A few weeks ago, GlobalGiving announced our 2012 Calendar. It includes the dates of our 2012 Bonus Days—March 14, June 13, and October 17–along with our contests and campaigns for the year. In February, we’ll be hosting our first-ever video contest, giving your organization the chance to be featured in GlobalGiving’s Facebook and Twitter outreach. In May we’re hosting a Tribute Card Campaign in time for Mother’s Day and in September we’re offering our first-ever Fundraiser Campaign. Check out the calendar to learn more about these campaigns and more!
On Wednesday, January 11th, GlobalGiving hosted a training to go over this calendar and to help you develop a fundraising strategy for your project(s) on GlobalGiving in 2012. Listen to the recording here. Take a look at the presentation slides here. We’ve provided a brief summary of the training below.
Create Your GlobalGiving Strategy
Over the years, we’ve found that organizations are most successful on GlobalGiving when they take the time to set goals, create benchmarks, and make a plan for fundraising success. To help you get started, we’ve put together a strategy worksheet. When developing your strategy, make sure to:
- Include your GlobalGiving strategy in your overall fundraising strategy.
- Set ambitious, but realistic goals.
- Plan a calendar. Take advantage of Bonus Days, fundraising campaigns, and contests on GlobalGiving to spur giving throughout the year.
- Create quarterly benchmarks to help you evaluate your success.
- Incorporate GlobalGiving’s Partner Rewards Program into your strategy. Understand what your organization needs to do to achieve Superstar status and integrate this into your strategy for the year.
When creating your GlobalGiving strategy for the year, consider whether your organization is making the most of GlobalGiving. There are three things you can do to optimize your fundraising on the site:
Attract New Donors
In 2011, 2.55 million individuals visited GlobalGiving. Over 102,000 donors gave to projects on the site. What can you do to attract GlobalGiving donors to your project(s)?
- Write a compelling and easy to understand project description! Donors usually spend 30 seconds on a project page before deciding to give. So, grab donors’ attention right away with close-up, high resolution photos, a specific, action-oriented title, an easy to understand, jargon-free project summary, and tangible and realistic donation options. See a great example. Read additional tips for your project description here.
- Improve your project ranking(s). GlobalGiving ranks projects on the site based on frequency of reporting, the number of donors, and the overall donation volume. This ranking is used to determine the order in which projects appear under each theme and country on the site, as well as the projects that are featured on the homepage. Learn more. You can find your project(s) ranking on the dashboard of the project entry system.
Engage Existing Donors
Attracting donors to your project(s) is only the first step in developing a long-term, valuable relationship with donors. In order to retain donors, it is important to recognize their donation and to continue to engage them through project reports, fundraising campaigns, and donor tools.
- 46% of donors stop giving because they feel like their donations are not recognized or appreciated. (Read more.) Make sure to send a personal thank you to donors within a week of a donation being made. Read tips for sending a thank you email from the donation manager here. Use thank you notes to notify donors about upcoming campaigns and opportunities to get involved.
- Campaigns are designed to help you keep your donors engaged! The deadlines and added financial incentives create a sense of urgency to give now. Campaigns also give your donors a reason to reach out to family and friends about supporting your cause. Use the calendar to identify campaigns to keep your supporters engaged throughout the year.
- Build donation tools—recurring donations, donation as a gift, fundraiser pages—into your regular interactions with your supporters. Are they looking to support your organization around a holiday? Ask them to consider making a donation as a gift. Are they interested in supporting your organization long-term? Recurring donations make it easy!
- Share success stories and opportunities to get involved through project reports. Don’t forget: project reports are emailed directly to your donors. Use reports as a tool to keep donors engaged and interested in supporting your work. Read more about great project reports here.
Become a Superstar!
We use the Partner Rewards Program to identify organizations to recommend to our corporate partners and to feature in our donor outreach. Superstar and Leader organizations are more likely to be recommended than Partner organizations. You can find your organization’s Partner Rewards Level on the dashboard in the project entry system. Learn how you can become a Superstar by clicking on your Rewards Level.
As always, we’re happy to work with you to develop your organization’s fundraising strategy. Set up a call with a GlobalGiving team member here.