Archive for the ‘Trainings’ Category

 

Reflecting on a remarkable year

Posted by Alexis Nadin on January 13th, 2014

We have some news about 2014 that we think you’re really going to like:  This year, GlobalGiving will be offering $345,000 in matching funds—that’s $145,000 more than last year! We’re doubling down on what you want most, Bonus Days. We’ve also made some other exciting changes to our campaign calendar, including the first-ever Do-It-Yourself Campaign Fund, an opportunity to apply for funding to use in your own online fundraising campaign, and more hands-on fundraising training opportunities! Learn more about what we have planned in our 2014 Calendar.

Before we get carried away by 2014, we would like to pause to say thank you for the great work that each of our project partners carried out over the last 12 months. This year, YOU sent hundreds of children to school in India, Nigeria, and Guatemala. You provided life-saving healthcare in the Philippines, Haiti, and Kenya. You empowered communities in Uganda, Honduras, and the United States to be financial sustainable. And so much more.

We are honored to work with over 1,500 incredible organizations in 144 countries around the world! To recognize your great work on and off GlobalGiving, we have put together GlobalGiving’s first-ever Non-Profit Superlative Awards! Check out the ‘best of 2013’ here.

2013 superlatives banner_small

Your world-changing work inspired more than 70,000 donors to give in 2013!  Your quarterly reports, openness, and transparency gave our 60 corporate partners the confidence to invest in your GlobalGiving projects. Together, we facilitated more than $22 million in donations—that’s more than ever before!

2013 in Numbers

  • In 2013, $22 million was donated to projects through GlobalGiving, an increase of 13% from 2012!
  • Our Product and Business Development Teams continued to work hard to drive traffic to the site—we had 2.7 million visitors in 2013!
  • 70,000 individuals made donations on GlobalGiving in 2013. And 50% of donors chose to add-on a portion of GlobalGiving’s fee to their donation.
  • $716,000 in GlobalGiving gift cards were purchased (Unredeemed gift cards provide matching funds for GlobalGiving campaigns!);
  • Monthly recurring donation volume on the site increased by 63% thanks to experiments with various promotions and incentive structures. We processed $1.4 million in monthly recurring donations in 2013.  (Go Product Team!)
  • 60 companies gave $13 million through cause-marketing, grants management, gift card, and employee giving programs with GlobalGiving in 2013!

Blown away? The growth that we experienced in 2013 was no coincidence. The team at GlobalGiving worked hard to attract new donors through media outreach, develop and manage valuable corporate partnerships, and provide you with a better user experience and more opportunities to reach out to your own networks.

Here are some highlights:

  • After establishing a successful partnership in 2012, we worked with Microsoft in 2013 to launch YouthSpark on GlobalGiving, making it possible for GlobalGiving Leaders and Superstars providing education, job training, and entrepreneurship opportunities to youth ages six to 24 to benefit from incredible matching opportunities! To kick things off, Microsoft offered $250,000 in matching funds to eligible GlobalGiving partners on #GivingTuesday in December. More than 200 organizations raised $680,000 (not including matching!) in one day, GlobalGiving’s largest online volume day in history!
  • In 2013, we hosted more than 15 different fundraising campaigns and promotions, including several new ones such as the Fundraiser Campaign and Year-End Campaign. Our partners raised more than $1.6 million and we gave away more than $220,000 in matching funds and bonus awards! Through your feedback, we’ve learned a lot about what works and what doesn’t work for you and we’ve made some exciting improvements to our 2014 Calendar.
  • Our tech team continued to update and improve the website, including an overhaul of our fundraiser pages! These new and improved fundraiser pages make it fun and easy for your donors create personalized fundraisers and reach to family and friends on your behalf! Here are just a few examples of how donors are already using this upgraded feature.
  • Based on your feedback, we created our first-ever Online Fundraising Academy, a two month online course including sessions about attracting and retaining donors, crafting compelling messaging, developing campaign strategies, and more! More than 40 organizations participated in this new program—several going on to dramatically improve their fundraising throughout 2013!
  • We expanded the Project Leader Leadership Council to include 15 members. The advisory committee helped GlobalGiving make important improvements to the site including the ability to customize project report subject lines!

Ok, so 2013 was amazing but 2014 is going to be even better!

We have already announced our 2014 fundraising calendar with the dates for upcoming matching and fundraising campaigns. Take some time to explore and identify promotions that are right for your organization.

Want to learn more about our 2014 calendar?

Join us for a webinar on Wednesday, January 15th for an overview of our fundraising campaigns and promotions taking place in 2014. We’ll equip you with strategies for successful fundraising in the New Year.

Date: Wednesday, January 15
Times: 9 am EST (Find this time in your city) and 3 pm EST (Find this time in your city)
Webinar Link: anymeeting.com/globalgivingus1

Sign up for the webinar here.

Help us make GlobalGiving better – join the Leadership Council!

The Council acts as an ad hoc advisory committee, providing regular feedback and engaging in discussions about new features on the site and ideas for future campaigns via the Leadership Council Facebook Group and email. Learn more about the Council here. Apply online by Friday, March 7th

September Fundraiser Campaign

Posted by Alexis Nadin on July 22nd, 2013

This September, we’re hosting GlobalGiving’s first-ever Fundraiser Campaign, designed to help you harness the fundraising potential of your supporters using GlobalGiving’s fundraiser tool. We’ll be offering awesome prizes (JetBlue tickets, a flip cam, and more!) for your supporters who create fundraiser pages and raise money on your behalf. We’ll also be offering $3,500 in financial bonus awards to the organizations with the most successful fundraisers!

The GlobalGiving fundraiser tool makes it easy for YOUR supporters to raise money on your behalf! The tool empowers your supporters set their own fundraising goals, reach out to family and friends, and track their fundraising progress.

Last year, our tech team made some snazzy improvements to the fundraiser tool, making it even more attractive and fun to use! Check out this great example from Jacqueline’s birthday fundraiser:

Fundraiser Example

Jacqueline isn’t alone. Over the years, we’ve had individuals create fundraiser pages to celebrate nuptials, commemorate an athletic event, or just to support their favorite cause.

