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Intro to online fundraising, trends and techniques, peer-to-peer fundraising case studies
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Introduction to Online FundraisingCarla Ferreira, Community Manager
Introduction
• Platform Overview
• Online Fundraising Trends
Case Studies
• The Cause
• The Crowd
• The Individual
• The Crazy
• Digital Storytelling
Summary Insights
Overview.
The GivenGain Platform Summary.
Online FundraisingTrends.
Image (delete text).
The Web: The World We live in (data from 2013)
In 2008
3 million donors made a
total of 6.5 million
donations online
Donations for the
campaign totaled more
than $770 million
Of those 6.5 million
donations, 6 million were
$100 or less
Average online donation:
$80
The average donor gave
more than once
The Hope
In 2012
4.5 million donors
Raised a total of $1.1
billion
$690 million of the total
amount was donated
online
The average online
donation was just over
$50
Micro-donation drivenThe Hope
Source: http://kylerush.net/blog/meet-the-obama-campaigns-250-million-
fundraising-platform/
In 2012 (Source: The Chronicle of
Philanthropy)
Online giving increased by
14% internationally
Online giving via GivenGain
increased by 22% (all
currencies)
In 2013 donations in ZAR via
GivenGain increased by 14%
The Hope
Source: http://kylerush.net/blog/meet-the-obama-campaigns-250-million-
fundraising-platform/
It’s not about the tech…
Online meets offline… charity: water
• Two corporate Activists:
• Quirk
• Openbox Software
• Raised more than $10 000
• Using the GivenGain API
• Potential for other corporates
• to replicate
Case Study: Corporate using the GivenGain API
Social FundraisingCase Studies.
Cast Study: Put Foot Rally
Put Foot Foundation
Annual Put Foot Rally
50+ crews – SA and USA
8,000 km social rally across
southern Africa / now also USA
Raised over $ 30,000 in 2011
Raised over $ 57,000 in 2012
Raised over $1,10,000 in 2013
Key Success Factors
Social Rally with a purpose
•CHOC’s ‘Cows’
•Children’s Cancer Cause
•300+ Fundraising Activists
•Wear Cow suits in races
• $100 000+ in 100 days
•Key Success Factors
•Community of Activists
•Corporate Activists
•Supported administration
•Wild & Wacky
Cast Study: The Crazy
Cast Study: International Union for Conservation of Nature
Crown International – Kili Crowners
12 employees climb Kilimanjaro
Global company
Raised over $ 30,000 for CHOC
Serving their goals of corporate social responsibility and
employee wellbeing
• Multiple ideas that people can connect with• Flash mob dance event • Bake-athon• Crochet marathon • Charity boy band • High-heeled run in the park
• 135 Activists doing something different • Human Rights Day 21 March 2013• R250 000+ • 477 donors
Case study: That Was Different 2014
• Multiple ideas that people can connect with• Manicures in old-age homes• Hiking up Table Mountain• Pizza-making marathon
• Individual and Group Activist projects• Human Rights Day 21 March 2014• R300 000+ • 1400 participants
Case study: That Was Different 2014
Cast Study: Qhubeka
Cast Study: Qhubeka
Qhubeka
Mobilises people through bicycles
Multiple campaigns involving individual
and corporate Activists, e.g. MTN pro cycling team
High level of support for Activists
Dropbox folder full of resources
Raised over R 120 000 and counting
Cast Study: International Union for Conservation of Nature
IUCN
IUCN Big Swim
Endangered Dugongs
4.25km across Lake Geneva
14 Activists
Incl Director of IUCN
Raised over R 200,000 in 30 days
Case Study: Cancer Association of South Africa
Cancer Association of South Africa
Multiple campaigns throughout the
year
Cancer awareness & fundraising
Shavathon: Multi-site/person events
4 Teachers raised R 80,000 in 2012
Activist campaigns
Teresa Wilson and friends: R450 000
Key Success Factors
Integrated campaign
Community engagement
Micro-donation driven
• GreenPop & The ‘Treevolution’
• 10,000+ Trees planted in 3 years
• Community upliftment
• Certificates & co-ordinates
• African expansion: Zambia
• R700 000 raised to date
• Inspirational Creativity
• Simple Message
• Tangible Deliverables
• Relevant & Real Impact
Case Study: The Cause
• Marc Freudweiler• Villars-sur-Ollon Ski Open • In a Pakistani outfit called "Shalwar Kameez" • R 50 000+• For The Swiss Red Cross
Case study: Swiss Red Cross
•EWT & Rhino Security
•Rhino poaching
•Rhino as the Activist
•R160 000+
•Replicated i.e. WWF SA
•Key Success Factors
•Personalisation
•Dynamic dialogue
•Urgency of purpose
•Concept extensionCase Study: The Voice
Strategy
• The Power in People
• Transparency of Purpose
• Mass Participation Events
• Remarkable Creativity
• Courage & Intention
• Execution
• Integrated Campaigns
• Audience Segmentation
• Multi-media Content
Generation
• Dynamic, Direct Dialogue
• Community ManagementInsights: A summary
Thank You.
@GivenGain @carlaferreira1
www.facebook.com/givengain
www.givengain.com