GlobalGiving Online Fundraising Academy Posts

Gear Up For GlobalGiving’s Year-End Campaign

Gear Up For GlobalGiving’s Year-End Campaign

WHAT: Join GlobalGiving for our 2019 Year-End Campaign during the biggest fundraising month of the year! Following #GivingTuesday, GlobalGiving is offering prizes galore to celebrate you, our partners, and help drive more funds towards your important work. This year we have bonus prizes totaling $12,000 for top crowdfunding projects and much more! 

WHY: With approximately 31% of all annual giving occurring in December, the end of the year is the most crucial time for almost every nonprofit. Recognizing that the holiday season is in full swing, it makes sense for donors to participate in a time of generosity, and utilize the last opportunity to make tax-deductible donations count for this calendar year. For nonprofits, the end of the year is a natural moment to share reflections on the year, broadcast major accomplishments and perhaps major hurdles that still remain, and announce big ideas to fundraise for in the new year.

WHO: The Year-End Campaign is specifically for GlobalGiving’s active Partner, Leader, and Superstar organizations. Active projects and microprojects will be automatically included. The deadline to submit new projects, project edits, project appeals, and project reports is 17:00:00 ET on Tuesday, Nov. 26, 2019.

WHEN + WHERE: GlobalGiving’s 2019 Year-End Campaign will begin at 00:00:00 ET on Wednesday Dec. 4, 2019, and end at 23:59:59 ET on Tuesday, Dec. 31, 2019. Prizes will be displayed on the Year-End Campaign leaderboard. 


  • Register for the #GivingTuesday Campaign Webinar at 10:00:00 ET on Thursday, Sept. 26, 2019. 
  • Read through GlobalGiving’s 2019 Year-End Campaign Terms + Conditions to see how this campaign can transform your organization’s year-end fundraising! 
  • Gather your team to set and design a stress-free year-end fundraising strategy.
  • Register for GlobalGiving’s Online Fundraising Academy 2019 webinar series. After you register, don’t forget to take the Pre-Academy Survey!
  • Read some tips crowdsourced from some of our top GlobalGiving fundraisers.

Contact GlobalGiving at with any questions. We’re here to help!

Take Your Online Fundraising to the Next Level!

Take Your Online Fundraising to the Next Level!

What: GlobalGiving’s 2019 Online Fundraising Academy is a four-week course consisting of weekly 1.5 hour-long online sessions. 

Who: Any organisation on GlobalGiving that wishes to develop a sustainable fundraising plan in order to support your great work! New graduates and experienced organisations are both welcome.

When: Online on Wednesdays from Oct. 9 – 30, 1:00 p.m. – 2:00 p.m. BST

Why: This academy is perfect if you would like to receive advice and consultation from fundraising professionals and experts in their fields on creating a fundraising strategy, attracting new donors, retaining donor in the long run, and more!

Online Fundraising Academy: Fundraising Evaluation and Analysis

kaylanKaylan Christofferson, GlobalGiving’s Business Intelligence Analyst, joined us for the final session of the 2014 Online Fundraising Academy to talk about Fundraising Evaluation and Analysis. Kaylan and her team support GlobalGiving 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 the value of goal-setting and ongoing monitoring of fundraising activities and provided concrete tips to get started!

Session recording:  

Session notes:

Fundraising Analysis

WHO should be using data to drive fundraising strategy?

  • If your organization has limited resources and if your organization is working for an important cause (which should be everyone!), you should be looking at data.
  • With limited resources, you need to use resources as efficiently as possible. 
  • If working for important cause, data can help to maximize effectiveness to generate more funds for your work

AdWords-Best-Practice_Loves-DataWHY should we use data?

  • Data analysis is using the numbers to help guide your actions, set fundraising goals, and measure progress so you can maximize funds to support your mission
  • When resources are limited, using your time efficiently and effectively is even more important!
  • Example: Look at time spent on different fundraising activities to compare how effective each activity is. Can see that board outreach is more time-efficient. This is not saying that you should only focus on your most efficient activity, but this can help you be more efficient and help you stay on track with your fundraising goals.

Fundraising Activity

Time Spent on Activity

Total Donations from Activity

Email outreach

10 hours


Board outreach

3 hours


Social media

5 hours


WHEN should you use data to set goals?