We know that fundraisers are a powerful tool for raising money on GlobalGiving. The Fundraiser Campaign was created to help you motivate your supporters to create a fundraiser page and raise funds for your organization this September.

How does it work?

  1. You identify supporters in your network who are passionate about your cause and ask them to create a fundraiser page.
  2. Your supporters create a fundraiser page on GlobalGiving.
  3. Fundraisers that raise at least $500 from at least 10 donors receive an additional $50 match for the project from GlobalGiving and become eligible for prizes—JetBlue tickets, flip cam, and more!
  4. The top three organizations with the most fundraisers that raise at least $500 from 10 donors will win bonus awards of $2,000, $1,000, and $500 respectively.

Terms and Conditions

  • The Fundraiser Campaign begins on September 1, 2013 at 12:01 am EDT (This time in your time zone) and ends on September 30, 2013 at 11:59 pm EDT (This time in your time zone).
  • Fundraisers must raise at least $500 from at least 10 unique donors in order to qualify for the $50 match, donor prizes, and financial bonus awards.
  • JetBlue tickets are for domestic travel only. Tickets are subject to fare restrictions and must be used by November 30, 2013.
  • Limit one fundraiser per person. If a user creates multiple fundraisers, only one of the fundraisers will be eligible for matching prizes.
  • Only online donations (credit card, PayPal, or gift card) are eligible for this campaign. Donations made by check or text-to-give are not eligible.
  • Only donations made on www.globalgiving.org are eligible. Donations made on www.globalgiving.co.uk or any GlobalGiving cobrands (Nike, Eli Lilly, Give for Youth, among others) are not eligible.
  • Unique donors are determined using numerous criteria, including name, email address, credit card number, mailing address, and IP address. We are monitoring these and other parameters in our system to ensure that only unique, distinct donors are counted towards the donor bonus award.
  • Please note that GlobalGiving maintains the right to make a final decision on all matters concerning bonus awards and prizes.

Fundraiser Campaign Webinar

Join us on Tuesday, August 6th for a webinar to learn more about the Fundraiser Campaign terms and conditions and to begin creating your campaign strategy and communications plan.

Date: Tuesday, August 6

Times: 9 am EDT (This time in your time zone) and 3 pm EDT (This time in your time zone)

Sign up here!

Would you like GlobalGiving to host a fundraiser training for your supporters? Express interest here! If we get enough interest, we will organize a training for your supporters who are interested in participating in the Fundraiser Campaign.

Photo Contest Tips and Tricks

Posted by Katherine Sammons on June 26th, 2013

Entries to the photo contest have been coming in, and we are so excited to see the photos you have submitted!  The photo contest is many of the GlobalGiving staffs’ favorite time of year because it’s when we get to see the amazing work your organization is doing.

Last week, Katherine and Angela, hosted a photo contest informational webinar that also contained several tips on how to capture your work through a photograph.  You can find the slides here.  A huge thank you to everyone who attended the webinar!  Weren’t able to attend? Not a problem, you can find a recap below.

Important Dates:

Submit your photos by 11:59pm EDT on June 28.

Voting begins at noon EDT on July 15 (time in your city) and ends at noon EDT on July 31 (time in your city).

Submitting Your Photos:

Each organization may submit up to 3 photos.

They can be from the same project or multiple projects.

The photos must relate to the project.

Here is how to upload a photo to your project page: http://help.globalgiving.org/s/how-to/m/5809/l/13645

Here is how to find your photo’s URL: http://help.globalgiving.org/s/how-to/m/5809/l/13651

Here is where to submit your photos: 2013 Photo Form

Categories:

-          Give Knowledge (education)

-          Give Relief (health, disaster recovery)

-          Give Support (microfinance, humanitarian assistance, children)

-          Give Hope (economic development, women & girls, human rights, democracy & government, sport)

-          Give Green (environment, animals, climate change, technology)

Your project’s primary theme automatically determines your photo’s category.

Voting Process:

-          Bud Force, an independent and accomplished professional photographer, will be selecting the finalists.

-          Finalists’ photos will then be uploaded onto GlobalGiving’s website for voting.  If you would like to see what last year’s contest landing page on GlobalGiving looked like, you can click here.

-          To vote, a person simply clicks on the photo and enters their email address.  They will receive an email asking them to confirm their vote. They must confirm their vote in order for it to count.

-          An individual can vote for multiple photos, but they may only vote once for a photo. Only unique individual votes will count.

Prizes:

The photo with the most unique votes will receive a $1,000 bonus for project use, will be featured on the GlobalGiving homepage for a full day, and highlighted in GlobalGiving’s social media outreach.

The runner-up from each category will be  featured on the GlobalGiving homepage for a full day, and highlighted in GlobalGiving’s social media outreach.

Angela Wu’s Photo Tips:

Lighting

-          The best lighting is free!  Try to take your photos in natural sunlight (golden hours of early morning or late afternoon are best).

-          Light should come from behind the photographer

K.C Mahindra Education Trust

 

Composition

-          Focus: decide where you want your viewer’s eye to be drawn to, and then frame this subject of your photo to make it the immediate focus!  It should be easy for the viewer to identify the main subject of the image.

Retrak

-          Blur the background: this can help with making your subject stand out and minimizing the clutter in your background.  The main subject should be clear and sharp.  You can create blur by changing the depth of field, which is controlled by a lens aperture.

Asia Injury Prevention Foundation

-          Rule of thirds: split the image up into thirds, both horizontally and vertically, and try to place your subject on one of these imaginary lines or intersections.  Move your subject away from the center and get a feel for how it can be balanced with everything else in the scene.

SODIS

-          Leading lines: you can use lines to control the way people’s eyes move around the picture and find the main subject!  Take advantage of lines because they are everywhere—on the edge of a building, a winding road, a fence, etc.

Population Services International

-          Details, details, details: these can be powerful, and very unique to your project or region.  They can help tell your story.  Get creative!

Lifeline Energy

Manual Photography:

Exposure

-          The amount of light received by film or sensor.

Aperture

-          How large the eye of your lens opens up

-          A larger aperture means having a larger opening for light to pass through.

Shutter Speed

-          How long your camera’s shutter stays open when snapping a photo

-          The longer your shutter stays open, the more light it lets in.

-          Shutter speed affects the clarity of a photo. A longer shutter speed can blur a shot and create trails from movement. A shorter shutter speed can freeze action and capture the moment sharply.

ISO

-          Measurement of how sensitive your camera’s film or sensor is to light

-          The higher the ISO, the more sensitive it is  to light and vice versa

-          Using a higher ISO can help take brighter photos in low light situations, but the higher the ISO, the grainier the photo

 

Final Tips:

Befriend your subject, and tell a compelling story! Regardless of the person/animal/place, become familiar with the subject. Show the world what you want them to see.

Multiple shots/multiple angles! Don’t be afraid to move around and approach the subject from different perspectives.

Rules are made to be broken! Don’t feel that you’ve got to remember every one of these laws and apply them to each photo you take.  If you pay too much attention to strict formula, your photos will lose any kind of spontaneity!  What works for one photo won’t necessarily work for another.  Go with your instincts, and unleash your creativity!

 Questions

Please e-mail Katrina Wertz at kwertz@globalgiving.org

Fundraising Evaluation and Analysis

Posted by Alexis Nadin on June 4th, 2013

Kaylan Christofferson,  GlobalGiving’s Business Intelligence Analyst, joined us for the final Online Fundraising Academy session on Tuesday, May 28th. Kaylan and her team support the organization in financial goal setting and benchmarking and lead the charge in tracking annual progress and evaluating year-end results. She is responsible for compiling a weekly analysis of site activity and donations. She discussed GlobalGiving’s rigorous goal-setting and ongoing monitoring of fundraising activities.

Session recording: http://www.anymeeting.com/WebConference-beta/RecordingDefault.aspx?c_psrid=EE51D7848249

Session notes:

We track our goals so rigorously because we want to experiment, learn, and test our assumptions and figure out how we can maximize our impact. This presentation includes examples of how GlobalGiving measures and evaluates our performance and draw some general lessons based on that.

Setting Goals

  • It is important to set aside time on your calendar on an ongoing basis to create and assess your goals.
  • At GlobalGiving, we compare our progress to our goals at the following meetings:
    • Weekly analysis of high-level activity
    • Individual team goal progress check-ins
    • Monthly goal progress check-ins
    • Quarterly goal progress check-ins
    • Mid-year step back
    • Annual all-hands retreat

GlobalGiving Goals 

  • Fundraising goals are set in the broader context of our vision and mission
  • Individual teams are responsible for certain pieces of the overall goal
    • Teams have different methods of building their financial forecasts, but goals are aligned and evaluated across the organization
    • Individual team dashboards, where each team looks at their own data
    • Quarterly and monthly progress evaluations

Weekly dashboard

  • Analysis of donations and activity on the site on a weekly basis
  • Presented by the operations team to the entire staff
  • Consistent updates on key metrics
    • Headlines: Weekly donation volume, total amount raised to day compared to last year, compared to our volume goals, number of weekly donations, size distribution of donations
    • Timing of donation activity: Compare donation volume by month, analyze reasons for spikes or slumps in donations
    • Key drivers of donation activity: Where are donations coming from? Emails, major donors, Facebook, recurring, etc.
    • Geographic break down of donations: Where are donors giving?
    • Monthly unique visits to the site: Tracking the number of individuals who visit the GlobalGiving website on a monthly basis
    • Unique visitor conversion rate: The number of people making donations compared to the number of people who are visiting the site
    • Monthly recurring donations: For how many months does the average recurring donor give? What is the size of the average recurring donation?
    • Donor retention: Donor retention within the year (how many donors have given more than once in the same year), year-over-year donor retention (donors who have given this year and last year)
    • Individual campaign analysis: Total volume, number of donors, matching funds, match percentage, incentives, timing, compare to other similar campaigns (help you decide which campaigns to invest time and resources in)
  • Explore individual campaigns, trends, and goals in greater depth on an ongoing basis

Goals vs. Forecast

  • Goals are somewhat aspirational. We can’t necessarily tell you exactly how we will reach them but we feel that they are realistic given past performance.
  • Forecasts are based on financial planning and can be adjusted throughout the year to reflect changing realities. What are the sources of income you expect to receive this year? How much do you expect to raise from each source?

Kaylans presentation

How to Build a Forecast

  • Build your big, annual goal using smaller, more granular categories
    • Break it down into individual pieces
  • Build a forecast based on data and flexible, measurable assumptions
    • Outline the levers and strategies behind the goal (how to you expect to achieve it?)
    • Benchmark against your historical perfomance (Is your goal reasonable given your achievements last year?)
    • Benchmark versus peers with available information (What are other, similar size organizations in your sector raising each year?)
  • Consider grouping donors based on donation type or volume
    • Predict the number of donations and total donation volume by group
    • Understand the lifetime value of your donors to help determine your donor strategy
  • Analyze donation activity from previous years to help create forecast for upcoming year

 

Corporate Outreach and Relationship Building

Posted by Alexis Nadin on June 4th, 2013

Skyler-B1

Skyler Badenoch, the East Coast Development Director for buildOn, joined us on Tuesday, May 21st for our eighth Online Fundraising Academy session to discuss his approach to research, strategies for getting in the door, and his methods for relationship cultivation and lasting donor engagement.

Session recording: 

http://www.anymeeting.com/globalgiving/EE51DD888749

Session notes:

1. Cause marketing There are three main types of corporate partner relationships

2. Interactive (ex: volunteering)

3. Direct donation

Think about what kind of partnership your organization is looking to secure and work to create an outreach strategy.

When creating your Corporate Outreach Strategy focus on:

  1. Research
  2. Development of Value Propositions
  3. Outreach
  4. Closing

1. Research:

  • Alignment
    • Make sure you have an understanding of the corporation. Learn more by researching website, foundation centers, 990s, etc.
  •  The Right Person
    • Look to connect with the right person at a corporation. Use LinkedIn, Twitter, and/or Facebook. Make sure to do a Google search.
  •  Annual Report
    • Read for relevance and to learn more about the corporation you are approaching.

