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Preparing an Online Fundraising Strategy
Sister Cities International ConferenceJacksonville, FL
7/12/2012
Sonja Lehner, GlobalGiving
2
• Welcome!
• Online fundraising for non-profit organizations– Trends in giving– Why online fundraising? – Building an online fundraising strategy
• Joining GlobalGiving – What is GlobalGiving? – Why GlobalGiving? – How to Join!
• Questions?
Agenda
Giving TrendsHow much was given through charitable
donations in the U.S. last year?
$298 BillionWhat percent of the $298 Billion was from
individual giving?
73%or
$218 Billion
Giving in Number
• Overall giving has increased 4% over 2010
• Giving to international institutions has increased 7.6% to $22 Billion
• Foundation grants increased just 1.4%
Why Online Fundraising?
• Easy to Use• Fast• Accessible…
• http://www.youtube.com/watch?v=0eUeL3n7fDs&feature=related
technology doesn’t make us social
it influences our behaviors
our social circles expand
Source: David Armano
Why do people give?
#1 Reason – Someone they know asked them to!
#2 Reason – They feel a personal connection with the program
#3 Reason – They were compelled by the story
Developing a Strategy for Online Fundraising
Who do you want to talk
to?
What are your goals?
What do you want to say?
How do you want to
communicate?
How do you know that you
have succeeded?
Spend time with your closest friends, and trust them to connect with their friends for you.
5-10 people
50-7
5 pe
ople
Your network:
10
Mom
Dad
Best Friend
Cousin
Co-worker
Classmate
Pastor
Neighbor
Volunteer
Donor
Mom
Dad
Best Friend
Cousin
Co-worker
Classmate
Pastor
Neighbor
Volunteer
Donor
Mom
Dad
Best Friend
Cousin
Co-worker
Classmate
Pastor
Neighbor
Volunteer
Donor
Mom
Dad
Best Friend
Cousin
Co-worker
Classmate
Pastor
Neighbor
Volunteer
Donor
Expanding your Network
You
Mom Board Member
Friend
PastorBrother
Co-worker
1
[potential]
growth
• What are we saying to these networks?
• What is the best way to communicate these stories?
• What is the best way to engage and inspire to action?
This answers the ‘who’ question, but..
Awareness
Engagement
Donation
Working for engagement
tell a true story
That your audience can identify with
using powerful images
email donor fundraisers
social media offline events
website
Who do you want to talk
to?
What are your goals?
What do you want to say?
How do you want to
communicate?
How do you know that you
have succeeded?
GlobalGiving Last Week
•Corporate partnerships•Matching grants•Mobile giving campaigns •Personalized Donor Management•New Donors•Fundraising and capacity building training•UK and US Charitable Status
GlobalGiving
community
members can access
Joining GlobalGiving
Nominate Yourself Due Diligence process Open Challenge
Nominate Yourself Due Diligence process Open Challenge
Due Diligence – Key documents
• Certificate of Registration• Organizational Documents
• How is your organization run?• Dissolution Clause
• Financial Statements• Be detailed!
• List of Board and Staff members• Text document only
• Program documents• What are your programs? How do they work?
Nominate Yourself Due Diligence process Open Challenge
• To secure a long term spot on GlobalGiving, all organizations submit one project and raise at least $4000 from at least 50 people.
• Bonus grants: $18,000+
• GG community members can access benefits: www.globalgiving.org/non-profits/features-and-benefits/
• In the April 2012 Open Challenge, 330 organizations raised $739,000
Global Open Challenges
Nominate Yourself Due Diligence process Open Challenge
•Corporate partnerships•Matching grants•Mobile giving campaigns •Personalized Donor Management•New Donors•Fundraising and capacity building training•UK and US Charitable Status
GlobalGiving
community
members can
access….
Caravan to Class• Founded 2010 in Sausalito, CA • Participated in the December 2011 Global
Open Challenge to secure a permanent spot on GlobalGiving
What they did• Every channel engaged • Made it fun. • Said “thank you” very frequently.
Identify. Communicate. Grow
Resources• Social Media Revolution• NameChk – find out if your org name is registered• Social Media ROI – how to justify what you’re doing• Facebook Page Best Practices – by Zoetica• So you want a Facebook Fanpage for your Nonprofit? – by
Beth Kanter• How Charities are Finding the Good with Facebook
Fanpages (case studies)• Facebook Bestpractices for Nonprofits (beyond the basics)• 26 Slideshares on Social Media for Nonprofits• 10 Facebook resources for nonprofits• Social Media Starter Kit – by AARP• Mashable’s Social Media Page
Thank You!
Sonja LehnerProgram Associate
GlobalGiving Foundation001-202-232-5784
[email protected]@globalgiving (twitter)
