GlobalGiving hosted an online fundraising workshop in Washington DC for more than 75 great nonprofits on January 12, 2012. The attached slides comprise presentations by the three speakers - Alison Carlman, Marc Maxson and Manmeet Mehta.
7. GlobalGiving by the Numbers
• Overall donations made through GG to date: $80.6 mn
• Overall donations made through GG in 2011: $30.1 mn
• Number of donors to date: 237,246
• Projects receiving funding: 5,014
• Number of visitors who visit GG.org each week: 30-40K
• Average donation amount per org: ~$9,000/year (Median:
$2,400)
• Countries disbursed to: 120 countries
• Top Donor Countries: USA, Canada, UK, Australia, India,
Singapore
• Percentage of donors who ‘add on’: 50%
• Average donation size: $78 (Median: $25)
8. • International donations
• Corporate partnerships
• Matching grants
• Marketing campaigns
GlobalGiving
• Donor Management
Value
• New Donors
Proposition • Fundraising and capacity
building training
• Credibility/Recognition
• UK and US Charitable Status
9. Business Partnerships
• Amount raised in 2011: $7.5million +
• Corporate partners in 2011: 65
• Corporate partners: Eli Lilly, Hilton, Sabre, Nike,
Capital One, Moodys, Google, Western Union ,
Cummins, and dozens more
• Donation volume in 2010 through corporate
partners: ~$5.2 million
• Amount given by Nike’s employees: ~$1 million in
2010
1/12/2012 9
11. Building Fundraising Capacity
• Monthly trainings
• One on one consultations
• Connecting with highly-skilled volunteers
• Blog: http://tools.blog.globalgiving.org/ Come
here for:
– External opportunities
– Summaries and slides from past trainings
– Details on matching campaigns and other
– opportunities
– General online fundraising tips
12. Transforming relationships
• You can access your donor information in real
time by logging on to the Project Entry site on
GlobalGiving.org
• This site also allows you to download all of your
past donation information
• Please note this provides gross donation
information (not counting fees or add ons)
• You can send thank you notes directly through
the GlobalGiving site.
13. Fundraising strategies
% applying for grants?
% getting grants?
% have gotten funding for at 3 consecutive
years?
Can you (y’all) commit 5 hours a week
helping your org reach donors through
social media?
14. What have you tried?
Get in groups and list what social media fundraising
approaches you have tried? (3min)
Yes, but it
Yes we wasn’t my
rocked it! bag.
32. Things to talk about?
• News
• Pictures, Videos
• Beneficiary Stories
• Articles about Your Organization and/or
Staff
• Articles about Your Cause
• Feedback (good and bad)
• Questions for Your Network
• Partner News
• Volunteer Opportunities
35. donor
email
fundraisers
website
social offline
media events
36. Getting the Most
out of Facebook
for Fundraising
Alison Carlman,
Unmarketing Manager at
GlobalGiving
37. The Same Old
Communication Rules Apply:
1. Identify your audience
2. Choose the right medium
3. Develop your key messages
4. Deliver them in an interesting way
40. Developing Your Key Messages
Establish your goals. Then talk about them.
• Identify yourself
41. Developing Your Key Messages
Establish your goals. Then talk about them.
• Identify yourself
• Share your mission
42. Developing Your Key Messages
Establish your goals. Then talk about them.
• Identify yourself
• Share your mission
• Demonstrate your
personality
43. Developing Your Key Messages
Establish your goals. Then talk about them.
• Identify yourself
• Share your mission
• Demonstrate your
personality
• Prove your worth or impact
44. Developing Your Key Messages
Establish your goals. Then talk about them.
• Identify yourself
• Share your mission
• Demonstrate your
personality
• Prove your worth or impact
• Explain your challenge
45. Developing Your Key Messages
Establish your goals. Then talk about them.
• Identify yourself
• Share your mission
• Demonstrate your
personality
• Prove your worth or impact
• Explain your challenge
• Ask people to respond
46. Yep, The Same Old
Communication Rules Apply.
1. Identify your audience
2. Choose the right medium
3. Develop your key messages
4. Deliver them in an interesting way
51. Facebook is a Growing Animal
• Introducing Timeline
• Changes to the News Feed
52. How do you get
to the top of the newsfeed?
Introducing Facebook EdgeRank.
53. Understanding EdgeRank
EdgeRank is the formula that Facebook uses to
determine where (and whether) your stories
appear in your fans’ News Feed. It helps your
stories spread.
• Every post has a score
(status update, photo, video, question)
• Low-scoring posts never appear in the News
Feed
• The higher a EdgeRank score, the higher it will
appear in the News Feed.