2. Develop Value Proposition:

  1. Slide Deck: Concise: < 7 slides (keep it short)
  2. 4-5 key reasons for corporation to support your organization

3. Photos with Metrics and BHAG (Big Hairy Audacious Goal, It’s a Jim Collins term. Corporate partners, many like to see how things can be scaled or taken to a bigger level. The idea is to be bold and think big.

3. Outreach:

  1. Social Media:  Think outside of Facebook. Twitter is a great way to get corporations interested in your work. After researching the right person, follow him/her on Twitter. Create engagement by tweeting at the company, re-tweeting, and commenting on tweets.
  2. Web Research: Learn what the organization is doing in terms of CSR
  3. Emails: Make them Openable (add a video about your organization, rather than too much text)
  4. Phone Calls: Everyone sends e-mails these days! Try a different approach, pick up the phone.
  5. Attend Conferences and Panel Discussions: Use these as networking opportunities. Make sure to have information on your organization readily available.
  6. Chamber of Commerce Networking Events
  7. Trade Shows: These are a great way to meet with representatives of different companies.

4. Closing:

  1. A Memorandum of Understanding (MOU) – Sample MOU
  2. Implementation
  3. Communication
  4. Recognition

Profiter du Meilleur de GlobalGiving en 2013

Posted by Alexis Nadin on May 9th, 2013

francais

Il y a quelques semaines, GlobalGiving a publié notre calendrier 2013. Il comprend les dates pour les campagnes, concours et journées Bonus de 2013. GlobalGiving a organisé une formation pour aller avec ce calendrier pour les organisations pour aider les leaders de projets parlant Français, tels que vous, a mieux connaitre GlobalGiving et développer une stratégie de financement pour votre projet (s) sur GlobalGiving en 2013. Écoutez l’enregistrement ici. Nous avons fourni un bref résumé de la formation ci-dessous.

Créer votre stratégie GlobalGiving

Au fil des ans, nous avons constaté que les organisations qui ont le plus de succès sur GlobalGiving sont celles qui prennent le temps de se fixer des objectifs, créer des repères, et de faire un plan pour réussir  la collecte de fonds. Pour vous aider à démarrer, nous avons mis en place une feuille de travail pour élaborer votre stratégie. Lors de l’élaboration de votre stratégie, assurez-vous de:

  • Inclure votre stratégie GlobalGiving dans votre stratégie globale de collecte de fonds.
  • Fixer des objectifs ambitieux, mais réalistes.
  • Planifiez un calendrier. Profitez des journées de bonus, des campagnes de collecte de fonds, et des concours sur GlobalGiving pour stimuler les donations tout au long de l’année.
  • Créer des repères trimestriels pour vous aider à évaluer votre réussite.
  • Intégrer le programme de récompenses des partenaires de GlobalGiving dans votre stratégie. Comprendre ce que votre organisation doit faire pour atteindre le statut de superstar et l’intégrer dans votre stratégie pour l’année.

Lors de la création de votre stratégie GlobalGiving pour l’année, examiner si votre organisation fait le plus de GlobalGiving. Il y a trois choses que vous pouvez faire pour optimiser votre collecte de fonds sur le site:

Attirer de nouveaux donateurs

En 2011, 2,55 millions de personnes ont visité GlobalGiving. Plus de 102.000 donateurs ont donné à des projets sur le site. Que pouvez-vous faire pour attirer les bailleurs de fonds GlobalGiving à votre projet (s)?

  • Donnez une description du projet convaincante et facile à comprendre! Donateurs passent habituellement 30 secondes sur une page du projet avant de décider de donner.  Par conséquent, attire leur attention tout de suite avec des photos à haute résolution et en gros plan, un titre spécifique, orientée vers l’action, facile à comprendre, et un résumé du projet sans jargon, et des options de dons concrets et réalistes. Voir un excellent exemple. Lisez les conseils supplémentaires pour la description de votre projet ici.
  • Améliorer le classement de votre projet (s). GlobalGiving classe les projets sur le site en fonction de la fréquence des rapports, le nombre de donneurs, et le volume global des dons. Ce classement est utilisé pour déterminer l’ordre dans lequel les projets apparaissent sous chaque thème et par pays sur le site, ainsi que les projets qui sont en vedette sur la page d’accueil. En savoir plus. Vous pouvez trouver votre projet (s) classement sur le tableau de bord du système d’entrée du projet.

Engager les donateurs actuels

Attirer les bailleurs de fonds à votre projet (s) n’est que la première étape dans le développement à long terme, relation précieuse avec les donateurs. Afin de conserver les bailleurs de fonds, il est important de reconnaître leur don et de continuer à les engager dans des rapports de projets, des campagnes de collecte de fonds, et des outils de donateurs.

  • 46% des donneurs cessent de donner parce qu’ils ont l’impression que leurs dons ne sont pas reconnus ou appréciés. (Lire la suite). Assurez-vous d’envoyer un remerciement personnel à vos donateurs dans la semaine après que le don a été réalisé. Lisez les conseils pour l’envoi d’un courriel de remerciement du gestionnaire de donation ici. Utilisez les notes de remerciement pour informer vos donateurs sur les prochaines campagnes et les possibilités de s’impliquer.
  • Les campagnes sont conçues pour vous aider à garder vos donateurs engagés! Les délais et les incitations financières ajoutées créent un sentiment d’urgence à donner maintenant. Les campagnes donnent également à vos donateurs une raison d’aller vers leur famille et leurs amis pour qu’ils soutiennent votre cause. Utilisez le calendrier pour identifier des campagnes pour garder vos partisans engagés tout au long de l’année.
  • Ajouter les différents outils de donations – donations récurrents, donations comme cadeaux, pages de collectes de fonds – dans vos interactions régulières avec vos supporters. Cherchent-ils à appuyer de votre organisation autour des fêtes? Demandez-leur d’envisager de faire un don comme un cadeau. Veulent-ils soutenir votre organisation à long terme? Avec les dons récurrents, c’est facile!
  • Partager les réussites et les occasions de prendre part dans vos efforts à travers les rapports de projet. N’oubliez pas: les rapports de projet sont envoyés directement par courriel à vos donateurs. Utilisez les rapports comme un outil pour garder les donateurs engagés et intéressés à appuyer votre travail. En savoir plus sur les supers rapports de projet ici.

Devenir une superstar!

Nous utilisons le programme de récompenses des partenaires pour identifier les organisations que nous recommandons à nos partenaires corporatifs et que nous mettons en valeur dans nos communications avec les donateurs. Les organisations « Superstar » et « Leader » sont plus susceptibles d’être recommandés que les organisations « Partner ». Vous pouvez trouver le niveau de votre organisation dans le programme de récompense des partenaires sur le tableau de bord dans le système d’entrée du projet. Apprenez comment vous pouvez devenir une superstar en cliquant sur votre niveau dans le programme.

Comme toujours, nous sommes heureux de travailler avec vous pour développer une stratégie de levée de fonds pour votre organisation. Arranger un appel avec un membre de l’équipe GlobalGiving ici.

Building a Donor Community on Facebook

Posted by Alexis Nadin on May 1st, 2013

Mandi Frishman, a Product & Marketing Intelligence Manager for Make Me Social joined us on Tuesday for the fifth session of the Online Fundraising Academy. She discussed how to build a community of supporters on Facebook and us Facebook analytics to improve communications and audience engagement.

Mandi has managed social media promotion for companies in the finance, manufacturing, hospitality, education, and retail industries. She uses research, persona analysis and data to create strategies that drive measurable results. In this session,

Session Recording: http://www.anymeeting.com/WebConference-beta/RecordingDefault.aspx?c_psrid=ED59DC84854E

Session Notes:

Facebook is just a new way for us to tell stories. It’s about creating and sharing media and publishing content to acquire new donors. You’re working to drive action, which leads to donations.

Storytelling is important on Facebook because compelling stories are shared. Whenever something is shared, more people see your content. On Facebook, the number of people who see your content (even if they don’t act on it) is referred to as impressions. You want to increase the number of impressions in an effort to increase the amount of likes, comments, and shares that your posts receive.

Set Goals and Integrate Efforts

Example: drive people to sign up for your email newsletter

Make sure to align Facebook efforts with larger, organization goals (such as certain fundraising goals)

Facebook is NOT an Island

People have vibrant lives outside Facebook. Don’t forget that you should apply a holistic approach to your communication and management strategy. Make sure to engage people on and off Facebook using similar messaging.

3 Tips to Prepare for Fundraising Success

1. Examine your audience – Understanding your donors is key

  • Build everything around your audience. Use Facebook Insights to learn where your audience is based and see when people are responding to your posts. Identify ideal times to post content.
  • You can always test, learn, and improve your post times.
  • Test things for about 30 days to determine if something does or doesn’t work. You need to see if a pattern develops.
  • Think about what might appeal to you as a member of your audience. You would probably not be responsive to constant requests for donations.
  • Use Facebook to build a personal connection with your supporters.

2. Look Professional & Trustworthy

  • Cover photo: 851 pixels wide X 315 pixels tall; 20% text limit, update periodically
  • Profile picture: 160 X 160 pixels; upload at least 180 X 180 pixels; fit to square
  • Avoid blurry photos!

3. Plan Your Story – There is power in the process

  • Build out a content calendar to streamline the process of creating content and to ensure that you are posting regular content
  • A content calendar may include:
    • Date and time of post
    • Post content & theme
    • Target audience
    • Platform (if you’re using multiple types of social media)
    • Post style (picture, link, status update, etc.)
    • Media & links
  • It’s important to have a visual story on Facebook because different types of media (particularly photos) are more heavily promoted
  • Your stories are going to come from the community you serve, inside your organization, and your external supporters
  • One way to get your audience involved in storytelling is to ask questions!
    • If you think about the way Facebook works, every comment helps to increase the chances that others will see your content.

Facebook Funnel: Awareness => Engagement => Donation

Awareness

  • It’s not just about asking people for money. It’s about getting people to connect with your mission and engage with your content.
  • To build awareness, you need to make sure that people are seeing your content.

Engagement & Donation

  • A smaller percentage of people who see your content will like, comment, or share it. The more likes, comments, and shares that you receive, the more people who will see your content.
  • Of those who engage, a smaller percentage will act on your calls for donations.

Edge Rank Algorithm 

  • Edge Rank is the algorithm that Facebook uses to determine whether people will see your content in their news feed (the stream of content that they first see on their dashboard when they log on to Facebook).
  • If people can’t see their content, they are unlikely to engage with you. If your content does not show up on their feed, they are unlikely to go to your Facebook page to read your content. You need to get in front of them!
  • Here’s a break down of this formula:
    • Affinity score between the person viewing the content and the person who created the post. This is dictated by how recently and frequently the user engages with content from the page that posted. The stronger your posts, the more consistent engagement you’ll get, and the more likely it is that your followers will see your post.
    • Weight of the edge type: types of engagement are weighted differently in the Edge Rank
      • Comments are weighted more than Likes because they have a larger time commitment.
    • Time decay is based on how long ago the post was created.
  • Learn more about Edge Rank here: http://www.whatisedgerank.com/

Insights

  • Insights gives you an idea of how your content is performing on Facebook.
  • Admins will see an admin bar at the top of the page on Facebook where you can click on Insights.
  • Access to simple analytics about the activity on you Facebook page.
  • You can isolate certain time periods and export the data to play around with it more in excel.
  • You should set goals that you can track with Insights, like the number of Likes, comments, or shares.
  • You can also look at data by post to see how many people have viewed, liked, commented, or shared it.
  • Insights also gives you information about your audience including gender, location, languages.
  • Insights may not be available if you have less than 30 Likes on your page or if you have not had any activity in the past 7 days. It’s important to remain active in order to have access to this information.

