Sign up!Complete PaperworkPost a projectOpen ChallengeLife on GlobalGiving

How to succeed on GlobalGiving

How to succeed on GlobalGiving

Sign up!Complete PaperworkPost a projectOpen ChallengeLife on GlobalGiving

Click the Non-profits button on the homepage (www.globalgiving.org):

Really important that you click submit!

• English

• (At least occasional) Internet access

• Non-discriminatory

• Non-evangelizing

• Pass due diligence

Requirements

How to succeed on GlobalGiving

Sign up!Due DiligencePost a projectOpen Access ChallengeLife on GlobalGiving

What is Due Diligence? All organizations listed on our site pass a rigorous due diligence process to determine their eligibility for placement in our marketplace. They must:

- Be making a significant social impact- Have a track record for delivering on promises - Be eligible for international philanthropic donations- Submit documents in English- NOT be listed in any terrorist databases

Due Diligence Requirements International organizations need to submit the

following documents:- Organizational Structure Documents- Certifications- Financial Documentation- Program Materials- Employee Names - Letter(s) of Reference- GlobalGiving Compliance Documents

How to succeed on GlobalGiving

Sign up!Due DiligencePost a projectOpen ChallengeLife on GlobalGiving

Typical donors The “soccer mom”

•Tend to be women

•30-40s

•Urban

•Socially & environmentally conscious

•Well educated

The “young professional”

•20-30s

•International experience

•Internet savvy

YOUR Typical donors Likely donors during an Open Challenge

• 30% People who know you well

• 50% People who know your friends and colleagues, and trust their endorsement.

• 10% People who are motivated by your cause and are asked by someone they hardly know to support you.

• 10% GlobalGiving visitors, random people reached through your Social Media campaigns

• About 75% are new to GlobalGiving

• Average time spent on the site: 2-4 minutes

• 75% are responding to an invitation by someone else to come give

Typical user behavior

80,000 visitors per month

– Direct (word of mouth): 40-50%

– Referral: 30-40%• e.g. parnter organizations, eBay ads,

GirlEffect.org, affiliate programs, corporate partners

– SEO/SEM/social media: 20-30%

Where does GG traffic come from?

How do donors navigate on GlobalGiving?

Bro

wsin

g r

esu

lts..

.

Results are

ranked by

popularity

among givers and by

your use of GG

Fully explained at http://www.globalgiving.org/search-ranking

Above-the-fold view

On top of list because: recent update, lots of donors, $$, and close to full funding.

- Clear pictures of beneficiaries- Smaller project funding goals- Varied donation amounts- Specific details- Frequent Project Reports that tell a

story about this community effort

What do donors want to see?

What makes a good project page?

How To Write Great Projects1. Make the project title clear, concise, and descriptive

Good Title: Restore eyesight to 500 Nepalese villagersBad Title: Protect the CBB biosphere

2. Tell donors how they can helpThree donation options less than $100Provide a range—You never know!

3. Be the eyes for your potential donors

4. Have a clear, concise summary of your project

5. Make sure your project description is easy to understand

6. Set a realistic funding goal

Pictures: FacesChoose main photo with care

Appears on top of page & in search results

Donors: Most important info on GGClear description of project activities & the impact donations will have

Donors respond to smaller goals ($3,000, $5,000, $10,000)If you get fully funded, you can always post another project

Donors’ eyes go

here first

The The median median donation donation size is $30. size is $30.

Givers Givers want to want to see options see options above and above and below $50.below $50.

DonorDonors’ s’

eyes eyes go go

here here next!next!

GlobalGivers want to hear: how are you working towards your mission goals?

a c

om

mu

nic

ati

on

s p

latf

orm

Sign up!Due DiligencePost a projectOpen ChallengeLife on GlobalGiving

How to succeed on GlobalGiving

All new organizations to GlobalGiving must participate and attract:

- at least $4,000- at least 50 donors- in first month

You have 4 opportunities each year:- Open Challenges held every 3 months- Prizes for raising the most $/# donors

Why we have them:- We learn by doing, we remember

through testing.- Prove your capacity to use GG- Successful organizations must

build a network of supporters- Competition and deadlines

motivate giving

http://www.globalgiving.org/leaderboards/global-open-challenge/

the w

inners

these

must try

again

…

Try, try again.

How to succeed on GlobalGiving

How to build relationships, one donor at a time

Facebook is a good relationship building tool

“Friend” him and look at his 359 friends for someone whom you already know. Add context to your thank you email.

