online community & social fundraising: india 2.0
DESCRIPTION
Jai bhujwala, VP, online & retail Giving, GiveIndia The rapid growth and evolution of the World Wide Web have presented new opportunities and challenges across all sectors, and NGO fundraising is no exception. Led by Jai Bhujwa- la, this session will address the value of online fundraising for nonprofits around the world how to tap its potential for social change in South Asia.TRANSCRIPT
ONLINE COMMUNITY & SOCIAL FUNDRAISING – INDIA 2.0JULY 2, 2014
JAI BHUJWALA
AGENDA
Fundraising 2.0 - The What?
Fundraising 2.0 - The Why?
Opportunities for Fundraising 2.0
Formal Events
Informal Events
Fundraising 2.0 - The How?
Fundraising 2.0 Platforms
Case Study
Q & A
How the Internet has
evolved 2011
FUNDRAISING BY INDIA 1.0 Fundraising
The process of soliciting and gathering contributions by requesting donations from individuals, businesses, charitable foundations, or governmental agencies
FUNDRAISING BY INDIA 2.0
Fundraising 2.0Also known as Peer-to-Peer Fundraising (P2P) it is about empowering your supporters, both donors and volunteers to raise funds by encouraging them to raise funds from their own networks and communities
Interactivity between fundraisers and donors enabled through comments
Details of fundraising project shared by fundraiser through writeup, images, video
FUNDRAISING IS A COMMUNITY APPROACH TO GIVING
…also known as social giving
AGENDA
Fundraising 2.0 - The What?
Fundraising 2.0 - The Why?
Opportunities for Fundraising 2.0
Formal Events
Informal Events
Fundraising 2.0 - The How?
Fundraising 2.0 Platforms
Case Study
Q & A
WHO DOES A DONOR TRUST?
WHY CONCERN ABOUT FUNDRAISING 2.0?
• People give to friends, colleagues - people they know
• People give to causes not to institutions
• Leverage your donors/volunteers creatively
• Make them ambassadors of your organization
• Acquire more donors for your organisations
• Build greater awareness for your cause and a chance to create ambassadors of today’s donors
• More funds for you…
• …at very low cost to you
WHY SOCIAL? It’s where audiences are now – and will
increasingly be in the future
Reach a large number of people cost-effectively (Virality)
Small charities can punch above their weight
Returns from traditional media are diminishing
Instant Notification
Automation (Making Transactions/Generating Receipts)
Always ON!
AGENDA
Fundraising 2.0 - The What?
Fundraising 2.0 - The Why?
Opportunities for Fundraising 2.0
Formal Events
Informal Events
Fundraising 2.0 - The How?
Fundraising 2.0 Platforms
Case Study
Q & A
OPPORTUNITIES FOR FUNDRAISING 2.0
Fundraising 2.0
FormalEvents
Informal Events
Sporting Events
Giving Challenges
Weddings
Birthdays
Anniversaries
Marathon
Walkathon
Cyclothon
Global Giving Challenge
India Giving Challenge
FORMAL EVENTS - ONLINE FUNDRAISING CHALLENGES
Global Giving Open Challenge 2012
9,008 donors, $700,000 raised
India Giving Challenge 201215,000 donors, $750,000 raised
India Tax Saving Challenge 20131,600 donors, $260,000 raised
Global Giving Open Challenge 2013
7,063 donors, $741,022 raised
India Giving Challenge 201315,700 donors, $790,000 raised
India Tax Saving Challenge 20142,000 donors, $280,000 raised
INFORMAL EVENTSPeer-to-Peer fundraising is personal
Its about sharing personal stories & journeys
State the reasons for getting involved & what engaged
them
Updating fundraising pages with progress and
updates
Reasons for raising funds encourage others to join
or donate
WHAT FUNDRAISERS FEEL?
Raj Kalakota used iGive to celebrate his son's first birthday
“I wanted to do some good to society and give a chance to family and friends to donate. I used the GiveIndia donation as gift, so that lead to this option. I am happy that it raised something which I am sure will make some difference.”
Kakoli Dey set up an iGive page to commemorate her grandmother's death anniversary.
My love for my grand mom and my love for the NGO I work for have motivated me to create this page. Raising funds whatsoever the cause is a bit tough but this is a fantastic way of asking for fund!”
AGENDA
Fundraising 2.0 - The What?
Fundraising 2.0 - The Why?
Opportunities for Fundraising 2.0
Formal Events
Informal Events
Fundraising 2.0 - The How?
Fundraising 2.0 Platforms
Case Study
Q & A
WEBSITE
A simple link on your website can help attract attention to your fundraising efforts. Ask people to share this on their social media profiles.