Content Guidelines

  • 180 characters (not words!) or less. Remember, characters include spaces, punctuation, etc.
  • Mixed media – Photos are more engaging and more highly ranked in Edge Rank.  Mix things up! Include photos, videos, and links.
  • Give your audience a clear direction.
  • Consistent updates. Don’t let your page get stale. Don’t be afraid to update multiple times a week but make sure not to inundate your supporters (no more than 3 posts a day).
  • Make sure your content is audience-centric. Use posts to create community and engage your audience.

3 Best Practices for Content

1. Less is more

  • Posts between 100 and 200 characters (less than 3 lines of text) receive about 60% more likes, comments, and shares than posts with greater than 250 characters. – Facebook
  • Can’t cut it down? Break it up! Separate out last line or links.

2. Mix up media

  • Posts with media receive 120% more engagement! – Facebook
  • High resolution photos: 403X403 pixels. Don’t post small photos.

3. Fill in the blank posts generate about 90% more engagement than other posts on average. – Facebook

Question & Answer

Q: How do you schedule a post?

A: There is a clock at the bottom of the box where you enter your post. Click on the post to schedule a post for the future or the past (so that the post appears on your timeline but not in your fans’ news feed).

Q: What Facebook pages do well?

A: Foundation Fighting Blindness and charity:water. Also look at organizations that are similar to yours. What are they posting that does well? What lessons can you learn from their social media?

Q: How much money should be budgeted to Facebook?

A: That’s a tough question because it of course depends on the size of your budget and the other things you’re budgeting. As Facebook evolves, it is becoming more important to spend money to make sure posts are seen on Facebook. This is something to consider and to watch closely.

Q: What is the return on investment?

A: It’s very hard to measure because Facebook isn’t isolated. Someone may learn about you on Facebook, but choose to donate offline. There’s a lot of value in creating awareness and building relationships that will benefit you in the long-term.

Q: How do I get people to Like my page?

A: You can upload your email list to Facebook and invite people to join that way. Partner with other organizations and close supporters to ask them to help share out your content and direct individuals to your page. When you’re having conversations with people, make sure to ask them to Like you on Facebook. Make sure that your website links to Facebook and that your donors can connect to you on Facebook through any of your other communications and outreach. Make sure your Facebook strategy is well-integrated into your organization’s overall outreach.

Q: What should I do if I have multiple pages for my organization?

A: Facebook makes it possible to merge your pages, which makes it easier to have your audience all in one place.

 

Children’s Cancer Assocation’s Donor-Centered Retention Strategy

Posted by Alexis Nadin on May 1st, 2013

We were fortunate to have David Schaeffer, the Vice President of Development for Children’s Cancer Association, join us for the fourth session of the Online Fundraising
Academy! David has close to twenty years of fundraising experience, having worked in development for multiple organizations including Make A Wish Foundation, the American Cancer Society, and now, the Children’s Cancer Association. He shared his organization’s donor-centered approach to retention and how they retain 44% of their 10,000 active donors each year!

Session Recording: http://www.anymeeting.com/WebConference-beta/RecordingDefault.aspx?c_psrid=ED58D985824C

Session Notes:

CCA was started in 1995 by a family whose child died of cancer. They wanted to bring the same support to other families that they received during the process. They’ve created programs of joy for seriously ill children and their families.

David joined CCA in 2008. At the time, the organization  had 5.000 active donors and 63% were new each year. Today, the organization has 10,000 active donors and 56% are new every year.

Donor retention is VERY important for their strategic planning. Their goal is to increase their donor retention to 40%.

Donor Retention:

  • Prospecting for new donors is time intensive and costly.
  • Maintaining relationships with existing donors is generally less expensive (but probably just as time consuming).
  • We know that the longer an organization gives to an organization, the more likely they are to continue to give.
  • Average donor retention rates are falling throughout the non-profit sector as a result of the recession. But those rates are starting to improve.
  • The Fundraising Effectiveness Project is an annual survey with more than 3,000 participating non-profits, representing more than 1.8 million donors. Each year, their reports help non-profits better understand the trends in the sector and benchmark their trends against other organizations in the sector.
    • Between 2006 and 2011, donor retention rates decreased by 10%
    • Overall, donor retention was 41% in 2010; that means that 59% of people did not give again!
    • Repeat donor (someone who has given multiple times before) retention was 70% in 2010
    • New donor retention (someone who gave for the first time) was only 27%
  • Using this data, CCA was able to conclude that their donor retention rates were below average and focus more energy strengthening relationships with donors so they could increase their retention rates.

What are some causes of donor attrition?

  • Some donors can no longer afford to donate (maybe because of the economy, their job situation, their stage in life, etc.)
  • They have no memory of supporting the organization. This is particularly true for individuals who participate in events or special promotions, who are often not investing in the long-term mission of the organization, instead, they’re trying to benefit from the one time opportunity.
    • David used the example of a car raffle. CCA does an annual car raffle and they’ve found that individuals that give during that raffle are often not interested in CCA. They want to win a car! So, every year, CCA reaches back out to the individuals who participated in the car raffle the previous year to ask them to participate again,
    • It’s the organization’s job to make sure that these one-time donors understand why their donation made a difference and why they should consider continuing to support the organization.
  • You’re asking them for the wrong amount. If a donor is a $10 donor and you ask them for $100, they may choose not to give. On the other hand, if you ask a $100 donor for $10, you may be missing out on an opportunity. It’s important to, when possible, segment your asks based on donors’ giving history and giving potential.
  • They feel that other causes are more deserving.
  • They  were not reminded to give again.
  • They don’t feel connected to the non-profit organization.
  • The organization didn’t tell them how their donation was used.

Ways to increase donor retention

  • Know your average gift – CCA’s average gift is $70
    • Doing analysis on your donations and your donors will help you to forecast, conduct annual planning, and make donor-related decisions.
  • 91 days lapse period; thank donors within 72 hours
    • If you do not communicate with your donor within 91 days of their gift, they will not give again.
  • Personalize and segment your communication! Make sure to address your thank you communications to the individual who gave.  Segment your communications based on how and how much the donor gave.
  • Show donors how their funds help you achieve your mission.
    • Penelope Burke’s book, Donor-Centered Fundraising is a great resource for this!

