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Go Fund Yourself: How Crowdfunding and Peer to Peer is Dangerously
Changing Fundraising Farra Trompeter, Big Duck @bigduck @farra
Megan Keane, NTEN: Nonprofit Technology Network @NTENorg @penguinasana
About NTEN
About Big Duck
The Power of Networks!
Iden;fy and engage your audiences
Peer To Peer (P2P)/Social Fundraising
● Leverages the power of community & networks
● Empowers your advocates ● Turns your supporters into
fundraisers ● The more Lme you spend,
the more $ you will raise
It works!
Source: “Cracking the Crowdfunding Code” via CraigsConnects
What maGers to donors?
Source: Abila Donor Engagement Study: http://www.abila.com/lpgs/donorengagementstudy/
What engages your donors?
Source: Abila Donor Engagement Study: http://www.abila.com/lpgs/donorengagementstudy/
What engages your donors?
Source: Abila Donor Engagement Study: http://www.abila.com/lpgs/donorengagementstudy/
• Giving money/making a donaLon • Hearing personal stories • GePng updates about accomplishments • Receiving thank you notes/giRs • ParLcipaLng in events = Elements of crowdfunding campaigns!
How has fundraising evolved today?
• Real-‐Time • Public • Shareable • MulL-‐channel • Personal
FUNDRAISING APPROACHES
CROWDFUNDING
CROWDFUNDING
● Recruits supporters for a specific project
● May offer rewards or “perks” ● Leverages power of group giving ● Can be “all or nothing”
CROWDFUNDING SUCCESS
What you need if using a crowdfunding pla5orm: ● Clear message – “ask boldly” ● Rich media – photos and videos invite connecLon ● Share updates and metrics ● GamificaLon -‐ make it a friendly compeLLon
COMMUNITY CHAMPIONS
COMMUNITY CHAMPIONS
COMMUNITY CHAMPIONS
CHAMPION SUCCESS
What you need if launching a community champion campaign: ● Well connected/known volunteers ● Clear messaging – consistent structure ● InstrucLons and resources ● Media support ● Defined goals and metrics
TEAM LEADER
TEAM LEADER SUCCESS
What you need if using a team leader event: ● Community map ● Content plan & messaging calendar ● Ability to segment and customize messages ● Rich media
CREATIVE CROWDFUNDING APPROACHES
● Moving beyond tradiLonal run or walk-‐a-‐thon
● Memorials, Donate Your Day, other original fundraisers
● Gives supporters agency and choice for how they want to show their support
“I THINK I CAN” CAMPAIGN
“I THINK I CAN” CAMPAIGN
#GivingTuesday Source: MobileCause h=ps://www.mobilecause.com/downloads/Giving-‐Tuesday-‐Infographic.pdf
B More, Give More
•City of BalLmore partnered with Giving Corps for #GivingTuesday campaign
•Brought together local organizaLons and involved community in giving process
•Raised $5.7 million in single day
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CREATING YOUR PLAN
STEP 1: GOALS
What is success for your organizaEon? ● Amount of dollars raised ● Average giR size ● New donors recruited ● Donors that renew their giRs ● New contacts on email list or social
STEP 1a: GOALS
What is success for your donor? ● Feels like they are making a difference ● Sense of accomplishment ● Sense of belonging ● Pride and ability to share/influence
others
STEP 2: COMMUNITY
Who needs to be involved for success? How will you engage them? ● Staff ● Board members ● Champions or Leaders ● Donors ● Members
STEP 3: CONTENT
What messages and media will you use? ● Stories of impact ● Stories from donors ● Videos from staff or programs ● Photos for members or donors
STEP 4: TOOLS
What pla5orms will you use? ● DonaLons ● Messages ● Updates ● Sharing ● RecruiLng
STEP 5: MEASUREMENT
What will you measure in real Eme and aHer the event? ● Amount of dollars raised ● Average giR size ● # of new donors recruited ● # of donors that renewed their giR ● # of new contacts on email list or social
TIPS FOR SUCCESS
Get integrated!
Fundraising is a team effort -‐ get everyone involved early with the planning in order to achieve greater buy in and ownership!
IDENTIFY CORE PARTICIPANTS EARLY
Find your iniEal team of leaders ahead of Eme: ● Who’s been a team leader in the past? ● Who’s asked for a larger opportunity to
contribute? ● Who’s influenLal in your community – don’t
forget to include board members or coaches, etc.
● Who is well-‐networked in your community or town?
MAKE IT EASY
Make leading as simple as possible: ● Create a leader’s kit with instrucLons and
examples ● Provide a video of how to use the tools ● DraR example messages for recruitment and to
help leaders create their fundraising pages ● Give people plenty of Lme, but sLll put
deadlines out there to create urgency
PROVIDE SUPPORT
Leaders will need support beyond day 1: ● Plan for weekly updates to leaders from the
organizaLon with highlights and encouragement ● Create easy onboarding for leaders who join
late ● Provide starLng goals so leaders have a sense of
whether they are on track and need support ● Showcase teams doing well to encourage more
SEND UPDATES
Keep it alive!
Source: http://ohmygodcats.com/wp-content/uploads/2013/07/Cat-Questions.jpg