HOW TO RAISE FUNDS - YOURSELF AND THROUGH YOUR SUPPORTERS
APPEAL LETTER
HOW TO RAISE FUNDS - YOURSELF AND THROUGH YOUR SUPPORTERS
Send an appeal letter to all your friends, family and supporters. Ensure that you specify a prominent call-to-action in this letter.
BLOG
HOW TO RAISE FUNDS - YOURSELF AND THROUGH YOUR SUPPORTERS (5/8)
HOW TO RAISE FUNDS - YOURSELF AND THROUGH YOUR SUPPORTERS
Does your NGO/CEO have a blog? Write some posts about your iGive page and your efforts to get to your target amount; encourage your employees to do the same
SOCIAL MEDIA & BOOKMARKING SITES
Spread the word along with a brief description of what you're raising funds for on whichever social networking site you use, such as Facebook or Orkut. Lots of people take the time to read what their friends are doing.
HOW TO RAISE FUNDS - YOURSELF AND THROUGH YOUR SUPPORTERS
HOW FUNDRAISERS HAVE USED FACEBOOK FOR IGC
Year Visitors from Facebook
Total visitors to the site
% of Facebook visitors
Total amount of donations from Facebook
2009 1,510 7,14,358 0.21% $1,500
2010 9,115 1,147,788 0.79% $15,000
2011 40,468 13,24,563 3.05% $40,000
2012 54,160 10,46,253 5.17% $75,000
EVENTS V/S NON-EVENTS FUNDRAISING VIA SOCIAL MEDIA
Year Visitors from Facebook during non-Fundraising
events (p.m.)
Visitors from Facebook during Fundraising event
months (p.m.)
% Growth
2009 85 295 350%
2010 330 1,500 450%
2011 567 8,950 1,575%
2012 575 12,390 2,150%
AGENDA
Fundraising 2.0 - The What?
Fundraising 2.0 - The Why?
Opportunities for Fundraising 2.0
Formal Events
Informal Events
Fundraising 2.0 - The How?
Fundraising 2.0 Platforms
Case Study
Q & A
FUNRAISING PLATFORMS GLOBALLY
iGive
AGENDA
Fundraising 2.0 - The What?
Fundraising 2.0 - The Why?
Opportunities for Fundraising 2.0
Formal Events
Informal Events
Fundraising 2.0 - The How?
Fundraising 2.0 Platforms
Case Study
Q & A
TEACH FOR INDIA/; A CASE STUDY
Number of Fellows: 130Funds Raised: Rs. 43 lacsFrom: 1,790 donorsTotal Matching Won: Rs. 16 lacsRaised Funds For: • Books• Setting up libraries• Resource center• Field trips• Infrastructure needs in the classroom ( eg: stationary, projector)Target Donors: Individuals ( ie. non-corporate, non-HNI, non-institutional donors) .
How were funds raised?• Tons of Emails• Social Media
• In-person asks• Phone-call asks
• SMS Followups
Factors that helped raise funds:• Fellows felt personally responsible for making this a success• Twice a week motivating mails sent to all Fellows• Created an internal competition by recognising top-3 Fellows each week• Incentive of winning
“Every Fellow is like a CEO for his own classroom. He needs to gather resources and means to ensure students are making academic progress. Since the Fellows feel so closely responsible for the growth of their kids, they did not hesitate to reach out to their network for financial support.” - Mridvika Mathur, Manager, Development, Teach For India
TEACH FOR INDIA/; A CASE STUDY
• HIGHLIGHT EFFECTIVE FUNDRAISERS
• PROVIDE BEST PRACTICES IN FUNDRAISING
• GIVE REGULAR UPDATES ON FUNDRAISING PROGRESS; BUILD
ANTICIPATION THROUGH NEWSLETTERS/ CAMPAIGN-FOCUSED
UPDATE MAILS
• ENCOURAGE FUNDRAISERS TO BE THE FIRST TO DONATE
• LEVERAGE OFFLINE EVENTS
• UPDATE/ENCOURAGE/APPRECIATE – IN YOUR COMMUNICATION
• ENCOURAGE SPREADING THE WORD THROUGH SOCIAL MEDIA,
BLOGS, EMAIL SIGNATURES
ITS ABOUT THE PEOPLE NOT THE TECHNOLOGY
AGENDA
Fundraising 2.0 - The What?
Fundraising 2.0 - The Why?
Opportunities for Fundraising 2.0
Formal Events
Informal Events
Fundraising 2.0 - The How?
Fundraising 2.0 Platforms
Case Study
Q & A
JAI BHUJWALA
Vice-President – Online & Retail Giving
GiveIndia