India
TEACH FOR INDIA/; A CASE STUDY

28. • HIGHLIGHT EFFECTIVE FUNDRAISERS
• PROVIDE BEST PRACTICES IN FUNDRAISING
• GIVE REGULAR UPDATES ON FUNDRAISING PROGRESS; BUILD
ANTICIPATION THROUGH NEWSLETTERS/ CAMPAIGN-FOCUSED
UPDATE MAILS
• ENCOURAGE FUNDRAISERS TO BE THE FIRST TO DONATE
• LEVERAGE OFFLINE EVENTS
• UPDATE/ENCOURAGE/APPRECIATE – IN YOUR COMMUNICATION
• ENCOURAGE SPREADING THE WORD THROUGH SOCIAL MEDIA,
BLOGS, EMAIL SIGNATURES
ITS ABOUT THE PEOPLE NOT THE TECHNOLOGY

29. AGENDA
 Fundraising 2.0 - The What?
 Fundraising 2.0 - The Why?
 Opportunities for Fundraising 2.0
 Formal Events
 Informal Events
 Fundraising 2.0 - The How?
 Fundraising 2.0 Platforms
 Case Study
 Q & A

30. JAI BHUJWALA
Vice-President – Online & Retail Giving
GiveIndia
jai@giveindia.org