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Feminist Cyborgs:
Online Fundraising
© Spectra Speaks
Brief Outline
•   Introduction
•   Overview of Online Fundraising
•   Popular Crowdfunding Tools
•   Africans for Africa Campaign Case Study
•   Online Fundraising Tips
•   Contact
About Me
           • Writer, Activist, New Media Consultant
           • Communication, Culture, and
             Technology
           • Focus on Philanthropy: donor
             engagement, awareness-building,
             writing for thought leadership, online
             fundraising
           • 5+ yrs in software industry
             implementing tech solutions before
             non-profit startups
           • Follow @spectraspeaks,
             #crowdfunding101
Overview of Crowdfunding
 • Sometimes referred to as Crowdfunding
 • “Funding via a networked group”
 • Using social media networks to raise money for projects
 • Collective effort of individuals who network and pool their
   resources
 • Connects people who have needs to the people who can meet
   those needs




Source: crowdfundingbank.com
Popular Crowdfunding Tools
Introduction to Online Fundraising




         “Using social media networks to raise money for projects”




Source: crowdfundingplanning.com
Things to Remember
• Social media = media that is social, period.
• Don’t confuse the tools with the task.
• Having a Facebook Page doesn’t guarantee you money.
• You (a person) must raise funds from your network (multiple people)
• The quality of your network = The quality of your relationships with
  individuals in that network
• Typical fundraising principles apply online.
Africans for Africa Project
              • Independent project training African-
                women led NGOs to use new media
              • Raised ~$15,000 in 30 days via online
                fundraising campaign
              • Focus on Women, Youth, Gender &
                Sexuality Issues
              • South Africa, Namibia, Botswana
              • One-on-One Consulting and Team
                Sessions for Organizations
              • Online Fundraising Workshops (Open
                to the Public)
              • Over 400 workshop participants, 60
                organizations
Tip 1: Learn to “Ask”
                 The most important element of
                 any campaign is the “ask.”

                 You must ask before you can
                 receive. (Most popular reason
                 cited by people as to why they
                 didn’t give is “No one asked me.”)

                 Africans for Africa: In addition to
                 bulk emails, I sent personal emails,
                 FB messages, text messages, and
                 phone calls to individuals.

                 Tip: Practice and test your with
                 different (trusted) audiences;
                 don’t play with live money.
Tip 2: Know Your Audience
               You wouldn’t ask your best
               friend for money in the same
               way you would ask a
               professional colleague, would
               you?

               Different audiences require
               different messages.

               Africans for Africa: “MIT
               Classmates” received different
               messaging from “Activists”

               Tip: Segment your list, create
               messages and themes for each
               before you begin sending
               communications.
Tip 3: Inner Circle Power
                People ultimately give money
                because they trust you.

                Study shows that number one
                factor influencing trust is
                recommendation from friends and
                family.

                Africans for Africa: Bulk of my
                donations came from close friends,
                who encouraged others to
                contribute as well.

                Tip: Don’t ignore your family and
                friends. They’re you’re biggest
                advocates and can help you raise
                even more money (if you “ask”
                them to).
Tip 4: Set (Realistic) Goals
                  Fundraising isn’t about luck. You
                  must set goals to meet.

                  People (yourself included) are
                  more driven to give by public
                  benchmarks.

                  Africans for Africa: I asked 15
                  people to contribute, every
                  day, to increase chance of
                  meeting goal of 10 donors per
                  day.

                  Tip: Set daily, weekly, and
                  monthly goals. Make them
                  public. People want to help. And
                  if they see mini-goals as
                  possible, they’re more likely to
                  give.
Tip 5: Recognition
                There’s a reason you always see
                “Thank You” on a sales receipt.

                People need to feel appreciated
                in order to stay engaged.

                Africans for Africa: Different
                perqs came with cool titles such
                as “Ally”, “Champion” etc.
                Immediate Thank You and social
                media shout-out.

                Tip: Come up with creative ways
                to recognition, before and after
                the “ask” in order to nurture
                repeat-givers and advocates.
Most Important: Be Human
              Connect with people’s hearts.
              Facebook doesn’t make
              campaigns successful; people
              do.

              “People connect with people, not
              campaigns.” - ZerobyZawadi

              Africans for Africa: My campaign
              story was about “me”, why “I”
              wanted this project to
              succeed, its personal impact.