CCA Acknowledgement Standards – Major Gifts from Individuals, Foundation, and Corporations

  • CCA created donor acknowledgement standards. They thank donors within 72 hours.
  • CCA segments their individual donor thank yous based on the amount that the donor gave. Gifts of $500 – $999 receive a phone call in addition to a letter. Gifts of $1,000+ will receive a phone call and a small recognition item (chocolates, ceramic mug, or photo book)
  • Hero Award about a specific child with a chronic illness that personifies being a hero for Foundations and Corporations that give $1,000 or more. For donations of $5,000 or more, they have a framed Hero Award, and for donations of $10,000 or more, they offer a shadowbox with ceramic heart and Hero Award.
  • DO NOT include an another ask in the thank you and initial follow up communications!

Tips for writing a great thank you letter

  • Personally addressed and personally signed
  • No more than 2 short paragraphs
  • Makes specific reference to the use of funds
  • Indicates when the donor will receive an update on the program being funded
  • Includes a name, phone number, and contact information for a staff member that the donor can connect with at anytime
  • DO NOT INCLUDE ANOTHER ASK or ask the donor to complete a survey or another step.
  • Thank you notes are all about donor stewardship and building a relationship.

Create a donor stewardship move management plan 

  • Identify constituent groups at CCA that they want to develop relationships with.
    • Major donors, new donors, monthly donors, in-kind donors, GlobalGiving donors
    • Board members, Ambassador Board, past Board members, volunteers, event leaders, corporations, and foundations
  • Create a menu of touches
    • Welcome letter, stewardship stories, CEO bi-annual progress letter
    •  Valentines gift, birthday email, holiday card/email
    • Chemo Pal e-newsletter
    • Volunteers e-newsletter
    • General e-newsletter (varies by constituency)
    • Volunteer appreciation gift
    • Personal visits & hospital tours
    •  Hero Gala, Wall of Courage event, Luncheon, Open House
  • Assign specific touches to each constituent group
  • Assign dates and a responsible staff member to each touch

Check out the recording to see CCA’s donor stewardship Excel document. It may give you some ideas for creating your own donor stewardship plan!

References:

How charity:water attracts new donors

Posted by Alexis Nadin on April 19th, 2013

dollars to projects

Earlier this week, we were fortunate to have Paull Young, the Director of Digital Engagement at charity:water join us for the third Online Fundraising Academy session. He shared charity:water’s approach to attracting new donors (>400,000 in the last 6 years!).

Paull launched charity:water’s birthday campaign, helped pull off Twestival and now leads the team’s online presence. He is responsible for attracting new online donors to charity:water’s cause. Prior to joining charity:water, Paull led accounts for a social media agency and earned multiple awards for work with Fortune 500 brands.

Session Recording: http://www.anymeeting.com/WebConference-beta/RecordingDefault.aspx?c_psrid=ED57D7888148

charity:water’s approach:

100% Model

  • Fundraise separately for water projects and administrative costs. Donors can feel confident that 100% of their donations go to water projects.
  • Two bank accounts – one for administration, one for water projects
  • Operations’ bank account covered by major donors who are interested in investing in the organization

Proof

  • Every project that they implement, they mark on Google maps so people can see where their money is going.

Brand

  • Build a brand like Apple or Nike. They want people to love their brand and recognize it like other corporate brands.
  • They have developed an amazing brand team which produces amazing content online that inspires people and drives donations.

No direct mail. All online.

Inspiration: Most important part of digital strategy.

  • Inspire people to go out there and take action.
  • Invest in creatives. Invest time and energy in developing inspiring content.
  • Visual storytelling and great photography - Use instagram to share cell phone photography
  • charity:water has worked hard to convey their message and need in a compelling and inspiring way. Their Water Changes Everything video is a good example of that: http://www.youtube.com/watch?v=BCHhwxvQqxg.
  • Engaging people on social media. Spend time in these environments, interacting with supporters and followers. To date, the Founder and Paull, the Director of Digital Engagement have managed the organization’s social media. It doesn’t require a huge staff investment.
  • Create campaigns around specific needs (ex: drilling rig) and inspire individual fundraisers to reach out to family and friends. For this particular campaign, they motivated about 1,200 fundraisers to reach more than 12,000 individual donors.

MyCharityWater.org – Peer to peer fundraising

  • Fundraising platform that allows people to take charity:water’s story and make it their own and to reach out to family and friends to ask for donations.
  • Similar to GlobalGiving’s fundraiser pages that allow donors to create their own fundraiser page with their own photos and goal and to reach out to family and friends: http://www.globalgiving.org/dy/v2/fundraiser-new/type
  • Website created in 2009, when it became clear that peer-to-peer fundraising was a really successful fundraising strategy for charity:water
  • Have raised $20 million from more than 360,000 individuals. The average fundraiser raises $1,000 from 13 new donors.

Give. Raise. Influence.

  • Inspire the fundraisers! Fundraising is incredibly difficult. charity:water needs to help inspire and motivate people to feel more confident about fundraising.
  • When thinking about supporters of the organization, they don’t just perceive them as individual donors, but potential long-term fundraisers and influencers.
  • Deliver great content to fundraisers, inspire them, give them the tools to thank and update their donors.
  • A lot of unique stories have emerged–One little girl ate only rice and beans for a month in an effort to raise money for charity:water.  Two different individuals committed to walk across America to raise money. Cubby did a  campaign “save or shave his epic beard.” Sarah swam naked across the San Francisco Bay.

See your impact: Digital customer experience

  • Show every donor exactly where their money went. What well they supported and where it is.
  • Photos of the village, GPS coordinates, and brief, written update.

Question & Answer

Q: How do you get regular stories and pictures from the field?

A: charity:water sends professional photographers to the field. For organizations with smaller budgets, you might consider recruiting photographers to volunteer with your projects in the field. charity:water is also working to better train their own field staff to take better photos and to post them on instagram. charity:water has chosen to invest in photography because the results can be very inspiring and motivating for supporters.

