How Single-Day Crowdfunding Events Drive Donor Acquisition, Brandraising and Fundraising

Single Day Crowdfunding Events:

Donors, Fundraising, Engagement

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Confidential document: Kimbia Inc. 2014

Agenda

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Hi

Miriam KaganSenior Fundraising Principal

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Omni-Channel FundraisingTM Solutions


Let’s Get Started!


• A time-limited (in most cases 12-24 hours) online fundraising competition

• Bringing together your communities (donors, participants, advocates, alumni, corporate partners, etc.)

• Raising money for your community, nonprofits, programs, institutions

• A single online donation campaign

• Driven by a sense of urgency around matching funds and/or prizes

Giving Days: What Are They?


• Increase revenue from a new revenue stream (across channels) -- it’s not just online

• Attract new donors and appeal to more hands-on fundraising demographic

• Generate buzz and excitement in the community, with sponsors, and on social media

• The long-tail effect: successful days may inspire major donors to give matches, endow future programs, etc.

• Increase lapsed participant, donor, alumni participation-new exciting way to engage

During a Dean’s reception held by Columbia College, one major donor was so excited by the results of the

prior year giving day he enthusiastically declared he was going to match the $1.2 million

raised by Columbia College that day.

During a Dean’s reception held by Columbia College, one major donor was so excited by the results of the

prior year giving day he enthusiastically declared he was going to match the $1.2 million

raised by Columbia College that day.

Giving Days: Why Do They Work?


• Nonprofits and communities across a wide variety of verticals are getting started, with Foundations and Higher Ed leading the way.

Giving Days: Will It Work For Me?



Communities Foundation of North Texas Raises Over $25 MILLION, 75K+gifts IN 24 HOURS.

Giving Days: Foundations


Columbia University raises Nearly $8 Million from over 9.5K donors in 24 hours. (with 31% online conversion rate)

Giving Days: Higher Education


Model 1: School/Program Model

• Fundraise for schools/programs

• Incentivize via prize and gift structure built around revenue and gifts going to each school

• Showcase schools and programs throughout giving days

• Activate school/program loyalty and engages school/program staff to help raise funds

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Model 2: Geographic Competition

• Great fit for schools with geographically widespread alumni network

• Engages cities/states/countries with large alumni presence to foster a sense of competition

• Prize structure and matches well suited to take advantage of local wealthy donors or to help support local alumni clubs.

• Focus on % participating rather then funds raised as a great way to increase alumni participation.

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Model 3: Inter-Institution Competition

• Institutions compete to raise the most funds around a specific event, such as a football game

• Engages competitive school spirit in a positive, proactive way

• Activates sense of competition around sports or other naturally competitive events

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• May 6, 2014• Foundations and Communities across the nation• Expected to recruit 20-60% new donors for participating

organization

Giving Days: Give Local America


Nonprofit Models

The Chapter/Affiliate Model

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Nonprofit Models

The Fund/Project Model

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Successful Giving Days

• Compelling value proposition for stronger Giving Day message

• Scalable, stable platform

• Strategic promotion planning before, during, and after Giving Day

• Design optimization: clean and clear call to action and design

• Engage donors and alumnae across channels, including social media

• Power on-the-go engagement via mobile optimization

• Remember to say “thank you”


21 Proven Practices for Giving Days

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The Four Giving Day Phases


Include Key Elements for Giving Day Success

• Make donation forms easy to use

• Don’t confuse visitors, reduce number of donation form fields

• Provide clear call-to-action near top of site

• Make Giving Day prominent part of your website

• Provide video content next to forms

• Suggest fixed donation levels

• Mobile optimize your site


Select a Vendor Who Will Provide Communication and Social Media Tools and Training




Leverage Social Media to Amplify Giving Day Buzz &

Outreach• Use tracking codes to

measure social media effectiveness

• Provide a “spread the word page”

• Leverage Facebook’s popularity

• Reach a younger audience via Instagram and Vine




Enable Post-Giving Day Giving

Columbia College raised $1.2 million during a Dean’s Reception when one donor committed to matching all the funds the college had raised


• Consider the Giving Day Model that may work for your organization: program or fund-centric? Affiliate or chapter-centric? Around a specific event or milestone?

• Reach out to your local Community Foundation: are you on their Giving Day list?

• Approach a major donor or major donor prospect, corporate partner or sponsor with an innovative match offer

• Find the right technology partner

• Plan

Giving Days: How Do I Get Started?


• High-volume events

• Secure transactions

• Real-time leader

boards

• Real-time, day of

event reporting

• One-stop Giving

and Participation

for multiple

programs and

funds

• Easy data

integration

• Automated donor

receipting

• Mobile optimized

for donors on the

go

• Social media

optimization

Giving Day site built on Kimbia’s best-of-breed fundraising platform:


Q&A

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www.kimbia.com@kimbiainc

[email protected]@miriamkagan

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Thank you!

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Marketing

How Single-Day Crowdfunding Events Drive Donor Acquisition, Brandraising and Fundraising