              Tip: Reflect on why this project
              really matters, to you, and to the
              people you care about.
Contact Info: New Media Consulting

                     Website:
                     www.spectraspeaks.com

                     Twitter:
                     @spectraspeaks

                     Facebook:
                     /spectraspeaksalot

                     LinkedIn:
                     /user/spectraspeaks

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Intro to Online Fundraising in 10 Minutes

  • 2. Brief Outline • Introduction • Overview of Online Fundraising • Popular Crowdfunding Tools • Africans for Africa Campaign Case Study • Online Fundraising Tips • Contact
  • 3. About Me • Writer, Activist, New Media Consultant • Communication, Culture, and Technology • Focus on Philanthropy: donor engagement, awareness-building, writing for thought leadership, online fundraising • 5+ yrs in software industry implementing tech solutions before non-profit startups • Follow @spectraspeaks, #crowdfunding101
  • 4. Overview of Crowdfunding • Sometimes referred to as Crowdfunding • “Funding via a networked group” • Using social media networks to raise money for projects • Collective effort of individuals who network and pool their resources • Connects people who have needs to the people who can meet those needs Source: crowdfundingbank.com
  • 6. Introduction to Online Fundraising “Using social media networks to raise money for projects” Source: crowdfundingplanning.com
  • 7. Things to Remember • Social media = media that is social, period. • Don’t confuse the tools with the task. • Having a Facebook Page doesn’t guarantee you money. • You (a person) must raise funds from your network (multiple people) • The quality of your network = The quality of your relationships with individuals in that network • Typical fundraising principles apply online.
  • 8. Africans for Africa Project • Independent project training African- women led NGOs to use new media • Raised ~$15,000 in 30 days via online fundraising campaign • Focus on Women, Youth, Gender & Sexuality Issues • South Africa, Namibia, Botswana • One-on-One Consulting and Team Sessions for Organizations • Online Fundraising Workshops (Open to the Public) • Over 400 workshop participants, 60 organizations
  • 9. Tip 1: Learn to “Ask” The most important element of any campaign is the “ask.” You must ask before you can receive. (Most popular reason cited by people as to why they didn’t give is “No one asked me.”) Africans for Africa: In addition to bulk emails, I sent personal emails, FB messages, text messages, and phone calls to individuals. Tip: Practice and test your with different (trusted) audiences; don’t play with live money.
  • 10. Tip 2: Know Your Audience You wouldn’t ask your best friend for money in the same way you would ask a professional colleague, would you? Different audiences require different messages. Africans for Africa: “MIT Classmates” received different messaging from “Activists” Tip: Segment your list, create messages and themes for each before you begin sending communications.
  • 11. Tip 3: Inner Circle Power People ultimately give money because they trust you. Study shows that number one factor influencing trust is recommendation from friends and family. Africans for Africa: Bulk of my donations came from close friends, who encouraged others to contribute as well. Tip: Don’t ignore your family and friends. They’re you’re biggest advocates and can help you raise even more money (if you “ask” them to).
  • 12. Tip 4: Set (Realistic) Goals Fundraising isn’t about luck. You must set goals to meet. People (yourself included) are more driven to give by public benchmarks. Africans for Africa: I asked 15 people to contribute, every day, to increase chance of meeting goal of 10 donors per day. Tip: Set daily, weekly, and monthly goals. Make them public. People want to help. And if they see mini-goals as possible, they’re more likely to give.
  • 13. Tip 5: Recognition There’s a reason you always see “Thank You” on a sales receipt. People need to feel appreciated in order to stay engaged. Africans for Africa: Different perqs came with cool titles such as “Ally”, “Champion” etc. Immediate Thank You and social media shout-out. Tip: Come up with creative ways to recognition, before and after the “ask” in order to nurture repeat-givers and advocates.
  • 14. Most Important: Be Human Connect with people’s hearts. Facebook doesn’t make campaigns successful; people do. “People connect with people, not campaigns.” - ZerobyZawadi Africans for Africa: My campaign story was about “me”, why “I” wanted this project to succeed, its personal impact. Tip: Reflect on why this project really matters, to you, and to the people you care about.
  • 15. Contact Info: New Media Consulting Website: www.spectraspeaks.com Twitter: @spectraspeaks Facebook: /spectraspeaksalot LinkedIn: /user/spectraspeaks