Everyone has different strengths

Tell your supporters all the ways they

can help Donate Spread the word Host a fundraiser Offer matching funds Feature your project on

their blog or social network

Provide creative ideas to get donors energized

The “Critical Exposure” Approach “The GlobalGiving Challenge has been a great way for Critical Exposure to engage and expand our circle of supporters while raising vital funds…”

$15,600 from 614 donors

$4,000 in prize money from GG

The “Critical Exposure” Approach

Champion

Champion

Champion Champion

Champion

Champion

Champion

CriticalExposure

Support Network Strategy1. Call an all-staff all-members meeting one

month before the Open Challenge begins2.Identify 5 outside people per member who

know your organization and would advocate. International connections are important, because donors must use credit card or US/EU check.

3. Assign each person 10 individual personal contacts to make by the 14th day of the Open Challenge. Use email, phone, meetings, Facebook, Twitter, etc. Write personal messages to each.

4. Leader: report back to the group each week on campaign progress, and individual progress in making connections to people you already know.

Support Network StrategyExample of the social network math:

CBO in Kenya has 7 staff, 33 members = 40 people

Each person chooses 6 from their own circle of friends abroad and locally to make appeal

= 240 peopleLocal request: appeal to 6 friends to spread wordInternational request: donate and spread word240 X (40% succeed) X 5 pass-along = 480

people10% donate = 48

donationsAvg donation, $80 = $3,840(add 2 major donors ($500)) = $4,840

…50 donations

The next Open Challenge will be July-August 2010

Green Open Challenge in June

Only for projects that address climate change

Sign up!Due DiligencePost a projectOpen Access ChallengeLife on GlobalGiving

How to succeed on GlobalGiving

I’m a GG partner.Now what?

• Project Reports• Post more projects• Continue to grow your online

network• Campaigns, etc.

Project Reports

• NOT your typical reporting obligation– Concise, personal, specific

• Sent to all of your donors

• Appears on your project page

• Required every 3 months

• “Project news”

• Impact of donations

• Progress since donation

• Progress toward goals

What makes a good project report? • Encourages feedback

• Pictures!

• Beneficiary quote

• A thank you

All this engages donors & encourages repeat giving

• NOT one big ask

An exemplary project report“The violence that has erupted in Kenya following the disputed Presidential Election has resulted in tragic loss of life and a massive problem of internal displacement. More than 250,000 innocent Kenyans have had to flee their homes - simply because of their tribal origins. All the Alive & Kicking balls that you are currently purchasing are being sent to the camps that have been set up to provide shelter for the displaced. Kenya Red Cross, who are overseeing the camps, have been given 200 balls so far, and 70 balls have been sent independently - 20 to a camp alongside Kibera in Nairobi, and 50 and a larger camp in Kitale. According to our friends at the Red Cross, until the balls arrived, there was little else for the children to do to help pass the long hours in their temporary homes. So thank you all for making this possible.”

A donor’s comment:Martin, thank you SO much for providing this update. With the unrest you are experiencing, it is good to know both how the funds are being used and also that the soccer balls are making a truly tragic situation even a little bit better for the kids.

Problem

Why update?• Project reports go directly to donors• Opportunity for dialogue with donors• Repeat donations• Projects receive, on average, up to three times more

in donations when they update regularly• Increase visibility! Higher placement in search results• Opportunity for special funding/challenges• GG Tweets some reports to our 12,000+ followers

Improve your search rankingRanking based on: • 40%: Time since your previous update• 20%: # of donors• 20%: $ raised• 20%: Closeness to funding goal

How can you improve your project ranking?1)Post project updates2)Mobilize lots of people to donate. Even small

amounts (i.e. $10, $20) help3)Engage your donors. Maintaining previous donors and

reaching out to a larger donor base will allow you to increase the overall amount fundraised

4)Realistic funding goal

www.globalgiving.org/search-ranking

2010 Campaigns

$200,000 in matchingOctober: Give More Get More (matching)June 16: Matching DayDecember 16: Matching DayOther thematic promotions

Thank you!Go to

www.globalgiving.org/opento become a partner!

Marc MaxsonManager of Impact and Innovation

Projecthelp@globalgiving.org | mmaxson@globalgiving.orgSkype: marcmaxson

Twitter: @marcmaxsonDownload this presentation and more at:

www.slideshare.net/marcmaxson www.slideshare.net/bbrower