  1. Before a particular fundraising campaign or event
  2. Annual strategic planning and throughout the year

Example 1: Set a goal before a particular campaign/event – Bonus Day

How much money can your organization raise on Bonus Day?

Online Fundraising Academy: Donor-Centered Retention Strategy

CCA_Brochure_6We were fortunate to have David Schaeffer, the Vice President of Development at the Children’s Cancer Association, join us for the eighth 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 is joining the Academy for the second year in a row to share his organization’s donor-centered approach to retention.

Watch the session recording here.

Session notes:

Children’s Cancer Association – A nonprofit based in Portland that provides support and joy to children with cancer and their families

Donor Retention – measure of how many donors continue to donate to your organization

  • High retention rate means you have a strong base of donors – the longer donors give, the more likely they will continue to give
  • Low retention rate means you have to keep finding new donors – difficult and expensive, not an effective use of money or time
  • This study Fundraising Effectiveness Project (FEP) found that:
    • Between 2006 and 2011, donor retention rates decreased by about 10%
    • Overall donor retention was 39% in 2012, down from 41% in 2011
    • Repeat donor retention was 61%
    • New donor retention was only 23%
    • Attrition eating into ability to retain donors – For every 100 donors gained, organizations lost 105 donors

Some causes of donor attrition

  • They have no memory of supporting the organization – make sure they know where they’re money is going; connect back to the mission
  • The organization asked for an inappropriate amount – create gift arrays starting with your organization’s average donation amount (the amount your donors like to give)
  • They were not reminded to give again – reach out to people at least 2x year to give them a chance to give
  • They didn’t feel connected – help them understand why they give
  • The organization didn’t tell them how donations were used

Ways to increase donor retention

  • Know who donors are, metrics, donor analysis for communications
  • 91 days is the lapsed period – if you don’t reach out to donors 91 days after their initial donation, you’ll most likely lose them. Need to acknowledge them right away.
  • Personalize your communication – build one-on-one relationships
  • Show donors how their funds help you achieve your mission
  • Send thank you letters
    • Be brief, personal
    • Include a story of a beneficiary, how donor dollars are being used, and give them a chance to contact you
    • Don’t ask for another gift – donor may not see it as a sincere thank you
  • Segment your communication to donors
    • Send specific communications to certain groups of donors (making sure it’s personalized)
    • Segment by past giving, zip code, age – send emails to people it’s most relevant to
  • Create a donor stewardship moves management plan

CCA Acknowledgment Standards

Online Fundraising Academy: Building a Donor Community on Facebook

ListbuilderIn the sixth session of the Online Fundraising Academy, Alison McQuade, the Digital Press Secretary for EMILY’s List, shared tips and recommendations for growing and engaging your network on Facebook.

Session recording link. 

Session notes:

Emily’s List – A political organization committed to electing pro-choice Democratic women to office

Edgerank – Facebook’s algorithm that decides what you see in your feed

  • Affinity – how much people like the post. Counts people’s interactions (commenting, liking, sharing, clicking on link)
  • Weight – posts that require more user engagement has more weight (i.e. sharing has more weight than a like)
  • Time decay – how old the post is. Most posts have a shelf life of one day

Different types of posts – use different posts to reach different goals

  • Link post – Post a compelling story for your audience
    • Have intro text (not just the link)
    • Timely post
  • The mobile phone post – take a picture on the ground with your mobile phone
    • Exciting, unfiltered picture, readers feel like they’re participating, doesn’t look advertised
    • Timely post – as it’s happening
    • Call to action – specifically ask them to do something “like picture and tell us in the comments what would you do”
    • Got lots of interactions because asked for it. Encourage them to interact so they feel like they’re a part of it
  • Go-to post – post what your audience loves.
    • Exciting picture and great quote that audience
    • Find out what your audience finds compelling to get them excited
    • Call to action to build email list (asked people to write thank you card for Hilary Clinton while getting people to sign up for emails)
  • List-builder post – have a call to action that gets people to join email list
    • Had people sign birthday card to Emily List’s president and subscribe to emails
    • Language corresponds with message and then transitions to why they should join your community and subscribe to emails
    • Simple graphic, creates emotion (happy/angry)
    • Easy lift – take advantage of milestones, holiday, birthdays, etc. as an opportunity to build list