Q: Do you design fundraisers for your supporters or do they design the fundraisers themselves? How do your fundraisers find out about charity:water?

A: Fundraisers find out about charity:water via word of mouth or online content. They get inspired and come up with their own fundraiser ideas. charity:water does not create the fundraisers–they’re all created by the individuals! GlobalGiving also offers a similar fundraiser feature: http://www.globalgiving.org/dy/v2/fundraiser-new/type.

Q: How would you suggest an organization with a $40,000 budget a year best go about implementing some of the suggestions you’ve made? How can they best build a digital strategy?

A: It depends on where your strengths lie. Having some great creative talent can be really impactful. There are people out there who would like to commit and invest time and energy in telling your story. Spend a weekend watching amazing videos on Youtube and try to track down who made them. Video doesn’t have to be the answer but it’s one great way to tell your story. You have nothing to lose. Get out there and try stuff! Get out there and share photos. Get close to the impact you’re having. Post photos online. Thank donors.

Q: What are your most effective tweets? How do you build a following on Twitter? How do you engage your audience without being annoying?

A: If you don’t have anything interesting say, don’t say anything at all. Be an organic part of a conversation, just like personal conversations. Listen to people. Find ways to add value. Engage in conversations you care about. It’s more important what other people are saying about charity:water than what the organization says about themselves.

Q: How do you go about building relationships with celebrities and more well-known donors?

A: Personal introductions. Building trust. The Founder typically has those types of relationships. It helps that charity:water’s brand is cool. This is just one of the many reasons that brand is so important.

How America Gives

Posted by Alexis Nadin on April 10th, 2013

How America Gives

 

Peter Panepento from The Chronicle of Philanthropy joined us yesterday for the second session of our Online Fundraising Academy. He showed off an incredible tool on the Chronicle’s website which shares giving data by ZIP code and by income level in every city and town in the United States!

Session recording: http://www.anymeeting.com/WebConference-beta/RecordingDefault.aspx?c_psrid=ED57DE888049

Session notes:

About Peter: Peter oversees The Chronicle’s online presence. He reports in depth on issues such as fund raising, endowments, cause-related marketing, donor-advised funds, and planned giving. Read Peter’s bio here.

How America Gives - http://philanthropy.com/section/How-America-Gives/621/

This project came about when The Chronicle discovered that the IRS had provided information about donations that Americans had claimed on their income taxes in 2008 broken down by income bracket and zip code.

  • The research examines more than 35.2 million tax returns;
  • In seven income brackets;
  • In >28,000 zip codes

The data accounts for more than $135 billion in charitable donations (out of about $214 billion in charitable giving in 2008).

Nationwide, the typical household gave $2,564, about 4.7% of their discretionary income, to charity in 2008.

The information is broken down in four ways:

  • Total contributions – Total amount given by all households (earning more than $50,000 a year) in each zip code
  • Median contribution – A typical household contribution to charity in a given community
  • Median discretionary income – Median income after taxes, housing, and living expenses have been paid
  • Percent given – The value of contributions divided by discretionary income

Each of these metrics are available to view:

  • By three different income brackets
  • By zip code, town, county, metro area, or state

The data set also includes demographic information such as race, age, and education level.

This data does not include:

  • Donations made by individuals who did not itemize their donations on their taxes
  • Information how donations were allocated (local organizations, churches, international organizations, universities, etc.)

Take some time to explore the tool on The Chronicle’s website. Get started here!

Why is this information valuable:

  • The data gives you greater insight into the typical charitable contribution by household in the communities that your supporters live in; you can better understand the potential for donation volume within the communities that you’re engaging.
  • This data can help you make smarter decisions about the donor communities that you’re targeting for your outreach. This might apply specifically to direct mail campaigns.
  • This data can help you better engage your existing volunteers, advocates, and board members in the U.S. You can use this information to help your supporters better understand the giving potential within the communities that they come from in and effort to help encourage them to conduct outreach on your behalf. 

Additional online fundraising data - http://philanthropy.com/article/Online-Fundraising-Makes-Gains/136125/

The Chronicle uses online fundraising data provided quarterly by Blackbaud, Network for Good, and PayPal to analyze online giving by time of day, day of the week, month gift size, and location. This information could be very useful for understanding when and how much people give.

Question & Answer

Question: Does this data include giving to churches?

Answer: Yes. Church giving is a very big percentage of what people donate every year. You can see some basic information about giving to secular causeshere.

Question: Is it possible to use this data to determine what people are giving to?

Answer: No. Unfortunately, it’s not possible to determine what people are giving to. However, the IRS recently made available data on giving by charity based on 990 data (U.S. tax returns filed by non-profit organizations). The Chronicle is looking to break this down by zip code to see if people are giving in their home communities or throughout the country or world. This data is for over a million charities. It will take several months to do this analysis.

Question: How have other fundraisers used this information to inform their work?

Answer: An arts institute in Texas was doing an exhibit tour in their area. They wanted to find communities in their surrounding area that have traditionally been more generous to include in their tour. Other organizations have used the data to learn more about the giving trends of the communities that their donors live in and to determine if there are nearby communities that they would like to engage. Many organizations have been using the data to compare with their own donor databases to make smarter decisions about their fundraising.

Question: If you were a small community based organization outside of the U.S. with a donor community within the U.S., how would you leverage this tool and information to better identify and engage potential donors?

Answer: Let’s say you’re doing a direct mail campaign and you have limited resources, you might try to target your mailings to folks in higher giving areas. You might also reach out to your existing donors and networks in higher giving areas and ask for their help in spreading the word and promoting your cause.

Question: How can organizations determine the top giving zip codes in the U.S.? Is there a round up of some of the most valuable data available on the site?

Answer: The Chronicle has put together a round up of giving by state–most giving to least giving. The website also provides giving information by metro areas.

Question: How often do you plan on updating the information on the site? If the information is from 2008, how much do you think the information has changed in the last five years?

Answer: The Chronicle relies on information from the IRS to update this information. The IRS has not released new information but they are watching out for it and plan to update it when the information is available. Because of the repression, it is possible that these numbers have changed and it will be very interesting to see.