causes.com & nfg nonprofit 911 class: community-based fundraising 12.4.12
DESCRIPTION
I presented these slides during the Network for Good Nonprofit 911 Webinar on 12.4.12. Here's a brief description and if you have any questions, get in touch at sydney_at_causes_dot_com. Causes.com is the world's largest platform for social change. At Causes, we understand that it takes a community of people participating in collective action, not one campaign alone, to create a movement for lasting change. Our tools help you bridge the gap between your fundraising, community building and other campaign work, so that as you achieve immediate goals you also build for the future. We'll cover how to put these principles to work on Causes to create a great donation experience that helps build your community and achieve your short- and long-term goals.TRANSCRIPT
THE LADDER OF ENGAGEMENT AT WORK (YEAR-END) FUNDRAISING ON CAUSES
Syd Fleischer
December 4, 2012
Agenda
• Causes Overview • Community-based
fundraising 101 • Three great examples • Year-end getting started
What is Causes?
• Individual empowerment • Culture of giving and participation • Level playing field for nonprofits
Double-bottom line tech startup dedicated to:
CAUSES AUDIENCE The Causes audience is deeply social. They stand up for what
they believe in and they share it with their friends.
180 MILLION MEMBERS
100% have Facebook
30% actively use Twitter
50% of all action-taking happens though peer-to-
peer sharing 55% 45%
13-17
18-24
25-34
34+
AGE
How do people use Causes? There are many ways to organize on our platform, including
petitions, pledges, videos, and fundraisers.
PLEDGE
VIDEO
POLL/QUIZ VOTE
PETITION FUNDRAISE
Actions -> Community
• Content - create a group identity • Collaboration - give before asking • Communication - facilitate dialogue
Turn your list into a community:
Accelerated Growth
Action-takers post branded
invitations on their friends’ Timelines
Actions are aggregated on the Causes Timeline
box
Community-Based fundraising
• Structure: launch, update, celebrate • Set goals and a timeline • Define actions supporters can take • Create roles for top advocates
Run a campaign:
Example: Not for Sale REBBL campaign
NOT FOR SALE: ROAD TO REBBL In June 2012, Causes and Not For Sale partnered to launch the Road to REBBL campaign on Causes. Not For Sale, a nonprofit fighting against human trafficking, wanted to build a community of cause supporters
around its efforts to launch a social enterprise called REBBL.
REBBL is a tea company that is creating jobs for people vulnerable to trafficking in the Peruvian Amazon.
GOALS for the Road to REBBL Campaign
BRAND AWARENESS FUNDRAISING
Raise awareness about REBBL and Not For Sale’s
efforts to fight human trafficking in the Amazon.
Raise money to fund Not For Sale’s efforts to source
ingredients for REBBL, in the Amazon. As a thank-you gift, the consumers received a 4-pack of
REBBL tea.
NOT FOR SALE: ROAD TO REBBL
CAMPAIGN AWARENESS TRAFFIC SOURCES
Causes Emails
Facebook Sharing
Causes Home
Peer-to-Peer
Twitter Sharing
Not For Sale Email
13,240 ���Actions
5.36 Min. Average Visit Duration
3.72 Pages Per Visit
2,232, 500 Facebook Impressions
30 Invitations Sent Per Inviter
NOT FOR SALE: ROAD TO REBBL
$153,994 Donated in 8 weeks
on-page donation conversion 5%
of donors had taken prior action 36%
average amount per donor $66
Video kick-off
Active and personal commenting
4-part video series
Fundraiser
Fundraiser - updates
Fundraiser – active commenting
Community-Based fundraising
• Tangible impact • Storytelling • Rich media • Peer-to-peer engagement
Be donor-centric:
Example: Amazon Watch
Example: Amazon Watch
Community-based fundraising
• Immediate feedback • Post-campaign updates • Define your own success
Close the loop:
Year-end best practice: personal fundraising
Year-end best practice: personal fundraising
Year-end best practice: personal fundraising
Year-end getting started
• Run a donor-centric campaign • Tangible impact • Storytelling • Close the loop • Personal Fundraising
Community-based fundraising:
Year-end getting started
• causes.com/nonprofits • causes.com/InstructionalVideos • [email protected]
Resources:
