1. The Problem
Building a consistent donor base. Converting one-time donors into recurring donors.
Engaging with your donor-base so that they grow with your organization and become personally vested
in the success of your projects.
Background
Leadership Initiatives (LI) is a non-governmental organization (NGO) that seeks to renew democracy on
a grassroots level through cultivating self-reliant leadership.
The Solution
The online platform and resources available through GlobalGiving have been crucial in LI‟s pursuit of
fundraising to scale. Knowing whom the money is going to, and what the impact of that donation will be
is key in converting users to donors. The project page on the GlobalGiving website provides potential
donors with the credibility report that is often needed for a conversion. Furthermore, if donors aren‟t
convinced upon first glance, a few simple clicks will reveal the previous project reports of the
organization, recent donations, photos, and contact details for the project leader. Marshall says that this
transparency is key to being able to mobilize your networks and expand your donor base.
The accessibility of the platform allows for the constant expansion of GlobalGiving‟s donor bases, to
which LI is a direct beneficiary. However, Marshall realizes that donors don‟t simply „happen,‟ and “the
more that you put into GlobalGiving, the more GlobalGiving will give back to you.” Project reports are
crucial to increasing visibility across the platform, and LI have strategically used their project reports to
engage with their donor bases, providing them with stimulating imagery and interesting updates from the
field.
Furthermore, Marshall uses the project reports to ensure that donors‟ contact information is kept up to
date. When a bonus day arises Marshall and his teams email their donor bases to ensure that all of their
previous donors are aware of the on-going matching campaigns. Being informed as a donor is key to the
success of an organization on GlobalGiving. Marshall informs his donors of opportunities that could act
as game-changers to his organization, highlighting their expiration date. The sense of urgency attributed
to a Challenge or Bonus Day is a mobilizing force for donors. On the June 15 th Bonus Day LI raised a
total of $28,480, leaving their project “Create 40 New Jobs & 3 Businesses In Nigeria” only $985 away
from target.
Finally, Marshall has used GlobalGiving as a landing page for potential donors via other traffic sources.
Through purchasing various URL‟s and redirecting these to their GlobalGiving project page Marshall
channels donations via GlobalGiving and ensures a greater level of synchronization between his donor
bases.

2. Innovation
Leadership Initiatives provides the unique opportunity for Nigerian grassroots communities to identify
leaders who are able to launch profit-generating self-sustainable businesses. This model expands to the
community level and improves welfare within neighborhoods, with the aspiration that this change will
inspire democratization at a regional and ultimately national level. The for-profit businesses that LI seek
to establish address pressing local issues. LI assists in identifying leaders within the communities,
training these leaders and providing them with the skillset for success, and then allowing these leaders
to inspire other communities within the region to democratize and achieve a degree of self-sustainability.
Looking Ahead
Marshall envisions using GlobalGiving as an integral part of their future online fundraising strategy.
Furthermore, LI are planning to launch an exciting new program in Nigeria by the end of 2011. They
would love to use GlobalGiving and their already existing donor bases to fund this project.
Marshall is also excited to see GlobalGiving grow. As GlobalGiving expands its horizons and begin to
incorporate new technologies Marshall has said he would love to be on the forefront of testing these out.
From events management systems to donor-rollover, Marshall and LI plan on integrating GlobalGiving
further into their existing strategy to drive donations across various mediums.