55. EdgeRank Formula: Affinity
Affinity: How close am I with the
person/page?(A measurement of a user’s
connections to and previous interactions with
the page)
56. EdgeRank Formula: Weight
Weight:
OBJECT WEIGHT: The more time you take to
create content, the more weight. (Videos more
than photos more than statuses.)
INTERACTION WEIGHT: The more people engage,
the more weight. (Shares worth more than
comments, which are worth more than likes,
which are worth more than clicks.)
57. EdgeRank Formula: Time Decay
Time Decay: As time goes on, your post has
less EdgeRank. (The more interactions the
post gets right away, the more it spreads.)
58. EdgeRank: The Moral of the Story?
• Focus on quality: engaging posts!
• Boring posts can hurt your EdgeRank (and
hinder your ability to spread important
messages later.)
• Experiment! Measure! Improve!
59. How to Post Engaging Content
(according to Facebook)
1. Post succinct content
2. Post photos and videos
3. Post regularly
4. Ask your fans’ opinions
5. Ask questions using the polling feature
6. Try “fill in the blank” posts
7. Give your fans access to exclusive information
8. Reward your fans with deals and perks
9. Be timely
10. Localize your posts if they’re only relevant to a
specific audience
60. Further Tips for
Creating Engaging Content
– Be human!
– Videos, photos and polls are better than
constant “asks”!
– Use calls-to-action to direct behavior
– Start your own traditions (“photo of the week”)
– Make the rewards of being a fan obvious and
valuable
– Check in on how you’re doing with Facebook
Insights
61. Get the MOST out of Facebook for
Fundraising!
Only once you’ve
engaged your audience
will you successfully use Awareness
your Facebook page to
raise money! Engagement
Donations
62. QUESTIONS?
Thanks to the folks at Make Me Social, EdgeRankChecker.com, and
Argyle Social for some of the ideas and images used in this presentation.
63. Try it Out…
Your boss has asked you to post about today’s GlobalGiving
workshop on your nonprofit’s Facebook Page. Decide:
• who your audience is
• what your key message is
• what you want them to do as a result of seeing the post
(tell them!)
• how you’re going to get them to engage
64. Joining GlobalGiving
Due
How to join Open
Diligence
GlobalGiving Challenge
process
65. How to join GlobalGiving
• Nominate your organization using the online
nomination form
• Complete GlobalGiving’s Due Diligence
requirements
• Post a project and participate in an Open
Challenge
• Raise $4,000 from 50 donors
66.
67.
68.
69. Eligibility Requirements
• Registered organization – no
individuals, businesses, etc.
• (At least occasional) access to the
internet
• Non-evangelizing
• Non-discriminating
• Charitable purpose
70. Feedback from NGO partners
On behalf of HOTPEC Orphanage, I wish to Part of our strategy with the Global
congratulate you for the professional kind of Giving campaign is 1) to be able to list
support extended to us. our projects on a major charitable
giving site, 2) to broaden our outreach
Many things have we discovered that will beyond friends and family donors.
improve our ability to communicate with
other partners in development. For We are happy to say that so far, the
example: the Thank you template, how to
strategy is working. Specifically, a bit
present projects so that they appear
more than 50% of our donors during
appealing and many other tips which will
leave us even more a professional
the campaign are new to Caravan to
organisation than before. Even if we do not Class and 28% of all donors are
win the competition in the end, we would outside of our friends and family
have advanced in our ways of community, ie. unaffiliated donors.
communication. -- Barry, Caravan to Class
We want to say a BIG THANK YOU to all the
members of your team.
-- HOTPEC Orphanage
71. Then What?
• Become an active GlobalGiving partner
• Post frequent Project Reports
• Send Thank You’s to your donors
• Join GlobalGiving UK
• Post another project
• Participate in GlobalGiving campaign
72.
73. GG Partnership Options
• Strategic Philanthropy
• Employee Engagement
• Gift Cards
• Cause-Related Marketing
• API Integration
75. Employee Engagement: Nike
• Nike uses the WE Portal to engage it’s employees
worldwide
• Employees have access to all projects on GG
• Instead of traditional matching, receive a GG gift
card for amount donated
• Over $2.5M given
since program started almost 2 years ago
77. Employee Engagement: Eli Lilly
• 37,000 employees globally
• Have access to all pre-Existing GlobalGiving
projects in the categories of health, environment,
education and hunger
• All donations of $25 or more are matched 1:1
• Received a $50 gift credit to from
Lilly Foundation
82. Holiday & Year-End Giving
• Important Dates
– Black Friday – Nov. 25
– Cyber Monday – Nov. 28
– Hanukkah – Dec. 20 - 27
– Christmas – Dec. 25
– Last day to give in 2011 –
Dec. 31
• GlobalGiving promotions
– GlobalGiving donor outreach
– Tribute Card Challenge
– Gifts for Good
Don’t forget to get ready for January gift card redemptions!
