An Introduction to online fundraising

Transcription

1 An Introduction to online fundraising

2 1. Why you should be fundraising online Outline for the session 2. What Localgiving offers 3. Tips for effectively communicating your work 4. Segmenting your donor base 5. Asking supporters to fundraise for your cause

3 Why you should be fundraising online

4 2.7 billion is now being donated online and by mobile annually in the UK Thats over ¼ of all donations made in the UK!

5 The average online donation is double that of an offline donation The average online donation jumped 13% from last year to 78.59

6 Online donations are not just for Millennials 40% of UK consumers said that online giving either is, or will one day be their main way of donating to a cause [Blackbaud, The Psychology of Online Giving, 2013]

7 Fundraisers! Having an online platform is an easy way to allow people to fundraise for you By fundraiser we mean an individual who raises money for your charity, either through and challenge or event Fundraisers act as ambassadors to your group - expanding your circle of supporters to their friends and families

8 What Localgiving offers

9 For this our members receive: Annual memberships costs 72 (incl VAT) 5% fee on donations Payment processing fees (1% + 10p for UK Debit Cards) 1. Ability to process one-off and monthly donations with Gift Aid 2. Fundraising and Appeal pages 3. Access to Match Fund Campaigns 4. Fundraising training and resources 5. In-depth reporting 6. One-to-one support

10 Return on Investment Average group on Localgiving Our annual membership fee of 72 works out at just 6 a month but the average charity on Localgiving raises 1800 a year, or 150 a month: So for every 6 you spend on membership you could get 150 in return

11 Donation process

12 No CHV1 forms required Donations take between 2-3 weeks to process Gift Aid takes 4-6 weeks Donations and All donations and payments can be tracked through reports All donations made through the site are actually made to the Localgiving Foundation and passed on to the groups as a grant - allowing Gift Aid to be claimed on donations to groups not registered with the Charity Commission

13 Pages on Localgiving There are 4 types of page on Localgiving: 1. Main Page 2. Project Page(s) 3. Appeal Pages 4. Fundraising Page(s)

14 Appeal and fundraising pages Up to 3 images Donate once or monthly buttons Donation examples Social share tools Group information Copy web address Quick link for fundraisers Further information

15 Features: Unique web addresses for you to share with your supporters Target bars that progress with the donations you receive Donors can leave comments with their donations that appear on the page Automatic Gift Aid collection

16 Do you need to raise funds for a specific project? Appeal pages: Controlled within your account Work like crowdfunding pages Allow you to describe specific details separate from your main page Add urgency with a 90 day limit Perfect for raising money for specific projects, repairs etc

17 If you have supporters who want to fundraise for you Fundraising pages: Unlimited number of pages Free for supporters to to set up Fundraisers are great ambassadors for your group All the donations raised through fundraising pages can be tracked through your account

18 Match Fund Campaigns During a match fund campaign, every donation is either guaranteed or given an equal chance of being matched. The amount and type of donation matched varies depending upon the specific match fund campaign. A typical match fund would work like this: Your donation Donation matched by Localgiving/match fund partner Gift Aid (For UK taxpayers) 22.50

19 Match funds - 5,000 in prizes awarded to the causes supported by the top 20 fundraisers, ranked according to the number of unique donors they receive. - The top fundraiser secures a prize of 1,000 for their chosen cause! - Randomly doubles 1000 x 5 donations over a 24 hour period. - In 2015, our #GiveMe5 campaigns raised over 95,000 for local charities and community groups across the country. - Donations of up to 10 are matched until the full match fund is emptied. - Grow Your Tenner 2015 matched one-time donations of up to 10 and regular monthly donations of up to 10 for three months.

