enter for mazon Ommunity cologyC EC

A

Outreach and Fundraising Strategy for Open Challenge

on Global Giving

By Campbell PlowdenExecutive Director

Stages of campaign

1. Choosing online platform2. Mapping potential donors3. Preparing materials4. Outreach during campaign5. Thank yous6. Analysis and lessons learned

Choosing the right crowdfunding platform

• Emphasis and size of platform • Cost and structure of platform fees• Support and resources for non-profit groups

• Platform policies on setting & meeting goals• Format and content of project page• Platform support for listing projects

• Incentives to projects for channeling donations• Incentives to donors for making donations• Forms of payment accepted

Project Name

Project Image

Detailed Project Summary for Additional Documentation

Summary OutlineProject titleGroup missionProject descriptionProject teamProject budgetMajor fundersGroup managementGroup partners

Donor mappingPersonal OutreachFamilyFriendsColleagues

Organizational supportersBoard of directorsAdvisory boardDonors and Merchandise buyersNewsletter subscribersInternet supporters

Outreach and donation toolsGlobal Giving Project PageOrganization websiteFacebook (Personal, Organization & Group

Pages, Other group pages)Blogs (Organization blog, Other blogs)TwitterEmailsPartiesPresentationsFlyersCraft fairsE-Newsletter

Family

Greenpeace anti-whaling action

team in Japan 1981

Action team reunion in Tacoma, WA

2010

Graduate school mates

in Brazil - 1997

Men’s group camping retreat - 2003

Men’s groupgathering - 2008

Friends at Quaker Meeting

High School Class of 1971Informal reunion 2010

Dear Greenpeace Seattle friends, I have a simple but pressing request. Can you please help me and my group, the Center for Amazon Community Ecology, create a sustainable source of income for over 100 native artisans and strengthen the health, education, and forest conservation around their communities in the northern Peruvian Amazon? I am writing to humbly ask you for a contribution to this project through the Open Challenge of Global Giving at

http://goto.gg/12229. This is a major online platform that assists grassroots organizations raise funds for social and environmental causes.

If we can raise $5,000 or more from at least 40 donors by the end of December, we will earn a permanent spot in this network – this would give us access to a broader base of potential supporters well beyond the small group in central Pennsylvania that has kept us going for six years. Today is the Global Giving Bonus Day, so if you can contribute $10 or more to our project before midnight, we have a shot at winning an extra $1000 for the group that receives donations from the most people in this 24 hour period.

Made donation and bought craft during Open Challenge

Donated after Open Challenge

GG Superstar – offered advice on GG strategy

Hosted fundraising party at home during Open Challenge

Integrate pitch for donations with other events – craft fairs, presentations, and parties

CACE home page

Facebook postings with link

to GG site

Personalized Project Logo for Facebook

CACE Blog

Guest blogThrough Linked-In

Connection

Updates and GG links on Twitter

E-Newsletter sent to

Supporters through Vertical

Response

Half-page flyer with basic information for donating to GG campaign

Scan QR Code with SmartPhone to link to project site on GG

Progress Reports & Thank yous

Analyzing patterns of donors and donations with Donation Manager Data

Types of donors who gave to CACE Project during Global Giving Open ChallengeNumber of

Donations% by Type

Type Number AmountPrevious 21 $ 6022donor

Known 20 $ 12701st Time

Friend 10 $ 351of Known

Unknown 13 $ 235named

Anonymous 6 $150

Total 70 $ 8028

Amount of Donations% by Type

5 – 10 11-29 30-49 50-100 101-300 301-500 501-1000 >1000

Range of amount given per donor

%36

30

25

20

15

10

5

0

Range of Donation Size by Percentage of DonorsResults of CACE Open Challenge

86% 14%

5 – 10 11-29 30-49 50-100 101-300 301-500 501-1000 >1000

Range of amount given per donor

%26

22

18

14

10

6

2 0

Range of Donation Size by Percentage of DonationsResults of CACE Open Challenge

22% 78%

Payment Number Percent Amount Percent Form Donations Donations Donations Donations________________________________________________________

PayPal 5 7 580 7 Gift cards 8 11 735 9 Checks 17 24 798 10 Credit card 40 57 5,915 74_____________________________________ Total 70 100 8,028 100

Forms of payment for donations to CACE during Open Challenge

Source Donations AmountRecurring 1 10Website 2 50Blog 2 150Email 2 60Facebook 7 645Gift card 8 735Google/GG site 10 4280Checks/other 38 2098Total 70 8028

Payment source for donations to CACE during Open Challenge

Examine data from the Leaderboard to understand donation patterns

and bonus opportunities

DonationsDonorsFacebook

SharesBonuses

Facebook shares versus Amount RaisedGlobal Giving Open ChallengeDecember 2012 (290 groups)

$$$$17,000

15,000

13,000

11,000

9,000

7,000

5,000

3,000

1,000

0 0 200 400 600 800 1000 1200 1400 1600 1800

Facebook Shares per Project

Raised $11,000+44 Shares/group

1741 Shares/groupRaised $6400/group

200 to 655 Shares/groupRaised $978/group

Average contribution per donor vs. Number of donationsCombinations to reach $ 5,000 and qualify in Open Challenge

Num

ber o

f don

ation

s

Average contribution per donor

Donors Ave 40 125 50 100 60 83 70 71 100 50 125 40 250 20 500 10

Donor number versus Amount RaisedGlobal Giving Open Challenge Dec. 2012 (290 groups)

0 30 60 90 120 150 180 210 240 Number of Unique Donors

Average donation $ 111

$ 66

$ 25

$ 185

$ 3030

$$$$17,000

15,000

13,000

11,000

9,000

7,000

5,000

3,000

1,000

Bonus Total Donations Donations Percent Top Day Raised Matched Unmatched Matched Bonus_________________________________________________

Day 1 78,410 20,033 58,377 26 531Day 2 48,997 20,020 28,977 41 527Day 3 32,650 20,060 12,590 61 668__________________________________________

Total 160,057 60,113 99,944 38

Results of Bonus Days during Global Giving Open Challenge

December 201215% matches available up to $3,000 per day

Top four groups on Bonus Day #1 of Open Challenge (December, 2012)

42 $4,350 + $219

13 $4,260 + $531

53 $3,330 + $260

21 $3,310 + $12

1 $ 3,945

2 $ 2,750

3 $ 2,155

4 $ 2,500

5 $ 5,000

Weekend Bonus ResultsOpen Challenge – December 2012

Winning # Total

$ 592 $ 500

$ 413 $ 500

$ 323 $ 500

$ 375 $ 500

$ 750 $ 500

Potential Fees Bonus

- $ 92

+ $ 87

+ $ 177

+ $ 125

- $ 250

Net

Met goal 92 groups: 32%

Raised at least $5,000 fromat least 40 donors

Failed: didn’t try?62 groups: 21%

Raised $0 from0 donors

Some support130 groups: 45%

Raised less than $5,000 from less than 40 donors

Near success 6 groups: 2%

Raised ≥ $5,000 or had ≥ 40 donors

Outcome of Global Giving Open Challenge in December 2012 (290 groups)

Campbell Plowdencplowden@amazonecology.org

CACE website:www.amazonecology.org

CACE on Global Giving:http://goto.gg/12229

Facebook:Center for Amazon Community Ecology

Wordpress blog:Campbell’s Amazon Journal

YouTube Channel:Amazon Community Ecology

Twitter:AmazonEcology

Best wishes in the Open Challenge