83.
84.
85. Resources
• Social Media Revolution
• NameChk – find out if your org name is registered
• Social Media ROI – how to justify what you’re doing
• Facebook Page Best Practices – by Zoetica
• So you want a Facebook Fanpage for your Nonprofit? –
by Beth Kanter
• How Charities are Finding the Good with Facebook
Fanpages (case studies)
• Facebook Bestpractices for Nonprofits (beyond the
basics)
• 26 Slideshares on Social Media for Nonprofits
• 10 Facebook resources for nonprofits
• Social Media Starter Kit – by AARP
• Mashable’s Social Media Page
86. Stay in touch!
Alison Carlman
acarlman@globalgiving.org
@globalgiving (twitter)
Marc Maxson
mmaxson@globalgiving.org
@marcmaxson (twitter)
Manmeet Mehta
mmehta@globalgiving.org
@manmeetmehta (twitter)
Hinweis der Redaktion
What is GlobalGiving?A website that helps organizations raise money to help their communities.We offer organizations a unique set of online tools, strategic support, and the opportunity to connect with our vast network of individual donors and corporate sponsors.
Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
Get your cell phones ready and handy if you’re in the US and you want to try it yourself!
1 Personalize. Use a personal voice—think of your audience as “friends, fans and followers” 2 Amplify. Use open-source technology to amplify your voice across several platforms at once…and to crowd-source money, data, opinion 3 Socialize. Understand the significance of Dunbar’s number (150) as you mobilize small communities that share your values and are committed to your cause 4 Chop it down. Create relevant, bite-sized messages that support big concepts 5 Let it flow. Use the notion of the status update (in whatever form) to foster ambient intimacy and a continuous flow of real-time information 6 Allow for emotion. Use traditional, “start/end” narratives to punctuate your delivery with emotion and meaning 7 Add depth. And use “here/there” structures—open vaults of information—to add depth and substance to your story And if all else fails: simplify. Because we don’t need more complexity.
Figure out the best medium to communicate with your audience
Good rule of thumb: Think of social media as a cocktail party (or a fundraising dinner): you’re in a room full of people, some you know, some you don’t. But you wouldn’t walk into the party and start asking people point blank to write you checks. First you’d figure out who you’re talking to, find the right opportunity to jump in and introduce yourself, and you’d then tell your story before you asked for any favors.
Manmeet has covered network mapping, so that’s a huge start in identifying your audience. So we’ll move on to the next step: choosing the medium. - How many of you are on XYZ personally? How many of you are using XYZ for fundraising?- Pick one and do it wellWhere are you and your staff/volunteers already active? Blending of personal and professional We’re going to talk about Facebook today. Most of you at least use Facebook personally, so I’m not going to walk you through the steps of setting up a page. We do have resources on our site to help you do that, but I’m going to focus on what you do AFTER you’ve set up your page, and invited your personal friends to “like” or become fans of the page.
If you’re going to motivate a community to do what you want, you need to have a strong sense of what exactly it is that you want. The first step is to write out goals for your social media presence. (We as communicators owe it to the people we serve to have a plan and strategy!)
These core points are relevant on a meta (big picture) scale – you should be able to answer these questions with any of your messaging, but also on a micro, per-post level, you should be addressing these key points
I realize that none of that was the sexy stuff, that you’re ready to move on to tangible ideas and not the basics, but a LARGE number of the people who engage with us on Facebook never get to this point, so I’m driving it home. You need to have a plan!
Awareness is the first step, but it’s only going to happen if you are organized and clear in your messaging. But awareness will only get us so far.
Since the title of this presentation is “Getting the Most out of Facebook for Online Fundraising” I think you’ll want me to go straight to talk about messaging for getting donations. But I’m not going to. First, I want to get you to engagement. What we want to help you do is learn how to engage them (and why it’s important to) in order GROW YOUR FAN BASE and also BRIDGE the gap from engaged fans to donors.
Can’t just focus on “awareness” and bark at the window all the time. Need to listen to what people are saying and join in.
TimelineSort by most recent or most highlighted.(many pages are seeing less interactions than before)
Why is two-way engagement so important? Because it’s the only way that your message will be heard by your followers, and one of the only ways that you can grow your network from within Facebook.
I could have done my entire presentation on what makes engaging content, but Facebook did a great job of that, and includes some great examples.