20 My fundraising toolkit

21 9.30am pm, Monday-Friday (excluding bank holidays) Localgiving Help Desk Fergus, Cara and Steph are happy to help you with any questions you may have They can provide assistance with technical issues, your account or fundraising more generally

22 Tips for effectively communicating your work

23 Telling your story Use the Fairytale method to split your story into three, digestible portions: 1. The Challenge 2. The Hero 3. The resolution

24 Example: St Matthew s Project - The challenge The street crime, gang culture and juvenile delinquency that is rife in the St. Matthew's and Tulse Hill Estates, which are within the most deprived 10% SOAs in the country - The hero Free, structured football and coaching sessions in a safe, friendly environment to young people aged 6-21 in the south Brixton area. To help the children and young people of south Brixton to fulfill their potential and have a positive impact on their community. - The resolution Over 1,000 hours of free, fun football activities per year to young people from disadvantaged backgrounds, which engages regularly with over 150 young people every week. 90% of participants have expressed its positive impact in their lives with 60% going on to receiving new skills and qualifications because of it

25 How much funding did you raise? Evidencing your Impact What did you do with the funding? What was the result of this for the people you help?

26 Example DON T Last year donations went towards upgrading our minibus so that we could assist disabled people in the area DO In 2014 we were able to raise a total of 2,500 through individual donations and fundraisers. The money enabled us to upgrade our minibus with features to enable wheelchair users to easily access the bus. This has resulted in a 20% increase in the number of people we are able to help, meaning that an additional 30 people have been assisted in getting from their homes to the local community centre over the past 6 months.

27 Case studies Think of it as a story and build a compelling picture of how your organisation has helped an individual or group of people in your community Quotes and testimonials help to bring your story to life and will engage potential supporters on a human level

28 Create a connection Explain your personal motivation for being involved and what your "aha moment" was that provided the catalyst for where you are today

29 Have a clear call to action fundraise for us! donate to us! share this with your friends!

30 Task 1 - elevator pitch

31 Segmenting your donor base

32 Who are your donors?

33 Personas Who are your supporters? Who are your potential supporters? What are they interested in? What makes them tick?

34 Age / Location Hobbies/ Interests Personas Habits / Motivations Level of engagement Income - how much could they spare? Rewards

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36 Basic facts and behaviours Relationship with charity Motivations, needs and goals Fundraising ideas

37 Provide the experience, inspiration, and connection they are looking for Level of interest Level of understanding How much have they donated? What is your target? Communication Frequency Communication Method

38 One size does not fit all

39 How to segment your donor base

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41 Constituent Lifecycle

42 Targeted fundraising New donors Repeat donors Upgrade donors

43 Think about... New donors Urgency, personal connection, willingness to support YOU What is your offering - Join a movement, getting something in exchange - a free book, invite to an event, sticker etc Monthly donors Increased value even if the amounts are small; time saved Builds a relationship Create a (tiered) friends of programme One time donors Lapsed donors - contact with urgent or important appeals Plan your asks

44 Asking supporters to fundraise for you

45 Effectiveness of fundraisers On Localgiving each fundraiser bought an average of 16 new online donors to their charity and raised 520 per charity

46 Where to find fundraisers There are a few ways to reach out to potential supporters including: 1. ing your current donors and supporters 2. Finding supporters online 3. Asking within your local community and businesses

47 Newsletters to supporters Bare in mind the tips for communicating your cause earlier and make sure you include a good subject line: Here is a good example of a subject line: Get fit and help build a new garden Here is a subject line you should avoid: FUNDRAISE FOR US NOW!!!

48 Engaging with your community

49 Fundraising Ideas

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55 Families United Network from one event Organise your own event Through our events we have been able to reach and engage with more donors as individual fundraisers introduce our charity to their personal networks

56 Olney Pancake Race Use a preexisting event "I was amazed by the response and support I received. I set out to try to raise 100 so to raise more than 700 (including offline donations) was fantastic!"

57 Promote your fundraiser s page Add the unique URL for your fundraiser's page to your website, signature, social media and promotional material Publicly celebrate their milestones on social media and personally celebrate them via Milestones may include their first donation or a quarter of a way to their fundraising total

58 Questions